A member looking at a HELOC may already know exactly what they want. They’ve done the research, compared options and looked at rates, fees, flexibility and how easy it is to get started. At that point, another explanation of what a HELOC is probably isn’t going to move them. But a compelling reason to choose you might.
That is where understanding member mindset starts to matter. Member Pulse helps credit unions look beyond traditional member data to better understand the needs, attitudes and behaviors behind financial decisions. And when those insights show up in marketing, the message can become a lot more useful.
MSUFCU put that idea to work.
The same product can mean something different to different members
Member Pulse identifies five distinct member segments. Some members want guidance and reassurance. Some value personal connection. Some are looking for advanced tools and the best value they can find. And some are already shopping.
Solution-Oriented Shoppers make up 23% of credit union members. They feel financially secure, are interested in expert support and innovative solutions, and are willing to shop around to find the right product for the problem they are trying to solve.
For marketers, that is useful context. If a member is already comparing HELOCs, the campaign does not need to spend much time getting them up to speed. It needs to help them make a decision by giving them clear terms, useful product details, a simple application process and fewer reasons to keep looking elsewhere.
MSUFCU put the segmentation to the test
MSUFCU used Member Pulse segmentation in its Smartline Equity Line campaign to better reach members based on where they were in the decision process. For Solution-Oriented Shoppers, the results stood out.
Messages tailored to this segment delivered a 1.49% click-to-open rate, compared with 1.00% for the control group, which translates to a 49% higher click-to-open rate than the control group.
Among members who opened the email, the product-open rate was 3.67%, compared with 2.48% for the control group, about 48% higher.
Those results point to a simple idea: relevance improves when the message reflects what the member already knows and what they still need. Segmentation gives marketers a better starting point than assuming every member needs the same amount of education, reassurance or product detail.
Another campaign, another member mindset
MSUFCU also used Member Pulse segmentation with its Cashback+ digital gift card marketplace. This time, Hopeful Help-Seekers were an important audience. These members are more likely to be struggling financially and looking for education, guidance and a supportive relationship with their financial institution.
Their behavior looked different. Cashback+ usage among Hopeful Help-Seekers reached 1.02%, compared with 0.34% for the control group. First-time usage was 0.29%, compared with 0.12% for the control group.
The click-to-open rate was not the standout metric for this group. Product usage was. That matters because the best measure of a campaign is not always the first click. Sometimes the more useful question is what the member did next.
This is where Member Pulse becomes practical
Member Pulse starts with member research and segmentation, then applies a scoring model across the broader membership. From there, Filene works with credit unions to identify where those insights can be most useful across strategy, product and marketing.
For a marketing team, that can show up in very practical ways: which benefit leads the email, how much explanation a member needs, what information belongs on the landing page and whether the member is looking for reassurance, simplicity, personal support or a reason to choose you over the competition.
Those may seem like small decisions inside a campaign, but they shape how relevant the message feels and whether it helps move the member forward.
A better question to start with
Credit union marketing often starts with the product: What are we promoting? What do we need to say? What features should we include?
Member Pulse gives marketers another question to ask first: What does this member need from us right now?
For one member, the answer may be education. For another, it may be confidence. And for the member who has already done the homework, it may simply be enough useful information to make the decision.
See how MSUFCU used Member Pulse to put member insight into action.
Thank you to MSUFCU for participating in the Member Pulse program.
