Launching Campaigns from the Credit Union Campaign Pack

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The Credit Union Campaign Pack includes seven ready-to-use email campaigns for credit union marketing teams, each built as an Act-On automated program. This article explains what to gather, build, and review before you launch each one.

Why this matters: Most of the content in the pack is written and ready to go, but every campaign depends on details only your credit union can provide, such as rates, links, and member data. Working through this checklist before launch keeps placeholder text, broken links, and outdated rates out of live sends.

Using a Campaign from the Campaign Library

The Campaign Library holds ready-made campaigns for credit union marketing. Installing a campaign adds all of its assets to your Act-On account so you can customize them and launch.

Before you begin: Installing a campaign doesn’t send anything. Programs arrive paused or in draft, and emails and landing pages arrive as drafts. Nothing goes out until you finish setup and start the program yourself.

To install a campaign:

  1. Open the Campaign Library. In the left menu, go to Automation > Campaign Library.
  2. Browse the campaigns. Each card shows the campaign name, a short goal, its lifecycle stage (such as Onboard, Consider, Retention, or Habitual Use), and a summary of what’s included, such as “5 Emails, 1 Automated Program, 1 Segment Definition.”
  3. Select Explore campaign on the card you want to review.
  4. Review the campaign details. The details panel shows:
    1. Description: What the campaign does and who it’s for.
    2. Content dependencies: What you’ll need to supply, such as your logo and brand guidelines, app store links, customer quotes, or program terms.
    3. Data dependencies: The contact data the campaign relies on, such as account open date or eStatement sign-up status. Confirm this data is in Act-On before you install.
    4. This campaign includes: Every asset that will be added, grouped by type: email templates, landing page templates, forms, segment definitions, and automated programs.
  5. Select Next to continue, or Cancel to go back to the library.
  6. Name the campaign according to your standard naming convention. (Best Practice: Include the month and year.
  7. Find your installed assets. The emails, landing pages, forms, segments, and program now appear in your account under their usual sections.

 

Important! Emails used in Automated Programs must be edited from the program, NOT from the drafts in the Email section. See more about managing Automated Program messages here.

 

 After you install:

  1. Find the campaign you’ve selected in this document and work through the setup steps for the campaign you installed.
  2. Review the emails by accessing them from the Automated Program.
    1. Replace bracketed placeholders and modify the copy to fit your brand voice.
    2. Add links and images,
    3. Set your own sender on every email.
  3. Review and publish the landing pages. Add images and replace bracketed placeholders. Modify the copy to fit your brand voice.
  4. Edit the entry segment so the correct members are included. More information on how to modify segments can be found here.
  5. Send test emails to a seed list.
  6. Review the Automated Program before you start it.
    1. Add any exits you need. The programs have no exit conditions and don't allow re-entry.
    2. Check the schedule. The programs run daily at 8:00 AM Pacific, so Day 0 emails go out at the next run. Adjust the time zone and waits to fit your audience.

Tip: Install only the campaigns you plan to launch soon. Each install adds a full set of assets to your account, and unused drafts can clutter your lists of emails, segments, and programs.

 

Quick Reference - Click to Expand
  • Anything in brackets, like [LIKE_THIS], must be replaced before sending.
  • Member-specific fields (name, balance, rate, expiration date) must be mapped to live data from your core, LOS, or CRM. They aren't one-time fill-ins.
  • Send the pre-approval campaigns, and any email with rate, bonus, or fee language, to legal/compliance for review before use.
  • Use the same rate sources across all campaigns. See Rate sources.
  • Every campaign is set up as a paused program with draft emails. Emails used in Automated Programs must be edited from the program, NOT from the drafts in the Email section. 
  • Suggested SMS messages for each campaign are listed in Add SMS messages.
Try it like this: Get one campaign fully ready before you take on the whole pack. Install , then open New Deposit Account Onboarding. Add your app store and online banking links to Email 2, set the survey form's After Submit page, send a test to a seed list, and check for bracket text. When the test is clean, publish the survey landing page, set a sender on each email, add new members to the entry list, and start the program.

Common Setup for Each Campaign

These setup steps apply to every campaign in the pack.

Brand and contact details

  1. The Credit Union name has been filled with the Account name in Act-On. You can modify this in Custom Account Settings if your Account name is not the exact name you want members to see.
  2. Replace [PHONE] with your main member service number.
  3. Replace [INSERT DISCLOSURE] with the disclosure language your compliance team requires.
  4. Add your logo and hero images. Every email and landing page contains two placeholder images, one of which reads "Your Logo Here." Replace them with your brand assets in each one.
  5. Customize the landing page URLs to your standard, then add a real URL to every button. Most buttons link to placeholder text, such as "link to LP," or to nothing at all.

Member data and personalization

Greetings already use Act-On's First Name field with "there" as the fallback, The Credit Union name uses the Account name in Act-On.

Fields such as [PREAPPROVED_AMOUNT], [RATE] (on a member's own offer), [EXPIRATION_DATE], and [CREDIT_LIMIT] pull from your data source, which could be the core banking system, loan origination system (LOS), or CRM at send time.

  1. Confirm that each field exists in your connected data source.
  2. Confirm that each field is mapped correctly in Act-On.
  3. Send a test to a seed list and check for any visible bracket text.

Tip: A missing or mis-mapped field is the most common reason a personalized campaign goes out with bracket text showing.

Compliance review

The credit card and auto loan pre-approval campaigns, and any email that quotes rates, bonuses, or fees, need legal/compliance review. They involve Reg DD, ECOA/FCRA, and, for the Inactive Member campaign, state escheatment rules. You can do this review at the same time as your other setup work.

Before you launch: items that take extra time

These items need more than a quick fill-in. Start on them early.

  • Referral form (Campaign 1): Add a member-number field if you need one, and set a real After Submit page.
  • Member testimonials (Campaign 4): Real quotes with written consent. This is the longest lead time in the pack.
  • Placeholder images (all campaigns): Every email and landing page needs your real brand images.
  • Fixed card APR (Campaign 3): The 19.56% national average APR in Email 3 needs to be updated (See Rates section below).
  • Auto rate source (Campaign 2): The bank auto rate in Email 3 links needs to be updated (See Rates section below.
  • Button links and form redirects (all campaigns): Most buttons and all four forms point to placeholder destinations.
  • Inactivity period (Campaign 7): Consider a different for each state or province you operate in. 

Campaign Specific Setup

Campaign 1: Friends & Family Referral
Before you begin: This campaign uses the Referral Form, which collects the friend's name, email, and phone number and has a "Who Referred You (Full Name)" field. It doesn't ask for a member number, so add that field if you need to match referrals to members. Publish the Credit Union - Referral landing page with the form before you start the program.
You'll need Details
Links [REFERRAL_FORM_LINK] (Email 2), the Credit Union - Referral landing page, and the button links in Emails 1–5
Rates [RATE]% APY on savings and [BANK_AVG]% national average savings APY (Email 3)
Other info [REFERRER_BONUS], [REFEREE_BONUS], [BONUS_TIMING] (landing page FAQ), [DATE] and [PROMOTION END DATE] (Email 4), and [TOTAL_EARNED] and [X] (Email 6, optional)

Setup steps specific to this campaign:

  1. Decide if you want to ask for member number in addition to name and email. If so, add a member-number field to the Referral Form and Landing Page copy. 
  2. For the form, set its After Submit page. It currently redirects to a placeholder.
  3. Fill in the bonus amounts, timing, and promotion dates from your program terms. Email 4's preview text includes Referral Bonus information, so be sure to update it there.
  4. Update the monthly bank fee in Email 3 in place of [BANK FEE AVERAGE] placeholder.
  5. Replace [MEMBER_NAME] on the landing page with general wording. The page is public, so the field has no member to fill it.
  6. Decide how to handle Emails 4 and 5. Email 4 says the bonus is ending and Email 5 says the promotion has ended, and both go to everyone in the program. Edit or remove them if you aren't running a time-limited bonus.
  7. Email 6, "Thanks for spreading the word," isn't in the program. Send it separately if you'd like to thank members who referred someone.
  8. Send the program terms and the bonus/tax language in the landing page FAQ to compliance before you start the program.
Campaign 2: Auto Loan Pre-Approval Activation
You'll need Details
Links The pre-approval button in Emails 1–5 and the Credit Union - Auto Preapproval landing page, which has an FAQ and the Auto Loan Preapproval Form but no buttons.
Rates [RATE] and [PREAPPROVED_AMOUNT] from your LOS; [BANK_AUTO_RATE]% average bank auto loan APR (Email 3)
Other info [EXPIRATION_DATE] from your pre-approval system, [PHONE] (Email 5), [CU_NAME] (landing page), and your vehicle age and mileage limits (landing page FAQ)

Setup steps specific to this campaign:

  1. Add the current average bank auto loan APR for [BANK_AUTO_RATE] in Email 3. Use Bankrate or a different report.
  2. Add your vehicle age and mileage limits to the landing page FAQ. It currently says only that limits apply.
  3. Set the Auto Loan Preapproval Form's After Submit page. It currently redirects to a placeholder.
  4. Check the "usually within a day" funding language on the landing page and in Emails 4 and 5 against your actual timeline.
  5. Emails 4 and 5 both warn that the pre-approval is about to expire, and they send on days 13 and 21. Adjust the program's waits to match your pre-approval window.
  6. Publish the landing page, and send the rate disclosure language to compliance.
Campaign 3: Credit Card Pre-Approval Activation
You'll need Details
Links The "Get Your Card" buttons in Emails 1–5 and the Credit Union - Credit Card Preapproval landing page. Email 5 asks members to reply or call [PHONE].
Rates [RATE] and [CREDIT_LIMIT] from your card origination system; the national average card APR (Email 3); [BT_RATE]%, [BT_PERIOD], and [BT_FEE]% if you offer a promotional balance transfer rate (Email 2)
Other info [EXPIRATION_DATE], [SHIP_TIME] (Email 4), [REWARDS_PROGRAM_DETAIL] (Email 1 and landing page), and the annual fee line (Email 1)

Setup steps specific to this campaign:

  1. Update the national average card APR in Email 3 from Bankrate right before you send, in the [AVERAGE CREDIT CARD RATE] placeholder.
  2. Fill in your balance transfer terms in Email 2. If you don't offer a promotional rate, remove that bracketed sentence.
  3. Fill in the rewards and shipping time from your card product sheet, and edit the "No annual fee" line in Email 1 to match your card.
  4. Set the Credit Card Preapproval Form's After Submit page. It currently redirects to a placeholder.
  5. Confirm with compliance and underwriting that the landing page FAQ correctly describes whether accepting the offer triggers a credit inquiry, then publish the page.
Campaign 4: Membership Conversion
You'll need Details
Links The button links in Emails 1–5. This campaign has no landing pages or forms, so point the buttons at your existing membership application and benefits pages.
Rates [RATE]% APY and [BANK_AVG]% national average savings APY; [CU_AUTO_RATE]% and [BANK_AUTO_RATE]% auto loan APR (Email 2)
Other info [MIN_DEPOSIT], [PHONE], field-of-membership wording ([meet field of membership requirement]), and member testimonials (Email 4)
Note: Email 1 says deposits are "federally insured up to $250,000 through the NCUA." Confirm this wording with compliance.
Plan ahead: The three testimonials in Email 4 are placeholders, each credited to "[Member first name], member since [year]." You'll need real quotes from members, with their written permission to use their name. This takes the longest of anything in the pack, so start early.

Setup steps specific to this campaign:

  1. Point each button to your membership application, eligibility, and benefits pages.
  2. Pull the savings and auto loan comparisons from the same sources used in the other campaigns.
  3. Request member testimonials and collect written consent.
  4. Fill in [MIN_DEPOSIT] and [PHONE] in emails 1, 3 and 5.
  5. Confirm the field-of-membership language with your charter compliance owner.
Campaign 5: New Deposit Account Onboarding
You'll need Details
Links "Learn More" (Email 1), the iPhone, Android, and Online Banking buttons (Email 2, currently unlinked), the other button links in Emails 3–6, and the Credit Union - Survey landing page
Rates None
Other info [MEMBER_NAME], [PHONE], and [CU_NAME], which is also written [CU NAME] in some subject lines, Email 5, and the survey
Important: The survey landing page uses the Member Feedback Survey form: two ratings, a 1–10 recommend question, and a comments box, with no conditional questions. The form redirects to placeholder.com, so set its After Submit page before you publish.

Setup steps specific to this campaign:

  1. Add your app store and online banking links to the buttons in Email 2.
  2. Point every other button to its real destination.
  3. Replace [CU NAME] in the survey's recommend question.
  4. Set the survey form's After Submit page, then publish the survey landing page.
  5. Check the timing: Emails 1–5 send on days 1, 4, 7, 10, and 13, and Email 6 on day 27.
Campaign 6: New Loan Member Onboarding
You'll need Details
Links The button links in Emails 1–5. This campaign has no landing pages, so point the buttons at your online banking autopay, alerts, and product pages.
Rates [RATE]% savings APY (Emails 4 and 5)
Other info Whether your loan offers an autopay rate discount (Email 2), [PHONE], and [Insert Disclosure here]

Setup steps specific to this campaign:

  1. If your loan doesn't offer an autopay discount, remove that language from Email 2.
  2. Insert the field for [LOAN TYPE] in Email 1.
  3. Add your current savings APY to Emails 4 and 5.
Campaign 7: Inactive Member Re-Engagement
You'll need Details
Links The button links in Emails 1–3. This campaign has no landing pages.
Rates [RATE]% savings APY (Email 3)
Other info [NEW_FEATURE_OR_UPDATE] (Email 1), [INACTIVITY_PERIOD] (Email 2), and [INSERT PHONE NUMBER] (Emails 2 and 3)
Important: [INACTIVITY_PERIOD] is set by state escheatment law. If your members live in more than one state, you may need a separate version for each state.

Setup steps specific to this campaign:

  1. Confirm your state escheatment period(s) with legal/compliance.
  2. Fill in [INSERT PHONE NUMBER] with your member service number.
  3. Assign someone to update [NEW_FEATURE_OR_UPDATE] before each send.
  4. Add your current savings APY to Email 3.
  5. Send the escheatment language in Email 2 to compliance.

Rate sources

Several rate comparisons appear in more than one campaign. Use the same source and time period across the pack so your numbers match. Rolling sources update often, so check them close to your send date.

Rate Used in Recommended source
National average savings APY Campaigns 1, 4 FDIC National Rates and Rate Caps (rolling)
Credit union vs. bank auto loan APR Campaigns 2, 4 NCUA Credit Union and Bank Rates (quarterly)
National average credit card APR Campaign 3 Bankrate, Current Credit Card Interest Rates (rolling)
Dealer/finance company auto rate Campaigns 2, 4 Bankrate, Auto Loan Rates
Average monthly bank fee Campaign 1 (Email 3) MoneyRates Checking Account Fees Survey; Bankrate's monthly fee range as an alternative

Optional: Add SMS messages

Below you'll find suggested text messages for each campaign that pair with its emails. They follow up on an email, remind people about a deadline, or point them to a landing page. The texts aren't built into the campaign's program, so you choose which ones to use and add them in Act-On's SMS tools.

Every text is written to fit in a single message (160 characters or fewer), includes your credit union's name, and ends with "Reply STOP to opt out." Before you send, fill in the bracketed placeholders and check that each text still fits. Send texts only to contacts who have agreed to receive them, and have your compliance team review any text that mentions rates, fees, or offers.

Campaign 1: Friends & Family Referral
SMS Timing Message Characters
1: Referral Program Intro Day 1 (pairs with Email 1) Hi [MEMBER_NAME], refer a friend to [CU_NAME] and you both get paid. Have them use this form and enter your name: [REFERRAL_FORM_LINK] Reply STOP to opt out. 157
2: Share Reminder Day 7 (pairs with Email 2) [CU_NAME]: Haven't told a friend yet? Send them the referral form, have them put your name down: [REFERRAL_FORM_LINK] Reply STOP to opt out. 140
3: Talking Points Day 14 (pairs with Email 3) [CU_NAME]: If a friend asks why switch: better rates, no fees, real people. Have them enter your name on the form: [REFERRAL_FORM_LINK] Reply STOP to opt out. 158
4: Evergreen Reminder Day 30 (pairs with Email 4) [CU_NAME]: The referral offer never expires. Know someone who'd benefit? Form: [REFERRAL_FORM_LINK] (have them enter your name) Reply STOP to opt out. 150
5: Status Check-In Day 45 (pairs with Email 5) Hi [MEMBER_NAME], thanks for spreading the word about [CU_NAME]. Check your referral status here: [STATUS_LINK] Reply STOP to opt out. 134
Campaign 2: Auto Loan Pre-Approval Activation
SMS Timing Message Characters
1: Pre-Approval Alert Day 1 (pairs with Email 1) [CU_NAME]: You're pre-approved up to $[PREAPPROVED_AMOUNT] at [RATE]% APR through [EXPIRATION_DATE]: [LINK] Reply STOP to opt out. 130
2: Cash-Buyer Tip Day 7 (pairs with Email 2) [CU_NAME]: Pro tip, negotiate the car price before mentioning your financing. You're already pre-approved: [LINK] Reply STOP to opt out. 136
3: Rate Advantage Reminder Day 14 (pairs with Email 3) [CU_NAME]: Dealer financing often costs more than you'd think. Your rate's already locked at [RATE]% APR: [LINK] Reply STOP to opt out. 135
4: Expiration Reminder About 2 weeks before [EXPIRATION_DATE] (pairs with Email 4) [CU_NAME]: Your auto pre-approval expires [EXPIRATION_DATE]. Still shopping? We can help, or extend it: [LINK] Reply STOP to opt out. 133
5: Final Countdown 2 to 3 days before [EXPIRATION_DATE] (final push, pairs with Email 5) [CU_NAME]: Your pre-approved rate expires [EXPIRATION_DATE]. Found a car, or need more time? Let us know: [LINK] Reply STOP to opt out. 135
Campaign 3: Credit Card Pre-Approval Activation
SMS Timing Message Characters
1: Pre-Approval Alert Day 1 (pairs with Email 1) Hi [MEMBER_NAME], you're pre-approved for a [CU_NAME] credit card up to $[CREDIT_LIMIT] at [RATE]% APR: [LINK] Reply STOP to opt out. 133
2: Balance Transfer Nudge Day 7 (pairs with Email 2) [CU_NAME]: Carrying a balance elsewhere? Move it here and start saving on interest: [LINK] Reply STOP to opt out. 113
3: Rate Comparison Day 14 (pairs with Email 3) [CU_NAME]: The national average card APR is [NATIONAL_AVG_CARD_RATE]%. Yours is pre-approved at [RATE]%: [LINK] Reply STOP to opt out. 134
4: Expiration Reminder About 2 weeks before [EXPIRATION_DATE] (pairs with Email 4) [CU_NAME]: Your credit card offer expires [EXPIRATION_DATE]. Takes just a few minutes to accept: [LINK] Reply STOP to opt out. 126
5: Final Countdown 2 to 3 days before [EXPIRATION_DATE] (final push, pairs with Email 5) [CU_NAME]: Your pre-approved card offer expires [EXPIRATION_DATE]. Questions? We're here: [LINK] Reply STOP to opt out. 119
Campaign 4: Membership Conversion
SMS Timing Message Characters
1: You're an Owner, Not a Customer Day 0 (pairs with Email 1) [CU_NAME]: You're eligible to join, real ownership, not just an account. Apply in 10 min: [LINK] Reply STOP to opt out. 119
2: The Rate Comparison Day 3 (pairs with Email 2) [CU_NAME]: Members earn [RATE]% APY vs [BANK_AVG]% at banks, plus a vote in how we're run: [LINK] Reply STOP to opt out. 120
3: What You'll Need Day 6 (pairs with Email 3) [CU_NAME]: Joining takes about 10 min online. ID + SSN + $[MIN_DEPOSIT] is all you need: [LINK] Reply STOP to opt out. 118
4: Member Quote Day 9 (pairs with Email 4) [CU_NAME]: "I wish I'd joined years ago," one member told us. See why: [LINK] Reply STOP to opt out. 100
5: Last Check-In Day 13 (pairs with Email 5; non-converters only) [CU_NAME]: Still thinking it over? No pressure, we're here when you're ready: [LINK] Reply STOP to opt out. 107
Campaign 5: New Deposit Account Onboarding
SMS Timing Message Characters
1: Welcome & Setup Kickoff Day 2, one day after Email 1 (pairs with Email 1 and the first landing page) Hi [MEMBER_NAME], it's [CU_NAME]! Welcome aboard. Activate your card & grab the app here: [LINK] Reply STOP to opt out. 119
2: Direct Deposit Nudge Day 7, alongside or the day after Email 3 (pairs with Email 3) [CU_NAME]: Still waiting on paper checks? Set up direct deposit and get paid faster: [LINK] Reply STOP to opt out. 114
3: Check-In & Feedback Days 21–28, the same week as Email 6 (pairs with Email 6 and the survey page) Hi [MEMBER_NAME], it's [CU_NAME]. You've been a member a few weeks now. Got 60 sec for quick feedback? [LINK] Reply STOP to opt out. 132
Campaign 6: New Loan Member Onboarding
SMS Timing Message Characters
1: Welcome & Autopay Kickoff Day 1, the day of or day after closing (pairs with Email 1) Hi [MEMBER_NAME], thanks for choosing [CU_NAME] for your loan. Set up autopay in 2 min so you never miss a payment: [LINK] Reply STOP to opt out. 145
2: Autopay Reminder Day 5, to members who haven't yet enrolled (pairs with Email 2) [CU_NAME]: Haven't set up autopay yet? It takes 2 min and can unlock a rate discount: [LINK] Reply STOP to opt out. 115
3: Alerts & eStatements Day 10 (pairs with Email 3) [CU_NAME]: Turn on loan alerts & eStatements in 30 sec so you're never caught off guard: [LINK] Reply STOP to opt out. 118
4: Explore More Products Day 20 (pairs with Email 4) [CU_NAME]: You trusted us with your loan. See what else fits, checking, savings, a card: [LINK] Reply STOP to opt out. 118
5: Last Call on Savings Day 30 (pairs with Email 5) [CU_NAME]: Last one, promise: open a [RATE]% APY savings account in 2 min, no minimum: [LINK] Reply STOP to opt out. 116
Campaign 7: Inactive Member Re-Engagement
SMS Timing Message Characters
1: We'd Like to Reconnect A few days after Email 1 [CU_NAME]: It has been a while. Here is what's new on your account: [LINK] Reply STOP to opt out. 97
2: Please Confirm Your Information A few days after Email 2 [CU_NAME]: Please confirm your contact information is current to avoid dormant account status: [LINK] Reply STOP to opt out. 124
3: What Your Account Could Be Doing A few days after Email 3 [CU_NAME]: Your balance could be earning more. Review your options: [LINK] Reply STOP to opt out. 97
4: Enable Account Alerts (optional) About a week after SMS 3 [CU_NAME]: Turn on account alerts, a 30-second setup, so you never miss an update: [LINK] Reply STOP to opt out. 112
5: A Request for Feedback (optional) About a week after SMS 4 [CU_NAME]: Do you have a minute? Please tell us what changed so we can improve: [LINK] Reply STOP to opt out. 109

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