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Are you deluging your members with email?
27 March 2014, by , in Data Management, 2 comments

Here’s Tony Rosell, one of the brilliant minds at Marketing General, in a tweet about how associations are using email:

4.3 emails per week? Some associations are sending 10(!) messages per week?

If you’re sending even 4.3 messages per week (which is almost one EVERY DAY) do you really think your messages are being read? If they are targeted and relevant, then quite possibly yes. But if you are sending all messages to all members all the time, you’re totally killing the effectiveness of your messaging.

You should use your data to identify who should be receiving what messages. If you’re not, you’re not only wasting your time, but you’re actively turning off your members.

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2 Comments on "Are you deluging your members with email?"

Sigmund VanDamme - 27 March 2014 Reply

Wes, That is a pretty stunning (as in stunningly bad) statistic. At that volume I would think that, even if targeted, the messages are not being read. With the technology available today Associations have the ability to not only target send but also set limits on recency and frequency. In addition, Associations should take explore alternate methods for getting the message out (I.e. communities, social media, etc). -Sig

    Wes Trochlil - 27 March 2014 Reply

    In their defense, it's possible that these 10 messages per week are going to DIFFERENT people. But my experience is that too often, that's not the case.

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“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

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Western Arts Alliance

Tim Wilson
Western Arts Alliance
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