The_2019_Membership_Marketing_Benchmarking_Report (1)

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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