Membership

Friday Buzz: Use Email to Create Personal Connections

By / Apr 13, 2018 (Chunumunu/iStock/Getty Images Plus)

Are your association’s emails building relationships? It may be time to rethink the way your association handles email blasts. Also: In a cluttered social environment, keeping your tone consistent is key.

These days, all of our inboxes are overflowing with emails from retail stores, publications, vendors, and, yes, even associations. What can your group do to rise above the clutter?

Take a cue from Ann Handley, chief content officer of MarketingProfs. She recently relaunched her personal email newsletter, Total Annarchy, to develop “personal connection at scale.”

“I write each issue like a letter to a friend, and I want them to be delighted by my letter,” CMSWire quoted her as saying. “I’ve always loved getting and receiving letters. Growing up, I had a million pen pals. I guess I’m trying to replicate that at scale.”

Your association probably has goals tied to your email program, including driving clicks, donations, and meeting attendance, but CMSWire asks whether your email could be made more personal for members.

What if, instead of “email blasts,” you sent your subscribers “love letters,” writes Dennis Shiao.

Refining Your Tone

While nonprofits used to be able to contol their own narrative and messaging, social media has changed that.

“Supporters are now taking the missions derived by organizations and nonprofits, and are adding their own personal twist onto the message,” writes Gary Wohlfeill, director of marketing at CrowdRise, in a recent post for Kivi’s Nonprofit Communications Blog.

Wohlfeill says that the key to staying true to your organization’s messaging is consistency with voice and tone.

“Your organization’s voice and tone are two of the most crucial factors in helping your messaging, your cause and your brand stand apart from the rest,” he writes. “Think of them as unique identifiers that make you YOU.”

Other Links of Note

Volunteers are free to walk at any time, so it’s important to keep them engaged. Idea Architects reveals ways to make the most of their talent.

Infographic of the Day: Design the perfect landing page with tips from SocialFish.

Instagram Stories recently updated the ways people can use text. Social Media Examiner does a deep dive on the new type mode.

Raegan Johnson

Raegan Johnson is a contributor to Associations Now. More »

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