Email and member newsletters people actually open.

Email is the only channel you own. Every follower you have on a social platform is rented from a company that can change the rules on a Tuesday. Your list cannot be taken away, which is why it deserves more care than it usually gets.

For associations, the newsletter is often the single most important member touchpoint of the month, and it is usually the thing nobody has time to do well. For operators, email is where a browsing visitor turns into a booking three weeks later.

Where I start

Usually with the boring half. List hygiene, sender authentication so your mail lands in the inbox rather than the promotions tab, and a segment structure that reflects how your audience actually differs. Then the automations that should have been running for years, welcome sequences, enquiry follow ups, renewal reminders, post trip nudges.

Then the writing

Short, useful, and specific. No forty word preamble before the point. Subject lines that describe rather than tease. Open rates follow honesty more reliably than they follow cleverness.