Welcome to the Vanguard Technology 5 Questions Series where we ask an association professional who is doing unique and innovative things with technology to share with us what it’s like to be them. The purpose of this series is to help association professionals learn how to better use technology to streamline operations or attract more members.
The format for the 5 Questions Series is that one question is answered in writing right here on our blog and the other four are answered in a recorded interview that you can listen to now or download to listen to later.
Our guest for this edition is Lisa Claydon, email marketing expert and owner and founder of CK Marketing in Arlington, Virginia.
Lisa talks about the opportunities and, more importantly, the misconceptions associations have about email marketing. She talks about how email marketing has changed with the advent of social networking and gives some sound practical advice on how to make any email campaign, large or small, successful.
Below is Lisa's written answer to one of the five questions. Click the play button below to hear the rest.
Question: Is email marketing still an important communication tool for associations today?
Absolutely! You have to reach your audience where they are. Many members rely on email; they know their association will send them the information they need about specific products or events and will open them when they need that information. The challenge is to get them to open emails even when they are not predisposed to do so. Plus, it’s a generational and institutional culture thing. Some people will always rely on email and we need to be cognizant of that.
Hear Lisa's answers to the other four questions now. If you're looking for some solid insights on how to get email marketing right, then click the play button below right now. This podcast is approximately 15 minutes long.
Update: The recording of this interview is no longer available online. If you would like a copy, please contact us.