Leaders and the Multi-channel Imperative

I am not sure how you found out about the article you are reading right now, but there is a good chance that it was through an email. That's a sign of the medium's power—and also its problem.

Of course, associations understand the value of using a variety of communications tools, from social media posts to video and beyond. However, quite often, those activities are siloed with particular messages segregated to particular formats. For instance, according to Marketing General International's (MGI) latest "Membership Marketing Benchmarking Report", less than half of associations use tools beyond email for renewal marketing.

"Associations are going to kill themselves if they don’t move to a multichannel strategy instead of just relying on email," Tony Rossell, senior vice president at Marketing General International, told me in a recent Associations Now deep dive on communications. As he explained, the email-heavy approach means members are more likely to miss your important message in the midst of all the clutter in their inbox.

Please select this link to read the complete article from Associations Now.