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Electronic
Newsletters - Part III: Once your membership has become comfortable with the process of receiving e-mail from the Club regarding Club news, it is a small step to begin promoting club events in the same fashion. Imagine the following scenario: the Club tournament is coming up in six months. You know that it generally fills up, but there are always a lot of last-minute registrants, which makes the Club's job a bit more difficult. Wouldn't it be nice if everyone would sign up ahead of time, so you knew what to plan for? This is where your Electronic Newsletter comes into play. Write some effective text about the Club tournament, and put it into your Electronic Newsletter four or five months in advance of the event. In the text you wrote for the Electronic Newsletter, put a hyperlink back to the events section of your web site, where a member can find additional information about the Club tournament. Finally, have a registration form that the reader can fill out online and submit. Making the process as easy as possible promotes early registration by your membership. This promotion of Club activities with the Electronic Newsletter and the Club web site does not need to stop here. There are additional functions you can do, with a bit of help from your web designer. Target Marketing. As time passes, and your involvement with the technology increases, you will begin to develop demographics about your membership. For instance, consider a certain couple that always attends the Valentine's Day Dinner. You can very easily put a targeted promotion into their copy of the Electronic Newsletter, reminding them that the dinner is coming up, and leading them to a registration form on your web site. Your membership will appreciate the added service and convenience you are offering them. Your IT professional and web developer can assist you in understanding how to set up and manage the database and web interface necessary to accomplish target marketing. Personalized E-mail. Creating hundreds of personalized e-mail is both time consuming and prone to error. There is, however, an answer to sending your Club newsletter in a fashion that makes your membership feel that the e-mail is being sent to them personally. Standard e-mail newsletters will typically begin by saying something like: "Hello, Club Member, welcome to your Club E-news." Personalized e-mail allows your e-mail newsletter to begin saying something like this: "Hello, Mr. and Mrs. Johnson, welcome to the August edition of your club newsletter." Your message immediately becomes more important to the reader when it is personalized. Remember, an e-mail newsletter is most powerful when it is both personal and targeted. Don't send the same generic message to all of your members. Personalize and target your e-mail newsletter. |
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