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on 19 May 2017 11:57 PM
  • Social Media Marketing
  • Association Management

This week’s blog post on association marketing is re-posted with permission from Aaron D. Wolowiec,  founder and president of Event Garde, a professional development consulting firm based in Grand Rapids, Mich. Website: www.eventgarde.com.

While I was out of the office recently tending to some personal affairs, my husband commented on the number of “dings” from my iPhone. He was shocked when I explained that said “dings” indicated yet another email.

When I returned, I had 400 emails. Really. After only three days.

I’m sure I’m preaching to the choir, but I can’t keep my inbox clean. I operate three accounts regularly and they’re all suffering from inbox overload.

So. Much. Email.

And…so much deleting.

But I have to admit even when I’m overwhelmed, I open the emails with the catchy subject lines.

Lesson here: People are suffering from email fatigue, so as an association marketer, your job is tough. How do you get people to open your emails, let alone read them?

It’s a delicate balance of testing, creativity and, most importantly, research, finds a new Informz report.

The “2015 Association Email Benchmarking Report” summarizes email marketing metrics from more than 1 billion emails associations sent in 2014. The four metrics measured in the report: delivery rate, open rate, click rate and unsubscribe rate.

Informz found email testing is on the rise. In 2014, there was increase of more than 26 percent in email subject line testing. But also, associations are testing layouts, timing and call-to-actions.

At the same time, the survey found 72 percent of email subscribers received five or fewer emails per month. But subscribers who received six to 10 emails per month had slightly higher open and click rates. And while all this is important, the single most important engagement factor is relevancy, Informz said.

Key findings from the report:

“The data shared will help you understand what metrics to analyze, what goals to set and how your email marketing program is performing in comparison to your peers,” Informz said. “Always keep in mind that these are averages from your peers.”