The Association Email Marketing Playbook
No, email marketing isn’t dead.
But the old way of doing it is.
This is The Association Email Marketing Playbook – everything you need to create smarter campaigns, design better emails, automate key touchpoints during your member journey, and boost member engagement where it matters most.
Email is the quiet achiever of association marketing.
It doesn’t make a lot of noise, it’s not the newest trend. But here’s the truth: email still delivers the highest ROI of any marketing channel for associations. Did you know around 16%* of emails never reach your members’ inbox? That’s thousands of missed touchpoints, registrations, and renewals slipping through the cracks. Imagine the boost in revenue and engagement if you could fix that!
If any of this sounds familiar…
“You send too many emails!”. Members are tuning out or complaining.
Your emails aren’t reaching inboxes and getting lost or flagged as spam.
Your list keeps shrinking, with unsubscribes outpacing growth.
You set up “email automation” once... and never finished it.
You’re drowning in email metrics, but don’t know what really matters.
…then this playbook is for you!
About the Association
Email Marketing Playbook
Each on demand module of this course is short, sharp, and ready for action. You can binge them over the weekend or take your time and implement as you go - completely up to you.
You can buy the full bundle, select individual modules, or join the live online group to get expert advice from Olena Lima and see how other associations approach email through interactive exercises.
Email Health Check Quiz
How are your emails performing? Take the quiz and find out where the gaps are.
Email Strategy That Works
Plan email campaigns that align with your goals and deliver real member value.
FREE lesson.
Email Metrics That Matter
No more guesswork. Know what’s working, and how to fix what’s not.
Deliverability Deep-Dive
Avoid spam folders. Keep your emails landing in your members' inbox.
List Management Basics
Tag. Segment. Clean. Grow. Manage your list with confidence.
Content + Design Makeover
Simple tweaks that make your emails look better and work harder.
Automation for Associations
Set up smart email journeys for onboarding, renewals, reminders to free up your time.
Personalised email audit
We’re offering a limited number of 1:1 Email Audits, a tailored, practical review of your email platform.
Course Curriculum
How it Works
Whether you're all in or just need one specific topic, we’ve got flexible options to suit your learning style (and your budget).
Email Marketing Strategy
Free
- Get a free sneak peek into the course with our live session on Thursday, August 21 and Lesson One: Email Marketing Strategy.
Buy What You Need
$47(incl GST) / module
- Only need help with deliverability? Or just want to polish your segmentation skills? Pick and choose individual modules for $47 each, and learn what you need, when you need it.
Full Course Bundle
$165(INCL. GST)
- Get lifetime access to all 6 modules + templates and bonus materials. Perfect for those ready to level up their entire email strategy from start to finish.
MMS Annual Pass
$660(INCL. GST)
- Get unlimited access to all current and future on-demand courses from Membership Marketing School for 12 months. Ideal for professionals committed to ongoing learning.
Personalised Email Audit
Would you do your tax return without an accountant? When it's time for our annual tax report, we don’t think twice, we call our accountant. But when it comes to setting up marketing software and email platforms, we somehow think we can wing it ourselves. From incorrect authentication settings to poorly structured lists and segmentation, small setup mistakes can lead to big missed engagement opportunities!
Want hands-on help? Book a Personalised Email Audit for Associations. We’re offering a limited number of 1:1 audits, a tailored, practical review of your email platform, designed to give you immediate, measurable results.
Let’s make your emails work harder - sign up today!
Let’s make your emails work harder - sign up today!
It’s time to stop guessing, and start emailing with confidence. Get the skills, templates, and tools to transform your email marketing today.
What's included?
Each week, you'll receive a detailed list of tasks to guide you through the clean-up process. These tasks are designed to be manageable and impactful, helping you make significant progress without feeling overwhelmed.
WEEK 1: TAKE CONTROL
Your own platforms
During the first week we'll review the platforms and content you own and can control. We'll be checking all your assets, including your website, automated emails, and other software elements that are easy to miss.
week 2: social check-in
Check your social media presence
During the second week of the Challenge, we'll review your social media platforms and unveil how you can easily optimise your digital presence and improve your social media marketing.
WEEK 3: Don't hide, seek attention!
Make sure you're easy to find
Our presence is not limited by the media we own – we often send information to our partners to expand our presence. During this week, we'll check your partner links, learn about how third-party tools (e.g. Google My Business) can broaden your presence, and share tips on improving your search results.
WEEK 4: What's out of your control
The voice of your audience
Your digital presence is also defined by things totally out of your control – like reviews or comments on social media. This week we'll learn about the tools and techniques for improving how you listen and respond to what people say about your association.
But wait! There's more!
✔ Tune your marketing automation
✔ Optimise your social profiles
✔ Run a website health check
✔ Learn some social listening tools
✔ Improve your search results
✔ Optimise your social marketing
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