Professionals Australia Reaches New Levels Of Growth With Automated Email Campaigns
Boost in Member Recruitment and Retention
Using Higher Logic’s automated email campaigns, Professionals Australia experienced the highest level of member retention in five years and the strongest single year of recruitment in their organization’s history.
Increase in Membership Overall
Decline in Resignations Overall
Increase in Members Under the Age of 35
Decrease in Resignations in Members Under the Age of 35
With over 40 diverse member segments, Professionals Australia found it impossible to recruit, onboard, and engage with each segment in a personalized way. They had to send one-off emails where needed and the same content to everyone due to technology and staff limitations. To be effective today, the association knew they needed a member communication strategy that delivered a personal and valuable experience to members.
The Solution: Segmenting and Automating to Reach Diverse Member Segments
Professionals Australia used Higher Logic’s email marketing automation solution to comprehensively review their audience’s behavior and set up automated, responsive email workflows based on that data. They’ve set up automated campaigns for onboarding and engagement member journeys, enabling them to acquire more members, increase renewals, and reduce member resignations.
This targeted, personalized approach has been especially successful at engaging and recruiting more members under age 35.
The Results: Personalized Campaigns Grow the Association
Professionals Australia now uses a modern, digital approach to send personalized messages to each member segment, reaching them with the right message at the right time to drive measurable action. The association can see what works and what doesn’t and modify for better results.
“Overall, our use of Higher Logic’s Communications platform has made a major impact on both ends of our membership – minimizing losses and maximizing recruitment – delivering a level of growth we haven’t seen in several years, increasing our influence as an organization, and allowing us to deliver better results for our members.”
Director of Member Engagement (former), Professionals Australia
About Professionals Australia
Professionals Australia is a network of 25,000 Australian professionals working together for a better future. They use iMIS-ASI as their member database.
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