The Most Important and Effective Types Emails
Every day, your members are receiving tons of emails from companies and organizations. Members flip through, deleting all types of emails deemed irrelevant just from what the subject line says. There are emails they will skim, and ones they will read in depth. All in all, only about 2% of emails from businesses are opened.
Associations have higher open rates (about 40%) due to the fact that members are paying to receive this information. Businesses would salivate at the chance to see open rates that high from subscribers. So how can associations leverage these open rates to their advantage?
Members are already opening the emails. It’s been proven as one of the most effective ways to communicate with association members. So why not create emails for every step of the way? The more time associations spend sharing information to members translates to value. This is especially important when members are considering whether to renew their association membership.
Take advantage of email open rates and send these types of emails to delight your members.
A Weekly/Monthly Email Newsletter
This may seem like an obvious one. Associations used to send newsletters via snail mail (and some still do).
Newsletters would include:
- Association updates
- Upcoming industry events
- Industry news
- Member stories and testimonials
- Articles, research, white papers, etc.
- Short featured highlights
Today, most associations send e-newsletters instead. There are many reasons why it’s better for associations to send member newsletters electronically. Here are a few examples why associations send these types of emails.
Save Money, Time, and Resources
Paper and print production costs money. By sending members e-newsletters, they reduce the cost of printing high-quality newsletters and mailing them out. Associations also save time that would be spent designing, ordering, and mailing newsletters. Lastly, e-newsletters save office resources like paper and ink.
Information Travels More Quickly to Members
With a traditional newsletter, by the time the newsletter reaches members, the information could be weeks old. With an e-newsletter, associations can adjust the copy just seconds before sending it. As we know, industry news is fast-paced and always changing. E-newsletters reflect the evolution of fast information!
Personalize Newsletters with Member Specific Information
Lastly, e-newsletters can be personalized to fit the specific member. Use information collected about the member to personalize newsletters. This includes name, job, company, location, age, and interests.
E-newsletters are the single most important type of email to send members! Just because mail-in newsletters aren’t being sent today, doesn’t make the information less valuable. Send monthly, or even weekly, newsletters to keep members engaged and informed. Aside from e-newsletters, there are a ton of email templates that associations should send to members.
Send “Welcome Emails” to New Members
Everyone likes a wholesome welcome email. There’s no ulterior motive and it shows that the association appreciates their members. Think of it like a welcome packet and a thank you for joining the association. There are a few things you should do when welcoming members with these types of emails.
Write a Personalized Note
This should start with a personal note to the new member. This can come from whoever recruited them or had a long enough conversation to write a short note. The more personal you can get, the better! For example, if the member mentions their son plays t-ball, say at the end of the note, “P.S – I hope your son is having a successful t-ball season!” Getting personal is the number one most important thing to get right for the “welcome” type of email.
Say Thank You!
Make sure you thank all new members for joining the association. They are the core of an association’s success. Let them know that in these types of emails.
Share New Member Benefits Information
New members may not have all the information they need to take advantage of membership. Share log-ins, member account info, and a list of benefits. Make it easy for new members to call the association for clarification about the new member process with these types of emails.
Add a List of All Upcoming Events
Below benefit information, add in a list of upcoming events with links to learn more and RSVP to the event. Add a couple of pictures of members attedning these events. Moreover, include a blurb about being an engaged association member by coming to association events. They may miss out if you don’t add this to the list!
Gather a Couple of Applicable Member Testimonials
Positive testimonials from current members make new members feel like they’ve made the right choice. It also gives new members a sense of the community they have joined. Drop a really strong testimonial alongside a photo of the member if possible.
This goes for all types of emails, but especially the welcome email. New members aren’t as familiar with the association and may need more of a push to connect with the association. Make it clear and easy for new members to contact you!
Send welcome emails to new members to say hello, thank you, and share valuable member benefits.
Check in with Less Engaged Members
Sometimes members need a little push to get engaged. Life gets busy, and association benefits and news goes to the back burner. Sending an email to members with low engagement can help bring the association back to the front of their minds.
If you notice a member hasn’t attended events, visited the website, or engaged with social media, this is the perfect type of email to send. Let your members know you notice when they’re missing!
If a member isn’t engaging with the association, they are likely at risk for canceling membership. Since email has one of the highest engagement rates for an association, sending a low engagement email is perfect. What are the working parts of this type of email?
Show the Member Where Engagement is Lacking
Members, in theory, would want to maximize the return on membership. They’re paying for it, so not engaging as a member is a real loss for them.
In the low engagement email, let the member see:
- The number of events they’ve gone to
- How many times they’ve engaged with the association on social media
- The time it takes to read emails
- How many times they’ve visited the website and/or read content
- Time spent engaging in general
When members plan to cancel membership, it’s because they don’t see the value. Associations can show the value using this tactic and reveal to the member that… it’s not us, it’s you. When members get a clear picture of the benefits they take advantage of versus the ones available to them, it makes a difference.
Give Members a List of Engagement Tips
Now that you’ve told them what’s going on, what can they do to improve? Give members an engagement grade and tell them how to improve it.
Here’s an example list of engagement tips:
- Read more association content
- Like, share, and comment on association posts
- Volunteer with other association members
- Come to association hosted events
- Read emails to get important information and updates
In addition, let members know that there is so much more to association membership! There are a ton of benefits that they aren’t using but could be used to their benefit.
Send Association Event Invitations
I’ve mentioned events periodically throughout this blog post. Most types of emails should have a couple of links to RSVP for association events. Send event invitations to specific members who the event applies to. Above all, members are more likely to RSVP to an event when they are specifically invited by the association.
Think about it. Facebook users see events all the time on their newsfeed. The event looks interesting so they click “interested”. Usually, it doesn’t go much farther than that. Similarly, only a small percentage of those “interested” people will actually go to the event.
That is to say, what if someone was interested in your event, and then received an invite from someone at the association? That member would be much more likely to attend.
It looks like this:
Hello (first name),
Hope you’ve been well since we last talked! The (association name) is hosting an event on (date) at (time) in/at (location). When the event was published, I thought of you and wanted to let you know about the event. (Personal tidbit, a reason why they would have specific interest in the event).
If you can make it, RSVP here (link to event page).
Hope to see you there!
Linda, Membership Success
This has been brought up in past blog posts. Member surveys are a great way to gauge member satisfaction. Where does your association excel? How can you improve? Sending surveys can help answer questions like these.
- Improve the association
- See how happy members are
- Improve retention rates
- Show members that you care
Wholesome, Engaging and Informative Types of Emails
Sending emails can improve engagement, inform members, increase event attendance, and make members happy. With already impressive average open rates, it’s one of the best channels used to reach association members. Learn more and build an e-community for members to engage with! Using automation, associations can create stunning emails in no time. Delight members using the power of email generating software.