TruStone Financial achieves average of 68.8% open rate on nurturing emails
- Open rates of 83.3% on highly-segmented emails
- Average open rate of 68.8% on nurturing emails
- Average email open rate of 34.6%, above industry average
TruStone Financial Federal Credit Union is a member-owned credit union founded by teachers back in 1939. TruStone has since grown to 14 branches across Minnesota and Wisconsin with $1.34 billion in assets as of June 30, 2018. TruStone prides itself on its dedication to members’ financial wellbeing and strives to provide them with the education and tools they need to make the best decisions possible with their finances.
The TruStone Financial marketing team is well-equipped with the expertise to handle a variety of marketing challenges. The team consists of a director of marketing and communications, marketing manager, analyst/strategist and marketing specialists in content, events and digital marketing.
The organization knew they could improve the way they communicated with their members; they just needed to find a tool out there to help them do it. Carrie Uttecht, Digital Marketing Specialist at TruStone Financial, says, “As digital communication across any industry becomes more personalized, and automated to individual needs, our credit union members are coming to expect that kind of personalization from their financial institution as well.”
Before moving to marketing automation, TruStone Financial was using another platform to run email campaigns. However, the credit union needed a tool that could support their various marketing needs and promotional efforts at both the organizational and branch level.
TruStone began searching for a solution that would enable them to build out an automation strategy and launch programs—one that was user friendly and provided great service. Carrie notes that TruStone also needed a tool that would allow the team to efficiently and effectively accomplish its marketing goals. “We were looking to find a platform that would allow us to use our time wisely and get personalized messages to our members.”
“Act-On’s support is one key area where the platform shines. It’s helpful to work with a support team who has really deep knowledge of the platform, great troubleshooting skills, and can share best practices to enhance response rates and optimization.”
Digital Marketing Specialist
Being a financial institution, security was another important feature that TruStone was considering when searching for a marketing automation platform. The credit union wanted to ensure that whatever platform it picked had the capacity to protect the safety and privacy of its members. “It was important to not only find something that was efficient and effective for the marketing department, but also secure enough for a financial institution,” Carrie says.
After taking several platforms into consideration, TruStone found that Act-On had the features it needed. And thanks to Act-On’s excellent support, the organization was able to transition smoothly and launch its first campaign.
“Various templates may also be leveraged to customize member audience segments, ensuring marketing automation success.”
Digital Marketing Specialist
Since implementing Act-On, TruStone has been using the platform to manage and segment lists, send automated member onboarding emails and build landing pages. TruStone also sends personalized one-off emails for specific promotions, product releases, company news and events. Being able to do that within Act-On has made the process much more manageable and efficient.
“Various templates may also be leveraged to customize member audience segments, ensuring marketing automation success,” says Carrie.
These new efforts have enabled TruStone to amplify its marketing and achieve excellent results. Carrie implements email campaigns and activities for TruStone, using the Act-On solution – achieving an average 68.8% open rate on nurturing emails and an average open rate on follow-up emails of 42.5%. The results are even better for highly-segmented emails, where TruStone realizes open rates upwards to 83.3%.
TruStone credits the support they’ve received in implementing the platform with much of their success. Carrie says, “Act-On’s support is one key area where the platform shines. It’s helpful to work with a support team who has really deep knowledge of the platform, great troubleshooting skills, and can share best practices to enhance response rates and optimization.”
Thanks to the support and features in Act-On, TruStone has transformed the customer journey. TruStone now has the ability to better provide members with the tools and information they need to best manage their finances. Steve Steen, Chief Business Officer, says, “Act-On helps us better serve our members so that we can offer timely and relevant messages on company updates, financial education and product solutions. We are now better able to send the right message to the right members at the right time.”
About TruStone Financial Credit Union
TruStone Financial is a full-service, member-owned credit union that provides simple yet competitive financial tools to empower members’ financial well-being. Founded by teachers in 1939, TruStone Financial has grown to include 14 branches across Minnesota and Wisconsin in addition to its Plymouth, MN corporate office.