Make Your Content Matter
An automated marketing campaign is your chance to feed your members and prospects the information you want them to have about your association, when you want them to have it. A well-planned and executed campaign is a powerful tool for your association, as it gets your message out while saving you time and manpower. But what’s the one thing that is key to a successful automated marketing campaign?
The content is the engine that drives your campaign vehicle. If the content isn’t great, the vehicle won’t run and you won’t get where you want to be. So just how do you create fantastic content that will make your association stand out?
Make it Useful
When you send out your drip emails, make sure they’re worth reading. Emails that simply go for the hard sell without providing any useful content are likely to get marked as spam. Focus on creating well written content that offers value to the recipient. Your content should answer a question, solve a problem, or entertain the recipient, and should make it clear how membership of your association benefits them.
One of the beauties of a drip campaign is its ability to build trust between you and your members or prospects. The old adage that people don’t buy from businesses, they buy from people, is relevant when it comes to associations too. Use your automated marketing to build your association’s personality and make a personal connection with helpful advice and information that establishes you as caring, reliable and trustworthy.
Using segmentation means that you tailor the information your members see depending on what stage of their membership they are at. For example, a new member might receive a follow up email to make sure they are happy with the service they’ve received. Someone who has been a loyal member for many years might receive an email offering a special bonus when they renew their membership.
If you want to encourage prospects to sign up and existing members to stay, make sure you offer them timely information that provides value and builds a trusting relationship with your association. Make sure the content of your email campaign is relevant to each recipient and tailored to their specific needs. Each stage of an automated marketing campaign should play an important part in nurturing the reader towards the action you would like them to take. Keep your focus on good quality and you’ll be heading in the right direction – as will your members.