You may remember from my prior blogs that David Gammel CAE’s Maximum Engagement highlights the importance of creating “steps” along the “engagement acceleration curve.”
Today, I had a first-hand experience of what David means.
I received this email:
To be honest, I don’t recall downloading the Forrester whitepaper. And, I don’t remember where I saved it.
And, since I have a draft of a blog about how associations can use video, this reminder was a great way for me to re-engage with Forrester and its whitepaper.
But, you can “mess up” your engagement if you send an impersonal message such as this one that I received from a conference sponsor:
Don’t you love the “Dear FirstName” opening of the email! ... now there’s a way to get your prospect’s interest!
What is your association doing to create engagement steps in your prospect to member/donor process?