Time to Get Email Smart

By Tom Baer

Computer with hand sticking outMost associations who market their annual meetings use email as the primary method of reaching out to potential attendees. This is logical, since email is generally much more affordable than other media, and offers a higher ROI than most. But if you are one of these associations, it’s time to ask yourself if that ROI is as good as it could be.
A recent article by Chad White, Research Director at email marketing solutions provider Responsys, suggests email marketers can be divided into two groups: the “Haves” and the “Have-Nots.” What do the “Haves” have? The knowledge, experience, and marketing sense to use the many tools that are available to email marketers to refine their efforts. The “Have-Nots” ignore these helpful tools and send out basic broadcast emails.
White finds that the gap in effectiveness of the two types of emailers is quickly widening. And the annual Email Marketing Industry Census put out by Econsultancy agrees, showing that marketers who use more sophisticated email programs are 32% more likely to see “excellent” or “good” results for their efforts than those who send out broadcast messages.
What are these magic “tools” that can boost your email effectiveness? Techniques like segmentation, personalization, dynamic content, and trigger-based emails. Smart marketers also test subject lines, body copy, images and other elements to learn what their target will respond to best.
Associations often fall into the trap of assuming that emails they send will be effective simply because their email list consists of members who have typically opted-in for communications. But opt-ins still have spam filters, and even if your email gets to their inbox, they are BUSY, so the subject line and the email itself both need to be truly compelling to make sure your message gets through.
Think about how many emails you get each day. How many do you trash without even opening? It’s a safe bet that the marketing-based ones that you read have used some more sophisticated tools to make it past your screen. It’s time your emails did the same.

Advertisements

Give It To Me Straight

Submitted by Katie Callahan-Giobbi

In our work with non-profits, I frequently have the chance to talk about member value with our association customers. What value are they creating and delivering to their members? Logic tells me that “member value” is just that…what your members value. How do we know what they value? We ask them. It really is that simple. I suppose human nature makes us hesitant to ask pointed questions, perhaps because we’re afraid of what the answer might be. Maybe we think we know better? Either way, I have come to appreciate that the only right answer…is theirs.

surveyI have been amazed at the number of non-profits who haven’t surveyed their members in years. In some cases, many years. As we change our offerings, re-engineer our conferences or add new services, doesn’t it make sense to ask your membership if it’s something they value (and will pay for)? Our world is changing too quickly and our members have more online education and resources available to them than ever before. Social media is capturing their interactions and allowing for valuable connections to be made seamlessly on a daily basis. What do they really value?

 Surveying your members needs to be done properly but it doesn’t have to be overly complicated. Most important – ask the right questions. Questions that uncover their needs and wants as well as questions that are actionable. Most associations have member contact information at their fingertips. Of course you can outsource your survey, but you can also use an online survey tool like Survey Monkey. If so, you will need to analyze the results on your own. However you choose to go about it and assuming it is done properly, the results will likely pay for themselves in increased member retention, new revenue opportunities and more engaged members.

 Be smart. Ask. And really listen.