As “Washington’s favorite credit union,” Sound Credit Union has always believed that “credit unioning” is better than banking. With more than 170,000 loyal members and $2.8 billion in assets under management, Sound is on a mission to provide member-first experiences that are both personalized and impactful. But with growth comes complexity, and Sound needed a modern, data-driven marketing platform to help engage its members more efficiently.
That’s where HubSpot (and a strategic partnership with GreenHouse Agency) came in.
The Challenge: Manual Efforts, Minimal Results
Before implementing HubSpot, Sound faced several marketing challenges:
- Low debit and credit card activation rates: Without a consistent, strategic communication plan, many members were not activating their new cards promptly.
- Manual processes were eating up resources: One-time email blasts required too much effort from the marketing team with little return.
- No visibility into email performance: Disconnected tools and data silos made it difficult to assess the real impact of email marketing efforts.
Sound knew it was time for a change. The solution needed to not only leave these challenges behind but also set up a foundation for the future.
The Solution: Automation, Customization, and Data-Driven Strategy
Sound partnered with GreenHouse Agency to implement and fully leverage HubSpot. The focus? Automating and personalizing email campaigns to encourage card activation and ongoing usage.
- Automated Email Campaigns: Replacing manual reminders with a smart workflow that targets members based on when they received their card.
- Custom-Branded Templates: Designed to match Sound’s look and feel while promoting clear, compelling calls-to-action.
- Holistic Reporting: HubSpot’s analytics gave Sound real-time visibility into open rates, click-through rates, and campaign effectiveness.
At the heart of Sound Credit Union’s successful card activation strategy was the implementation of a custom data model and deep integration of member data systems with HubSpot. By aligning member data, including card issuance dates, activation status, and marketing contact eligibility, within a centralized platform, Sound was able to build precise, trigger-based workflows that automated member follow-up at key intervals. This core integration made it possible to segment leads effectively, track time-based milestones, and deliver personalized messaging that responded dynamically to member behavior. The result was a seamless, intelligent automation system that not only increased efficiency but also achieved real business goals, most notably, the 141% increase in card activation rates.
Members who hadn’t activated their cards were automatically enrolled in a HubSpot workflow designed to increase engagement and streamline follow-up. The system first designated each individual as a marketing contact, then tracked the number of days since they received their card. Based on that timeline, it delivered targeted emails at key milestones – specifically on days 60, 90, 180, 270, and 365. Once a member activated their card, they were automatically removed from the workflow, ensuring communications remained timely and relevant.
The Results: A Remarkable Increase in Engagement
The transformation was immediate and measurable:
- 141% Increase in Card Activation: Activation rates jumped from 12% to 29%.
- 27,000+ Automated Emails Sent: Streamlining what was once a time-consuming manual task.
- 28% Open Rate & 6.47% Click-Through Rate: Far above the financial services industry average.
- 12,823 New Activations: Representing 29.2% of all members enrolled in the workflow.
Even more impressive: activation emails had a click-through rate more than three times the industry average, proving that smart timing, personalization, and strong incentives can drive real member action.
The GreenHouse Difference
GreenHouse Agency aimed to deliver a complete transformation, not just a quick fix. From crafting fun, incentive-driven subject lines to designing engaging email graphics and leveraging smart content for personalization, every touchpoint was optimized for impact. But beyond creative execution, the real difference was in the strategy: GreenHouse collaborated closely with Sound’s internal teams to understand business goals, member behavior, and operational challenges, ensuring the solution wasn’t just well-designed, but deeply aligned with credit union objectives. The result? A scalable, repeatable email marketing engine that saves time, reduces manual labor, and keeps members engaged well beyond the first touchpoint.
What’s Next?
As Sound’s HubSpot partner agency, GreenHouse will continue evolving and refining campaigns to further drive engagement, card usage, and member satisfaction. Examples of optimizations that worked for Sound that will continue to be utilized in the future are fun subject lines with clear incentives, customization via smart content, standardized processes, and clear incentives in header graphics and copy. By leaning into data, automation, and personalization, the team is setting a new standard for what credit union marketing can achieve.
Ready to see how automation, smart strategy, and personalized marketing can transform your credit union’s member engagement? GreenHouse Agency specializes in building scalable, high-impact solutions tailored to financial institutions like Sound Credit Union. If you're looking to drive real results, like increased activation rates, reduced churn, and more efficient marketing operations, reach out to GreenHouse Agency today to learn how we can bring the same level of innovation and effectiveness to your organization.
