All Diamond Award winners in this category are listed below.
Category’s Best winners—marked with a 💎—earned the highest score within their asset grouping.
Assets $250 million – $1 billion | Lafayette, IN
This triggered email campaign demonstrated the power of behavior-driven, personalized communication to deepen member engagement and drive auto loan conversions. By leveraging real-time click activity from SavvyMoney and integrating daily data files with HubSpot, we delivered timely, relevant content that met members where they were in their financial journey. Key takeaways include the importance of combining automation with a human-centered approach, each email educates, guides, and empowers without feeling promotional. We learned that members respond strongly to personalized experiences that are both actionable and informative, especially younger, digitally savvy audiences. The campaign exceeded objectives by increasing engagement, accelerating loan applications, and reinforcing IFCU’s position as an innovative, approachable, and tech-forward financial partner. It proved that data-driven digital touchpoints can transform passive interest into meaningful action while strengthening trust and long-term member relationships.
Assets greater than $1 billion | Knoxville, TN
When fraud impacts a member, the effects ripple across families, communities, and the credit union itself. As scams grow more sophisticated, education is one of the most powerful tools financial institutions can provide. This quarterly campaign—focused on phone fraud, check fraud, romance scams, and AI fraud—combined cross-department collaboration with engaging, easy-to-understand content and interactive quizzes to help members stay informed and alert. The campaign encouraged members not only to protect themselves, but also to share what they learned with others. During the AI fraud campaign, one member commented on social media, “I had my elderly Mother read this to make her more aware because she was getting some scams on social media.” That moment exemplifies the campaign’s impact: extending knowledge beyond the inbox to protect entire households.
Assets $250 million – $1 billion | Baton Rouge, LA
Our goal with this campaign was to increase awareness of our newly launched Premier Savings account, a new high-yield savings product that partners with our popular Premier Checking account to create the new and exclusive Premier Bundle. We utilized targeted emails to members and prospects to help further drive results. This approach let us deliver emails that felt relevant, timely, and easy to act on. Members clearly understood how to earn more, and prospects responded to a message that balanced competitive rates with trust and transparency. Our biggest takeaway from this campaign was that when you pair a strong rate and product offering with straightforward terms and genuine service, members respond. This campaign exceeded our deposit and account growth goals while strengthening primary relationships, proving that credit unions can compete with fintechs and big banks without abandoning what makes us different: trust, transparency, and actually caring about long-term member success.
Assets greater than $1 billion | Midland, MI
Our goal with this campaign was to increase awareness of our newly launched Premier Savings account, a new high-yield savings product that partners with our popular Premier Checking account to create the new and exclusive Premier Bundle. We utilized targeted emails to members and prospects to help further drive results. This approach let us deliver emails that felt relevant, timely, and easy to act on. Members clearly understood how to earn more, and prospects responded to a message that balanced competitive rates with trust and transparency. Our biggest takeaway from this campaign was that when you pair a strong rate and product offering with straightforward terms and genuine service, members respond. This campaign exceeded our deposit and account growth goals while strengthening primary relationships, proving that credit unions can compete with fintechs and big banks without abandoning what makes us different: trust, transparency, and actually caring about long-term member success.
Assets greater than $1 billion | Baton Rouge, LA
This onboarding email campaign demonstrates the impact of thoughtful, member-focused communication at the earliest stage of the relationship. By combining clear messaging, approachable language, and visually engaging design, we were able to guide new members through essential services while building trust and confidence in the EFCU Financial brand. The campaign exceeded expectations, achieving an average open rate of 58.7% and click-through rates of 11.9%, well above industry benchmarks. Key takeaways include the importance of delivering value from the first interaction, tailoring content to audience needs, and leveraging email as a powerful tool to establish long-term engagement. This initiative reinforced that strategic design and communication can transform onboarding from a transactional process into a meaningful experience, driving both immediate interaction and sustained member loyalty.
Assets greater than $1 billion | South Bend, IN
The Next Best Product email campaign reshaped how Everwise defines success in large-scale lifecycle marketing. Rather than optimizing for traditional open-rate benchmarks, we focused on relevance and downstream action—using data-driven product matching to turn engagement into measurable growth. In just four months, this always-on series drove 1,684 new accounts across key product categories, proving that personalized offers can convert even when deployed at enterprise scale. The campaign reinforced a critical insight: in automated member marketing, relevance matters more than reach. This initiative established a repeatable, scalable model for product-led growth and set a new performance benchmark that now guides Everwise’s lifecycle, email, and next-best-product strategy moving forward.
Assets greater than $1 billion | Las Vegas, NV
By embracing bold design, animation, and a playful tone, this onboarding journey showed that financial emails can be engaging, expressive, and fun, without losing clarity or credibility. Built to feel like a lifestyle brand, the experience introduces new members to One Nevada in a way that feels energetic, human, and memorable. We aren’t just welcoming members, we’re hyping them up.
Assets greater than $1 billion | Lewiston, ID
With Ascend Checking being the primary focus of the credit union for the last 3 years, we've convinced millions of people to “Learn More” or even “Apply Now,” and that's our job. Our team strives to do everything possible to make a difference. We reviewed the analytics, created funnels, analyzed them, and identified an opportunity. Decreasing application abandonment and recovering abandoned applications, when possible, through our abandonment email workflows, has made a significant difference in our membership and created even more value for our in-house marketing team. When launching these initiatives, our goal was to increase our Application Completion rate well above 20% and recover 5% of abandoned applications. Our team’s effort, ingenuity, and perseverance helped us achieve each of these goals and much more.
Assets greater than $1 billion | Tustin, CA
Instead of promoting single products in multiple email campaigns, “Marketing in Pairs” aimed to increase product participation, create relevance, and maximize value in each Member touchpoint. This approach differentiated us by bundling solutions that addressed cost and risk concerns, delivering measurable results, and reinforcing the trust our members have in us.
