Make Your Members Fall in Love With You All Over Again Through Marketing Automation

When your members first joined your association, they were excited and eager – opening every newsletter, reading every blog post, registering for webinars and events. Over time though, at least for some members, the love affair has cooled. How can you re-engage those members and get them to fall in love all over again? Even more important, how do you keep them engaged and involved so they don’t fall out of love in the first place?

The answer lies in that word – engaged.

Members who are reading your blog posts and registering for events are engaged. But, if they stop engaging with your content, then they are falling out of love. To keep your members engaged, you need to give them the type of relevant, interesting content that drew them in at the beginning. 

How do you know which content is right? Each member will have their own needs and interests. To uncover those interests, you’ll want to determine what they’ve been reading, when and how often they click, and what channels they prefer to receive your content.  This might seem like an impossible task – and it probably would be – if marketing automation weren’t around.

Marketing Automation

Marketing automation can count every click your members make and track what it is they are clicking on. You can sort your members by the topics they click on most often – creating groups with similar interests. By sending these groups customized newsletters centered on these interests, you can engage them more deeply with your organization.

Custom Newsletters

Custom newsletters for each interest group sounds like a big job. However, if your marketing automation provider offers dynamic content, customization becomes much simpler. You set up the common parts of the newsletter, as well as the custom sections. When you send it, the system automatically customizes the newsletter by swapping in the appropriate custom section based on the interest group each member belongs to. From your members’ perspective, they receive a newsletter tailored to their specific interests, containing content that is relevant to their needs.

Re-engagement Campaign

What about those who have fallen out of love – who stopped engaging some time ago? Here, you may need to do some wooing to bring them back. A re-engagement campaign may do the trick.

  1. Try a different form of outreach rather than your standard newsletter.
  2. Personalize your message and let them know you’ve missed them.
  3. Give them some sort of special offer to click.
  4. You might try a survey, so they can tell you what they are interested in.

Give them plenty of chances to re-engage with you and your content – when they do, you’ll be able to rediscover their interests – and deliver the relevant, customized content they deserve.

At the end of the day, the most important thing is to continue to court your members with the type of information they need in order to be successful, whether it’s continuing education, blog posts about issues facing your association and members, or scholarly articles. By showing you know what they need, and by delivering it, you’ll keep the romance alive for years to come.

Impexium would like to thank our guest blogger, Jim Katz, Executive Vice President of Sales, Real Magnet, for sharing his love of marketing automation and membership engagement.

Related Blogs

How to Attract New Members to An Association

How to Attract New Members

Learn how to build and empower a strong membership and how to attract new members to your association with these...
Keep New Employees: 5 Onboarding Tips

Keep New Employees: 5 Onboarding Tips

Hiring new employees is a great success. Next step? Keep them. Discover how proper planning and simple gestures will make...
Is It Time to Adopt a Video-First Content Strategy?

Is It Time to Adopt a Video-First Content Strategy?

Graphic, audio and video content are being produced and consumed at an unprecedented rate, as the providers of these media...
Make Your Members Fall in Love With You All Over Again Through Marketing Automation

Make Your Members Fall in Love With You All Over Again Through Marketing Automation

In today's Valentine's Day themed post, we explore how to rekindle that love affair between your association and your members....


  • “…very excited because of the possibilities that I see for NADA moving forward, the ability to give our executives the information, any intelligence that they need in order to help our members better…the ability to simplify the whole application ecosystem, removing unbelievable complexity and bringing simplicity to the application.”

    Rafael Maldonado NADA
    Rafael Maldonado
    Former CIO at NADA
  • “…Impexium has allowed us to significantly improve our processes and procedures. We’ve automated quite a lot with Impexium and removed a number of manual processes that we had before. And staff are very happy about that.”

    Impexium RAPS Case Study
    Wendy Sahli
    Technology at RAPS
  • “I like the fact that by using Impexium versus our previous system, we will be able to reduce staff’s workload. As a result, NAADAC’s staff will be happy, feel more capable and competent…in serving our members.”

    Cynthia Moreno Tuohy NAADAC
    Cynthia Moreno Tuohy
    Executive Director at NAADAC
  • “I found Impexium to be more modern, more sophisticated, more user friendly, more intuitive.”

    Jeff Sventek AsMA
    Jeff Sventek
    Executive Director at AsMA
  • “We wanted a partner that would grow with us and one that could innovate with us. Impexium checked all those boxes. They took us from outdated to automated.”

    Laurie Bollig CoSIDA
    Laurie Bollig
    Director of Membership Engagement at CoSIDA
  • “You have to have a support team that communicates clearly, is a good listener, is patient and can really handle the problem solving…I have been really pleased with Impexium’s support. They are on-top-of things responsive…I know they will stick with me until we figure it out.”

    Kelly Webb FCLB
    Kelly Webb
    PR & Pace Coordinator at FCLB

Let's See If Impexium Is The Right Fit For Your Organization!

Trade associations, professional societies, and non-profits of all sizes have transformed their businesses and exceeded member expectations with Impexium’s membership management software. Request a personalized demo today.