Here’s Tony Rosell, one of the brilliant minds at Marketing General, in a tweet about how associations are using email:
The average #association sends out 4.3 emails to members each week with 8% of associations sending out 10 or more per week #2014MMBR.
— Tony Rossell (@TonyRossell) March 26, 2014
4.3 emails per week? Some associations are sending 10(!) messages per week?
If you’re sending even 4.3 messages per week (which is almost one EVERY DAY) do you really think your messages are being read? If they are targeted and relevant, then quite possibly yes. But if you are sending all messages to all members all the time, you’re totally killing the effectiveness of your messaging.
You should use your data to identify who should be receiving what messages. If you’re not, you’re not only wasting your time, but you’re actively turning off your members.
Wes,
That is a pretty stunning (as in stunningly bad) statistic. At that volume I would think that, even if targeted, the messages are not being read.
With the technology available today Associations have the ability to not only target send but also set limits on recency and frequency. In addition, Associations should take explore alternate methods for getting the message out (I.e. communities, social media, etc).
-Sig
In their defense, it’s possible that these 10 messages per week are going to DIFFERENT people. But my experience is that too often, that’s not the case.