Ask and Deliver
You've read all about one-to-one and permission-based marketing, but are you practicing it? Do you have a place in your database that allows you to track how your members, customers, and constituents prefer to be communicated with?
I belong to several associations and the majority of them communicate with me via email, snail-mail, and fax. Not one of them has asked me what my preferred method of communication is (it's email, by the way). If they were to ask me this question, mark it in their database, and then always communicate with me that way, they would save a lot of time and money on printing and mailing. And my response to their offerings would probably improve.
So, are you asking your members for their preferred method of communication? If you are, make sure everyone on staff knows you're tracking this and make sure they communicate with that method. And if you're not, set up a place in your database to track this information, and use it. The future of communication is one-to-one, and the future is now.
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