E-ssociating: Email Marketing

As was stated earlier in our article, email marketing is not a new technology however it has finally matured to a level that it can be implemented rather easily. Also, email in general has become an accepted form of communication, which means that it is also relatively easy for your members to use and understand. Even though the technology is familiar, getting started with email marketing should not be rushed into. Defining clear solutions based upon the following tips will allow you to plot out an effective email marketing plan:

1. Understand your audience. No one knows your members better than you do, so determine which topics / events / offers will interest them before you begin sending bulk emails. A sure way to get blocked or ignored is to send anything and everything you can think of. Remember that you are acting as an editor, so only send the best content. This will assure that your members see your message as a resource rather than a promotional tactic or advertisement.
2. Map out an internal schedule. By creating a schedule you can plan your messages in the most effective way and ensure you have something to write about every time. Creating a schedule also helps to create messages that may accompany an upcoming event. For example, your annual convention is in November so you may plan to include a story about how a member benefitted from attending the previous year.  Having the plan ahead of time will give you adequate time to source out a story and write the story.
3. Delegate the responsibility. What often goes overlooked and ultimately leads to the demise of a new marketing effort such as email marketing is the lack of a point person. You should know who will be responsible for generating the content and releasing it to your members. It is less important that this person knows how to write, but rather they are well organized and will find a way to work the initiative into your organizations operating practices.
4. Embrace the power of design. Making your email marketing look appealing can go a long way towards its success. Design is what can separate your message from the millions of spam messages sent every day. Utilizing your branding can also ensure that your members know that they are receiving the email from a trusted source.

These four simple tips can help you to develop and maintain an email marketing program that is both effective and well regarded amongst your members. Remember that creating value is the only way that any technology will be effective, and you can’t go wrong.

For more information or questions Anthony may be reached at: azinni [at] associadirect [dot] com or visit http://www.associadirect.com.

Comments

[email marketing]

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