customer-data-decay

3 Ways to Prevent Data Decay

3 Ways to Prevent Data Decay

Customer data in the Digital Age is extremely valuable. We are seeing companies harness data to personalize and improve the customer experience more and more as marketing technologies advance. There are plenty of platforms out there that help organizations gather and store their customer data but keeping that data up-to-date is where many CRM systems fall behind. Customer data decays at a rapid rate of 30% per year. Rotten data does not give you an accurate view of your customers and can have a negative impact on your entire business. This decay is not a result of customers purposely withholding their information, in fact studies show that the majority of customers are more than willing to share their data for personalized, efficient experiences. So, how can you ensure that your data stays as fresh as possible?

1. Engage your audience frequently

Frequent communication with your members or subscribers is crucial for keeping them engaged. Recurring (but not repetitive) communications will maximize your chances of reaching your audience. When your communications are meaningful and frequent, your customers are more likely to engage on a deeper level. The more engaged they are, the less likely they are to drop off the map.

2. Personalize your communications

Customers crave personalization and 74% of marketers say targeted personalization increases customer engagement. Gather the data from your continuous and relevant communications and use it to better personalize future marketing efforts and increase open and click rates.

3. Automate with AI

Implementing processes to execute on the above can take tons of time and effort if done manually. Luckily, you can use AI to automate the frequency, personalization, and management of your messages. AI can gather your customer data in real time so that every future communication for that individual can be curated to their interests during that particular time. Integrating your AI tool with your CRM will keep your customer information as fresh as possible and prevent the negative impact of data decay.

You can begin on a path toward fresh and useful data today

Learn about how you can use our AI platform for Smart Newsletters to help keep your member data current, useful, and actionable.


association creating content for newsletter

3 Ways AI Can Improve Your Content Strategy

3 Ways AI Can Improve Your Content Strategy

1. Automation - Optimize the Creative Process

Creativity can often be hindered by tedious tasks that are a part of your everyday work life. AI can automate these processes and free up time for you to focus on producing creative, meaningful content. With our Smart Newsletter, hand curating your internal and external content, email distribution list, article placement, send time and frequency are among the many automated features. Being less bogged down with the nuts and bolts of your distribution process allows you to work in a more creative head space which will improve the quality of your work. With this increased capacity you are also able to focus on driving innovation within your organization and gaining an edge on your competition.

2. Member Insights - Know Your Readers

AI can collect and quickly analyze mass amounts of data gathered by the behaviors of each individual reader. This data can reveal important insights into what matters the most to your audience. Knowing what subjects are of the highest interest to your members will help you better decide the nature of your future content. The rasa.io platform breaks down these analytics in several different ways: topics, sources, and articles. You can use these insights to generate highly relevant content as well as ideas for other forms of marketing. A more informed strategy for your writing will also lead to increased readership and trust in your brand.

3. Personalization - Increase Engagement

Once you’ve optimized your creative process and used your data to create quality content - you need to distribute that content appropriately. AI has the ability to personalize emails on a massive scale. It can automatically match each individual’s interests with the most relevant articles and subject lines. This personalization will result in increased engagement which leads to more valuable insights and opportunities for new revenue streams.

Are you ready for a more innovative and effective content strategy?

Learn about how you can use our AI-powered Smart Newsletter to deliver your members the content they want to read.


ensync corporation rasa.io partners using ai to help associations

enSYNC and rasa.io: Leveraging AI to Personalize and Automate Newsletters

We are proud to announce our recent partnership with enSYNC Corporation!

enSYNC and rasa.io are partnered with the goal of furthering our missions to help associations use helpful and innovative technologies to propel their missions forward.

About enSYNC

enSYNC’s mission is to help their clients make distinctive, lasting, and substantial improvements in their performance and to make a measurable difference in the success of their association or nonprofit organization through increased membership, donor support, or engagement.

One of the ways in which enSYNC helps associations achieve success is by offering a variety of different software solutions. rasa.io is proud to be one of enSYNC’s preferred technological platforms.

Ready To Dip Your Toe Into AI?

In a recent blog post, enSYNC outlines the emergence of artificial intelligence in the association world and how to begin utilizing it in a way that aligns with your overall purpose. The article goes on reference the benefits of rasa.io AI technology and our ability to automate and personalize your email newsletter. This personally customized content branded by your organization yields higher engagement rates and creates a platform for increased monetization.

Join forces with rasa.io and enSYNC to propel your association’s mission forward

Check out the rasa.io product page on the enSYNC website! And get in touch with us today if you are interested in using AI to better inform your members and to automate the newsletter creation and distribution process.


rasa.io ideas for avoiding 3 common email mistakes

3 Common Email Mistakes to Avoid

Email isn’t dead, but we should still work to improve it

To quote a recent post on email engagement from ASAE’s Associations Now:The good news is that email isn’t dead. Far from it, really.” According to a recent study done by Adobe, we check our email often, very often, (perhaps too often).

Almost 40% of survey respondents reported reading every single one of their work emails. However, even though people are highly engaged with their inboxes, emails are still leaving people wanting more. Most emails aren’t satisfying.

How do you ensure that your organization avoids the common email pitfalls that frustrate readers? Here are 3 ways that you can avoid common email engagement mistakes:

1 Focusing too much on promotion and not enough on information

According to the same Adobe study mentioned above, 39% say the emails they receive from outside organizations should focus more on information and less on promotion. This is consistent with the trend that, in this day in age, consumers do not want to feel like they are being marketed to.

How do you avoid this pitfall?

Ensure that the content you send via email offers nutritious information that makes reading the email’s content worthwhile to the consumer. If you can’t create enough of your own original, information-nutritious content  - because, let’s face it, original content creation can be tough and time consuming - you can include articles and blogs from outside, trusted sources. (Still finding it tough to devote the time to compiling a rich content-dense newsletter? Let us help you out with automating the process.)

2 Not optimizing your emails for mobile

According to a study by MarketingCharts, over 50% of consumers’ emails are opened on their mobile devices. It is hard to believe that many of us continue to make the mistake of not optimizing our email templates to ensure they are mobile-friendly.

How do you avoid this pitfall?

Ensure that email templates you choose are simple and sleek, so they can be easily consumed on all of the various email platforms. Include relevant and engaging imagery. Also, ensure your images are not too abundant and are reasonably sized. Even if you have a sleek email template that, in theory, displays well for mobile viewers, if you have too many images and/or they are too large to load quickly, you run the risk of distorting the entire look and feel of your template.

3 Sending one-size-fits-all emails

One size fits all = one size fits none. According to a report by Campaign Monitor, the vast majority of us understand the importance of personalized messaging, but far fewer of us are actually executing on that knowledge. Why aren’t we more actively segmenting our audiences and personalizing, particularly when it comes to newsletters? Because it takes time to learn about how to segment effectively and to implement that knowledge into our processes.

How do you avoid this pitfall?

You can realize the power or personalization without spending considerably more time putting together your emails. The power of artificial intelligence is here right now to not only personalize your email content, but also to automate that personalization. You now have the ability to leverage sophisticated tools to deliver people the content they want to read - a compilation of your internally published pieces along with authoritative external publications - on an individual basis.

Email personalization automation

You can easily modernize your organization when it comes to your email communications. Contact rasa.io today to learn how we can help you automate your newsletter process, all while personalizing your content for each individual member.


use rasa.io to send automated personalized relevant ai emails to your members

3 Reasons Why Email Isn’t Dead

3 Reasons Why Email Isn’t Dead

Nowadays we see new electronic communication outlets popping up at a more rapid pace than ever. With all of these different outlets for marketing and customer engagement, people are quick to say that the email is dead. Here’s why they are wrong:

1 - The research is there.

Even with hundreds of new ways to get your message out, research shows that email is still highly effective when the content is relevant to the reader. According to a Hubspot study, 70% of consumers report reading all or most of their emails. So, how can you make sure your content is relevant?

At rasa.io, we are dedicated to delivering perfectly curated, personalized news to each individual receiving your emails. Infusing your organization’s promotional and educational content with industry news that is specifically customized to each reader will result in higher open and click rates and thus a better chance of your organization’s messaging getting seen. Just take a look at our case studies.

2 - It’s all about evolution.

Industries are constantly evolving as new technology becomes available. We’ve seen companies who were once industry giants become extinct because they failed to evolve their customer experiences.  

For example, retail stores are closing all over the country and constantly receiving bad press for these failures. At the same time, Direct to Consumer brands like Warby Parker and Bonobos are opening more and more brick and mortar stores. Neil Blumenthal, the co-founder of Warby Parker explains, "I don't think retail is dead. Mediocre retail experiences are dead."

The same goes for email marketing - email isn't dead, mediocre email is dead. If you are sending out the same stale emails, your members will disengage.

We use our cutting-edge artificial intelligence tool to learn each users’ interests, behaviors, and preferences so that you can evolve and maximize the quality of their member experience. Our reporting gives our partners access to these insights so that they can use them to increase member loyalty.

3 - A new, automated normal does exist.

We didn’t invent email newsbriefs, we’ve made them better. Another way we’ve done that is through automation. Not only do we personalize the content within each member email, our automation provides a way for your organization to constantly update, evolve, and improve your member communications without the disruption of manually sending out emails.

Put the ‘ai’ in your email.

Contact rasa.io today to request a quote and learn about how we can help you use AI to stay relevant and maximize your member experience.


associations using artificial intelligence to listen to their members and increase engagement

The Secret to Member Engagement: Part I

The secret to member engagement

“The art of listening is the greatest communication tool of all time,” said Arnold Donald, CEO of Carnival Corp. “If you learn to listen, the world will reveal itself to you.”

Donald’s first act as CEO was to go on a listening tour. He listened to Carnival guests, people who said they’d never go on a cruise, industry analysts, journalists who had written negative stories about the cruise industry, and a wide range of employees including janitors, administrative assistants, and cabin stewards.

He listened and learned how to exceed the expectations of Carnival’s guests. As a result, during his tenure as CEO, Carnival’s profits skyrocketed and its stock price doubled. Imagine what your association could learn and achieve if you started listening to members in a brand new way.

The importance of listening to members

The secret? Listening.

If you want your association to become indispensable to members, you need to understand what’s going on in their world.

  •       What do members need to know?
  •       What do they need to learn?
  •       What problems do they need to solve?
  •       What are they interested in?
  •       What worries them?
  •       What do they hope to achieve?

Assumptions based on conventional wisdom no longer work. In a time of rapid change like we’re experiencing today, conventional wisdom is dated information. Your members (and prospects) have moved on. They have new skills to learn, new threats to their businesses, and new career paths to pursue. You’ve got to find a way to keep up.

You also can’t make assumptions based only on the perspectives of your board and committee members, or your staff. Your volunteer leaders can only speak authentically for people like themselves, but not everyone else in your membership and audience—unless you’ve intentionally recruited a diverse selection of volunteer leaders. If you’re not listening to a wide range of perspectives, then you may not be staying in tune with the existing and emerging needs and interests of your members and prospects.

When an intentional effort to listen to members becomes part of your association’s culture and practices, members take note. They know you’re in tune and see that you’re focused on them.

People in relationships listen to each other. Demonstrate your commitment to your relationship with members by adopting one or more of these listening methods.

7 tactics for listening to members

This blog is part of a 3-blog series where we explore The Secret to Member Engagement and the importance of carefully listening to members so that you can act on their preferences, wants and needs, in real time. Tune in next week when we explore 7 effective tactics for listening to members.

Start listening to your members right now

If you are ready to begin amplifying engagement by listening carefully to your members and tuning your messaging in order to meet their needs, then request a quote to learn how rasa.io can help you today.


personalizing member communications for your members using artificial intelligence

9 Ideas for Making it Member Personal: Dale Carnegie’s Advice for Associations Part I

What can Dale Carnegie teach us about member personalization?

In 1936, Dale Carnegie published one of the best-selling books of all time, How to Win Friends & Influence People. More than 30 million copies have sold and more than 8 million people have graduated from Dale Carnegie training, including Warren Buffet who said:

“In my office, you will not see the degree I have from the University of Nebraska, or the master’s degree I have from Columbia University, but you’ll see the certificate I got from the Dale Carnegie course.”

Everyone wants to win friends and influence people, including associations. You want to capture the attention, interest, and loyalty of volunteers, members, customers, prospects, journalists, policy-makers, and maybe even consumers.

Carnegie gave advice for face-to-face communication, but his principles still apply to email and other digital channels. His insight into human nature remains relevant today. He taught the value of listening, observing behavior, and appealing to individual needs and desires. If he were on the association speaking circuit, Carnegie would tell you to personalize membership. Let’s take a look at some of his other advice from How to Win Friends & Influence People.

1 - “Of course you are interested in what you want… But no one else is. The rest of us are just like you: we are interested in what we want.”

Associations want to be member-centric, but their perspective is often inside-out rather than outside-in. The membership value proposition is usually based on what the association says is valuable, not what members believe is valuable. Adopt an outside-in approach and find out what members really value.

Be a partner in their success. Involve members (and even non-members) in the early discussions about new products and services. Don’t assume you know what they need, instead be guided by their conversations and, most importantly, by their behavior. Behavioral data, like email clicks, teach you more about a member’s interests than an annual survey.

2 - “Talk about what they want and show them how to get it.”

Associations have a lot to say about events, education, and products. The default is to publish more promotional messages than informational ones, but it should be the opposite—that’s what members want.

Review your communication with people at the start of their membership journey. When you market membership to prospects, are you selling or educating? Build a closer relationship with prospects by teaching them what they need to know. Then, show them how your association can help them get what they want.

Connect whatever you’re promoting to a member goal. How will this event impact their career? Whom will they meet? What will they learn? Why is that important?

3 - “You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.”

Associations want to get members engaged on the association’s terms. They encourage members to join a committee, participate in this, or do that. Remember, it’s not about what you want, it’s about what the member wants. Engagement has to be on their terms.

A member’s idea of engagement may not look like traditional engagement. They may not be interested in committee service or three-day events. They may prefer a more passive mode of engagement. They may want a selection of curated, personalized content delivered to their inbox, instead of spending time searching the web to find it themselves.

4 - “To be interesting, be interested.”

Demonstrate your interest in members by listening to them regularly. Give them a chance to talk about themselves. During most membership orientations, the presentation is all about the association. Flip it by asking questions instead.

Ask members about their challenges and aspirations. What do they need or want to learn? What sort of people do they want to meet? What problems do they need to solve? What goals do they have for the next few years? Ask these questions every year because people, jobs, and careers change.

What are my next steps toward member personalization?

Show your community that you are ready to personalize the member experience. You can use rasa.io to send personalized news to your members, infused with your own blogs, news, and educational content. Then you can learn from member click and interaction data to inform your own content and educational event plans. Schedule a newsbrief demo today or register for our upcoming product demo webinar.

Tune in next week for the second set of recommendations from Dale Carnegie on how your association can make it personal.