Chevron Federal Credit Union (CFCU) is no stranger to the power of direct mail. Their marketing team has long used it to reach out to current and potential customers. Until recently, direct mail was a manual process. That meant direct mail was time-consuming, untrackable and prone to human error. Marketing VP, Suzanne Walden sought out a way to automate her team’s efforts and provide members with a streamlined, consistent experience regardless of the
communication medium.
CHALLENGE
CFCU struggled to efficiently communicate with their members due to siloed execution and data management systems.
Email capabilities were manual or sent from separate systems for each member need.
- CFCU had to manually piece together data from other systems/departments to execute on campaigns
- CFCU had to manually track response rates to campaign and CTAs
- CFCU employees had to handwrite messages and send out direct mail daily
“My team deploys what we call “2-2-2″ campaigns, or in other words, a member receives follow-ups every two days, two weeks, and two months. As you can imagine that is a lot of direct mail for my teams to manually fulfill, and it was not the most efficient use of our time.”
The above not only caused major internal team headaches, but resulted in delays in member engagement. “We were taking too long to execute due to messy processes and disjointed tools,” said Walden. “Plus, we needed to be able to tailor our timing and messages to members based on their behavior needs and goals. This was difficult to do with no centralized location for our data.”
SOLUTION
CFCU implemented Salesforce, Salesforce Marketing Cloud and PFL’s integration, Tactile Marketing Automation (TMA) to execute and record service and marketing efforts in one place.
Their “2-2-2” campaigns were made into Marketing Cloud journeys that triggered communications for each member based on their unique position in the customer journey.
PFL allows the direct mail components of the journeys to be triggered and personalized with data in Salesforce. Additionally, record of each direct mail send is logged for the member in Salesforce.
RESULTS
The winning combination of Direct Mail and Marketing Cloud allowed Walden’s staff to get back to the business of servicing members themselves.
“We used to have a bunch of other systems that served bits and pieces of the process, but they were not all in one place, and each piece required human interaction,” she adds. “Now everything is automated and we are able to communicate with members in a less intrusive way. It’s also helped our internal communication and has made us much smarter.”
