Custom Messaging for Diverse Audiences

By: Kevin Whorton

Customized messaging is essential for reaching subsets of association members that can feel alienated by one-size-fits-all email blasts. This work can be done efficiently and can pay dividends down the road.

We all know that "one size fits all" doesn't work in communications anymore. Cost-effective technology has helped us personalize our messages for many years. Yet for some reason we don't use that technology effectively, so we miss the benefit of truly communicating—being compelling, persuasive, and memorable—with our diverse audiences. ...