There’s a lot to love about email: it’s simple, cost-effective, and a great way to reach all of your members at the same time. That being said, there are four types of emails that should definitely be included in your association’s marketing mix:
1. Welcome emails
You only get one chance to make a first impression - and that should come immediately after a new member joins your organization. That’s right, we’re talking about new member welcome emails. These are crucial for onboarding success.
Now it’s important to note that standard welcome emails will only get you so far. If you really want to make a good impression, you need to personalize those emails. Now don’t panic - this doesn’t necessarily have to be done by hand. In fact, if you’re utilizing an association management system, this process is actually quite easy. You see, an association management system 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. Yup, it really is that easy!
If member engagement is an ongoing struggle at your association, email newsletters should definitely make it to the top of your monthly to-do list. E-newsletters are great for keeping members informed, engaged, and above all, connected - both with each other and with your organization.
Now creating an email newsletter is really only half the battle. Once you create it, you then need to make sure your members receive it, and more importantly, read it. Need help with that particular aspect? Check out our post, How to Write a Newsletter Your Members Will Actually Read.
3. Renewal reminders
Renewal reminder emails are perhaps the most important type of email your organization could send. Think about it. Your members are busy and may not remember that their membership expiration date is quickly approaching. They need a friendly reminder - or three. No, seriously. Sending three email reminders really isn’t excessive - it’s actually a best practice. Now don’t send them out all in the same week. Space them out over two or three months leading up to the expiration date.
Want more tips for crafting membership renewal emails? Check out our post, 4 Tips for Creating Membership Renewal Emails.
Surveys are a valuable, yet often overlooked, communication piece for associations. They’re a great way to capture more information about your members and, ultimately, make your organization a better place over time. You can send out email surveys whenever you’d like, but we recommend three milestones in particular - when a new member joins your organization, when a member decides to leave your organization, and right after your organization holds a big event. That way you can see what’s working, what isn’t, and how your organization can adapt to changing wants and needs.
Want more tips for engaging your members via email? Check out our free Email Marketing Guide below! It’s full of best practices for email marketing and engagement.