Digital newsletters and engagement emails were a key tactic I used to consistently deliver high-quality content and to keep IRA members engaged with the organization. Below are examples of digital newsletters and engagement emails that were part of my customer and member engagement strategies for IRA.
IRA Inspire
IRA Inspire was developedto provide added value to IRA’s Basic membership when the Recession cutbacks in school districts led to most educators losing professional development funds for memberships and professional development materials. This e-newsletter provided free, “take to the classroom” strategies and resources that improved their classroom practice. Each month, all IRA members received Inspire free with their basic or online membership. Each issue provided a classroom-ready tip and links to related resources for each of IRA’s key membership groups.
Below are sample issues of Inspire. Click the images to read the issues online.
When new members joined, they received this issuewith a welcome from the association.
This issue was a typical issue received by a current member
IRA Gateway
IRA Gateway was the very first digital marketing initiative I created for IRA. IRA had never done digital marketing before this, even their membership renewal cycle was completely print-based. They had no email marketing system in place, so I just created a simple, hand-crafted HTML newsletter to promote IRA’s professional development books. Each issue offered a classroom-ready tip from each of the featured books published by IRA that month. It also offered downloadable resources from the books and a link to buy. The newsletter drove significant increases (up to 1500%) in sales of the featured books and opened the door for future digital marketing activities I initiated.
To ensure that our new members were able to make the most of their first year with IRA, I developed a series of engagement emails introducing them to the benefits and opportunities that were available to them as new members.
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