Email’s not dead: your strategy just needs a pulse.
In the age of social feeds and messaging apps, email is still the unsung hero of digital engagement, especially for associations and nonprofits. Why? Because it’s direct, personal, and still delivers one of the highest ROI rates in marketing when done right. Organisations must be setup to create effective email campaigns for member engagement.
The real challenge isn’t whether email still works, it’s whether your emails feel worth opening. Members are busy, inboxes are crowded, and attention is earned, not assumed. That means your campaigns need more than just information; they need intention. Every send should feel like part of a conversation, not a broadcast. When your emails reflect your members’ interests, acknowledge their actions, and offer real value, engagement becomes a natural outcome, not a guessing game.
But far too often, email becomes a chore: a monthly update no one reads, a one-size-fits-all blast, or a string of announcements with no clear narrative.
It is possible to fix that.
Signs Your Email Strategy Needs a Refresh
- Open rates consistently under 20%
- Unsubscribes after every send
- Vague Call to Actions (CTAs) like “learn more” with no compelling hook
- One message sent to every list, regardless of behavior or interest
How to Re-Engage Your List (Without Burning It Out)
Segment Smartly
Start with the basics: active vs. inactive users, members vs. prospects, recent vs. lapsed donors. Tailor the message based on their level of connection.
Think in Journeys, Not Blasts
Build short email sequences:
- A welcome series
- A post-event thank you + resource send
- A re-engagement flow with personalized asks
Make the CTA Clear and Worthwhile
Instead of “click here,” try “See the 3-minute recap video” or “Grab your early-bird spot.” Give readers a reason to care.
Design for Skimming
Use bold headers, bullets, and white space. Most people scan before they read.
Small tweaks lead to big lifts in engagement and trust.
Chris
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