Many associations opt for a third-party marketing automation platform, even though their Association Management System (AMS) may offer some marketing automation features. This best-of-breed approach provides a broader range of marketing tools essential to an association’s success. However, for maximum impact, it’s crucial to tightly integrate the AMS with the marketing automation platform.  

Enhanced Member Insights and Personalization  

The integration between an AMS and a MAP provides associations with a unified view of their members. When member data—such as demographics, event participation, engagement history, and interests—flows seamlessly from the AMS into the MAP, associations can better understand their members’ preferences and behaviours. This data informs targeted, personalized marketing campaigns that speak directly to each member’s interests, thus increasing relevance and engagement.  

Automated and Targeted Member Engagement 

One of the most compelling benefits of this integration is the ability to automate repetitive tasks and trigger communications based on specific actions or life cycle stages. Using predefined workflows within the MAP, associations can automate onboarding emails for new members, reminders for event registrations, renewal notifications, and more.  

Data-Driven Decision Making 

With integrated data from both AMS and MAP, associations gain a wealth of insights that can inform strategic decisions. Marketing teams can analyze campaign performance to identify what resonates with members and adjust strategies accordingly. Additionally, the AMS can track member activity and engagement trends, enabling associations to refine member segments and optimize their offerings. 

Improved Member Retention and Loyalty 

Member retention is a critical goal for associations, and the integration of AMS with MAP can significantly enhance retention efforts. Through automated renewal reminders, personalized member benefits communications, and regular check-ins, associations can foster a sense of belonging and loyalty.  

Implementing AMS and MAP Integration: Key Considerations 

To maximize the benefits of AMS and MAP integration, associations should keep a few best practices in mind: 

1. Understanding the platform’s API capabilities: Ensure that both the AMS and MAP are compatible and capable of seamless integration. Look for platforms with robust APIs and flexibility for customization.
2. Defining the requirements: Clearly defining integration requirements is crucial to the success of a project. Pre-built, out-of-the-box integrations from vendors may not always align with the unique needs of your organization.
3. 3. Define Goals and Metrics: Clarify the goals you hope to achieve with the integration, such as increased member engagement, improved event attendance, or higher retention rates. Establish clear metrics to measure success.
4. Understanding iPaaS: Integration Platform as a Service (iPaaS) solutions have become essential in today’s software integration landscape. These platforms greatly reduce the time and cost involved in developing integrations, enabling faster time to market and more efficient deployments.

By harnessing the power of integrated data, automated workflows, and personalized communication, associations can foster stronger member relationships, streamline operations, and remain competitive in an evolving digital landscape. In essence, this integration empowers associations to deliver the right message to the right member at the right time—ultimately building a thriving, loyal community that supports their mission.