Thursday, July 22, 2010

Email Usage Up, but Effectiveness Rated Lower for Membership Recruitment

Posted by Princess Eva Angelica at 2:18 PM
One of the benefits of publishing research is that people read it and provide feedback. Your ideas plus my ideas equals better insight.

One of my colleagues just pointed out to me that there is some important data in our Membership Marketing Benchmarking Report on how associations are using email and how effective it is for them.

When we look at several key membership marketing functions, our statistics show that email usage has grown from 2009 to 2010. The following chart shows the percentage of associations using email for building awareness with prospective members, getting new members engaged with the organization, and renewing members all increased.

Interestingly, when asked to rate the effectiveness of using email to recruit new members, those who said that email was the “most” effective channel, dropped from 24 percent in 2009 to 10 percent in 2010.

Bottom line, associations are using email more, but there may be a drop off in productivity.

What is your organizations experience?


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