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Preparing for Seasonal Member Engagement: 3 Tips

Preparing for Seasonal Member Engagement: 3 Tips

The holidays are quickly approaching, and while that’s exciting for many, it can also be a little overwhelming. The holiday season is a busy season - and not just for you, but for your members as well.

That said, it doesn’t hurt to start thinking about seasonal member engagement now. When your members are busy and/or out of the office, how can you keep those engagement levels up?

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The 3 Must-Have Components of Compelling Email Copy

Posted by Callie Walker

So many emails, so little time. That’s pretty much how we all feel when scrolling through our inboxes. But you don’t want your members to feel that way. After all, you spend SO much time trying to put those emails together. The last thing you want is for them to go unnoticed.

If you need help ramping up your organization’s email efforts, check out these three must-have components of compelling email copy: 

Personalization 

Without personalization, your email may come across as spam. If you really want people to pay attention to your email (and hey, who doesn’t?!) it’s important to personalize your message as much as possible. Names, dates, prices, etc. – whatever you can include, it’s best to do so. In fact, according to the 2014 Science of Email Marketing Report, having just first name personalization increases your click-through rate from about 5.8 percent to about 7 percent. 

Now don’t panic. Email personalization doesn’t have to be done manually. In fact, if you’re using an AMS, you don’t actually have to do any extra work at all. An AMS can integrate with your organization’s database, allowing you to pull any of the member data you’re tracking into a clean and personalized email.

Actionable language

Every email you send has a purpose. Whether it’s to direct members to your organization’s website or get them to register for an event, you ultimately want them to do something, and quite often, the best way to make that happen is to simply ask.

The best way to do this is by utilizing calls-to-action. CTAs are words or phrases that try to provoke an immediate response, such as “click here” or “call today.” These actionable phrases help your members understand what exactly is wanted from them. To make your CTAs stand out, try making them bigger, using a different color, or outlining them with extra white space. Remember, ensuring your audience understands what you want from them is the key to generating results.

Brevity

When it comes to email marketing, one of the worst mistakes you can make is trying to shove an entire story into a small email message. Think about when you open an email in your inbox. Do you read every single word? Probably not. And if that message were 300 words long, the chances of you reading it would decrease even further.

Make it easy for your members by summarizing the information in a short, compelling way. Then, if they want to know more, they can always click through to a page on your website for more information.

So there are a few tips regarding email copy. But what about design? And overall timing? For more tips regarding email marketing, check out our free email marketing guide below.

best-practices-for-email-marketing-guide

Topics: association management, member engagement, Small Staff Chatter

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