Ask a carpenter or surgeon, a mechanic or painter, and they’ll tell you the same thing: we form genuine bonds with our tools. Of course, software is no different. Spend enough time tinkering with settings or Googling shortcut keys and watch as appreciation turns into adoration.
This is especially true of that one tool that does it all, in this case – Core iQ marketing software for banks and credit unions.
Financial marketers at institutions of every size rely on Core iQ for print and email marketing, onboarding, and cross selling – to name only a few features. Ultimately, the more you know about how to leverage your software, the more effective and impactful your campaigns.
Let’s take a look at some top tips for Core iQ so that you can master your market.
Tips, Tricks, and Little-Known Secrets in Core iQ Marketing Software
As a Marketing Account Manager, Angie Coleman knows a thing or twenty about Core iQ’s finer functions. We have her to thank for these top tips today.
Browse the list below to discover a helpful shortcut or pro trick. If you have any questions about Core iQ’s capabilities, reach out to Angie today.
Tip # 1 – Create Audience-Based Nomenclature
Long-time users will have noticed that Core iQ lists all templates in alphabetical order rather than in folders. This can cause some minor confusion as time goes on.
For example, you could have a template named “New Checking.” You might use this template to educate accountholders with a new checking account or to cross sell a new checking account, but how could you know which?
The more explicit you are in your naming conventions, the less confusion you’ll experience down the road. If the template was named “Onboarding – New Checking” or “Cross Sell – New Checking,” it would be easier to select the correct template for your communication plan.
Tip # 2 – Hyperlink CTAs & Images in Emails
When an accountholder wants to learn more about a product or service, it’s our job as marketers to make that as easy as possible for them.
A good call to action (CTA) should be imperative and descriptive (e.g. “Learn more” or “Get Started”). With a single click, your accountholders should be able to access the information you include in communications. This is where hyperlinking comes in.
To link textual elements in Core iQ, simply highlight the text in question. Next, click the Link button (i.e. a chain or infinity symbol) in the template toolbar (to the right of the Spell Checker button). This will open up the modal so you can edit the link. Simply paste your URL into the URL field and Save & Preview your template to test the link.
These same steps can be used to hyperlink an image, although you will be using the Image button rather than the Link button. Happy hyperlinking!
Tip # 3 – Match Touchpoints with Priorities when Cross Selling
Within any communication plan that includes cross-sell priorities, the communication plan should have as many touch points as priorities.
For example, in a cross sell with a max attempt of 2, there should be 2 touchpoints in the communication plan.
Keep in mind that Core iQ looks to the product offer listed in the template and automatically creates an exclusion for that product in the cross-sell priority for each audience. Core iQ also tracks conversion automatically so that you can assess, review, and adjust as needed.
Tip # 4 – Declutter
This may seem like a no-brainer, but like every form of hygiene, it can be difficult to remember as the weeks, months, and years roll past. To focus on your next, best and brightest campaign, it helps to clear out redundant information while updating important information.
Set aside some time each quarter to review critical Core iQ data, including:
- Branches
- Employees
- Services & groupings
- Old templates
- Old campaigns
To keep things simple, delete or toggle old templates to inactive. We’re more productive and capable when our workspaces are clean and clear of distractions. The same goes for our software.
Tip # 5 – Establish Print Communication Alternatives for Emails
Even in the 21st century, email addresses are closely guarded. Most of us have a professional email, a personal email, and a junk email address at a minimum. Some accountholders may not provide their primary email address. Others may not provide an address at all. Still others may opt out of emails entirely.
To ensure that everyone is receiving your communications, you can establish a print alternative for emails in Core iQ. In the event that an accountholder in your audience or list hasn’t provided an email, they’ll receive a printed postcard or letter instead.
Tip # 6 – Find the Correct Communication Cadence
It’s easy to focus on the substance of our communications – the what of marketing. But as we know, the when matters, too. Thankfully, Core iQ is designed to automate communications along predetermined timelines of your choosing.
That’s why it’s important to pay special attention to the “Customer receives no more than once within,” setting in the communication template.
As an example, if the communication plan has touchpoints 15 days apart, and a cross-sell priority has 2 max attempts, the template setting for “Customer receives no more than once within” should be set to 14 days to allow this template to be delivered twice, with 15 days between.
When the what and the when of your messaging align, outcomes are better across the board!
Tip # 7 – Consider Product-Based Timelines
In our personal lives, we understand that buying a house takes more time than buying a pack of gum at a gas station. But in our professional marketing lives, this distinction often escapes us. In the financial industry, expected conversion time can swing wildly from one product to another.
Long-cycle lending products, like a mortgage or equity loan, will take much longer to convert than online banking services, so timelines within the template should be set accordingly.
Most products can have a conversion day offset of 30 days, but this time varies by institution. Check with your lending department to see how long it takes to close a long-cycle product (number of days between application and funding) like an auto, mortgage, or equity loan to determine what your conversion days offset should be.
Generally, a mortgage could take up to 6 months, while an auto or an equity loan could take 60 to 90 days.
Tip # 8 – Opt-Out Members & Customers
Data protection regulations are becoming more prevalent, especially in Europe where users must be asked for consent before communications are sent. It’s only a matter of time before similar regulations affect the American market, too.
Thankfully, Core iQ makes removing accountholders and members from audience lists easy. To do so, simply click on the little blue envelope next to the email address on the customer/member profile screen.
Tip # 9 – Keep up to Date with Core iQ
As always, pay close attention to emails and announcements from Core iQ. Updates can include fixes and added features that greatly enhance the effectiveness of the platform. We’re always listening to feedback, incorporating changes, and communicating them to our users.
The next update could contain information about the newest feature that you’ve been waiting for, so keep those eyes peeled!
Thanks for Using Core iQ Marketing Software for Banks & Credit Unions!
At Onovative, we know how much a good tool means. When you choose Core iQ to replace your email marketing, print marketing, or other data visualization tools, you need it to perform day in and day out.
With constant improvements, numerous resources, and dozens of pro tips at your disposal, you can master Core iQ until – like a trusty hammer or favorite paintbrush – it becomes an extension of yourself.
Stay Connected with Core iQ to Master Your Marketing Platform
I you haven’t already, sign up for our free newsletter – delivered monthly with the latest trends, tips, and templates. If you have any questions for our Core iQ pro, reach out to Angie Coleman directly.