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Email Marketing Posts

Building Buy-In for an Online Community at Your Association

Written by Elizabeth Bell on May 29, 2020 at 12:09 PM | 11 minute read

You don't have to be a hypnotist or a master of persuasion to build support for an online community among your association’s board and executive team.

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Topics: Communications, Engagement, Volunteer Management, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Collaboration Tools, Email Marketing, Online Community, Events

6 Ways Associations Can Use Webinars to Engage Members and Increase Non-Dues Revenue

Written by Lindsay Rutz | on May 20, 2020 at 8:45 AM | 4 minute read

Video conferencing and virtual events have never been more important to business as it is now - especially for associations who need to keep members engaged and revenues high. 

Associations can run different types of webinars to make up for lost revenue from canceled annual events and continue giving members a helpful, engaging, relevant experience. 

Check out these six ideas for creating engaging webinars that deliver a valuable experience to your association’s members:

  1. Create Educational Opportunities
  2. Use Webinars to Communicate 
  3. Onboard New Members
  4. Run Networking/Online Career Fairs Virtually
  5. Capitalize on Sponsorship
  6. Showcase Benefits of Technology
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Topics: Engagement, Associations, Member Experience, Member Engagement, Email Marketing, Marketing Automation, Online Community, Events

10 Association Communications Stats with Tips to Reach Younger Members More Effectively

Written by Gabrielle Wathen on February 4, 2020 at 6:45 AM | 9 minute read

Strong retention across a multigenerational membership base starts with an effective communications strategy. 

Here’s what we know: Recent data shows associations are increasingly struggling to engage young professionals, effectively utilize technology to cut through the clutter, and clearly communicate membership value.

Here’s what else we know: You can reach and retain younger members by exceeding their expectations with a customized member experience that meets them where they are in their careers, and positions you to grow together. 

Let’s explore 10 of the newest industry statistics revealing various association communication challenges, and thus, opportunities for strategic improvement.

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Topics: Communications, Millennials, Associations, Member Retention, Member Engagement, Email Marketing, Marketing Automation, Online Community

Email Marketing vs. Marketing Automation [Explained]

Written by Gabrielle Wathen on January 10, 2020 at 8:30 AM | 12 minute read

A well-informed association communications strategy requires a comprehensive understanding of the differences between old-school email marketing and modern marketing automation. If you need help wrapping your head around the nuances of these technologies, you’re not alone–and you’ve come to the right place for clarity.

Did you know that 87 percent of associations consider marketing automation an important component of their current strategy? 

Yet, according to Naylor’s 2019 Association Communications Benchmarking Study, associations are increasingly struggling to effectively leverage technology like email marketing and marketing automation to deliver the customized experience members (especially younger generations) have come to expect, noting that:

  • Less than 20% feel they are effectively leveraging their career center, content management system, learning management system or marketing automation system to deliver a customized member experience
  • 3 out of 5 respondents feel they could improve their member engagement with their communications by improving their ability to customize for different subgroups
  • Nearly half (44%) of respondents agreed with the statement: “We could do a better job of promoting our communications as a member benefit”—up from 41% who felt this way in 2018

These stats reveal opportunities, and the need for some additional knowledge.

Visual learner? For maximum understanding of the differences between email marketing and marketing automation, be sure to read on and watch our featured video below (which breaks this all down in a super simplistic way).

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Topics: Marketing, Email Marketing, Marketing Automation

6 Email Deliverability Pitfalls and Best Practices

Written by Gabrielle Wathen on December 5, 2019 at 8:15 AM | 7 minute read

If you want your marketing emails to earn a home in the right inbox, you’ll need more than brilliantly crafted content and personalization working for you. Those factors have the potential to pay off when your email hits the inbox and is opened, but what if it doesn’t make it that far? It’s important to understand what goes on behind the scenes after hitting send.

If you’re up against poor email deliverability rates, or simply need a refresher on deliverability best practices, assess your strategy for these common pitfalls then get busy making improvements to impact how you’ll send emails moving forward for maximum exposure.

If you were at our recent Super Forum conference, you may recall these tips from an engaging breakout session on deliverability presented by Amanda DeLuke, Higher Logic Deliverability Analyst, and Dean Canellos, Manager of Deliverability Operations.

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Topics: Email Deliverability, Email Marketing, Marketing Automation, Super Forum

3 Ways to Improve Membership Acquisition at Your Association

Written by Elizabeth Bell on August 1, 2019 at 9:42 AM | 4 minute read

Developing a growth strategy for your association takes time. It takes hours of debating the best methods to use to reach prospective members, and days of content creation and campaign management. It's stressful. And, it could all result in nothing if you don't use effective tactics to drive meaningful growth.

A balanced, comprehensive growth strategy will include a mix of focus on both member retention and member acquisition.

In this post, we’ll focus on member acquisition strategy and how associations can effectively reach potential members and convince them to join.

However, the outlook isn't all bleak. You don't have to test every communication channel to find out the best way to reach your prospects, thanks to data from fellow associations.

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Topics: Marketing, Member Communities, Associations, Email Marketing, Marketing Automation, Online Community

8 Tips to Write Emails Your Association Members Will Open

Written by Gabrielle Wathen on May 8, 2019 at 12:51 PM | 8 minute read

Let me guess – your inbox is overflowing with so much content that you don’t know which way is up, much less which emails are worth your time. What to open? What to ignore? It’s a relatable circumstance for anyone with an email address (and fun fact: active email accounts are expected to hit 5.6 billion by 2019). Keep this in mind when trying to reach your busy members.

A “good” email open rate among members depends on your industry and the end goal of your email.

Recent data shows that:

  • The average email open rate (across all industries) is 16.19%
  • The average email open rate for the Civic/Social Membership industry (e.g., associations, chambers, clubs) is 23.09%

If your target audience has opted into your communications, the open rate should be on the higher end. How do your association’s metrics stack up? Regardless of how great your content is, if your members aren’t opening your emails, your message isn't getting out there.

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Topics: Communications, Engagement, Associations, Member Engagement, Email Marketing

3 Communication Tips to Increase Donations to Your Nonprofit

Written by Elizabeth Bell on April 16, 2019 at 10:57 AM | 6 minute read

I bet you have some donors or constituents who open all your emails. And I bet you have some donors who don’t open any, and others who are this close to unsubscribing if they get just one more email from you.

Wouldn’t it be nice if you had a communication strategy that accounted for these three types of donors and everyone in between? A strategy that engages donors about what they’re interested in, rather than pushing them away?

With a strategy like this, you could make a significant contribution to your nonprofit’s fundraising initiatives. How? Even the communications that aren’t about fundraising are vital to engaging your donors or pushing them away. And with the right communication strategy, you’ll advance your ultimate fundraising goals.

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Topics: Communications, Engagement, Nonprofits and Charities, Email Marketing, Marketing Automation, Online Community, Donor Retention

4 Questions to Help You Choose the Best Stock Photo for Your Content Marketing Campaigns

Written by Elizabeth Bell on April 9, 2019 at 9:54 AM | 8 minute read

Choosing imagery for your content marketing campaigns is really hard. It’s easy to pick the wrong thing: something boring, unengaging, or off-brand, something that will become outdated, or something that makes people think “Why does that photo exist?” [See the photo we chose for this blog header? Case in point.]

Or what if you pick an image from page 1 of a stock photo site that’s been used so much people actually realize they’ve seen it before? Just this weekend, I saw a stock photo I’ve seen a thousand times on Shutterstock used as the main creative on a prominent highway billboard. Awkward, no?

When you get into it, it can be surprising how difficult finding the best photo can be.

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Topics: Communications, Engagement, Marketing, Social Media, Email Marketing

5 Marketing Pain Points & Solutions (From Our In-House Experts)

Written by Gabrielle Wathen on February 7, 2019 at 1:32 PM | 11 minute read

Can we talk about how glamorous the life of a marketer is for a moment? …I didn’t think so. While the role of a marketer can be incredibly interesting and rewarding, it doesn’t come without challenges. The good news? You’re not alone, you hardworking marketer, you! 

The scope of those challenges can differ across industries, so in an effort to understand these pain points we turned to Higher Logic’s trusted marketing experts for insight and solutions.

Regardless of which type of industry marketer you are – association, corporate, B2B, you name it – you might identify with these challenges. Thankfully, we include some resources to help you put your best 2019 marketing strategy into action (with minimal headaches, of course). Bonus: Relatable GIFs 👇

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Topics: Marketing, Email Marketing, Marketing Automation, Online Community

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