Fast, and simple, inexpensive and effective, it’s no wonder that email has become one of the most prevalent methods of communicating with members. However with a myriad of software, it can be easy to choose the wrong software. For an association, the following features are essential for email marketing software:
Intuitive and easy to use: The software should provide a demo so you can practice using it before purchase.
WYSWIYG interface: A What You See is What You Get interface means you can create email messages, without needing to have a knowledge of HTML.
Tutorials: The software should provide extensive tutorials so you can easily learn how to use it. Videos are best so you can follow along.
Integrates with your membership database software: Integrating with your association management software saves time by automatically linking to your database to capture member names and addresses. Integrating with the database also means that your email lists are constantly updated to reflect member changes, such as when they join, unsubscribe from your email list, or choose to only receive certain types of emails. It also means that you can keep a record of which members are actively opening your emails, and tailor your communications accordingly.
Ability to choose different email lists: Your members have different interests and might only want to get news from one particular section of your association. Being able to create different lists means a more personalized experience for each member.
Trigger emails: This is the ability to automate emails, so you can automatically contact members when they join, renew, or leave the association. This feature is only possible if your software is integrated with your membership database.
Deliverability: The rate of deliverability should be up to 90% or higher. You want to ensure that your emails are not blocked or end up in spam folders.
Adherence to spam laws, such as CASL and CAN-SPAM: The software should allow the member to instantly unsubscribe, and provide opt in forms so you can get permission from the member to add them to your email lists.
Integrates with social media: Save time by having your ebroadcasts automatically tweeted, or posted on Facebook. The best email software will create an online version of your email that social media readers can easily access.
Reporting statistics: With reporting analytics, you can check who opened your email, clicked on links, or ignored the email. Such statistics can highlight what your members are interested in, the best times to send, and track usage over time.
Templates: These should be easily adaptable so you can add in graphics and colours that reflect your association’s branding.
Test: Software should allow you to test email before sending it out en masse.