One of the obvious and most critical objectives of any association is to retain membership. Retention is a key performance indicator that impacts brand reputation, member satisfaction, and conclusively—financial statements.
The issue, however, is that generational and cultural landscapes are constantly evolving—yielding new consumer-buying behaviors, content-consumption preferences, and desired communication channels.
As market demand is rewired, businesses are all seeing a natural need for remodeling, restructuring, and/or rebranding so that they're lock in step with audience expectations and needs.
Associations, and certainly memberships, are no different. Naturally, member-based organizations have to be extraordinarily proactive when it comes to identifying and dissuading member exits.
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.
Whether you’re setting annual performance goals, making changes to association programming, or moving into a new membership service, no decision should be made without first examining the previous years’ data.
Oftentimes, associations will entrap themselves in the mindset of establishing long-term marketing or membership-service objectives with just a “gut feeling.”
Lucky for you, your association may have been collecting useful information through their association management system (AMS), customer relationship management (CRM) software, or data management tools without even realizing it.