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Superior Choice adds e-mail newsletter to marketing
SUPERIOR, Wis. (6/4/12)--Superior Choice CU, Superior, Wis., has added branded e-mail newsletters to its mix of marketing communication as a means of expanding its digital presence with technologically savvy members.

The credit union still sends out its quarterly newsletter through the U.S. Postal Service, but an electronic newsletter platform from the digital marketing company IMN, Waltham, Mass., allows Superior to communicate monthly and more cost effectively while providing more timely information on products and services such as auto loans and mortgage rates, Lepper said.

In providing information in a format that members engage with every day, Superior Choice CU appears to have captured members' attention. For example, when the credit union held its annual director's election earlier in February the newsletter included a link to the online ballot. Within 45 minutes of the newsletter release, nearly 100 votes were cast online.

"We've never seen that kind of response in such a short time frame," Lepper said. "It was eye opening."

The newsletters also can include a link to social media such as Facebook, YouTube and Twitter. While Superior Choice has a Facebook page, Lepper said the credit union still has room to grow with social media, and the newsletter will likely provide a portal for that growth.

"It's not uncommon for people--not just young people but people of any age--to communicate with brands through social media," Lepper said. "Now I feel like we're poised to grow in that direction."

IMN delivers branded newsletters that help companies engage with their members, prospects and customers to drive business results via email, mobile and social platforms. IMN clients can also benefit from analytics-based intelligence that provides insight into buying behavior and purchase preferences to encourage brand loyalty and generate leads.


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