Can Marketing Automation software help attract members?
We recently read that Gartner Research projects that by 2020 customers will manage 85% of their relationship without talking to a human. In this article, we explore some thoughts on marketing automation and how this technology may be used to help membership organizations today.
As nonprofit associations’ members, customers, event attendees and advocates become increasingly comfortable transacting business online, marketing automation software for membership based organizations is taking a progressively larger mind share for Executives today.
A Definition of Marketing Automation
Marketing automation is the sending of relevant, time-released (aka “drip-campaign”) emails to segmented groups within your Association Management Software database. With marketing automation, you can easily manage the targeting, timing, and content of your outbound marketing messages in response to prospects’ actions and behaviors so that your potential members and current members find and do business with your association.
Digital Body Language
With each email sent associations are now able to measure the “digital body language” of their audience. Digital Body Language is the aggregate of all the digital activity you see from an individual. Each email that is opened or clicked, each web visit, each form, each search on Google, each referral from a social media property, and each webinar attended are part of the prospect’s digital body language. With Marketing Automation, each email sent from your association can direct a targeted group to a specific “landing page” on your website, with individualized content that connects with their particular interests, determined by their past participation and expressed needs.
The Future is Now
In the past, marketers and marketing software focused on developing and sending high-volume outbound emails. Today, if we hope to guide new members to consider, prefer, and select to renew or register for your conference, we need marketing automation software that provides the precise information your members need as they move through the join/renew/registration process.
To learn more about the possibilities inherent in marketing automation and the various marketing automation software tools designed for your association, please contact us today.
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