Forum - June 2008

E-mail Marketing: Mass Appeal

E-mail marketing has been around about as long as e-mail itself, and has likely been attempted by your organization. While many associations avoid this means of communication for fear of being labeled spammers, e-mail is the technology that most members have been using the longest and with which they have the most familiarity. Consequently, e-mail marketing could be your most successful electronic outreach.

With today’s advanced e-mail delivery systems you can get exact information regarding who read the e-mail, how many people deleted it and even what links within the message they clicked. All of this information is extremely valuable and can be used to determine what topics are most popular with your members. E-mail can also serve as a promotional tool for blogs and wikis. By sending out an e-mail every quarter detailing the most popular items on your blog and wiki, you can keep your members involved in the organization’s on-going “conversation.”

Integrated Programs: The Multiplier Effect These technologies ultimately create the most impact when they are implemented together. Returning to the example of an annual convention, imagine that for the months leading up to the convention you post relevant articles in your association’s blog about the topics that are going to be discussed. The convention takes place, and you then send an HTML e-mail to your members informing them that you have placed summaries of all the presentations in your wiki, and inviting them to provide feedback. They also can continue interacting with the informa-

tion and each other via the blog and wiki, extending the convention’s impact long past its closing date.

In this scenario, each medium is used to enhance the others while providing value and interest to the membership every step of the way.

“Gilt” by E-ssociation: You’re Golden with this kind of ROI

Associations typically take a very reactive approach to their marketing efforts. “Our recruitment numbers are sharply down or our convention attendance has been dropping off. Why?” Capital is then invested on direct mail or advertising to counter the slumping numbers.

By implementing these new technologies, your organization can be far more proactive in your marketing efforts. Your members will have a voice and be heard, which will shape the messages that your organization puts out. Your organization will be much more relevant to its members because they have a real-time forum to discuss current issues and hot topics. These new technologies can give your organization measurable results, highly targeted messaging and far better ROI.

The above barely touches the surface of what associations of every size can achieve with e-ssociating. Through the creation of a well thought-out marketing plan that incorporates both traditional and electronic marketing initiatives, recruiting, retaining and revitalizing your membership can be more effective and cost-efficient than ever thought

Michael Faye is principal, AssociaDirect, Inc., a Chicago-based marketing agency providing strategic marketing solutions for member recruitment, retention, branding and conferences for organizations nationwide. He may be reached at mfaye@associadirect.com.