Email’s Great – But for What Percentage of Your Market?

Wednesday, August 11th, 2010

My Marketing Strategy Nicolette Lemmon, President & Founder A client asked about an industry average for the penetration of email addresses across credit unions, to compare her institution’s percentage. This statistic sparked an interest for me about how those percentages are faring in a down economy. The main aspect that intrigued me was the interest in so many senior management teams of using email, mobile texts, and social media as the ability to reach members more cheaply. Just reviewing the …

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The Art of a Compelling E-Newsletter

Tuesday, October 6th, 2009

My Marketing Trends Kelly Kressner, Marketing Specialist E-newsletters can be a great medium for connecting with your online members, but how do you make it stand out amongst all of the other inbox clutter? At LemmonTree, we’re constantly putting our client’s e-newsletters to the test and evaluating what works and what does not. Based off our experience and research here is a starter for the best e-newsletter practices: Create Value – The content provided should be customer/member-centric. How is the …

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The Rest of the Story

Wednesday, March 18th, 2009

My Analytical Side Denny Koepke, Vice President Sometimes I think a group of marketers hearing the words “the numbers” immediately illicit yawns and rolling eyes. Granted, numbers can seem to be less fun than creative themes and great offers. However, I think having good analysis of “the numbers” provides “the rest of the story!” For example, in reviewing the data pulls from one of our client’s MCIF databases, the VP of Marketing direct mailed to almost 8,000 member households for …

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As the Economy Goes

Thursday, March 5th, 2009

My Marketing Strategy Nicolette Lemmon, President & Founder As the economy goes a certain way, so often marketing budgets follow suit. Isn’t it true how the economy goes up, marketing dollars go up…the economy tanks and the marketing budget gets slashed? Consistency of the marketing flywheel is sacrificed for short-term expense cutting. Studies have shown that marketing in a recession pays off big time. However, today’s marketplace seems even tougher, which demands leveraging what you have been doing in marketing …

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Email v. Direct Mail

Thursday, March 5th, 2009

My Analytical Side Denny Koepke, Vice President Seems that these times demand more data to provide more thoughtful strategy. Every CEO among our clients is concerned about the return on investment of marketing dollars. With pressures mounting about pulling funds to send to NCUA, the expense budget for marketing looks like a likely spot. One thing I keep hearing from clients is that email marketing is so much cheaper, why not just use that during these tough times? As I …

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