With automation, marketing to millennials makes offers more:

Relevant by taking the long-term approach and investing in the experience and relationship. It's still important to provide the right offer through the right channel at the right time, but it's not a single event that results in the sale. Credit unions should use multiple touch points and never assume that every message is heard or read every time. Millennials (like the rest of us) are constantly on the go. If they receive an offer late in the evening while they're more likely to be at dinner or at a bar, they probably won't read it. Conversely, if they receive an offer in the morning or afternoon when they are likely in transit, an embedded link with the option to simply touch the screen and connect with a credit union employee who can answer their questions begins the process of building trust.

Engaging by delivering multi-faceted and intriguing messages to reward the member's investment of time. Embedded online response mechanisms make it easy for members to take action when it's most convenient for them. Technology makes engagement easy, so leverage mechanisms like a hyperlink or a phone number rather than send someone directly to an inconvenient form with questions they might not have time or feel comfortable answering.

Successful by constantly gathering and organizing data to build a digital profile. Credit unions can strengthen targeted outreach by producing relatively smaller groups that are highly-targeted, which can return a higher response rate. With the right data, credit unions can better understand a member's likelihood to accept an offer. Look at their spending profile: Maybe the individual is three years into a loan and consistently pays the bill every month. This could indicate that he or she is a good candidate for a mortgage. Yet, without automation as a foundation for gathering and highlighting this data, it is difficult to develop multiple campaigns and customized messaging to act on this insight.

Instant Insights /

The Value of Analytics and Automation in Millennial Marketing