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.

Segment or Not?

Submitted by Sue Castro

Ever wondered what the big deal is about customer segmentation in association meeting marketing?  You sure see it tossed around a lot. But is it really that important?  When done right, YES!

Most associations either avoid it because it’s too complicated, or they don’t know how to identify the segments. 

Identifying your member segments is as simple as analyzing your member database.  I know, that’s easier said than done.  But it provides the basis to communicate appropriately with each of your various member or attendee groups.  Does that matter?  YES!!!  Why? Because it creates a message that is more relevant and thus more likely to be read. 

Group of people

Think of the last time you purchased a book on Amazon.com..  Immediately, Amazon shot back a list of other books that were similar.  By your ordering a particular book, Amazon was able to place you in a segment and marketed to you.  It was likely pertinent to you and you most likely responded positively.  With everyone so taxed for time, it’s simply better to provide information that is relevant to people; not information we think will appeal across a broad audience! 

Segmentation demonstrates you understand your target’s needs and desires.  It also helps you craft a message that is valuable to your audiences; eliminating the need for your target to search around for the information needed.  You are giving it to them in a way that is relevant.  And saving them time. 

Think about what’s in it for your members the next time you communicate to them., They’ll be more responsive because you took the time to communicate to them in their language.  I’ve seen double-digit response rates as a result of segmentation. Try it and you’ll become a believer!