As email continues to be the most cost-effective medium to reach members and prospects, associations are tasked with developing engaging, informative content to both hook and retain recipients. Most campaigns require multiple messages before the recipient reaches the “goal” – whether that be joining, signing up for a webinar, registering for a conference or recruiting a colleague or peer.
Marketing automation eliminates the manual follow up by allowing you to schedule a series of emails to send automatically based on time or user behavior. It also allows you to add valuable personalization to your email messages. Email service providers (ESPs) like Real Magnet, Pardot, Eloqua and HubSpot are just a few of the marketing automation platforms that can help you save time and make your email communication more effective.
Jordan Sehestedt, Marketing Consultant on McKinley’s Solutions Team, recently created a summer recruitment campaign for one of our clients using Real Magnet. She knew that utilizing marketing automation would be vital to the campaign’s success.
“We’re able to go way beyond just pre-scheduling an email campaign, and instead use the platform to gain critical insights about our audience,” Jordan says. “With this campaign, we could accurately measure and track, in real-time, what resonated best with the audience, make immediate adjustments, and plan to use the data to shape future content and campaigns.”
The Solutions Team sees marketing automation as a vital tool to lead to quantifiable results across all departments, as well as an opportunity to gain valuable insights into the content that resonates with the target audience. With the ability to tailor messages to specific recipients or groups of recipients, think what you could do for member recruitment, retention and overall engagement!
Contact Tracy Talbot, VP of Solutions, to get your association set up with effective marketing automation.
[1] https://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/