association Posts

Creating a Successful eNewsletter for Your Members

As online marketing becomes increasingly popular and widespread, businesses are continually looking to find ways to remain successful and stand out from the crowd. eNewsletters give you the opportunity to update your audience and provide them with new, valuable content. However, with the large amount of eNewsletters being sent out by different companies every day, it sometimes becomes difficult to stand out. To help you create a successful eNewsletter that will appeal to your audience, we have five important tips to be aware of, as well as some sample campaigns to give you some inspiration moving forward.

5 Tips for an Effective eNewsletter

Clipboard with Checklist and Red Pen

1. Subject Line:

Your subject line is the most important part of your eNewsletter. It is the first thing your audience will see, and it’s also the ultimate deciding factor in whether or not they will open your email. If your subject line is weak and your audience passes right by the email, all the effort you put into the content inside the eNewsletter will go to waste. Make sure you set time aside to work on coming up with a creative subject line so your email doesn’t get buried in inboxes and spam folders. Some basic tips to remember when creating a subject line include:
a. Keep it short – if it needs to be longer, make sure your important keywords appear
towards the beginning so you can be sure they’re seen.
b. Avoid using words that will cause your email to be marked as spam, such as free,
deal, earn, sale, etc.
c. Tell your audience what’s inside – they signed up for your eNewsletter because they
want to receive your content, so make sure they know what they’re getting when it
arrives in their inbox.

To see which subject lines are working best for your audience, try utilizing an A/B testing method. Send out one subject line to a small sample of your audience, and another one to a different sample group of the same size. Use whichever one had higher open rates on the rest of your list. Also, be sure to regularly check data reports to see which subject lines had the best results on your audience over time.

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Building Your Association’s Brand Voice

The tone of voice we usually use gives people a picture in their minds of who we are, what we stand for, and where we’re coming from. If your very ladylike Grandma suddenly started using language more suited for a rapper, you’d find it a bit jarring. The same is true of your association – your brand voice helps your members to recognize and relate positively to you. But how do you go about building and maintaining it?

Why Brand Voice Matters

Your brand voice is vital when it comes to making your communications sound authentic and authoritative. Follow these three tips to start building yours:

  1. Ask yourself, “how do I want my association to be seen, and how do others see it?” Do you want your association to be seen as professional, reliable, modern, or friendly? It’s important to take into account how your members already see you, which you can find out by sending a survey or asking questions. Of course, if you don’t like how they see you, now is a good time to work on changing that.
  2. Listen to your members. How do they communicate on social media, forums, or at events? Is the tone generally relaxed, formal, friendly, or something else? Now imagine your association as a person joining that conversation. How would you communicate to fit in well?
  3. Set limits alongside your guidelines. A simple but effective tip for building your brand voice is to add a limit to every positive word you choose for your association. For example, you might want your association to be “friendly, but not over familiar” or “professional, but not stuffy.”

How to Keep Your Voice Consistent

Once you’ve found your brand voice, everyone who communicates on behalf of your association needs to keep it consistent. Simple reminders can help a lot with this. Posters, printouts, or a folder full of tips can all be used to remind staff how your brand voice sounds. A list of words that work and words to avoid, examples of how to order sentences, and even examples of how not to do it will all help your association staff to use your brand voice when communicating.

Building a brand voice is one of the most important things you can do for your association’s public image and to foster good communication with your members. What you say matters, but how you say it has equal weight, so start paying attention to your association’s voice today.

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