November 23, 2017
    Integrate your AMS and email to create highly customized message and surpass benchmark metrics

    This is an excerpt from a blog post at by Vivian Swertinski, strategic services manager at Informz. Click here to download the Informz 2017 Association Email Marketing Benchmark Report. To read a condensed version of the report, go to the TRENDS 2017 Association Email Marketing Guide.

    Association marketers are moving away from sending broadcast undifferentiated email messages and are moving towards serving personally relevant content. Personalizing the member experience begins with leveraging the rich data that resides in member databases. Email platforms that integrate with member databases enable marketers to put real-time intelligence into their email communications.  

    In addition to utilizing an integrated email platform, many associations are adopting marketing automation technology to take their email marketing to the next level. Marketing automation technology gives organizations the ability to target and trigger dynamic email messages based on offline and online audience behavior.  

    A significant milestone in this year’s Informz 2017 Association Email Marketing Benchmark Report is the first-time inclusion of marketing automation email metrics. The volume of email sent through marketing automation campaigns grew exponentially in 2016 – a 70% increase from prior years.   

    This increase is especially noteworthy given that marketing automation campaigns are highly customized messages sent to precise target groups. The marketing automation trend amongst associations is picking up as early adopters report higher engagement metrics and a positive return on their investment.  

    • Texas Medical Association increased educational course sales by 313% through an automated campaign that served customized content based on subscriber click activity.     

    • American Association of Airport Executives accelerated and increased event registration by 25%; attributing more than $19,000 to an automated campaign based on subscriber website behavior.   

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