I've noticed a trend among online retailers that I want to warn associations away from. That trend is emailing me incessantly (as in, daily) shortly after I purchase something from the retailer.

We're coming upon Christmas so I've made purchases from retailers that I don't usually shop with (think clothing and housewares for my adult children). In at least three cases, each retailer put me on their mailing list, and each sent me an email every single day for three days, which led me to unsubscribe from them. The impression I get from these retailers is simple: "You bought from us, so now we're gonna sell you HARD..."

Based on my work with hundreds of associations, I know that most are over-emailing their members. Most will admit it! But what associations should especially focus on is new members and whether or not they are over emailing them in particular. After all, if the first thing I learn when I join your association as a new member is that you're going to email me EVERY DAY about something or another, my first impression migth be: "Now they're gonna sell me HARD..."

Don't make that mistake. Curate very closely the types of emails you send to new members, especially in the first 30-90 days. Make sure they feel welcome, and that they understand you're there to help them, not to sell to them.