Managing Electronic Communications
As I attend various association industry meetings, one question that comes up frequently is how to better manage electronic communication with members. Specifically, people want to know how to communicate with members and customers via e-mail without angering them, or "over-communicating." As it happens, there are a couple of relatively easy things you can do to address this issue and win points with your members.
Establish a company-wide communication policy -- This is the first and most important step. What will your business rules be about how you communicate with members and customers? Will you allow anyone to send anything at any time? Do communications have to be approved by a "gatekeeper" before sending them? Are all communications going to be lumped into one weekly or monthly communique?
Track the preferred method of communication - - In your database, you should have a field that allows you to track how each individual prefers to be communicated with. For example, anyone who knows me knows that I prefer to communicate via e-mail. And I hate getting faxes. So if I'm a member of your association, I should never receive a fax notice from you.
Track preferred topics of communication -- This will go a long way toward avoiding "over-communicating." If you know what my interests are as a member, you will be less likely to send me information I don't want. Everything you send me will be based on the interests that I expressed to you.
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