Structure
7
MARKETING TOOLS
tion
our Association
On average, how many emails does a member receive from your association in any given week?
EMAILS PER WEEK
Total (n = 625)
Individual (n = 279)
Trade (n = 184)
Combination (n = 162)
0
7%
7%
6%
7%
1
15% 25% 20%
13% 24% 21%
16% 26% 21%
17% 27% 17%
2 3 4 5 6 7 8 9
6%
5%
8%
4%
13%
13%
10%
14%
2% 3% 3% 1% 6% 4% 3%
3% 2% 3% 2% 8% 4% 3%
3% 3% 3% 1% 5% 4% 3%
1% 6% 2%
-
10 or more
5%
Mean
4% 3%
Median
y Associations send an average of 4 emails per week (median: 3). y There is very little difference among IMOs, trade associations, and combination associations:
each sends an average of 4 emails per week (median: 3). y 48% of associations with a higher renewal rate (80%+) send no more than 2 emails per week.
Are you using marketing automation to send personalized emails/ content to members, customers, and/or prospects?
MARKETING AUTOMATION
Total (n = 679)
Individual (n = 304)
Trade (n = 200)
Combination (n = 175)
Yes
55% 39%
59% 36%
54% 40%
50% 45%
No
Not sure
5%
5%
7%
6%
y 55% of associations use marketing automation to send personalized email and content, up six points from 2018.
y Associations with lower renewal rates (<80%) are significantly more likely to use automation to send personalized email and content (66% vs. 53%).
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