The importance of integrated marketing in financial wellness programs
In today’s fast-paced and busy lifestyle, offering an effective and engaging financial wellness program is about more than just providing financial tools and resources. Even a modern app or comprehensive web-based experience can fall short of keeping members engaged over the longer term without a cohesive omnichannel approach.
To help members truly thrive, a well-rounded program must include integrated marketing campaigns that guide, motivate, and educate users on their financial journey. By combining key campaigns—such as onboarding campaigns, nurture emails, year-round financial and educational content, and in-app reminders—credit unions can deliver a seamless omnichannel experience that keeps members engaged and on track.
Read on to learn more about different marketing campaigns and strategies that can serve to enhance engagement with your financial wellness program.
Onboarding Campaigns
An onboarding campaign is the member's first step into your financial wellness program. It does more than just welcome them—it offers specific actions to help familiarize members with the program’s features and objectives. Through a series of emails, this integrated campaign can walk users through the program, introduce them to key tools like budgeting or savings trackers, and show them how to make the most of the experience. The goal here is to ensure that users understand the program and feel confident navigating it, setting them up for long-term success.
Nurture Campaigns
The nurture campaign is all about keeping users motivated and deepening the relationship with them. Financial goals are long-term commitments, and it’s easy for users to lose focus. With a series of personalized emails that remind users of useful product features, encourage them to continue using the program, remind them of their progress, and offer helpful tips, this integrated approach plays a critical role in keeping members engaged. Whether it’s a congratulatory note for achieving a savings milestone or encouragement to revisit their budget, these gentle reminders help users stay on track.
Year-Round Financial Calendar
The year-round financial campaign ties in with key financial events and milestones, ensuring members receive timely reminders and helpful advice. These campaigns can revolve around important times of the year, like tax filing season, health care enrollment periods, or property tax deadlines. By aligning your integrated communications with these critical moments, members are not only reminded to take action but are also provided with tips and guidance to make the best financial decisions. For example, sending a “Tax Prep Checklist” in the weeks leading up to tax season ensures members have the resources they need right when they need them.
Educational Campaigns
Education is a cornerstone of any financial wellness program. Through regular educational campaigns—consisting of emails, articles, and videos—you can empower your members to make informed financial decisions. These campaigns might cover topics such as managing debt, investing for the future, or understanding credit scores and then tying these topics back to actionable steps they can take within the program. By delivering relevant, easy-to-digest content that aligns with your core program, you provide members with the knowledge they need to take control of their financial lives.
In-App Reminders, Alerts and Notifications
In-app reminders and notifications are one of the most effective ways to keep members engaged. Based on their app activity or personalized reminders they’ve set up, these notifications serve as timely nudges for important actions. Whether it’s a reminder to pay a bill, update a budget, or set up an automatic transfer, these timely reminders help keep financial tasks top of mind. Alerts about low balances or major upcoming bills can also help users be proactive about managing their expenses and avoid extra fees and interest. With personalized alerts and notifications, users feel supported and encouraged to stay proactive about their financial wellness.
Avoiding Overload
While it’s crucial to stay connected and engaged with members through these omnichannel campaigns, it's equally important to maintain a balance. Members don’t want to feel inundated with constant emails or notifications. Striking the right frequency ensures that users are supported without being overwhelmed. Thoughtfully pacing out your communications helps build trust and ensures that each message is relevant, timely, and well-received, keeping the experience positive and engaging rather than intrusive.
How Paperwork can help
A well-rounded financial wellness program must go beyond offering tools—it needs integrated omnichannel marketing that reaches users at every stage of their journey. Paperwork integrates different automated campaigns and strategies that work together to keep the program top of mind for users, ensuring they stay engaged, motivated, and empowered. To learn more about how Paperwork’s automated marketing capabilities boost program success, schedule a consultation with us today.