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What can email marketing achieve for trade associations?

Information

Email marketing is a great way to inform your members and stakeholders about the latest developments within your trade association and the sector as a whole. Not every message you send has to generate sales directly.

Using email marketing to inform your stakeholders positions you as an expert and a useful facilitator of information. Over time this increases the likelihood of new members joining your expert trade association and increases the chances of members renewing their subscriptions too. Always look to add value to your email by including fresh, unique and relevant information.

Sales

Email marketing for trade associations can be used to generate sales directly, but such sales-focused emails should be balanced with informative emails too. If you are constantly using email to sell to your members, then every new email that arrives will be pre-judged and possibly deleted before it is even opened.

Email marketing is great for informing your members and stakeholders about places at events, the latest whitepapers from your association and additional support that can be purchased. If they don’t know about these things, how can they ever be expected to purchase them?

New members

Email marketing can be used to attract new members. Be sure to send your emails to carefully selected, relevant prospects and always have the best email address possible.

If you are trying to contact the Marketing Manager or MD of a potential member, then a direct email address with their name in it is likely to be much more successful than a generic .

Found this useful?

This page is an extract from a 38 page white paper written by Intergage all about online marketing for trade associations. You can download the white paper for free here.