Association Marketing

As marketers, you use web analytics to check on the performance of your website and marketing campaigns.  You may be missing an opportunity if you are not also using analytics to obtain behavioral insights into your prospects and customers.  Using data to analyze customer behavior can play a huge role in your efforts to increase engagement, conversion rates, and sales.  The infographic below explains why you should use data to better understand your audience and how to create campaigns they will respond to.

April 28th is approaching fast and Verizon customers who haven't yet migrated to AOL will have their email accounts closed.

What does this means to association marketers?

• Reach out to these constituents now using your email/marketing automation platforms and request that they log into your membership portal to supply you with an updated email address.
• Expect more Verizon email address bounces.
• Expect more Verizon email addresses to be resolved to being invalid/ineligible/undeliverable.

You can read more about this on the Return Path Blog.

As mentioned in my previous blog, Why We Love Metrics (And You Should, Too!), I am back to talk more about metrics! In case you missed it, metrics can provide associations with a valuable measuring tool to gain member insight for future action and implementation. Metrics can measure progress, quality, efficiency, performances, and more. In order to group metrics and turn them into insights, a framework gives a baseline on how to do so. The framework goes as follows; awareness, participation, engagement, advocacy. This gives organizations the ability to track and nurture users and better understand how they are interacting, and therefore, how to respond in an appropriate manner.

Metrics are a key component of data-driven marketing as they provide a standard and consistent way to measure, understand, and track marketing data and results. They track key performances, progress, quality, efficacy, efficiency, and more. When measuring metrics it is important to establish a baseline in order to effectively analyze the information you are gathering. In order to measure effectiveness and growth, a baseline must be in place to do so. It is also important to measure consistently. Most associations measure monthly or quarterly, looking for insights, patterns, outliers, and more. Another key part of metrics is identifying a KPI, or a key performance indicator. KPI’s demonstrate growth and opportunity, as well as success. KPI’s can reflect goals, number of views, values of data, and more.

It's that time of year again where association marketers have an opportunity to re-engage with their non-engaged constituents. 

Thanks to our partners at Demand Metric, we're able to capture the story of where associations are in today's world of digital. We urge you to participate so that we can continue our research & share market trends with you.