Making the Most of Your Association Email List

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With social media all the rage, it can be tempting to ditch the email list for communicating with your association members. However, with constantly changing Facebook algorithms and the sheer volume …

With social media all the rage, it can be tempting to ditch the email list for communicating with your association members. However, with constantly changing Facebook algorithms and the sheer volume of messages on platforms such as Twitter, there is no guarantee your audience will see your communication.
Email updates are still an incredibly valuable tool for delivering important information to your membership.

The key is to be aware of the pitfalls that this method of communication presents and to address them to remain effective.

Here are some common challenges for email communications.

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  • 1. Making the Most of Your Association Email List
  • 2. Email is Still Important As tempting as it may be, don’t ditch email for social media only Social media doesn’t guarantee your audience will see your message Email is still a great way to communicate
  • 3. Email Challenge #1: Everyone Lumped into One Group •Associations have multiple audiences: members, prospective members, vendors, etc. •Not all info is valuable for each group •Receiving non-targeted info will make emails less likely to be read
  • 4. Solution: Segment Your Email List •Create multiple email categories to segment list using your membership management software •If email tool doesn’t offer segmentation, create multiple lists •Share only pertinent info with each group
  • 5. Email Challenge #2: Emails Based on Marketing Goals •Don’t send emails just because its in your marketing plan •Be sure the content your association is valuable Solution: Send emails only when your association has something important to share. •Conduct tests to find the right frequency
  • 6. Email Challenge #3: Not receiving/reviewing subscriber data •Don’t use Outlook or your office email system with email lists •You miss helpful data such as open rates, click throughs, unsubscribers and more
  • 7. Solution: Use list dedicated software Purchase membership management software or a dedicated email service Regularly review association’s email statistics to find ways to improve
  • 8. Inspiration for Email Marketing “Email is the new email.” -Jordie van Rijn
  • 9. Presented by StarChapter Local Chapter Management Made Easy Website: starchapter.com Email: info@starchapter.com
  • 10. Presented by StarChapter Local Chapter Management Made Easy Website: starchapter.com Email: info@starchapter.com