Welcome to Your Email Data Toolkit
Every interaction with a member generates data. You can capture this data and study it to assess engagement levels, both on an individual basis and for the association as a whole. In this toolkit, we will cover the basics of email data, best practices for managing and structuring your data, and member segmentation techniques to support your email program.
Learn the basics of email data including various association systems and data types.
Explore best practices for managing data & lists to support your email program.
Learn how to segment your members based on specific data attributes.
Leverage the depth of data you have around your members by integrating your systems. This will allow you to access information to personalize and engage your recipients.
Data degrades at an estimated rate of 22% per year. Conduct a regular cadence of data audits to clear bad addresses and ensure your data is up to date.
Not only is sending without permission illegal, most purchased email lists are poor quality, contain spam traps, and can damage your sender reputation.
Unengaged emails are valid email addresses that no longer open or click on your email sends. Develop reactivation campaigns to re-engage them or purge from your list.
Ensure the content you are sending is valuable and high quality. Low quality, spam-triggering content drives down your deliverability rates and sender reputation.
Plan out the data fields you need to personalize and segment your email sends. You will use these fields to build your lists and pull reporting by record & segment type.
Continuously collect and develop your member profiles through surveys and campaigns designed to solicit feedback around interests and preferences.
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