Oh, the dreaded "Unsubscribe" button. If you’re in charge of your association’s email marketing efforts, it’s the one link that you’re praying your members and prospects don’t click. After all, your emails contain valuable information about upcoming programming, industry insights, and ways to become more involved in your association. So, when they do click on that button to opt out, their connection to you can start to fizzle. Since the 3 Cs―content, community, and communication―is the intangible "product" that is membership, this disconnect can negatively impact your retention numbers.
When associations start planning to adopt a new marketing platform, they focus on the technical issues involved. Will the new platform work? Will it integrate with the other systems? Will we be able to run reports? But these technical issues are usually the easiest part of the upgrade process. There are lots of other issues you’ll face when trying to adopt a new platform. Most of these roadblocks are related to people and processes – not the technology itself. None of these problems are insurmountable. You just need to be prepared and plan ahead.
For every crafted email, there’s always uncertainty around its intended destination—the right inbox. You’d think that after crafting the right words, getting them approved, reworking, dropping the messaging into your branded template, and testing, the email would get to the right place. But we all know this just isn’t always the case. So how do we ensure that the effort we’re putting into our emails isn’t getting lost? In short, email delivery ultimately comes down to two things— clean data and consistent engagement.
When you form a strategic partnership with a consultant, they will offer your association guidance and support as you tackle some of your most challenging questions. How do you set realistic goals? How can you improve your processes? How do you get your team up to speed? These are all things that a consultant can help you figure out.
There’s a natural affinity between Marketing and Sales though sometimes it's hard to see it at play. Larissa Bateman, Account Executive at HighRoad Solutions, shares how her past lives have led her to this very natural spot in the space-time continuum, balancing inbound marketing and sales. Read on for her key takeaways after participating in HubSpot’s Pipeline Generation Bootcamp.
We all need a helping hand from time to time. In fact, 81% of associations outsource at least 1 service. For associations, this usually happens when you’re looking at a challenging project, like implementing a marketing automation platform.