How Frequently Should You Communicate With Members?

Association Marketing

Communicating with members on a regular basis is an important part of your engagement strategy. Not only does it help members feel tied to your association but it also ensures they receive important news and opportunities for involvement. But how frequently should you be communicating – once a month? Once a week? Unfortunately, there is no one right answer. It really depends on the type of members you serve, the industry and the level of engagement they expect.

To help you determine the right number of touchpoints, we’ve compiled of list of questions to ask yourself.

1. Did they opt-in?

Generally, we can assume members want to opt-in to your emails if they’ve purchased a membership. However, even if they gave the virtual thumbs up, it’s still a good idea to provide details on how frequently you’ll be emailing them to avoid any confusion.  In the first welcome email, outline the type of emails they’ll receive and how frequently you’ll send them.

2. Did you create segmented email lists?

Rather than sending emails to everyone on your membership list, take a more targeted approach to by creating segmented email lists. “The whole point of segmentation is to provide more relevant content to your email recipients,” says Sophia Bernazzani of HubSpot. Use filters like geography, industry, age, persona, and level of engagement to increase open rates.

Learn more about segmentation here >> What is list segmentation?

3. Is it an event-related email?

It’s likely your group needs to send event email reminders or CTA’s for registration. 2 or 3 emails before an event is expected. Just don’t go overboard by sending too many emails and flooding a member’s inbox.

4. Is there working or interest groups?

Similar to segmenting your lists, reach out to specific groups in your organization to communicate on upcoming events, resources or group discussions. Using the group tool to further segment your email lists also ensures that your sharing resources with the right people.

Determining the optimal email frequency can be tough. Instead of bombarding your members with emails, create a targeted approach that gets the right information to the right user. Test of send times and frequency until you find a good fit.

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