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.
You’ve put together the perfect marketing email for your association. You know it's going to land with a splash and set new records for click-throughs and conversions. But what happens if the email never even gets to the recipient? Delivery and deliverability are the two main factors in getting your email to its destination. Understanding how they work is key to a successful email campaign.