You know that old expression, “you never get a second chance to make a first impression?” Well, that couldn’t be more true of association email marketing.
When it comes to email marketing, you only get a few seconds to grab someone’s attention. And if you can’t grab it right away, they’ll write you off without ever giving you a second chance.
So how do you grab someone’s attention right off the bat, especially when there are so many other emails competing for the same attention? By personalizing your email message.
Without personalization, your email may come across as junk mail. Now I know what you’re thinking, “Sure, personalization is great, but that just isn’t possible with 1,500 plus members.” But let me tell you, with an association management system, email personalization can actually be a breeze.
An AMS can help you personalize your emails in two distinct ways:
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. Names, dates, prices, etc. You name it, an AMS can pull it. And remember – the more personalized your email is, the more likely your members are to read it. 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.
Another great way to personalize your emails is by segmenting your lists. What if you want to email your members by region? Or better yet, by specialty? Well, with an administrative database like that of an AMS, you can use powerful search criteria to create and divide lists however you’d like. Not only will this increase your member engagement, but it will save you from many administrative headaches.
For more tips on email marketing, download our free email marketing guide below!