Email newsletters are a great way to keep members up to date on what is happening within the organization. They also provide a set schedule for member communications, ensuring that you are reaching them consistently. The tricky part, however, is getting your members to actually open, read, and enjoy the newsletter. Here are a few tips on how to make your newsletter a hit.
Avoid content overload
You want to make the newsletter informative but do not take this too far. Include teasers to the content and give readers the option to read more. Not everything is for everyone and that’s okay! Giving readers the option to only read the content they are interested in, will make them more likely to open future newsletters. Paragraphs can be overwhelming when it comes to newsletters and often just get skimmed over.
Make it visually appealing
Include branding colors, lots of relevant photos, and some personality in your newsletter. A visually appealing newsletter will give members something to look forward to receiving each month. If they aren’t taking the time to read it, they can at least get the gist of what is going on through photos.
Highlight member content
If you are struggling to come up with consistent content, reach out to members for articles they want to share. Provide them with a format including word limit and what file type you need photos in and then run with it! This will also allow members to feel more involved and heard.
Review your analytics
Practically every newsletter platform will allow you to see how many people opened the email, bounced, and clicked. Pay attention to these numbers. What content is getting clicked on the most? Focus on that for future newsletters. If you have emails bouncing, you have the wrong email for that member. This means they are not receiving any communication from you. Send them a postcard or give them a call and recollect their email.
Communication is key and newsletters are a great way to remind your members about the benefits of being part of your association. Make sure the newsletter provides them with everything they need while not overwhelming them to the point of clicking unsubscribe.
Want more tips?
Impact’s team of association and meeting planning professionals are experts at getting members to show up and have a great time. Find out how we can make your next meeting or event a big success.