August 26, 2008: Who reads the e-news?
Category: Publications
Posted by: David M Patt
Association executives are sometimes puzzled about the apparent low rate of readership of their e-newsletters.
American Association of Hip & Knee Surgeons finds only 35% of its members opening its e-news. American Brush Manufacturers Association reports a 40% rate, Printing Industry of Illinois/Indiana Association 30-40%, Urgent Care Association of America 41% (including non-members), Association of Running Event Directors 60%, and Northeast Illinois Public Safety Training Academy 65%.
While the content and appearance of these documents may be debated, the real issue is that every member doesn't want every "benefit" the association has to offer.
Some members don't want magazines and newsletters - even if highly acclaimed by others. Many do not avail themselves of discounts. Most never attend meetings or educational programs (even at ASAE).
Members, including those who renew regularly, may have very specific reasons for joining. They may prize one "benefit" and eschew all the others.
So, try to produce a more useful e-newsletter, if you have one. Still, don't expect everyone to open it.
P.S. Conduct frequent member, former-member, and never-member surveys so you'll know what your audiences want.
American Association of Hip & Knee Surgeons finds only 35% of its members opening its e-news. American Brush Manufacturers Association reports a 40% rate, Printing Industry of Illinois/Indiana Association 30-40%, Urgent Care Association of America 41% (including non-members), Association of Running Event Directors 60%, and Northeast Illinois Public Safety Training Academy 65%.
While the content and appearance of these documents may be debated, the real issue is that every member doesn't want every "benefit" the association has to offer.
Some members don't want magazines and newsletters - even if highly acclaimed by others. Many do not avail themselves of discounts. Most never attend meetings or educational programs (even at ASAE).
Members, including those who renew regularly, may have very specific reasons for joining. They may prize one "benefit" and eschew all the others.
So, try to produce a more useful e-newsletter, if you have one. Still, don't expect everyone to open it.
P.S. Conduct frequent member, former-member, and never-member surveys so you'll know what your audiences want.
