What Members Should Never Say (Post 1 of 2)

By June 6, 2013 No Comments

“Please take me off your mailing list.”
Your members are bombarded with communication every day via emails, social media, Google alerts, you name it. It is easy for your message to get lost in the mix if the subject does not capture the audience’s attention. Don’t send blanket marketing communication or you will lose credibility, fast.

For example, I am a married without children. This year I received multiple emails advertising Summer Day Camp from a local organization. Obviously the organization pulled a master list, flung the email into orbit, and did not take time to think about who the email audience should be. This means either the marketing team does not have sophisticated tools/skills, or they don’t really know who I am.

When someone asks you to take them off your mailing list, it means you are not delivering deliberate, thoughtful information valuable to that person.

“I didn’t take the survey because it was too long.”
Do you communicate why surveys are important? The default response is, “Surveys help us serve you better.” Well, that is only the case if 1. Your organization receives enough responses, 2. People feel that the survey is targeted to them, and 3. Your organization executes quickly on survey responses.

Keep surveys short and sweet where members can participate in 1-5 minutes. I am much more likely to complete a survey if I can SEE every question on one page or screen because I will not have to block time to complete it.

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