Feedback on Quick Survey Membership Marketing and Communication Channels

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Jemima Little
5 years ago
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1 Feedback on Quick Survey Membership Marketing and Communication Channels This report summarises the responses to an on-line questionnaire issued to Forum members in March The survey suggested by a member was designed to establish some quantitative indicators of current practice and experience in relation to the use of electronic media particularly electronic newsletters - for membership marketing and communication with members. The survey attracted some 46 participants. The report comprises: An overview with feedback on comments from open ended questions The collated results summarised by Survey Monkey Overview Participants were fairly evenly divided between small, medium and larger associations. Anaylses by subscription in come, membership numbers and staff size appear at the end of the results (Q14, Q15 and Q16). Principal Marketing Channels Principal channels for marketing the membership proposition were identified as follows (Q1): Word of Mouth 90.9% Campaigns 77.3% Print Advertising 56.8% PR Campaigns 54.5% Website Search Engine Optimisation 47.7% Social Media 40.9% Also mentioned under Other were face to face meetings, exhibitions and direct mail campaigns. Numbers of Elecronic Newsletters Most repondents (67%) distributed between 1 and 5 electronic newsletter titles to members or sections of the membership, while more than 25% distributed greater numbers of titles (Q2). Frequency of Distribution The frequency of distribution is predominantly monthly or weekly. Fortnightly or bi-monthly are also common (Q3). Monthly 36.36% Weekly 22.73% Bi-monthly 11.36% Fortnightly 11.36% Distribution Method The great majority of respondents use internal CRM/database/ systems for distribution although about 20% also use external specialist distributors (Q5). Monitoring Most repondents indicate that they do monitor member response to electronic newsletters. Two thirds monitor Bounce Rates and Click Through Rates (CTR) while 51% monitor the Open rates (Q6). However, there is rather sparse information on the actual Open and Click Through rates achieved. More than 50% say that they do not know the average Open and Click Through Rates that they achieve (Q7 and Q8). Open rates, where known are above 10% and often above 30%. Click Through rates are lower but again in many cases exceed 20%. Feedback on Quick Survey - Membership Marketing and Electronic Communication Channels Page 1 of 2

2 rates Top-performing newsletters attracted the following response rates (Q9) Top performing e-newsletters Open rate CTR Minimum 11.3% 20.0% Maximum 85.0% 45.0% Average 41.8% 23.0% s Social Media Uptake Respondents rates of adoption of social media were given as follows (Q10): LinkedIn 60.6% Twitter 51.5% Blogs 30.3% Facebook 27.3% s 33 Impact of social media tools on marketing strategies and membership development s (Q11) indicate that approaches to social media are still tentative. A number of the existing initiatives are organised outside the association e.g. by trade magazine or training groups or are seen as separate from communications with members. Some are directed by the association to audiences other than members e.g media or consumers. The general tone of comments was that it was too soon to say. Many are watching the space and expect it to become more important although there is little impact to date. Specific coments related to: Improved exhibitor and visitor numbers at our trade show but not increased membership numbers significantly LinkedIn enables TA to stay close to members and prospects in the industry, sharing news, informing people about events, and building and maintaining relationships. Relevant social media need to be monitored. It was reported that in one sector a sub group was set up explicitly to share price and volume information in a horizontal market and so openly encouraged a breach of UK & EU competition laws! Most effective marketing tools A number of approaches are highlighted by repondents (Q12) but several impress that all marketing approaches are best used in combination to reinforce each other in capturing and sustaining interest. A particular issue is congruence for example, ensuring that the the website reinforces the membership propositions and offers made through other channels. Marketing tools singled out as most effective include: Direct face-to-face contact where ever possible. Exhibitions particularly effective. Telephone / telemarketing Direct Direct mail print stands out more than and/or more suited to some audiences! Word of mouth PR activities Budgets for Marketing communications Budget data (Q13) vary with size of TA but should be treated with caution due to limited number of responses. Subs Band Avg Expend Avg % of Subs Up to 200,000 11,554 18% 200,000 to 999,999 46,500 10% 1 m to 2 m 69,333 Over 2 m 323,750 2% s Trade Association Forum March 2010 Feedback on Quick Survey - Membership Marketing and Electronic Communication Channels Page 2 of 2

3 Membership Marketing & Communication Channels 1. Which of the following channels do you use for marketing your membership proposition? Print Advertising 56.5% 26 Website Banner Advertising 28.3% 13 Google Adwords 10.9% 5 Website Search Engine Optimisation 47.8% 22 Campaigns 76.1% 35 Viral Campaigns 15.2% 7 Social Media 41.3% 19 Telephone Marketing 37.0% 17 Sales agents / representatives 23.9% 11 PR Campaigns 54.3% 25 Word of Mouth 91.3% 42 Other (please specify) 21.7% 10 Other Details / Comment 13 answered question 46 skipped question 0 2. How many electronic newsletter titles do you distribute to MEMBERS (or groups within the Membership)? None 6.5% % % 5 More than % 7 answered question 46 skipped question 0 1 of 8

4 3. What is the typical frequency of publishing your main e-newsletters to members? N/A 7.7% 3 Daily 7.7% 3 Weekly 28.2% 11 Fortnightly 12.8% 5 Monthly 43.6% 17 Other (please specify) 9 answered question 39 skipped question 7 4. How many electronic newsletter titles do you distribute to contacts OUTSIDE the membership? (Media, suppliers etc.) None 34.8% % 25 More than % 5 answered question 46 skipped question 0 2 of 8

5 5. How do you distribute electronic newsletters? In house CRM / system 86.4% 38 Specialist external ing bureau 11.4% 5 Other 9.1% 4 Other Details / Comment 4 answered question 44 skipped question 2 6. Do you monitor effectiveness of electronic mailings through any of the following measures? Bounce rates 66.7% 22 Open rates 51.5% 17 Click through rates 66.7% 22 Other 12.1% 4 Other Details / Comment 6 answered question 33 skipped question 13 3 of 8

6 7. What sort of Open rates do you typically achieve? - average across all e-newsletters Don't know 53.7% 22 1% - 5% 0.0% 0 5% - 10% 0.0% 0 10% - 15% 9.8% 4 15% - 20% 2.4% 1 20% - 25% 7.3% 3 25% - 30% 4.9% 2 More than 30% 22.0% 9 answered question 41 skipped question 5 8. What level of Click Through rates do you typically achieve? - average across all e-newsletters (Recipients following one or more hyperlinks from the newsletter) Don't know 52.3% 23 1% - 5% 2.3% 1 5% - 10% 9.1% 4 10% - 15% 9.1% 4 15% - 20% 9.1% 4 More than 20% 18.2% 8 answered question 44 skipped question 2 4 of 8

7 9. On your top performing e-newsletter, what are the highest percentages you achieve for: Open Rates % 87.0% 20 Click-through Rates % 95.7% 22 answered question 23 skipped question Do you use any of the following social media tools to support membership communications? Facebook 27.3% 9 LinkedIn 60.6% 20 Twitter 51.5% 17 Blog(s) 30.3% 10 Other 15.2% 5 Other Details / Comment 16 answered question 33 skipped question What impact (if any) have social media tools had on your marketing strategies and membership development? 33 answered question 33 skipped question 13 5 of 8

8 12. Which marketing tool(s) do you find most effective, and why? 34 answered question 34 skipped question Can you indicate the approximate annual budget for marketing communications - either by value ( ) or as a proportion of subscription income (%)? Value 86.5% 32 age of subscription income 48.6% 18 answered question 37 skipped question What is the subscription income of your Association? Less than 200, % , , % 16 1 million - 2 million 11.1% 5 More than 2 million 15.6% 7 Unable to answer 4.4% 2 answered question 45 skipped question 1 6 of 8

9 15. How many Ordinary Members do you have? % % % % 5 More than % 6 Unable to answer 0.0% 0 answered question 46 skipped question How many (full time equivalent) staff are employed by the association? % % % % 3 More than % 5 Unable to answer 0.0% 0 answered question 45 skipped question 1 7 of 8

10 17. Please give your address so that we can ensure you receive the feedback from this survey and in case we need to clarify any of your responses. Your % 46 Your Association 100.0% 46 answered question 46 skipped question 0 8 of 8

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