5 Ways Marketing Automation Can Save Your Association Money
By JOHN FOLEY – July 28, 2017
Whether you are trying to increase membership rates or boost attendance at an upcoming event, the right marketing automation software can save your association time and money. Here are five reasons why:
1. Remove the Manual Process
Automating the sales process means less time spent sending messages manually. That means, your association can allocate its precious manpower and resources more effectively. You no longer have to waste time making sure each individual received the right message. You can schedule it all out with dynamic content and rest easy.
2. Sending the Right Information
The last thing you want to do is send the wrong content to the wrong person. With marketing automation, you will know when to send your messages and who to send it to. If you are trying to recruit new members, they will need different information than a member with years of experience in your association. How is it going to look to a new prospect if they receive emails that are irrelevant to them? The answer is not good.
3. Stay in Touch
With an automated process, your association will always be fresh in the mind of your new prospects and existing members. Whether it is monthly updates, an e-newsletter, social posts, or blogs, marketing automation makes it easy to stay in touch.
4. Personalized Follow-ups
You can focus in-person follow-ups, such as placing a telephone call, on prospects who you know are ready to join your association, which saves you time and money spent calling people who haven’t reached that stage. With the right marketing automation tool, like MAX, you will know exactly what your prospect has or has not done and where they fall in your membership funnel. Scheduling personalized follow-ups, like that phone call, are easy and will notify you when they reach that stage so you know it is time to call.
5. Accurate Insights
An informative automated campaign can educate and answer questions about your association. Not only will your campaign be delivering the information you want at the right time, but you will also gain the insights you need to see what is working and what is not. Once you know that information, you then have the ability to let people know what a membership can do for them, encouraging them to sign up or renew, and cutting down the amount of time spent giving out repetitive information.
Marketing automation means you can give both members and prospective members relevant information when they need it without constant input from you. You’ll save time because many tasks will be automatically triggered and actioned. You’ll also save money because you won’t need to allocate so many resources to your email and social campaigns, and more relevant information means a better chance of subscriptions and renewals.