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"How hard can it be to send a happy birthday email?" That’s what most marketers might think. However, in the world of credit union marketing, where legacy systems, complex member relationships, and intricate data structures prevail, even the simplest automations can become unexpected challenges. In this blog post, we’ll walk you through a real-world example of how something as seemingly innocuous as a birthday email exposed hidden data issues, and how we solved them.

When a performance dip doesn’t show up in the analytics, it’s time to look beyond the funnel. That’s where AI stepped in and helped us uncover a story that every credit union marketer should know.

If you’ve ever wondered how to effectively report on page-level performance in GA4, especially when juggling multiple domains like your main website and your online banking platform, this guide will help. I’ve broken down six key GA4 Page Dimensions: Explained what each one includes, When to use it, and provided practical examples. Plus, I’ve included a helpful visual to clarify how URLs are structured, so you can better understand the difference between a page’s path, location, and query parameters.

Every year, Google Marketing Live (GML) unveils a host of new ad tools and AI-driven capabilities. While the announcements sound exciting - keywordless targeting, smarter automation, and new AI assistants - marketers at credit unions need to approach them with a critical eye. At WebStrategies, we specialize in digital advertising for credit unions, and we’ve learned that Google’s “default” solutions often optimize for media spend rather than meaningful credit union results. Rather than jumping in headfirst, we’re taking a cautious, data-driven approach, testing what’s new, measuring what works, and scaling only what delivers. Here’s a breakdown of what we’re watching and how credit unions can benefit responsibly.

I’ve worked in digital marketing since 2007, and I’ve never seen a technology disrupt the way we do marketing as quickly as AI. The latest innovation, which is flying under the radar, may be one of the biggest steps forward we’ve seen since the launch of ChatGPT. It’s called MCP. So what is MCP? And why should credit union marketers care? Let’s break down what it is, what it can do, and why it makes tools like HubSpot more important than ever for a credit union.

Back in February, we shared a detailed breakdown of Google’s AI Overviews and how they were affecting search visibility for credit unions. That blog gave marketers a baseline understanding of how often these AI-generated summaries appear in the SERPs, and what you can do to appear in them. Now, after three more months of tracking, we’re back with new data, refined insights, and a clearer understanding of how credit unions can win in this evolving SEO landscape. 📌 Didn’t read the original post? Catch up here

Email automation can be one of the most powerful tools in a Credit Union marketer’s toolkit. When used strategically, it not only improves engagement, but also enhances the member experience, drives conversions, and strengthens relationships over time. To help you visualize what’s possible, we’ve broken down automation ideas into three key stages of the member journey: Lead Generation, Member Experience, and Promoter Engagement. These examples are based on real workflows we’ve implemented using HubSpot for Credit Unions. Each section below includes a quick explanation and a table of workflow ideas you can adapt for your credit union.

Member retention is a big challenge for credit unions. The key to success is making personalized and proactive experiences for members. HubSpot offers strong tools so Credit unions can use data, automation, and member engagement to boost retention. Here’s how.

Why Tracking Members vs. Non-Members Matters Many credit unions wonder, "Are most of our website visitors already members?" The answer depends on your particular credit union. Knowing this is powerful for setting and measuring performance goals for your marketing campaigns. So, how can you tell how many site visitors are members or not? Many credit unions rely on the "new and returning visitors" distinction to assess this. However, this method has major flaws. A better method is to track logins and non-logins as a baseline. Then, add behavioral insights to improve the analysis.

If you’re a marketing manager or a credit union using HubSpot Forms, you know how crucial it is to track and measure form submissions. Whether you’re capturing leads for loan applications, B2B contact forms, or any other inquiry forms, having a seamless tracking setup can save you a lot of time and provide clear insights. In this post, we’ll walk you through a quick and efficient way to track all your HubSpot Forms using Google Tag Manager (GTM).