The folks at Connectivity recently posted an article on why email works so poorly to communicate with association members.
“…the general consensus is that 30 percent of emails sent to members will be opened, and about 8 percent will generate a click-through response.”
It’s true 8 percent is significant, but wouldn’t you like to do better? I’ve put a link to the full article below… it’s well worth reading… meantime…
One of the greatest flaws I see in member communications is tone… the emails have no personality, often are not signed by a human, read like a law brief and have no visual appeal… the writer seems to think like a teacher assigning students who have to read or fail… a more effective approach assumes your association members have many other things to do and you have to compete for their attention… look at what goes viral on YouTube and ask “What can I do to make my action alert compete?”
It’s really hard to activate people into political advocacy. If you think of your emails as needing “entertainment value,” you’ll do better.
What is “entertainment value?” In this context – motivating grass roots advocates – it can be many things, but I suggest you start by taking a look at traditional journalistic values. Full disclosure, I consider myself a grass roots journalist and worked many years for newspapers (R.I.P).
5. Human Interest