There’s more to a (seemingly) simple e-mail campaign than you might think. Avoiding spam filters, including the right keywords in your message and striking the right tone are each important factors.

I’m willing to bet a lot of associations rely on e-mail as a main form of communication. But did you know that a 25 percent open rate is actually a good percentage in an e-mail campaign? So many people just delete e-mails without reading them (I’m guilty of it, as well), and there are a few things to keep in mind when designing an e-mail campaign.

For one thing, what’s the definition of spam? If you think spam is anything that gets automatically filtered to your junk folder, or an e-mail from a long-lost uncle in Africa who needs money immediately, think again. Spam is anything unwanted in your subscribers’ inboxes. If they don’t want it, it’s spam to them – even if it’s a perfectly legitimate newsletter or update from your organization.

Send e-mail on a regular schedule. If your members are expecting a newsletter on a certain day or at a certain time, they won’t be caught off guard and delete it without reading. Establish some sort of schedule for all your marketing e-mail.

Write from your recipients’ perspectives. When I see an unexpected e-mail in my inbox, I immediately want to know if it has information that will save me money or time, or if it offers some other benefit. With the amount of e-mail we all receive each day, there’s no room for your e-mails to contain a message that won’t get noticed.

For example, if you’re writing about your annual conference or meeting, be sure to include how it will help your members’ professional development, rather than just writing about how amazing your keynote speakers are. Include tangible examples of what benefits attendees will receive.

This should go without saying, but proofread, proofread, proofread. There’s nothing more off-putting to me than a beautifully designed e-mail riddled with typos and grammatical errors. (This may be the grammar geek in me, but I hope we can all agree that professional e-mails should be grammatically correct.) (And yes, I make mistakes as often as the next person; everyone is human!) A second set of eyes is always helpful.

Don’t be discouraged by a seemingly low open rate. E-mail, when used correctly, can be one of the most effective ways to reach people – both members and non-members.

When it comes to renewal, technology can really help you out. Take advantage of your database. Ideally, members’ histories are catalogued, so you’ll know whether or not they’ve bought literature, volunteered or participated in programs. The more customized and personal a renewal letter is, the greater chance there is of an on-the-fence member renewing.

We know, for small-staff organizations especially, taking the time to personalize renewal letters can be extremely time-consuming. And we’re not saying you have to go crazy and devote 100 percent of your time to combing the database for information on your members, but you can have a few different “form” letters.

For those who have volunteered consistently and been quite active, thank them for their service and remind them continued benefits the organization offers to their professional growth and development.

For members who haven’t been as active, consider letting them know about the opportunities available and, if possible, include a few testimonials from active members.

When it comes down to it, everyone wants to know what’s in it for him or her. Career development, staying up to date in the industry and networking opportunities are all reasons members renew. Rather than listing the tangible things your organization offers, demonstrate the value to members in those offerings.

According to the Membership Marketing Benchmarking Survey, the more frequently you send out renewal notices, the better. There’s also an ideal balance between snail mail and e-mail notices, which was discussed in detail here in a past blog post.

There are lots of great resources out there for staffers involved with membership marketing and renewal. Specifically, I highly recommend two blogs: Erik’s Experts in Membership Marketing and the Membership Marketing Blog. Both offer great, tangible advice and tips for marketing and renewal.

How does your organization personalize its renewal process? What suggestions and tips do you have for small-staff organizations?

Happy Friday and merry Christmas Eve (Eve). (And for those who “celebrate,” Happy Festivus.)

Things are winding down here at MemberClicks. With fewer than 2 days to go until Christmas, the office is festive and there are treats everywhere. It’s become our Friday tradition, though, to share five of our fave association blog posts from the community. If you have time during your busy holiday weekend, be sure to check these out.

1. Do you clearly establish expectations of your association’s officers? Cindy Butts recommends not requiring officers to do certain tasks “just because.” Rather, find the right volunteer for certain tasks. Everyone has their strengths and weaknesses; use them appropriately.

2. Jeff Hurt reminds association leaders of one simple truth: you have too much to do because your association does too much! He examines the complexity and structure of organizations and encourages associations to embrace simplicity. Removing the excess is hard. Focusing on what you do best isn’t always hard. In a nutshell, identify your organization’s core purpose and then do it.

3. David M. Patt shares words of wisdom with association professionals – marketing is not something you should flip on and off. It doesn’t matter if you have an event coming up or not, you should be connecting with your members and potential members. Wise words, and a great reminder.

4. Shelly Alcorn shares how she’ll use the time between Christmas and New Year’s to focus on reflecting on the coming year and determine her “five terms” to focus on in 2012. Share your own in the comments and help inspire others!

5. If your association isn’t thinking about mobile yet … well, why aren’t you?! Jamie Notter reflects on the ASAE Technology Conference and its major theme: mobile. Smartphone use is only increasing, and, although the desktop won’t become obsolete, people are accessing the Internet from more devices than ever before.

That’s all from us this week! No matter what you choose to celebrate, Happy Holidays!

The association community has lost a dear friend in Mark Bledsoe. Our hearts go out to his family and friends.

Happy Friday! One more weekend until (American) Thanksgiving … what are everyone’s plans besides being full of turkey and gratitude? Does your family have a special tradition?

Before you head out for the weekend, be sure to check out our favorite blog posts from the association community!

1. Jeff Hurt shares six important connections to be aware of when planning your association’s conference. The most important one (to me, at least)? Connecting participants to outcomes. Your conferences should always arm people to succeed once they get back to the office – and not every new idea has to be big and flashy.

2. Do your staff members sit on the association’s board? David M. Patt discusses why this isn’t a good idea. Staff members and board members have different goals and roles, and they could sometimes conflict.

3. Do you know what your strengths and weaknesses are? (I know my weakness – I tend to work too quickly and make little stupid mistakes.) Aaron Wolowiec shares why it’s important to know your personality, how you work and what you need to work on with regards to your style.

4. Tony Rossell shares five steps to creating a marketing recruitment program: the who, what, where, how and why. I think this is a great article for small staffers to read since duties can overlap and no matter what your title, there’s a chance you’ll be doing some marketing. There are some great comments on this post, so be sure to check it out!

5. Elizabeth Engel shared some great takeaways from a PRSA meeting, including info on Google+ (still made up mostly of early adopters) and LinkedIn (likely the future of business social networking).

Have a great weekend!

When it comes down to it, word of mouth continues to be the best marketing tool associations have.

Shiny new social media tools, the ability to access the organization’s website on our smart phones and direct mail are all well and good, but it’s your current members who really count. A whopping 91 percent of respondents in the 2010 Membership Marketing Benchmarking Report said that prospective members become aware of the organization because of word of mouth.

Last year, the top answer was the association website (85 percent), which grew to 88 percent this year, but was second to word of mouth.

What does this mean for organizations? How can they continue to create meaningful experiences for members, thus perpetuating a growth in membership?

I’ve said it before and I’ll say it again: Your members should be your best advocates. We use word-of-mouth recommendations to make other decisions in our lives, such as choosing a restaurant or an apartment complex or school district. Your organization should be no different.

No act of customer service is too small. No personal message or note is too insignificant. When you’re caught up in your day-to-day duties, it can be difficult to remember the affect the organization has on its members’ lives.

Don’t be discouraged if your organization relies on just a few full-time staffers. You don’t necessarily need to have an arsenal of staff members to create meaningful experiences for your members. If your members are on a first-name basis with all the staff members at your organization, I bet they appreciate that. Additionally, the smaller the organization, the more personal the experience can be.