With so much focus today on social media and mobile apps, it’s easy to assume email has lost some of its marketing power. But that couldn’t be further from the truth. Email marketing remains one of the most effective tools for engaging audiences, making it especially valuable for associations looking to connect with members.

According to Constant Contact, the average return on investment (ROI) for email marketing is $36 for every $1 spent. That’s hard to ignore and makes a lot of sense when you think about it. Email reaches members where they already spend much of their day—their inboxes—and with the right customer relationship management (CRM) tools, it allows associations to deliver highly personalized, targeted messages.

An effective enewsletter is more than a simple update—it’s your direct line to members. It can spark engagement, strengthen community, and highlight the leadership and expertise that set your association apart. Here’s how to make every send count.

Composition Best Practices for Association Enewsletters

1. Focus on your defined goal.

Every enewsletter should have a clear purpose. Are you promoting an event or publication, communicating announcements, or strengthening member engagement? Let your goal guide your content decisions. Curate content that supports your main objective and delivers clear value to your audience.

2. Keep it short and scannable.

Because your readers are busy, it’s best to use concise text, headers, and bullet points for quick navigation. If you have more to share, include external links to full articles or downloadable resources. “Teaser” content keeps your enewsletter clean and focused while encouraging readers to visit your website—an effective way to boost traffic, strengthen SEO, and increase membership conversions.

3. Promote events, programs, and services.

Your enewsletter is a natural platform for highlighting upcoming opportunities, such as conferences and webinars, fundraisers and workshops, and training programs or new services. Be sure to include registration links or “learn more” CTAs to make engagement easy.

4. Spotlight member benefits.

Remind members of the tangible value of their membership—from exclusive discounts and affinity programs to networking opportunities and advocacy efforts. Many members may not be aware of all that’s available to them; consistent highlighting of benefits can help boost retention.

5. Humanize your association.

People like to read about people, and members enjoy reading about members, volunteers, and staff who make things happen. Use your enewsletter to introduce new team members, spotlight volunteers, or feature leadership profiles. Personal stories and behind-the-scenes content will strengthen connection and trust.

7. Include a clear call to action.

Guide readers to take the next step. Well-placed “Register now,” “Join us,” or “Read more” buttons and links drive measurable results.

Technical and Design Best Practices

To ensure your newsletters look and perform their best:

• Conduct regular A/B tests and email quality assurance checks.
• Use dynamic or personalized content blocks.
• Incorporate interactive elements such as GIFs or polls.
• Leverage analytics tools and integrations (e.g., Salesforce Marketing Cloud).
• Follow a thorough pre-send checklist to test links, formatting, and deliverability.

All Things Considered

A well-crafted association enewsletter is much more than a communication tool—it’s a profit-generating bridge between your organization and its members. Interested in building or overhauling an existing enewsletter? You don’t have to do it alone. With a proven track record of enewsletter success, we’re here to help you craft communications that inform, inspire, and deliver measurable results.

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