<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1189527557777502&amp;ev=PageView&amp;noscript=1">

MC Talks
The MemberClicks Blog

Engaging First-Time Conference Attendees

Engaging First-Time Conference Attendees: 4 Tactics to Try

Of course you want to provide an exceptional experience for ALL of your conference attendees, but ensuring that happens for your first-time attendees is particularly important. Their decision to attend future events (and possibly even renew their membership) depends heavily on that first experience, so going the extra mile for those folks, in particular, is certainly worth it.

What does “going the extra mile” for your first-time attendees look like? Here are a few tactics worth trying:

Continue Reading...


New Report: Gauging the Success of Your Association’s Emails

Posted by Callie Walker

2017 Email Marketing Report.jpg

You probably send a lot of emails at your association. But do you ever wonder if those emails are actually effective? Maybe you’re monitoring the delivery rate and the open rate, but what actually constitutes as a good delivery rate or a good open rate?

For many, that’s debatable.

Fortunately, Informz, an email marketing software provider for associations and nonprofits, recently released its 2017 Association Email Marketing Benchmark Report, and in that report, there’s a whole goldmine of information/statistics regarding association email marketing.

Want to know what’s normal and what’s not, what other associations are doing, and what’s actually working?! Check out these key takeaways from Informz’s 2017 Association Email Marketing Benchmark Report: 

  • Based on 2016 data, the average email metrics for associations include a 98% delivery rate, a 35% open rate, and a 15% click-through rate.
  • Mobile dominated in 2016. 41% of emails were opened on a mobile device, whereas only 33% were opened on a desktop.
  • Emails sent in late afternoon (after 3 p.m.) had the highest open rate of 36%.
  • Friday had the highest open rate of 36% and the highest click-through rate of 16%.
  • Subject lines with less than 10 characters had the highest open rate of 44%. That said, these types of emails accounted for less than 1% of the total email volume.
    • On the flip side, emails with subject line lengths GREATER than 40 characters accounted for 50% of the total email volume, yet had open rates lower than the benchmark standard of 35%. (This signifies where change is needed!)
  • Mobile readers engaged with emails longer than desktop readers. 67% of mobile readers spent longer than 10 seconds reading emails compared to 59% of desktop readers.
  • iPhones accounted for 28% of all email opens. (Which is fascinating considering that’s only ONE TYPE of mobile device!)

One other key takeaway that’s worth mentioning is the fact that in 2016, the volume of emails sent through marketing automation campaigns grew exponentially - a 70% increase year-over-year! (Marketing automation campaigns refer to a series of scheduled emails, as opposed to one-off emails all conducted manually.)

Why this increase in automated emails? Well it may have something to do with the fact that results are generally better (because those messages are more targeted). In the report, Informz actually cites a marketing automation campaign that increased event registrations by 25%. (This is something your association may want to consider, not only for event registrations, but for dues renewals as well.)

The importance of knowing all of this is so you can improve your association’s email communications. The more effectively you can communicate with people, the more engagement you’re likely to see (whether that’s an increase in blog views, event registrations, dues renewals, etc.).

Want more tips for improving your association’s email communications? Check out our free email marketing guide below!

Best Practices for Email Marketing  Everything you need to get "in" with your members' inboxes Download this guide

Topics: association management, member engagement, membership management, Small Staff Chatter

Get MC Talks in your inbox!  Click here to subscribe to our blog updates through email. Subscribe!

Marketing to your membership made easy!  Check out our guide "Best Practices for Email Marketing." Download Now!

Follow Us