Increased Application Conversions and Member Engagement for Tennessee Valley Federal Credit Union

TVFCU selected HubSpot to centralize its marketing data, connect marketing channels, and enable comprehensive member tracking.

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The Challenge:

TVFCU were particularly interested in HubSpot’s abandoned application workflows, custom reporting dashboards, and personalization features such as A/B testing and smart content. Here was their challenges:

  • Disconnected Marketing Efforts: Separate platforms created data silos, making it hard to consolidate member data and marketing performance. 
  • Limited Reporting & Attribution: Difficulty connecting marketing campaigns (ads, emails, and SEO) to specific account openings, loans, and applications.
  • Manual Processes & Limited Tracking: Could not track application progress or loan conversions linked to marketing activities like site visits or ad engagements.
6.3%
conversion rate from abandoned application workflow for their high-yield checking account workflow.
31% +
open rates across all email campaigns, exceeding industry averages. 
18%-40%
click-through rates, reflecting strong engagement with marketing content.
6%

click-through rates for indirect auto loan onboarding, supporting new member adoption of services like AutoPay.

Solutions Implemented:

  • Abandoned Application Workflows: Developed and launched five active workflows targeting abandoned applications for deposit products, generating notable increases in completed applications.
  • Built custom reporting dashboards tracking loans, accounts, applications and marketing attribution. Showing the impact of paid ads, email marketing, and organic search on account funding.
  • Advanced Personalization & Testing: A/B Testing & Smart Content - Tailored messaging in emails based on behavior, boosting email performance and engagement.
  • Onboarding Campaigns for Auto Loans: Created indirect auto loan onboarding workflows, ensuring seamless member communication regardless of enrollment at the dealership.
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Hubspot Marketing Hub has been a phenomenal tool added to our toolbox.  It’s easy to create beautiful, branded templates and campaigns.  It’s also simple to review campaign success and email health.  And the automated workflows enable us to stay in contact with members and prospective members without lifting a finger. Once the automation is set up, you can enjoy the fruits of new accounts and memberships without further effort.  In a world that is embracing AI and RPA, using Hubspot lets you safely and effectively embark on automated adventures to the benefit of your members, employees, and credit union.

Kim Gunter - VP of Marketing,  
Tennessee Valley Federal Credit Union (TVFCU)

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Why WebStrategies & HubSpot?

With HubSpot, TVFCU transformed its marketing operations by centralizing member data, enabling real-time marketing attribution, and automating abandoned application follow-ups. Custom reporting dashboards provided clear, data-driven insights, allowing the credit union to evaluate marketing ROI and support team expansion. The successful launch of multiple campaigns and personalized workflows positioned TVFCU as a tech-forward credit union ready for continuous growth.

Interested in learning more? Contact us today to see how WebStrategies can transform your credit union’s digital marketing.

 

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