How associations can use email to send effective email messages to their members

1. Effective
email
checklist
for
associations

2. Why use email?
Email allows associations to:
• Personalize communications
• Track communications
• Customize communications

3. Effective email leads to:
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Better response rates
Engaged members
More revenue
More awareness of your association’s
goals, plans and mandate

4. Effective email means
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The right content
Sent to the right person
At the right time
Opened by the right person
Acted upon by the right person

5. Effective email content
Is content that your association
members want
• Think: What’s In It for Them?
• What problems is your content helping
to solve?
• What content do they already read?

6. Examples of effective content
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Tip sheets
Career guides and advice
Industry reports
Discounts
Government legislation
Educational requirements

7. Effective design
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Simple, clean layout
Mobile ready
Limited amount of graphics
Consistent branding with your other
association marketing tools

8. Effective sending - technical
• You have email marketing software with a
high deliverability rate
• You have opt out and unsubscribe links in
place
• You’ve cleaned your email list of bounces,
bad emails, lapsed members
• You’ve identified your association on your
email template

9. Effective sending - content
• You have tested content, subject lines,
design, by testing
• Your links, calls to action are above the fold
• No spam words in your headline
• You’ve customized content to various
membership segments

10. Effective feedback
You’ve checked:
• Number of those to whom email was
delivered
• Number of members who open
• Number of members who clicked on links
• Number of those members forwarded to
others

11. Is your association using email
effectively?
Contact GoodBooks at:
info@goodbooks.ca
www.goodbooks.ca