Driving Campaign Excellence Through Marketing Automation

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Driving Campaign Excellence Through Marketing Automation

Driving Campaign Excellence Through Marketing Automation
A Case Study on Rockwoods’ Partnership with a Leading U.S. Credit Union

1. Executive Summary

Credit unions face increasing pressure to modernize their marketing operations while maintaining trust, compliance, and member-centric engagement. Rockwoods partnered with a leading U.S. credit union to transform its campaign ecosystem by migrating legacy campaigns, embedding automation, and improving deliverability. 

The initiative delivered measurable outcomes: reduced manual workload, improved sender reputation, cost savings, and a scalable framework for future growth.

2. Industry Context

Credit unions operate in a competitive environment shaped by: 

  • Fintech disruption – challenging traditional member engagement models
  • Rising costs – requiring efficiency and automation
  • Regulatory demands – mandating auditability and compliance
  • Fragmented channels –  creating inconsistent member experiences

To remain competitive, credit unions must modernize their marketing operations, reduce manual effort, and ensure campaigns are both scalable and personalized.

Rockwoods guided the credit union through a structured modernization program:

3. Transformation Journey

Rockwoods guided the credit union through a structured modernization program:

Campaign Migration

  • Seamlessly migrated **81 recurring campaigns** from Adobe to Salesforce Marketing Cloud (SFMC).

  • Established reusable campaign frameworks to reduce redundancy and accelerate deployment.

Automation & Efficiency

  • Reduced monthly ad-hoc campaigns from **60 to 30 reusable campaigns**, cutting manual effort in half. 

  • Automated daily email send reports, enabling real-time visibility and decision-making. 

  • Developed automation for a **custom SendLog campaign master list**, ensuring accurate tracking. 

Data Integration & Reliability

  • Successfully synchronized Hogan files and outbound data, ensuring seamless data flow.

  • Cleaned up data-related issues to enable smoother, more reliable deployments. 

Deliverability & Reputation

  • Managed bounce reports to improve deliverability and strengthen sender reputation.

  • Achieved measurable cost savings by reducing wasted sends and improving inbox placement. 

Content Management & Scalability

  • Created a CMS with reusable content blocks, enabling rapid development of hundreds of emails.

  •  Standardized end-to-end QA processes, ensuring cross-functional review and approvals. 

4. Outcomes

The transformation delivered tangible benefits: 

  • Efficiency: Reduced manual workload and repetitive tasks. 
  • Scalability: Enabled rapid campaign development and deployment. 
  • Reliability: Improved data integrity and reporting accuracy. 
  • Reputation: Strengthened sender trust and improved deliverability. 
  • Cost Savings: Achieved measurable savings through automation and improved deliverability

5. Case Study Snapshot (Anonymized)

This initiative demonstrates how Rockwoods helps credit unions modernize marketing operations. By combining technical expertise with governance and automation, Rockwoods delivered a scalable framework that empowers marketing teams to focus on growth and member engagement rather than manual execution.

6. Why Rockwoods

  • Deep expertise in financial services and regulated industries 
  • Proven track record of large-scale CRM and marketing automation implementations 
  • Agile, collaborative approach tailored to client goals 
  • Commitment to transparency, quality, and long-term success 

Rockwoods Inc. continues to drive measurable outcomes for credit unions by blending technology, automation, and governance. This transformation created a future-ready marketing ecosystem that delivers efficiency, reliability, and growth—ensuring credit unions can meet evolving member expectations with confidence.

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