Chambers have a lot of important information to provide their members. But so many people are reeling from email overload that providing all the information in individual emails multiple times a week can be too much.
So how do you ensure your chamber emails are opened and enjoyed by members?
Tips to Make Chamber Emails More Popular with Members
First, there is no perfect email copy, day to send emails, or frequency. It is all very personalized. That’s why the first way to make your chamber emails more popular with your members is by…
- Allowing for opt-ins. Give members a way to subscribe to just the emails they want without totally unsubscribing from all emails. Give them categories to choose from like ribbon cutting notifications, member discount blasts, or your monthly newsletter. Also, make sure that you advise them that there are some emails that are membership-based and even if they opt out of all of the other kinds, they’ll still receive the administrative notices like invoices or important notifications like disaster recovery. Allowing for opt-ins will also show you which emails members value most and which they could do without.
- Offering summary emails. In addition to the opt-ins, include a summary email they can receive once a week of all the different chamber activities. LinkedIn does this. They allow members to choose how often they hear from their groups and then offer them a list of the top discussions while they were gone. You can provide the same service or even use a newsletter to accomplish it.
- Using subject lines that explain the content of your emails so they can open those that interest them. This not only saves your members time but it also helps you get a better understanding of what they’re interested in based on which subject lines/emails they open.
- Watching the data. Pay attention to your open rates. They can tell you a lot. If you have the technology, use A/B testing to figure out more about your chamber members and their email preferences.
- Knowing when to send them. Most businesses send business emails during the week but some have switched to communications on Sunday night because they’re competing with less noise. Your data and testing can tell you the most popular time and day to send for your chamber audience.
Ensuring that you send the emails with the “right” frequency, on the “right” day, and with the “right” content depends on your chamber members. “Right” is in the eyes of the recipient so take some time to discover what your members want.
Must read for all Chamber Professionals...