Adjust Your Email Messaging for Differing Member Personalities

By: Jeanette Brown

Your members are not all created the same. Generational differences pose a challenge to association marketers, as the wants and motivations of each generation vary significantly. Here's how you can adjust your email messaging in simple ways to appeal to what each generation values most.

Membership can be finicky these days. Just when we think we have mastered our audience and our benefits to them, something else comes along to make us reconsider. Whether it's new communication outlets such as Facebook, closed social communities, or research that shows deeper segmentation must be done to succeed, we need to adapt to change. And change we do. ...