News & Events

At America First, Email to In-Market Consumers Outperforms Traditional Email

Reduces email volume; improves results


Charlotte, NC (Tuesday, July 10, 2007)– Speaking at the Credit Union Financial Services Limited Partnership (CUFSLP) Partner’s Meeting today, America First Credit Union and Leadfusion, Inc., announced results from America First’s adoption of Leadfusion EMAIL to reach in-market credit union members with email messages.

America First implemented Leadfusion EMAIL to reach credit union members who are ‘in-market’ for financial products and services with relevant product and service related email. America First members self-identified as ‘in-market’ through their use of financial calculators to compute loan payments, interest rate impacts, etc., and through online requests for information such as an Auto Buyer’s Guide. These requests triggered the start of an email track designed around the credit union member’s product area of interest. America First also used Leadfusion EMAIL to send more traditional calendar-based email campaigns to their house list. These mailings were not triggered by a member action, but sent to an entire list or list segment.

From December 2006 through May 2007, America First sent marketing emails to members who had previously provided ‘opt-in’ permission to be contacted by the credit union for marketing purposes. Among the key findings of the analysis:

  • Email volume to in-market consumers was 18% of the volume sent for America First’s house list mailings.
  • Campaigns to in-market members produced open rates that were nearly 8 times as high as open rates to house list mailings. This differential allowed America First to obtain 39% more actual opens even though they represented only 18% of the email volume.
  • Response rates by ‘in-market’ members were more than 5.4 times higher than response rates to house list mailings. Actual unit responses to ‘in-market’ members were significantly higher as a result.

“The results of this analysis prove to us that ‘in-market’ email is more effective than traditional email,” said Rich Syme, Senior Vice President at America First. “Leadfusion’s ability to help us identify in-market credit union members through their use of Leadfusion CALCULATORS and email capture forms placed strategically on our website allows us to be more selective as to who we send email to and to be more respectful of our member’s desire to be left alone when they are not in the market to buy from us.”

“America First’s use of Leadfusion EMAIL substantiates our belief that financial services institutions can use email responsibly as a marketing tool and still protect their brand,” said Christopher Cunningham, Leadfusion’s President and CEO. “By focusing marketing attention on ‘in-market’ consumers, financial institutions can reinforce their relationship with consumers while simultaneously improving campaign results and return on marketing dollars.”

About America First Credit Union


America First Credit Union was founded in Ogden, Utah, on March 16, 1939, by a small group of people determined to form their own cooperative to promote their collective economic well-being. In its 67 year history, America First has become one of the largest, most stable and most progressive credit unions in the country and has remained a member-owned, not for profit cooperative financial institution. Today, America First is the 13th largest credit union in assets in the United States with $3.3 billion, and the 6th largest credit union in membership in the United States with over 417,000 members.

About Leadfusion, Inc.


Leadfusion, Inc. is an eMarketing software company serving financial service providers since 1995. Leadfusion software solutions capture, cultivate and convert online leads, increasing the sale of financial products and services. Over 250 financial institutions, including 36 of the top 50 banks, two of the top three insurance companies use Leadfusion eMarketing solutions. The company has corporate headquarters in San Diego, California.