HOW PROFOUND COMMUNICATIONS MAXIMIZED POWERCO CREDIT UNION’S E-MAIL MARKETING IMPACT
POWERCO Credit Union was implementing a Web Bill Pay product and was faced with the challenge of efficiently informing its members about the new product so they could easily sign up for the service.
Due to Profound’s previous experience delivering effective electronic marketing programs, we were able to provide a two-prong approach to POWERCO’s challenge. First, we created an effective notification for members; and secondly we provided POWERCO valuable information about the members who read and acted on the e-mail. Profound licenses a unique and proprietary e-mail system that utilizes HTML code and maintains the current and potential mailing list. The attractive and actionable e-mails that Profound creates provides a link to the member, inviting them to take advantage of a special offer. Once the member clicks on the link, Profound’s system tracks:
- When the mail was opened.
- How much time was spent reading it.
- Any additional links the recipient clicked on as a result of receiving the email.
- Any actions they take as a result of the e-mail such as signing up for a product or service or gathering additional information.
In addition to being used for announcements of new products or services, the timely and relevant e-mails can be used for any communication need a client might have. The e-mail list is then warehoused by Profound. It includes privacy notices to recipients noting that their e-mail address will not be resold or shared with any other database.
Results showed that 71 percent of recipients of the piece opened the e-mail shortly after receiving it and POWERCO Credit Union benefited from a cost-effective alternative to traditional direct mail programs. The overall program cost only pennies per contact.