If you had the time, there’s no doubt that you’d send out personalized, individual emails to your members. That’s just not possible. Email blasts are a matter of necessity, efficiency, and a way of life for small staff association leaders. Some would even call them a “necessary evil.” So how do you make those email blasts a joy for your members to read?
1) Be relevant
Share information your members want or need. Every. Single. Time. And think outside of the “news you can use” association stuff, too. Helpful things like links to job openings, free webinars, and learning opportunities could be huge for your members. Make sure they know that your newsletters not only help keep them engaged and connected with your association, but they could find content that’s helpful to their personal and professional missions as well!
2) Have a great subject line
Spend some time thinking about the subject line just like it were a headline on a newspaper. Make it relevant, interesting, and accurate without being sensational. “The best email you’ll read today!” sounds like spam. Try something like, “Job openings, the latest events, and more from ABCD!”
3) Make your blasts easy to see on mobile
More and more people are checking their email on their phones and tablets these days. As a result, your email has to be readable on cell phones. Send it to just yourself first and see how easy it is to read and what small tweaks you can make to make it easier to read on a smaller screen. If it’s not easily read on a phone, chances are nobody’s going to remember to open it up when they get home or to their office and back into their email.
4) Be strategic about how often you send out email
The quickest way to lose email credibility is to send it too often. Have a regular strategy for sending out email newsletters and information around events. Of course it depends on your members as to how often they want to hear from you, but maybe once a month with a newsletter with selected highlights and perhaps a few more reminders around events should be enough.
5) Get to the point, and keep it short
Journalists have an expression: “Don’t bury the lead!” That means put the most important thing at the top so people don’t have to hunt for it.
Another few tips and tricks to keep in mind:
- Have an actual person in the “from” field
- Make sure graphics work
- Take care of little stuff like grammar and spelling before you hit “send”
Email, after all, is all about Member Engagement. How are you feeling when it comes to connection to your members lately? Download our free guide today by clicking below! In it you’ll find all kinds of tips and tricks to help you up your member engagement so that your association has delighted members, enthusiastic volunteers, and advocates for your organization.