Would you promote a Microsoft database event to someone who wasn’t interested? Or a Women in Technology event to businessmen? If so, even your better- targeted communications may fall on deaf ears.
That’s the challenge faced by (TAG) when distributing its weekly e-mail newsletter, TAG eWeekly, and newsletters from its affiliated organizations. TAG is the umbrella organization formed by 20 associations, clubs and special interest groups, each with its own members, including some who belong to multiple groups.
“The main objective of our newsletter is to communicate effectively to our membership,” says Candace Clark, executive administrator of TAG. But that’s a tall order considering that TAG has a diverse membership of over 2,500 members and that its electronic communications go to 6,000 recipients.
Members who sign up for TAG’s newsletter can opt in to receive information from 25 areas and groups, including Business & Technology Alliance, Human Resource Directors SIG, Finance and Tax SIG, Healthcare Society Interest, Outsourcing and Offshore Development SIG, and Southeastern Software Association.
“Whenever you sign up on our Web site we have two databases, one called 123 Signup, our membership management platform, and our ExactTarget subscriber database,” says Clark.
The purpose of the latter is to enable TAG to
Network
