Strategic Link Partner, Eltropy, Offers Best Practices for Credit Union Text Messaging

Credit unions often need to share important information with their members, and Strategic Link partner, Eltropy, is committed to making that process as seamless as possible. Every communication is valuable, and although messaging may seem like second nature these days, text messaging for credit unions requires a strategic plan.

Eltropy gets the message. The company, which has now joined with 14 Northwest credit unions since becoming a Strategic Link partner in 2018, is putting its best foot forward when communicating with members.

“Members expect immediate information (on the device they prefer) from their credit unions. Fast, responsive communication is no longer a nice-to-have, but a must-have member service,” said NWCUA Vice President of Strategic Resources, Jason Smith. “Eltropy excels in meeting that demand.”

According to a study conducted by Twilio, 9 out of 10 people prefer text messaging when communicating with businesses. But before hitting send, credit unions should ask themselves if text messaging is relevant and consider what value it adds.

If it’s a valuable service to members, they will anticipate messages and be much more likely to open and respond to content. Credit unions should avoid sending unnecessary and frivolous messages, as members may ignore or view them as intrusive and annoying. Not every marketing campaign warrants a text message. Using text messages wisely is key to establishing trusting relationships with members.

Make it personal.

Personalized messaging helps credit unions stand out. Addressing members by name will make them feel the message is specifically for them. Include details that are specific to the members to show that the relationship is important and their loyalty is valued. When members feel this added sense of trust, they are much more likely to engage.

Eltropy’s analytics dashboard helps credit unions gain important insight into their members, which can be used to craft personalized messages. Additionally, credit unions can create custom, editable message templates that allow them to share relevant, personalized content quickly.

A final tip: Don’t forget to include a signature and the credit union’s name so members know who is messaging them.

Respect business hours – timing is everything.

A text message is less likely to be noticed in the middle of the night, and it certainly won’t be well-received if it is. Make note of members’ time zones and when they are most likely to engage with a message. Bombarding them with messages outside normal working hours can be viewed as intrusive, which can limit the potential of building a loyal relationship.

Check your work.

While proofreading may seem a bit obvious, it’s easy to quickly hit send before checking a message thoroughly. Autocorrect may change something at the very last moment and cause misspellings, typos, and other avoidable mistakes. Don’t let unnecessary errors hurt your credit union’s chances of building a valuable relationship with members. Instead, take some extra time to check the message.

Did you get permission?

Compliance regulations play a big role in sending messages. It’s very important credit unions leverage messaging in a secure and compliant way in order to boost member engagement and enhance the overall member experience. Eltropy understands these regulations may seem cumbersome and difficult to navigate. Eltropy can show credit unions several ways to obtain consent through messaging sign ups, email campaigns, and in-person approvals. Learn more by reading Eltropy’s Credit Union Guide to Text Messaging Compliance.

By partnering with Eltropy, credit unions can ensure messages satisfy both members’ needs and business objectives while avoiding costly, and often unintentional, mistakes.

To learn more about partnering with Eltropy, visit their Strategic Link page or contact Jason Smith, VP Strategic Resources, at 208-286-6794.