You may think the number one goal for marketing automation is lead generation, and it’s not far behind; however, 43% of heavy users of marketing automation claimed optimizing productivity as the most important objective according to this study by Adestra Message Focus. With small teams charged with email, marketing automation is seen as a tool that will level the field. There’s no competing with Amazon’s 300-plus professionals solely focused on email marketing, so for small teams wearing multiple hats at once as is often the case with association professionals, it may be easy to see why productivity is such a major KPI.

This time of year feels like one big Hallo-Giving-Mas-New-Year holiday; and by that we mean it will be a new year before we can finish our pumpkin spiced lattes. And because Christmas ornaments have been out at Target since August, we think it’s fair to start planning for 2018.

In today’s society, if it’s not hyper personalized, relevant, and quick… you’re 10 years behind. This is the beast that many associations have found themselves coming face to face with recently. I had the opportunity to attend Higher Logic Super Forum in Washington, D.C. at the beginning of last week, and from the numerous breakaway presentations and demonstrations I attended, there was one underlying message that was overly apparent-- marketing automation is key. We are coming into a time where we have the ability as marketers to gain more information about our members than ever before. The million-dollar question that everyone is wondering “What do we do with this information?”.

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It's hard to know for certain in today's email world what truly makes a great email. Here, I have broken it down into 4 easy, key points for you to think about before the next time you hit send.