Cues Podcast

As new generations continue to mature into the financial services marketplace, the demand for a digital-first customer experience has risen to the forefront. But there is still room at the table for direct mail. One of our guests—Robert Dudacek, president/CEO of CUES Supplier member Franklin Madison based in Franklin, Tennessee—elaborates early on about the top reason credit unions should use direct mail.“When you think about physical mail, it creates a type of engagement that is uniquely different than what a member would experience through digital,” he says. “It’s something that’s tangible. It’s tactile. It’s something they can hold. … It’s just such a great way to reinforce that brand loyalty. They see the logo in a form that they can recognize. I think a high percentage of members actually read their mail every day compared to email.Dudacek says good direct mail has some key features: It’s personalized and relevant to the recipient. It’s got brand affinity and respects the recipient as a member of that br