Association Leadership - July/August 2017 - 6
7 Things Your Members
Desperately Want from Your Emails
Any association marketer in charge of email has heard it
before from our members:
"You send me too many emails!"
"Why do I get a different email from you EVERY DAY?!"
"I like some of the news you send me, but it's just too much."
Or, simply, "Unsubscribe."
Here are seven ways to avoid getting that kind of
Design cool emails (without breaking the bank).
Make sure your emails are mobile friendly and easy to read.
You don't have to employ email designers on staff to send
beautiful emails. Your members know you're a nonprofit,
and they won't expect cutting edge design because you
probably don't have the budget for it! Consider creating one
main template for most of your association's emails, and just
change out the email header depending on the email's topic.
Cater to their interests.
If you're not using your Association Management System
(AMS) and your email management system to track everything
your members do, you need to start now. This is the only way
you will reach the right members with the right messages.
should have the option to choose which TYPES of
email they receive.
Don't hide your unsubscribe link/button.
This is not only illegal, it's uncool. Transparency is key to
gaining the trust of your members.
Don't send them sponsored emails unless
they opt in to sponsored emails.
Silence does not mean consent.
Quit thinking that you can get by
doing the bare minimum.
There are so many options available to you now, and
technology has advanced so that you can now cater
emails to each individual. Hi, NAME is no longer enough.
Send more snail mail.
Give them options; let them choose
their own adventure.
The regular mailbox is making a serious comeback.
Because our email inboxes are in our faces every day,
people are far more annoyed by too much email than
by too much USPS mail. If you have a simple message
to get across to members (like, for example, a Save the
Date for an event), consider mailing a postcard.
All members don't want the same things. You need to
classify your emails into separate buckets. Members
Source: Lisa Campo, Association Success
6 ASSOCIATION LEADERSHIP