Friday, August 1, 2008

Associations “Get it” that it is all about the Relationship

Posted by Princess Eva Angelica at 6:41 AM
If you read this blog frequently, you will know that I believe that membership association executives are really relationship marketing professionals. Just like transferrable association job titles for director of IT, marketing, human resources, the relationship marketing role is one that we should highlight as needed and important both to non-profits and for profits.

So it is interesting to see that although for profits want to build relationships with their customers, many do not get it yet. I think that it is fair to say that all associations have some type of welcome program for new members.

However, it appears not to always be the case in the corporate world. “Two recent studies – one by deliverability firm Return Path, another by e-mail service provider Silverpop – found that a third of online merchants fail to send any e-mail to new subscribers within 30 days of sign-up. Even more astonishing, 60% of online marketers don’t send ‘welcome’ e-mails to new registrants, according to Return Path.”[1]

[1] Ken Magill, “You Can’t Even Say Hello? DMers that don’t send ‘welcome’ e-mails are just begging for trouble”, Direct, July 2008, p. 33.

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