ABRI CREDIT UNION CASE STUDY

Increasing Response and Engagement
with Direct Mail and Email

abri-mockup

PROSPERA CREDIT UNION CASE STUDY

Implementing triggers and automating daily marketing produces better results

PROSPERA CREDIT UNION CASE STUDY

Implementing triggers and automating daily marketing produces better results

abri-mockup

Abri Credit Union | Romeoville, IL | Assets: $400 million
ExecuTrax ● OnTrax ● CRM ● Demographics Plus ● Business Insights

Abri Credit Union | Romeoville, IL | Assets: $400 million
ExecuTrax ● OnTrax ● CRM ● Demographics Plus ● Business Insights

ABRI Credit Union

Romeoville, IL

Assets: $400 million

  • ExecuTrax
  • OnTrax
  • CRM
  • Demographics Plus
  • Business Insights

[Before] Marquis, our onboarding efforts were in a marketing silo… [Now], we can unite our data under one umbrella, and staff can now see our outreach and other marketing efforts [from all channels] to feel confident in speaking to our members.

Kim Nichols
SVP Member Experience
Abri Credit Union

BY THE NUMBERS

16.5%

Onboarding Direct Mail Response

15.7%

Onboarding Email Response

$1.3M

Direct Mail New Balances

$1.1M

Email New Balances

When Abri Credit Union partnered with Marquis in 2019, they were only running email campaigns. While the results were promising, their Marquis strategist knew Abri could improve overall response rate, engagement, and ROI with the addition of direct mail. But would the initial investment of direct mail provide the desired return?

Abri partnered with Marquis to automate and target their marketing efforts. At that time, Abri was not tracking results from their email campaigns, which is essential when it comes to planning future campaigns, improving current campaigns, and reporting results to upper management. With the addition of ExecuTrax (MCIF System), and OnTrax (dedicated Strategist), Abri was able to target, track, and report results with confidence. However, their Marquis strategist knew there was still more opportunity for improved growth with direct mail.

A combination of direct mail and email has proven to increase response rates and average balance of the acquired products. Abri, at the advice of their strategist, added direct mail to their Onboarding, Reboarding, and Multi-Product programs which experienced increased acquisition and balances. Today, Abri engages their members both in the inbox and mailbox.

Results
In every instance, the addition of direct mail delivered Abri’s desired results.

Campaigns with DM & EM Marquis’ Average Response Rate
Abri’s Average Response Rate
Overall Programs 5% 9%
Onboarding Triggers 9% 17%
Invitation to Apply Programs 1% 2%

In addition to impressive response rates, the execution of direct mail and email generated the following balances:

  • Overall Programs: $11.8M
  • Onboarding: $2.4M
  • Multi-Product Program: $552K

In 2022, Abri added Demographics Plus to enhance interaction and deepen insights into their data, enabling them to better target programs and tell their story. With direct mail now incorporated into their marketing mix, Abri can improve response, ROI, and engagement.