Association Marketing

A few weeks ago, Jay Schwedelson, CEO of GURU Media Hub, hosted a session at the ASAE MMC & Tech Conference in Washington, DC. While originally planned as an email marketing session, he instead packed in insights on social media, video content, AI, audience engagement, and community building. His high-energy style, rapid-fire delivery, and pop culture references made it incredibly engaging and memorable.

The biggest takeaway?

Marketing planning can be exciting. It's often the time where new ideas get thrown on the table, innovative and analytical thinking converge, and rough concepts get fully baked. 

What's not fun—seeing campaigns and approaches flop, particularly when so much thought, creativity, and goal intention went into them.

Email is arguably the most popular and effective marketing tool for organizations to run campaigns and produce funnel conversions.

For associations, non-profits, and member-based groups—whose cornerstone value comes in the form of communication, content, and community—this 1:1 member communication is a must-have for marketers. 

The ability for members and customers to control the content that they receive, specifically through email, is invaluable to their satisfaction and your bottom line.

Cue the Email Preference Center (EPC)—a centralized location where users manage their communication preferences and topical interests.

Here’s perhaps the understatement of the century—sometimes email templates can be fussy. Who's with me on this?

I think it's fair to say that, regardless of the platform, as marketers we've all peeled back the HTML veil to try and retrofit and/or augment our templates.  We know what we want for our organization and our brand. We also know that sometimes technology just doesn't bend that way.

Understanding that time spent on marketing strategy versus template rewiring is always a better bet, we've created what we call the "Template Pak" for one of the leading email automation platforms we offer, Adestra.