Email marketing has long been the mainstay of an association’s marketing plan, but is it still effective? The popularity of smartphones and tablets has made email readily accessible but has also created some challenges. To be most effective you’ll need to do a little research to determine how and when your members read their email, and what type of content is most likely to engage them.
Lori Ely, Marketing Manager at Informz, Inc. says, “Behavior is huge and understanding what your individual members are doing in your emails, both on desktop and mobile, will help in creating the right strategy.” You can accomplish this fairly easily using analytics technology offered by most email marketing systems.
Ms. Ely offers the following tips for keeping your email campaigns relevant and effective:
Many associations are taking notice of Ms. Ely’s advice and revamping their email marketing to meet the needs of their members. Here are a few examples of associations that made significant changes to their email marketing strategy to become more effective:
Toy Industry Association, Inc. – revamped their weekly newsletter through testing, re-engagement strategy and design.
Satellite Broadcasting and Communications Association – transformed their monthly newsletter into a mobile-friendly version based on utilizing data to identify those who read on a mobile device.
The American Political Science Association – improved their customization of messaging by utilizing behavioral marketing.
The success of any email marketing strategy begins with understanding your members’ preferences and how to best engage them. Tracking and analyzing your email campaigns and utilizing behavioral marketing concepts will help to achieve a better response rate and more effective communication with your members.
Author. Speaker. Facilitator. Consultant. Provocateur. All describe Mary Byers, CAE.
Mary Byers helps associations gain clarity and focus through leadership conference training and facilitating strategic planning retreats, assisting task forces and work groups, and helping association staff and volunteers talk through tough issues. Visit www.marybyers.com.