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Are Your Vendors Engaged? Would You Like Them to Be?

Are Your Vendors Engaged? Would You Like Them to Be?

Rumor has it, in some association circles, trade show attendance is struggling. This could spell trouble for how vendor members find value in belonging to your organization. While some industries may be feeling the pain more than others, it is never a bad time to think about the ways you are engaging your vendor/supplier members. Read on for a handful of ideas on engaging your vendor-side members in effective and successful ways.

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How to Write an Effective Email (That Your Members Will Actually Read)

Posted by Callie Walker


How many times has this happened to you: You send out an email promoting an upcoming event. Then when the event actually rolls around, attendance is disappointingly low. You later mention it to one of your members and they say, “Oh, I would’ve come if only I had known!”

You’re left scratching your head and wondering why you even send emails to begin with.

This scenario is common. But while email marketing is hard, it’s not impossible. In fact, here are a few tips for writing an email your members will ACTUALLY read:

Focus on the subject line

When writing an email subject line, ask yourself these questions:

  1. What makes you open an email?
  2. What annoys you about other emails?
  3. What information does your organization have to offer? (Are you promoting an upcoming event? Providing tips and tricks? Reminding your members to renew?)

Once you’ve answered those questions, start drafting your email subject line. Make sure whatever you’re offering is up front and center. Put simply, sell it in a clear and concise way.

Pay attention to formatting

We all know email copy is important, but JUST as important is the email design. When designing your organization’s email…

  • Stick to something simple that gets your brand across quickly. This is one of those cases where less is actually more. Sometimes, an overly-designed email can do more harm than good.
  • Keep it short and sweet. If possible, try using short paragraphs, bullet points, and/or numbered lists. The more scannable your email is, the better.
  • Make it responsive. Remember, a majority of emails are read via mobile devices. That said, a mobile-friendly email design is crucial.

Send in moderation

Email marketing is a balancing act. If you send emails out too often, you’re likely to get written off. That being said, if you don’t send them out often enough, you’re likely to be forgotten. Have a regular strategy for sending out email updates. Of course, this will all depend on your organization’s membership, but sending out a few emails every month should be fine.

Want more tips for ensuring your organization’s emails get opened? Check out our free Email Marketing Guide below!


Topics: association management, member engagement, membership management, Association Views

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