<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=520757221678604&amp;ev=PageView&amp;noscript=1">
Suzanne Carawan

By: Suzanne Carawan on September 12th, 2014

Print/Save as PDF

The Style of Technology

Email Marketing

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

Ah, the 90s....90210, grunge and dynamic content websites came of age. Email became an awesome way to communicate to well, everyone, easily and economically. By the end of the decade, we had even weaned ourselves from printing out emails to save and started to trust servers. While we were still naive about the cloud, we were headed towards it by the mass adoption and love of our Crackberrys. What a time! What massive advances we made as a workforce, as an organization, as a professional!

90s

But here's the thing, 1990 was TWENTY-FOUR YEARS AGO. The year 2000 was TWELVE YEARS AGO. What many associations don't realize is that there is a style to technology--it's been around long enough that it has its own thang and if you're still using the same old stuff in the same old ways then we can either call it vintage tech or we can call it outdated.

Maybe you think it doesn't matter or that you can get away with it. Let's rip the Band-Aid on that idea and get to why it is critical that you understand the style of technology and what it says about your organization's brand and by extension, your members.

According to Deloitte, by the year 2025,  75% percent of the global workforce will be millennials. Moreover, 78% of millennials will decided if they want to work at your organization based on your level of innovation. The report cites that millennials will assess your organization on the following criteria to decide if you're worth their time (note: NOT the other way around):

  • management attitude
  • operational structures and procedures
  • employee skills
  • attitudes
  • lack of diversity
  • flexibility in work hours, location & projects
  • meaningful, "value based" work

Ok, so let's put this framework to the test and look at a job description I just randomly found by typing in "association marketing coordinator jobs" into The Google. I've protected the organization, but here's the gist of the job description: 

If you’re ready to put your attention to detail, love for analytics and keen eye for effective messaging and design to good use in a fast-paced and fun working environment, XXX is looking for you.  The Marketing Coordinator will play an integral role in the coordination, development and execution of XXX’s email marketing program, will also be responsible for direct mail list strategy, and will provide data, research and administrative support to the marketing division.

The ideal candidate:

  • Is a self-starter and likes to improve things, always leaving processes, people, and places better than he or she found them.
  • Is enthusiastic and positive, always seeing the best in colleagues and members, and strives to help both in any way possible.
  • Eager to try and not afraid to fail.
  • Understands that trade associations are businesses that need to make money; understands the need to grow revenues; and is driven to accomplishing that goal.
  • Works hard and plays hard, and isn’t afraid of getting their hands dirty.

Must Have:

  • BA and minimum 1 year of related experience in a marketing/communications department.
  • Proficient in MS Office (Word, Excel, PowerPoint); HTML; database query logic, with the ability to learn and adapt to new technologies
  • A solid understanding of email marketing best practices and good eye for design.
  • Exceptional editing, proofreading, critical thinking and research skills.
  • Goal-, detail-, and results-oriented; extremely organized; and motivated.
  • Entrepreneurial, outside-the-box thinker—thrives on finding a better way!
  • Exceptional interpersonal and teamwork skills.
  • Strong organizational skills and ability to handle multiple projects simultaneously.

Ok, so let me get in the head of a 23-24 year old and get this straight--I have 1-2 years experience and have a 4 year degree which on average cost me $24K a year or roughly $100K. I just was exposed to the wonders of higher ed and am idealistic and want to Do Something while Doing Good. What could I do?

Oh! Email Marketing! That sounds like just the thing! You know what's better? I can work at this job that says I can be creative, but I've already been tagged to do one specific thing in marketing and am expected to know best practices in email marketing and direct mail list strategy.

My take home message: this job sounds like it sucks because who wants to learn the techniques and processes for how old people communicate? Why are they so caught up in email? Couldn't they just use social or blog about it (because blogs already contain email?)????

The bottom line is that the type of email marketing technology that this job description is talking about is old. It is outdated. It is way out of style. Ten years ago that might have been hot (well, not really, email has never been considered a "hot" technology), but in 2014? Not so much.

And here's the greater meaning...millennials aren't using email the same way that Brandon Walsh did while not at work at The Peach Pit. In fact, if you're getting all these 90210 references, you probably aren't using email the same way you did while watching Brandon on primetime. If you don't have any idea of these references, that probably finds you in a high level position in your association and the idea that you need to clean out tech and update your tech wardrobe just like your suit jackets might be new.

Technology, especially email technology, isn't new anymore. In fact, it's like jeans...it's an old staple that you can still love, but you gotta update the style. Your millennials who you're trying to force into learning outdated technology and communication strategies will thank you and your members will thank you.

And please, if you need help in updating your tech wardrobe, don't hesitate to call. I can be the new (albeit short version) Stacy London and help your organization get the right tech to attract the right people.

*Image credits