Truity Credit Union Takes On Banking’s Biggest With Act-On


Turns to Marketing Automation for More Targeted Engagement & a Competitive Advantage

BEAVERTON, OR–(Marketwired – Jan 13, 2016) – Act-On Software, the leading provider of marketing automation for mid-sized businesses, today announced that Truity Credit Union, a cooperative financial institution whose services range from basic savings and checking accounts to mortgage loans and complex investment planning, has adopted Act-On Marketing Automation to strengthen and streamline its email marketing efforts. Since putting the platform to use, Truity has managed to execute more sophisticated, dynamic, data-rich campaigns, and has seen open and conversion rates soar as a result.

Founded in 1939, with branches in Oklahoma, Kansas, Texas, and Arkansas, Truity Credit Union long held its own against more formidable financial institutions by offering its members and co-owners benefits few nationwide chains could match — smarter rates, fewer fees, a more personal commitment to service. But the time came eventually to rethink Truity’s approach to marketing engagement: ad-hoc promotional emails, text-only messages, manual member tracking, all managed by an eCommerce team.

“We’d send out an email for, say, a credit card offer, then we’d wait X amount of time and look at the reports,” said Kyle Dahlgren, Assistant Vice President of eCommerce at Truity Credit Union. “We’d figure out who opened and who didn’t, then we’d craft follow-up emails, and so on. It was very labor-intensive.”

Truity began evaluating solutions that could help to automate and modernize its processes for outreach, and settled on Act-On for its ease of use, customization capabilities, real-time reporting and analytics, and database management. The effects were immediate. Almost overnight, Truity gained the ability to segment its subscriber lists, personalize emails to individual members, and nurture prospects with timely, relevant content.

Truity is now able to easily create attractive and responsive design emails for notifications and promotional offers based on recipient behavior, and give subscribers the flexibility to self-select products of interest using Act-On forms — home loans, auto loans, credit cards, etc. — and then be entered automatically into corresponding drip campaigns.

This automated workflow saves both Truity and the customer valuable time, and ensures that the right information reaches the right buyer at the right time. As a result, open rates have climbed as high as 54 percent, with an average of 36 percent, well above the range of 18 to 25 percent Truity had maintained previously. Truity has also seen an increase in conversion rates; one campaign closed 17 percent of the leads generated.

“Act-On allows us to punch above our weight in trying to compete with larger financial institutions,” Dahlgren said. “With Act-On, we can stay competitive with the biggest players in the market while continuing to provide the head-turning Truity Credit Union experience.”

Get to know Truity Credit Union’s full Act-On story here.

About Act-On Software
Act-On Software provides the complete marketing engagement platform for the 21stcentury business. Simple to operate but powerful in its results, elegant in its user experience and comprehensive in its functionality, Act-On’s cloud solution powers over 3,000 companies in their acquisition, retention and expansion marketing efforts. Act-On supports an open marketing ecosystem with native integrations to all major CRMs and pre-built connectors to third party applications. Act-On offers a best-in-class professional services team, dedicated customer support, and the APEX ecosystem of partners to provide clients with the resources they need to achieve business success. Act-On has been recognized for its superior product and rapid business growth by Deloitte, Forbes, and Inc. Magazine. For more information, visit

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