Boost member satisfaction and engagement through more personalized, targeted campaigns
Leverage cross-industry expertise to accelerate new platform deployment and launch high-quality campaigns quickly
Enable true multichannel campaign management to enhance relationships
Results
50% open rates from initial onboarding email and 35% open rates from subsequent onboarding emails
Enables the marketing team to launch email campaigns in less than a day
50% reduction in campaign delivery time by empowering marketers to set up targeted campaigns on their own
Creates cross-sell and upsell opportunites with personalized offers for other financial products
Brings near real-time data into targeted campaigns for more relevant messaging
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“Adobe Campaign will help Delta Community maintain our competitiveness in a major market by making member experiences personalized and relevant — delivering the right message at the right time, everywhere our members engage with us.”
Eve Nimkar
VP, Marketing & Communication, Delta Community Credit Union
Consumers at the center of personal banking
As banks and credit unions compete against bigger financial institutions, they must continuously refine their Customer Experience Management (CXM) strategies and improve how customers access accounts, manage funds, apply for loans, and sign up for new services. With more than 400,000 members and $6 billion in assets, Delta Community Credit Union is committed to customer service excellence and consistently ranks among the top credit unions in the nation in member satisfaction — making it well-positioned to keep existing members happy and attract new ones.
“Delta Community was founded 80 years ago for Delta Air Lines employees, and though we now serve the general public across the Atlanta metropolitan area, our mindset is still around serving people who are constantly on the go,” says Eve Nimkar, VP, Marketing & Communication at Delta Community. “That’s why digital experiences are so important. It’s also why we’re always looking to improve digitally and beyond.”
Knowing that members rely on the Credit Union for expert advice and relevant financial products, Delta Community saw an opportunity to deliver greater value to members by making marketing and communications more coordinated and personalized. In the past, the Credit Union’s campaign management was limited to an email tool that wasn’t integrated with enterprise data sources, so it was hard to pull member data into targeted campaigns. Plus, when marketers needed to set up automated trigger campaigns and notifications, they had to rely on IT for help.
Delta Community chose Adobe Campaign Standard, part of Adobe Marketing Cloud, as a true multichannel campaign management solution, empowering marketers to deliver cohesive, personalized experiences across email, direct mail, mobile apps, and online banking.
“Using Adobe Campaign workflows and the email editing tool, we can design a campaign in the morning and launch before the end of the day.”
Eve Nimkar
VP, Marketing & Communication, Delta Community Credit Union
First steps toward coordinated, multichannel campaigns
Delta Community worked with Adobe partner M2 Partners to implement the Adobe Campaign Standard solution. Using its tried-and-true implementation approach based on years of experience with Adobe Campaign, M2 Partners delivered a smooth and rapid deployment for the Credit Union.
"M2 Partners played an invaluable role in helping Delta Community implement Adobe Campaign, with a step-by-step methodology that included understanding our business requirements, campaign design and testing, and customized training,” says Nimkar. “The highly skilled team greatly simplified our implementation process — they’re incredibly responsive to our needs and deeply understand the solution.”
Within three months of rollout, Delta Community marketers had already launched a handful of high-impact, automated campaigns. Adobe Campaign workflows, scheduling, and its drag-and-drop interface make it easy for the marketing team to build and execute email campaigns faster than ever. Having the ability to quickly create automated campaigns, such as its auto loan recapture campaign, allows Delta Community to stay connected with members and recognize them for their loyalty to the Credit Union.
“Using Adobe Campaign workflows and the email editing tool, we can design a campaign in the morning and launch before the end of the day,” says Nimkar. “We can do more of the work ourselves, which means we don’t have to ask our creative team to design and build an email and our IT team to pull targeted lists. Adobe Campaign has reduced our overall campaign delivery timeline by 50% — a campaign that used to take us two weeks can now be completed in a few days.”
One new campaign is the Credit Union’s weekly onboarding initiative. Delta Community automatically sends crucial first communications to new members, including a welcome email, an overview of online banking services, an introduction to lending products, and more.
The Credit Union continuously has email open rates of more than 50% from its initial onboarding email, and maintains open rates of more than 35% from subsequent onboarding emails. Other campaigns include a monthly cross-sell campaign to drive revenue and a monthly statement notification — both essential for keeping members informed and engaged.
True personalization and targeted offers
The marketing team is working on adding new targeted, personalized campaigns with Adobe Campaign that leverage Delta Community member data. The result is truly relevant, valuable offers for members when they need them the most.
Delta Community also built a custom event registration campaign with help from M2 Partners, making it easier for members to reserve a spot at free financial workshops and streamlining the work behind the scenes for each event. Creating an event registration tool in Adobe Campaign allows the Credit Union to track each member’s attendance at events. With Adobe Campaign, Delta Community can integrate information from its members, enabling the Credit Union to better anticipate member needs and win more of their business.
“Building member loyalty through convenient experiences is important to Delta Community, and Adobe Campaign plays a key role in making that happen,” Nimkar says. “Members can now find free financial workshops on our website and easily register themselves and guests online. They can also share the information with friends, which helps us spread the word.
“By merging member profiles and transactional data with Adobe Campaign, we can infuse every interaction with personal information to help members better manage their finances, whether paying their bills, checking their balances, or applying for loans.”
Eve Nimkar
VP, Marketing & Communication, Delta Community Credit Union
The future of member experiences at Delta Community
The next step for Delta Community is to use Adobe Campaign to build out more complex, multichannel campaigns, further integrating direct mail, landing pages, online banking, and their mobile app. By doing so, the Credit Union will be better able to build personalized, coordinated experiences that revolve around members’ needs.
“We want to make it much easier for members to keep up with their finances by pushing the boundaries of our triggered campaigns,” says Nimkar. “By merging member profiles and transactional data with Adobe Campaign, we can infuse every interaction with personal information to help members better manage their finances, whether paying their bills, checking their balances, or applying for loans.”
By delivering personalized experiences, Delta Community gives its members fresh reasons to be satisfied with their choice in personal banking, opening the latest chapter in the Credit Union’s long history of putting members first.
“Delta Community is elevating its campaign activities to the next level, adding new channels, digital solutions, and banking products to achieve a complete, end-to-end digital banking experience,” says Jill M. Speirs, President & CEO at M2 Partners. “We’re excited to help drive this future state by supporting Delta Community at every step of the way, making banking and digital experiences more intuitive, and giving customers more of what they want, when they want it.”
