Advice on email marketing for trade associations
Top tips for email marketing.
Look on email marketing as a way to add value to your relationship with your members, not just a way to add value to your bottom line.
Don’t spam. Don’t buy in email lists. Build your own organically on your website by offering compelling content.
Invite your members to tell you which way they would like to receive emails from you (HTML or plain text).
Always use a ‘double opt-in’ when signing up new subscribers confirming that they genuinely want to receive emails from you.
Segment your members by attributes such as size so that you can send them really relevant content.
Include a link back to your website with instructions on how to approve your emails and confirm interest.
If you are emailing members, send your emails during the day on Tuesdays, Wednesdays or Thursdays, to increase response rates.
Use the same email address each time you send make sure it is clearly identifiable as coming from your trade association.
Always give recipients an opportunity to unsubscribe.
But don't unsubscribe recipients from your lists without giving them further options such as receiving emails less often (and a place to say why they want to change).
Engage your members with online polls and competitions. Offer prizes - make it fun!
"The Trade Associations of the UK are experiencing challenges that have never been faced before as we move into an increasingly digital world."
