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Effectively Use Email Marketing to Grow Your Association

Email marketing is a great tool for direct marketing, allowing marketers to instantly inform existing and potential members with news and updates. At its best, email marketing retains current members and secures potential members; at its worst it lies unopened in a spam folder – out your target audience’s mind and sight.

Importance of Your Subject Lines

Start by focusing on your email subject line. It is important that you don’t use common spamming tricks, like bold text or excessive use of punctuation marks!!! More likely than not, your reader will take one look at the subject line and hit delete or flag it to the dreaded spam folder. Instead, provide a brief description of what that email is about. Be as specific as possible, using a call to action (CTA) that conveys urgency and immediate response.

EmailAvoid Stuffing Links

When you use too many links in your email blasts, they end up looking like sales pitches. Inundating the reader with too many links will turn him/her off to the entire message, once again leaving your emails vulnerable to be trashed or spammed. Keep in mind, email is intended to save time on delivery and consumption of information. Like your CTA, make the content as direct and to the point as possible. Any left over time can be spent considering the content your reader has just reviewed.

Use Email Templates

It is helpful to utilize email templates for your emails. Not only does a good template simplify the task of creating and placing content, but it also structures the email so that it’s easier for your audience to review. Familiarity is also a benefit of these templates, as your subscribers will come to expect the type of marketing content you deliver. There are many templates available, so choose the one that goes along with the type of content you’re producing (text, blurbs, images, etc.).

Don’t Send Too Many

Unless you have specified to send daily emails, try not to send marketing emails more than once a week. Depending on what you have agreed to deliver in terms of email content (whether it be weekly, monthly, or so on), stick to the expectations you have set. On occasion, you will send an extra email to announce something important or time sensitive, but this should be kept to a minimum.

Provide Valuable Information

You are promising your subscribers and target audience something helpful or informative, so that should be what is given with each and every email you send. When subscribers start appreciating what you deliver, they will continue to open your emails. Thus producing loyalty as members and potentially helping you to market via word-of-mouth.

Effectively Use Email Marketing to Grow Your Association

Email marketing is a great tool for direct marketing, allowing marketers to instantly inform existing and potential members with news and updates. At its best, email marketing retains current members and secures potential members; at its worst it lies unopened in a spam folder – out your target audience’s mind and sight.

Importance of Your Subject Lines

Start by focusing on your email subject line. It is important that you don’t use common spamming tricks, like bold text or excessive use of punctuation marks!!! More likely than not, your reader will take one look at the subject line and hit delete or flag it to the dreaded spam folder. Instead, provide a brief description of what that email is about. Be as specific as possible, using a call to action (CTA) that conveys urgency and immediate response.

EmailAvoid Stuffing Links

When you use too many links in your email blasts, they end up looking like sales pitches. Inundating the reader with too many links will turn him/her off to the entire message, once again leaving your emails vulnerable to be trashed or spammed. Keep in mind, email is intended to save time on delivery and consumption of information. Like your CTA, make the content as direct and to the point as possible. Any left over time can be spent considering the content your reader has just reviewed.

Use Email Templates

It is helpful to utilize email templates for your emails. Not only does a good template simplify the task of creating and placing content, but it also structures the email so that it’s easier for your audience to review. Familiarity is also a benefit of these templates, as your subscribers will come to expect the type of marketing content you deliver. There are many templates available, so choose the one that goes along with the type of content you’re producing (text, blurbs, images, etc.).

Don’t Send Too Many

Unless you have specified to send daily emails, try not to send marketing emails more than once a week. Depending on what you have agreed to deliver in terms of email content (whether it be weekly, monthly, or so on), stick to the expectations you have set. On occasion, you will send an extra email to announce something important or time sensitive, but this should be kept to a minimum.

Provide Valuable Information

You are promising your subscribers and target audience something helpful or informative, so that should be what is given with each and every email you send. When subscribers start appreciating what you deliver, they will continue to open your emails. Thus producing loyalty as members and potentially helping you to market via word-of-mouth.

John Foley, Jr

John Foley, Jr. is President and CEO of interlinkONE. interlinkONE provides software and marketing services for associations and professional societies to generate prospective member leads, increase engagement, and strengthen member retention. John is a renowned international speaker who passionately speaks to associations in the areas of transformation, multi-channel marketing, social media, mobile, and content marketing. Some notable association affiliations include Mr. Foley’s involvement as a board member and acting CMO for the recently merged Association of Marketing Service Providers (AMSP) and National Association for Printing Leadership (NAPL), as well as his membership with the Business Marketing Association and American Society of Association Executives (ASAE). He often takes part in the weekly Twitter chat for associations, "#assnchat,” and contributes content to many industry resources. Learn more about John at http://JohnFoleyJr.com, and how interlinkONE can help you at http://interlinkONE.com and http://MarketWithMAX.com.