#3099: How Tropical Financial Crushed Its Member Personalization Campaign Results...

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The dynamic duo of ChannelNet Solutions CEO and Founder Paula Tompkins and Tropical Financial Credit Union VP Marketing/Chief Experience Officer Amy McGraw are back on the show to share the tremendous results they have experienced using ChannelNet's OneClick Financial data-driven platform, which has provided unique, personalized member experiences through the credit union's online and mobile banking (via NCR) -- an industry first.

Both Paula and Amy shared how it all works together to far exceed their campaign goals, giving us results that just about any organization on planet Earth, let along a credit union, would give anything to achieve.

In a nutshell, Tropical Financial wanted to provide each member with contextually rich and relevant personal experiences and expand the channels through which they can learn more about the products and services that the credit union offers. Through a Single Sign On (SSO) integration with Tropical Financial's partner NCR, ChannelNet's OneClick Personal Page became available in credit union's mobile app and online banking.

In just one month from launching, the credit union delivered 60,000 page views -- of which 30% were unique page views.

Prior to achieving these tremendous page view results, Amy and Paula explained how OneClick Financial’s PURLs make it easy for a member to access the content. But they needed to get those PURLs to the members somehow.

Amy said she started delivering the PURLs through email. But, unfortunately, email is a very crowded channel today. So, it took the credit union from April 2021 to December 2021 to get the first 10,000 members to opt in and start looking at their PURLs.

Amy added that in February 2022, Tropical Financial smartly launched personalized videos to members. With these videos, they were able to drop in the member name, their city, and more as a welcome to the credit union.

Thanks to the PURLs, this program also achieved tremendous results, attracting 10,000 more opt-ins in a couple of months, which resulted in an increase in email open rates from a highly respectable 28% to an astonishing 77%.

Incredible story here once again from Amy and Paula. Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.