For associations, effective communication is at the heart of everything, from advocacy campaigns to ongoing member engagement. But one common mistake we see is focusing too heavily on delivery and open rates, without enough attention on what really matters: action.
Our integration partner, VoterVoice, recently shared a timely reminder. Getting your emails into inboxes is only the first step. The real question is: what are your members doing once they read them?
Advocacy Success Starts with Action
Whether you’re asking members to contact legislators, participate in a campaign, or engage with your organization, success comes down to response. And improving that response requires a willingness to test, learn, and adapt.
What Should You Be Testing?
Small changes can have a meaningful impact on performance. VoterVoice recommends experimenting with:
- Subject lines to improve open rates
- Messaging approaches (emotional vs. informational) to drive action
- Email format and visuals to influence engagement and conversions
For associations, this applies not only to advocacy alerts but also to newsletters, event promotions, and renewal campaigns.
A/B Testing: A Practical Way to Improve Results
A/B testing is one of the simplest ways to make smarter decisions about your communications. By sending variations of a message to different segments of your audience, you can identify what resonates most with your members.
Over time, this leads to:
- Higher engagement rates
- More effective advocacy campaigns
- Better alignment with member preferences
Connecting Advocacy and Member Data
This is where the integration between platforms becomes critical.
By connecting VoterVoice with your AMS through solutions like AMS Geek, associations can better understand how advocacy engagement ties into overall member behavior. That visibility helps you:
- See which members are most engaged
- Tailor communications more effectively
- Strengthen long-term member relationships
The Takeaway
Advocacy campaigns, and member communications more broadly, should never be static. The most successful organizations treat every message as an opportunity to learn.
Test, measure, refine, and repeat.
