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HigherLogic and Socious

Online Community Blog

How to Write Emails Your Association Members Will Open

Posted by Katie Oakes on Tue, Sep 29, 2015 @ 08:38 AM

There are a lot of mediums available when it comes to engaging your customers or members—social media, your online community, email, etc. Each serves its own purpose and comes with its own set of best practices advantages and disadvantages.

Email is a marketing channel that has shifted in usage and popularity over time, making it increasingly harder to capture the attention of your members. Organizations of all types and sizes have taken to emails as a primary way to get the word out about content offers, program, events, and products. This means that before you can vie for an open, we have to make it out of the spam filter or Outlook’s latest “clutter” folder.  

Regardless of how great your content is, if your association emails aren’t getting opened, your message isn’t getting out there. Convincing people with overflowing inboxes to click on your email takes a little finesse. Here are some things you can do to improve your open rate.

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Tags: Association Management, Online Community, Email Communication

Don’t Let Bad Email Subject Lines Hurt Online Community Engagement

Posted by Joshua Paul on Fri, Jul 11, 2014 @ 10:21 AM

If your branded online community is like most others out there, the majority of your members probably don’t check it every day. Unlike their public social network accounts that they check multiple times a day, your branded online customer or member community is more likely to be a place they visit with intention. They sign in to ask a question in the discussion forum, read a new blog post from your CEO, check out a new how-to video, or follow up on an offer. That’s where the importance of email comes in.

The Role of Email in Private Online Community Engagement

Email is a big part of creating an online community that consistently keeps customers or members engaged. Your target audience is full of very busy people. By sending both manual campaigns and automated emails with updated information, newsletters, and invitations for specific actions, you can stay top-of-mind and encourage community members to come back to the community to get value

Email is a vital part of your community management plan. That is why you’ll find sophisticated email marketing systems built-in most business-class online community software platforms.

Unfortunately, not just any old email will do. Your members likely get dozens of emails a day, so your email communication needs to stand out from the pack. You put a lot of effort into creating value for your target audience in your online community, so you don’t want to leave “conversion opportunities” on the table.

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Tags: Member Engagement, Social Business, Online Community, Customer Engagement, Email Communication

Why Are Email Open Rates Important in Membership Marketing? [Response]

Posted by Joshua Paul on Thu, Apr 28, 2011 @ 10:35 AM

Should marketers drop the use of open rate when measuring email marketing effectiveness? This article is a response to the recent ASAE post, by Scott Briscoe, on why associations and other membership organizations should stop paying attention to email open rates. You can read it on the ASAE Acronym blog.

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Tags: Association Management, Membership Marketing, Email Communication

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