Case Study: United Heritage Credit Union achieves 16% asset growth and higher member engagement with Marketo

United Heritage Credit Union leverages Marketo to better serve existing members, attract new members while influencing an 11% asset increase

United Heritage Credit Union (UHCU) is a member-owned financial cooperative serving communities around Austin and Tyler, Texas. Facing shifting member expectations and the need to grow membership and assets for better member benefits, UHCU sought to deepen relationships with existing members and attract new ones by delivering more personalized, channel-preferred communications across digital and traditional channels.

UHCU implemented Marketo to enable behavioral targeting and automated, multi-channel campaigns—tying email, web, social (including Facebook), display and direct mail into coordinated member journeys like onboarding and individualized birthday messages. The program drove sharp gains in email engagement (engagement emails reached a 54.7% open rate and 5.2% CTR—up 41.7% and 40.5% respectively), reduced unsubscribes, and helped influence an 11% increase in assets.

United Heritage Credit Union

Kevin Farley

AVP of Digital and Brand Experience