In organizations where resources are limited, marketing is often the first thing to go. This is particularly true in the world of associations. Association professionals are expected to do more with less, and in a recent study from Demand Metric and HighRoad Solution, we can see the clear impact of that dilemma.
In November 2014, Demand Metric and HighRoad Solution published a new benchmarking report highlighting the current state of association marketing. Study participants were from membership, trade, company, and non-profit associations, and represented a variety of roles/departments within those associations.
The findings were eye-opening:
- While 88% of associations are using email, only 55% are using an email marketing solution. For those that aren’t, this begs the question, how is email performance being measured if no system is being used to manage delivery and track results.
- Only 41% of associations are using an email preference center. For those that aren’t, how are they managing opt-ins, opt-outs, and unsubscribes? The assumption is that they’re not, or attempting to do it manually, which puts them at risk of violating anti-spam regulations.
- Only 41% of associations are using blogs. An association without a well-maintained blog is denying itself a free or low-cost mechanism for search visibility and content marketing effectiveness.
- Only 36% of associations are using landing pages with dynamic content. That means that an overwhelming majority of associations are using static content that may not even be relevant to their members.
It’s clear that associations are doing the best they can with what they have, but it may be time for a little help. Has your organization ever considered using an association management system? An AMS is a technology solution that helps you manage your association’s membership using one integrated system. There are many affordable solutions out there, so it may be worth looking into.
To view the entire 2014 State of Digital Marketing in Associations report, click here.
Need help with association email marketing? We’ve put together a free guide with several industry best practices. Check it out below!