After a member joins your credit union, the ball is in your court…so what’s your next move?
One of the most common mistakes a financial institution can make is failing to reach out and create a channel of communication with new members. That’s where onboarding comes in.
Onboarding can mean sending out a simple “Thank You” email to new subscribers or it can mean introducing them to all your services- either way, it’s crucial to send these emails out fairly quickly.
Don’t just take our word for it, though. This article published by The Financial Brand looks at the onboarding campaign created by one financial institution and discovered that a successful onboarding campaign typically thanks the member, tells them any additional information needed for the opening process, encourages them to use their new account and lets them know where to go for customer service.
Here’s a breakdown of helpful tips they suggest and ways you can use DocuMatix to create a system for onboarding that will impress everyone right out of the gate.
Start down the right path.
The Financial Brand recommends sending out multiple emails that are all intertwined to new patrons as part of an over-arching onboarding campaign. If you’re a DocuMatix user you can take that one step further and create a behavioral-based Marketing Path that does the work for you. For example, say you want to send out a welcome email, but you also want to tell members about personalized debit cards AND let them know about an auto loan promotion you just started.
All you have to do is create the emails you’d like to send and then use “rules” to determine when to send the next email. So say a subscriber opens your welcome email and clicks on debit card information; the Marketing Path would then automatically send out an email about personalized debit cards in a few weeks (or however long you specify.)
Alternately, if they don’t open the email, you can choose to re-send it in three weeks with a different subject line to ensure it gets read.
Pictures are worth 1,000 words.
Make your first onboarding email simple and image-heavy, while still reflecting your brand. This one is basic, but makes a lot of sense. To avoid overwhelming people with text right off the bat, stick to a few key bits of information and accompanying graphics that help with clarity with a link to more information.
Campaign for Results
Whenever possible, try to make a campaign part of your onboarding. It’s a great opportunity to run a refer-a-friend campaign or send a member satisfaction survey to gauge how well your onboarding program is working. You can easily pop one or both of these types of emails into the aforementioned Marketing Path.