How many readers of this blog get emails from various organizations inviting you to an upcoming conference or event? Or, as an association executive, how many times have you used your non-member list to promote attendance registration for one of your educational opportunities? When was the last time your list was tidied up?
I get emails all the time inviting me to one event or another. Many of these emails (no, they are not spam) I have signed up for ages ago, when I was looking into professional associations to obtain a designation, to increase my knowledge and expertise base in project management.
First, when I contacted these organizations 2-3 years ago, I got a very abrupt response regarding my membership inquiry (something along the lines of “all of the information you need is on our website”…). As a result of their lack of interest in speaking with me, I never joined.
Second, it has been a few years, and while they are still trying to communicate with me, they have not bothered to call to find out if:
And yet, I am still being asked to spend my money by attending their conference.
Before I move forward – YES, at least they are reaching out now – but it is clear that these organizations have not done their research in quite a while to determine who (if anyone) on their non-member list is still worth marketing to.
While it is relatively inexpensive to send a text-only email out to a list of contacts, what is the cost to the associations’ image and reputation? It is the same feeling I get when I receive course catalogs offering me courses in Project Management, Employee Engagement, and other Operations functions. Since these topics applied to my former role, the company sending these to me is wasting a lot of money! I do not even take them out of the plastic packaging anymore; I just toss them in the recycling bin.
If you are looking to improve your numbers – whether it is for courses, conferences or membership – you need to know who you are marketing to – and that starts with a clean list. From there, you can assess the real costs of creating a strategic marketing plan.
What have been your experiences with your non-member list?
Looking for a game changer at your next event or a strategy unique to your organization?