ECCU's Auto Recapture campaign was part of a broader digital lending strategy.
We combined lifecycle marketing, digital ads, employee enablement, and performance tracking to drive auto loan engagement and apps.
The goal was to recapture and retain auto loans by reaching members at key lifecycle moments (6, 12, and 18 months) and equipping staff with clear, consistent talking points to support confident conversations with members.
Success was measured by email engagement, landing page traffic, and marketing-attributed loan applications and loan approvals.
Campaign Performance
310
TOTAL LOAN APPLICATIONS
67.34%
E-MAIL GENERATED LOAN APPS
64%
LOANS APPROVED
Integrated Lending Campaign
I treated this as a coordinated lending push, not an email-only campaign, by mapping the member journey from “eligible to refinance” to “ready to apply,” then aligning touchpoints to remove friction:
Segmented lifecycle messaging
Campaign-specific landing pages
Digital ads
The campaign successfully engaged existing members and generated measurable loan activity.
Across the 6-, 12-, and 18-month loan segments, email engagement increased as loans matured, which suggests refinance messaging becomes increasingly relevant as loan terms progress.
Email Engagement
The engagement metrics showed that members became more responsive to refinance messaging as their loans matured:
6-month segment: strongest open rate (26.9%)
12-month segment: improved engagement after opening (10.7% CTOR)
18-month segment: strongest overall response (14.8% CTOR and 3.7% unique CTR)
Landing Page Traffic
JAN
10,426
PAGE VISITS
FEB
12,409
PAGE VISITS
MAR
21,557
PAGE VISITS
Frontline Enablement
Each touchpoint reinforced the same promise and next step, which was key in employee enablement. It equipped member-facing staff with tools to:
Confidently explain the offer
Handle questions consistently
Guide members to the right action
Results
The campaign drove strong engagement across lifecycle segments and became a major source of marketing-attributed loan demand.
Key Outcome
Email generated 67.3% of YTD loan applications (64% approved).