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.
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.
“…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.”
“…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.”
“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.”
“I found Impexium to be more modern, more sophisticated, more user friendly, more intuitive.”
“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.”
“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.”