If your branded online community is like most others out there, the majority of your members probably don't check it every day. Unlike their public social network accounts that they check multiple times a day, your branded online customer or member community is more likely to be a place they visit with intention. They sign in to ask a question in the discussion forum, read a new blog post from your CEO, check out a new how-to video, or follow up on an offer. That's where the importance of email comes in.
The Role of Email in Private Online Community Engagement
Email is a big part of creating an online community that consistently keeps customers or members engaged. Your target audience is full of very busy people. By sending both manual campaigns and automated emails with updated information, newsletters, and invitations for specific actions, you can stay top-of-mind and encourage community members to come back to the community to get value.
Email is a vital part of your community management plan. That is why you'll find sophisticated email marketing systems built-in most business-class online community software platforms.
Unfortunately, not just any old email will do. Your members likely get dozens of emails a day, so your email communication needs to stand out from the pack. You put a lot of effort into creating value for your target audience in your online community, so you don't want to leave "conversion opportunities" on the table.