3 Step Process to Improve Member Emails

June 16, 2015 Charlie Peters

The Delivery Services team at Daxko works every day to drive member engagement via targeted initiatives delivered through Daxko Engage. We work closely with customers to design initiatives using email, text, and Interactive Voice Recording (IVR) that drive engagement and involvement in the YMCAs, JCCs, and community nonprofit organizations we serve.

We are constantly searching for ways to improve our initiatives, whether that’s through creating new content, adjusting timing, or augmenting how we segment our contact lists. Recently, the Delivery Services team worked to improve our New Member Engagement emails because we wanted to see higher open rates and click-through rates. We want the emails we send to be something members find useful and look forward to receiving. To that end, we have added some new items like fitness-related quick tips. We also monitor our customer’s presence (via their websites, social media, etc.) to make sure our emails include the same news, promotions, and events that our customers are talking about.

If you are looking to up the ante on the emails your organization sends to members, what is a good process to take for improving?

  1. Approach improvements as a team. We target lower-performing initiatives, decide what we would like to increase, and build our individual team goals around making that happen. Oftentimes this starts with a brainstorm-type process where we compile possible content tweaks and improvements and then hone in on what we will test in our emails.
  2. If you are happy with the results of your tweaks, then make changes on a wider scale.
  3. Outside of the projects where you are looking to improve specific metrics, try to keep a pulse on the state of digital marketing trends and best practices. It’s hard to stay ahead of the curve if you aren’t looking at what is coming next.

At Daxko, we have an entire team devoted to helping customers engage and retain members. Our Delivery Services team designs initiatives delivered through Daxko Engage that are designed to touch each point in the member lifecycle, from prospective members, steady members, and at-risk members. Taken as a comprehensive marketing plan, the Member Impact initiatives drive engagement and retention.

Looking for more specific tips to improve member emails? Read here about 5 Tips to Do Email Right

About the Author

Charlie is the Engagement Solutions Team Lead at Daxko. He wakes up early for a good long run, a good book, or just because.

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