Associations send a lot of email to members. In fact, for most associations email is the most important channel we have to communicate with members. Make each touch count by using these key strategies to guide your email development.
- Members are concerned with their success, challenges, worries, and goals so attract their attention by addressing these concerns in the first sentence of the email.
- Like us, members are time-starved. They may read short emails and ignore long emails. 2-3 sentence emails are preferable or the quicker to read, the better.
- Complex emails are easy to ignore, a single call to action is more effective.
- Members also feel free to ignore emails that come from general email addresses. Emails from a staff person are more likely to be read (but can be logistically awkward for an association so do what makes the most sense for you and your members).
- Members love some subject lines (and hate others) so come up with 2 or 3 and test them out. If these subject lines do not generate opens, try again.
- New members may not want to take your word for it, but they will be interested in what other members think or do. “Members say this is their go-to resource” or, “85% of members attend” can be effective language for inspiring action.
Try boosting member engagement by using these association email best practices as a guide.