Why Do Member Email Addresses Matter?
Credit union communications are moving to an electronic format. Not only is it more environmentally friendly and convenient for the member, but it also reduces expenses. Essentially, any communication that is not regulated to be sent as physical mail is now being considered for email delivery.
While email seems like a relatively straightforward form of communication, it has its difficulties. Just like any piece of contact data, an email address can easily be mistyped during data entry. This type of contact data is also similar to a physical mailing address because it is dynamic and changes on a regular basis.
The communications sent through email, such as statement notifications and marketing offers, can have a significant impact on retention as well as up-sell and cross-sell opportunities. To prevent emails from being classified as spam, credit unions need to ensure the accuracy of email addresses and prevent a high bounce rate and ensure a positive reputation with ISPs.
There are several processes that can be put in place to help credit unions reduce email bounce rate and clean addresses.