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.
Email open rates have dropped for most businesses – hovering around 25%. That means for every 1,000 emails that reach a company’s target audience’s inbox, 750 of them don’t get opened.
At HighRoad Solution we are often asked “what is the difference between marketing automation and email marketing and how can my organization benefit by utilizing both?” While we widely recognize that email marketing is a powerful and effective tool to implement under any market, combining the forces of email marketing with marketing automation can drastically impact your association’s email marketing strategy. The choice then falls on your organization as to how much you want (or need) to accomplish with your leads. “Right now, for associations, they're primarily doing everything through one-to-many. What we're saying is that 40 or 50% of that traffic… how do we take that and move it from a one-to-many conversation to a one-to-one conversation…?” -Ron McGrath, Co-Founder & CEO