You've got your association's email marketing strategy down. Your email design is gorgeous, and it renders well with almost all email clients. Your copy is creative and engaging. Unfortunately, the chances that this email will be read are low. It may be deleted or left to pine in someone's inbox.

While the first thing your members see is the email inbox, it can be the most neglected area when an email is created (or even an afterthought). Every inbox out there shows the subject line and the sender's name for any particular email. Some, however, show some amount of preview text.

One of the most effective ways to enhance open rates of emails (sometimes by as much as 45 percent) is by optimizing preview text.

Following our popular 2014 SDMA study which set the baseline from which to measure, we're delighted to announce the release of the 2015 report. Announced at ASAE's Annual Conference in Detroit, the study continues to try and understand how organizations are grappling with a changing member landscape that requires digital. The study looks to understand more than who uses Twitter and looks at additional factors such as:

While changing your email provider isn't as painful as switching out your AMS, you do want to make sure that you've got a good plan for how you want to make the transition as seamless as possible. Additionally, before you switch, you want to make sure that your new provider is going to offer you everything you need to provide the supporting services you need and ensure your email's reputation & deliverability.

Slideshare: Part 1 of 2

No marketer would want to miss out on an opportunity that gets over 60 million visitors a month and boasts an Alexa Ranking of 174. No, we aren't talking about posting an article on the New York Times website. In fact, we're referring to the 'silent' giant of content marketing: Slideshare.

We were just asked to choose through our collection of best practice-based info to pull out our most often used resources. It's always a joy to go to HighRoad U and see how much info we've amassed to help tackle the various aspects of digital marketing--especially the black art of email. While we're nowhere close to done in putting together resources to cover today's email marketing methodologies & approaches, here's our top picks based on highest volume of content consumption:

Most of you are probably familiar with Twitter and its 140-character tweets. An added photo makes the tweet much more appealing. As you grow ever-dependent on social media to expand your member base, opportunities are being constantly developed. Now, your audience on Twitter can simply sign up for your email list without having to leave Twitter, or even download your association's app right from Twitter. You can plan out an article and a photo to go alongside each and every tweet.