Association Insight International & European | Page 16
Association Insights | Article
10 “We’re getting unsubscribes.”
Don’t panic. Check your audience and your message
because the answer is in one of these. It may be that your
audience is the wrong group for your message. Or the
message is the wrong message for your audience. Involve
your members by asking them what they think of what you
are sending.
Email is great but it’s not built to do the whole
communication job. So treat it as the start of something
by creating ‘jumping off points’ for your recipients. Make
it about them, and they will save it and read it. George
Bernard Shaw said “The biggest single problem with
communication is the illusion that it has taken place.” He
was right then and it’s still true today.
8 “We’re not that visible so blog traffic
is low.”
Make friends with your industry press. They have numbers.
You have the affinity with your community. Meet up and
trade with each other. We’ve had over 100,000 unique
views of the Blog posts in industry press. Since 2013 it’s
increased visitors to our website. And we now have new
members mentioning the Blog Bulletin in their reasons for
joining.
9 “We send an email and no one responds.”
I created the mechanism for recipients to do something
that is not too big but makes sense, for example joining
our LinkedIn group or sending me an idea for the next blog
topic. Look at what your recipients are clicking on. What
does that tell you? Look at your open rates for different
themes. Are there some subjects that get more opens than
others? There’s rarely ‘no response’.
16 | © Associations Network 2015
John Scarrott
Membership Director
Design Business
Association
www.dba.org.uk
John is responsible for devising and implementing the
strategy to engage and recruit agency members. His
activities include working closely with senior level contacts
in existing members, creating compelling campaign ideas,
representing the DBA and members by writing for industry
media, using social media to stimulate discussion and
debate, building productive media alliances and a strategic
approach to creating one to one conversations
www.associationsnetwork.org