What Can Associations Do for Effective Email Marketing?

As a channel in associations marketing mix, email marketing is, indeed, one of the most effective forms of marketing on a mass scale. Over the years, and with a lot of practice, email marketing has become a science. But, associations can still easily miss out on optimizing resources and reaching marketing potential if they don’t go all in. Below are some golden rules which associations should never miss for an effective email marketing.

Think of a subject line like a headline on a newspaper

The subject line should be relevant, interesting, and accurate without being too over the top. After all, you don’t want your email coming across as spam. You may even want to include your association’s name to make it easily identifiable.

Keep your email short and sweet

A shorter, more direct email is more likely to generate clicks and responses. Too much information will be overlooked. Use descriptive headlines, bullet points and images to quickly get your point across.

Personalize your message

With so much junk mail being sent, it’s important to personalize your emails so they’ll stand out. Sure, personalization is great, but that just isn’t possible with 1,500 plus members. An Association Management System (AMS) can integrate with your organization’s database, allowing you to pull any of the member data you’re tracking into a clean and personalized email. And remember – the more personalized your email is, the more likely your members are to read it.

Provide a call-to-action

You can’t expect your members to do something if you never ask. That’s why calls-to-action are so important. Put them at the top of the email and along the bottom. Use colorful buttons and bold text. Be short and concise with strong verbs. CTAs are key to drive conversions.

Experiment with the time

Traditional “best time to send an email” numbers are being thrown to the wind as user habits change across devices. The standard mid-week, mid-day makes perfect sense for desktop users who are opening emails at work. Mobile users, on the other hand, tend to be pretty active even late in the evening. If you really want to rock email marketing and send out your email newsletters at the very best time for optimal opens and clicks, you need to TEST.

If you want to know more how social media can contribute to your success, please contact Dhirendra Singh at dhirendra@cimglobal.in or by phone: +91 124 461 7700.