• Direct Marketing News, Friday, June 7, 2013 2:46 PM

As part of its overall push for smarter marketing, Navy Federal Credit Union has been beefing up its use of analytics to do a better job communicating with customers through email. The company discovered its customers' interest in email marketing through its social media monitoring tools.

"We didn't market to members at all via email, and we learned that email was incredibly important to them, especially the ones stationed very far away," Maritza Disciullo, VP of member research, intelligence and development at the credit union that serve the four major armed forces, Coast Guard, and Defense Department told Direct Marketing News.

Now the company uses email marketing and uses member research data to send more targeted communications.

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