4 step framework for creating amazing welcome communications

Figuring out the best way to welcome new members into your credit union is a process. We’ve created a sample welcome letter that you’re free to use as a starting point to develop or redevelop your welcome communications.

We also put together this handy, four-step framework for creating amazing welcome letters. Make sure you run through the following steps when you’re developing your welcome messaging.

Know Your Goals

What do you want to accomplish with your welcome? An easy way to think about this question is to look to your major initiatives over the next 12 months.

Are you looking to grow loans or deposits? Is engagement important or are you really looking to increase retention over the first year of new relationships?

Understanding your high level initiatives will set the tone of your welcome letter, while also ensuring that the messaging aligns with your organizational goals.

Focus on Value to the Member

With your goals in mind, you can now focus on the member and the value that they will receive from your welcome communication. The biggest value you can provide is to get to the point, so . first and foremost, keep it brief.

While keeping it brief, you can focus on the benefits that they are now able to enjoy as a member of the credit union. These benefits could include the general benefits of joining a credit union, or they could include specific benefits relative to your credit union.

The point is to make your welcome messaging worth reading by focusing on something the member will value.

Welcome Letter vs. Welcome Campaign

For some member segments, a traditional welcome letter may not be enough. Case in point being new members coming from indirect auto-loans. A lot of the time, these new members aren’t even aware that they now belong to a credit union.

When this is the case, there is an emerging school of thought that a welcome campaign, or multiple communications over a short period of time, may be a better option than a single welcome letter or even an initial welcome package.

A welcome campaign allows you to drip your welcome letter, some background on your credit union’s story and the value you bring to your members, as well as general education and background on the credit union movement over time. This may prove to be a better option for you.

Review Your Welcome Letters

It’s easy to write your welcome communications, set them on auto-pilot and then forget about them.

Don’t.

Priorities change over time, as do organizations. It’s a good idea to review your welcome letters on a regular basis, at least annually, to make sure that they still align with your organizational objectives, adhere to your brand standards and the messaging is on brand.

With regards to emails, you should definitely monitor open and click rates to understand what copy drives action and what copy needs to be changed.