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.

Why do people leave associations?

According to 37 percent of associations, the biggest problem is low engagement. Members simply fail to see the benefit of being part of the community, so they quit or just don’t bother to renew their membership. 

When an association installs new technology, they usually have two main goals: to acquire new members and to improve engagement and retention of existing members.

There's some debate about which platform is best for achieving these goals. Some people focus on upgrading their Association Management Software (AMS), while others favor adding to the kind of Customer Relationship Management (CRM) system that’s commonly used in commercial enterprise.

In association management, even seemingly small changes can have unexpected consequences.

For example, imagine your IT team upgrades a database so that your website runs faster. They make the change, test the website, and discover that everything has gone according to plan.