The sum of all these elements is a targeted, personal approach to member communication. E-mail as a communication and marketing tool has no rival. It is a quicker, cheaper, more-interactive, and personal method of communication with members. Again, there is no reason associations cannot provide the same value, combining these new technologies and ideas with the authority and relationships they have already established. Now is the time to adopt electronic communication as a strategic weapon, take control of communications online, learn from each interaction, and use the data to effectively meet member needs.
Competition demands it.
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