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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.
Lead Generation Workflows
These workflows are designed to help you capture leads and nurture them toward becoming members. Whether someone is exploring rates, downloading a guide, or starting an application, automation can help you stay connected at the right time with the right message.
|
Workflow Name |
Description |
Data Requirements |
Ideal Data (Optional) |
|---|---|---|---|
|
Abandoned Application Workflows |
Follow up with users who abandon an application, similar to an abandoned cart. |
It requires HubSpot website tracking on LOS (through Google Tag manager) and the Step 0 form before the application. |
Integrate LOS data in HubSpot as Deals. This helps with unenrollment, reporting, and attribution reporting. |
|
Product Nurturing for Members |
Educate leads based on their website activity. Send relevant content from pages they did not visit. |
Website tracking only. |
|
|
Rate Tracking |
Allow members to sign up for weekly or monthly emails with current rates |
Requires using HubDB to manage rates and Ops Hub Pro for recurring workflows. |
n/a |
|
Buying Guides |
Provide valuable content for users that are worth giving their email address for. Then, nurture those leads to become customers. |
Forms and the creation of valuable resources only. |
n/a |
|
Monthly payment calculator |
Save monthly payment information for later use by putting it in your email address. |
Requires calculator and form. |
n/a |
Member Workflows
Once someone becomes a member, the experience is just beginning. These workflows focus on making members feel welcomed, appreciated, and informed. From birthday messages to onboarding sequences, the goal here is to foster long-term engagement and build loyalty early in the relationship.
|
Workflow Name |
Description |
Data Requirements |
Ideal Data (Optional) |
|---|---|---|---|
|
Happy Birthday workflow |
Wish members a happy birthday. |
Requires member data only. |
Member data is in Custom Object so you can send separate birthday emails to different contacts that use the same email address. |
|
Happy Anniversary workflow |
Wish members a happy anniversary each year they are a member. |
Requires member data only. |
Member data is in Custom Object so you can send separate birthday emails to different contacts that use the same email address. |
|
General New Member Onboarding |
Welcome new members and introduce them to the credit union (messaging is not product-specific). |
Requires member data only. |
Member data is in Custom Object so you can send separate birthday emails to different contacts that use the same email address. |
Promoter Workflows
This stage focuses on deepening relationships with engaged members and encouraging them to take additional actions—whether that’s opening more products, leaving a review, or referring others. With the right data, you can automate highly personalized experiences that make members feel understood and valued.
|
Workflow Name |
Description |
Data Requirements |
Ideal Data |
|
Product specific onboarding |
Provide unique onboarding experiences to members every time they open a new product |
Requires Member & Account data, specifically Account Type |
n/a, covered under Data Requirements |
|
Indirect member onboarding nurture |
Introduce the credit union to indirect members |
Requires Member & Account data, specifically Account Type |
n/a, covered under Data Requirements |
|
E-statement reminders |
Remind members to sign up for e-statements instead of getting physical mail |
Requires Member & Account data, specifically if Estatements is ON for each account |
n/a, covered under Data Requirements |
|
Refinance offers |
When rates decrease, offer select members to refinance to keep their business |
Requires Member & Account data, specifically Account Type and Rate |
n/a, covered under Data Requirements |
|
LOC Payoff Nurturing |
Enhance the member experience by reminding members of their balance on their LOC |
Requires Member & Account data, specifically Account Type and Credit Expiration |
n/a, covered under Data Requirements |
|
Loan Payoff Nurturing |
Enhance the member experience and maintain share of wallet by nurturing members who are about to pay off a loan |
Requires Member & Account data, specifically Account Type and Term |
n/a, covered under Data Requirements |
|
Payment Thank You emails |
Enhance the member experience by thanking them for their payment |
Requires Member & Account data, specifically Last Payment Date & Amount fields |
n/a, covered under Data Requirements |
|
Skip-A-Pay notifications |
Enhance the member experience by offering skip-a-pay to eligible members |
Requires Member & Account data, specifically Skip-a-pay Eligible fields |
n/a, covered under Data Requirements |
|
Review Acquisition |
Increase your reviews online after members increase the number of products they have |
Requires Member & Account data (The reason we need data is to determine the opportune time to ask a member for a review, like when they increase the number of products at the credit union. There may be other ways to do this successfully without Account data) |
|
|
Member Referral |
Ask for satisfied members to refer other members when the opportunity is right |
Requires knowing which members have had a positive experience. Can use HubSpot surveys, a review management platform, or an imported list of members. |
A Member object would be ideal for this but it isn’t necessary. |
LOS-Integrated Workflows
For Credit Unions using a loan origination system like MeridianLink, integrating that data with HubSpot unlocks a new level of automation. These workflows help you guide members through the loan process—whether approved, denied, or somewhere in between.
|
Workflow Name |
Description |
Data Requirements |
Ideal Data |
|
Loan Approval Workflow |
Convert more approved loans into funded loans by nurturing them after their loan is approved |
Requires Meridianlink data integration |
n/a |
|
Loan Denied Workflow |
Recommend other products to leads or members with denied loans to increase membership and cross-sell |
Requires Meridianlink data integration |
n/a |
Final Thoughts
When done right, email automation isn’t just about efficiency. It’s about creating meaningful, timely experiences for your members. From attracting new leads to building stronger connections with existing members, these workflows can help your Credit Union show up in the moments that matter.
Whether you’re starting small or ready to implement a full journey-based automation strategy, the key is aligning your efforts with your data and your goals.
If you're a credit union looking for a partner to help bring these ideas to life, whether it’s mapping out your member journey, integrating systems, or building high-impact workflows, we’re here to help.
Get In Touch
WebStrategies specializes in helping Credit Unions like yours turn strategy into results. Let’s chat about how we can help you leverage email automation to grow membership, deepen engagement, and deliver a better digital experience.
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