The New Jersey Society of Certified Public Accountants (NJSCPA) is a state-based, individual member association with approximately 15,000 members, 13,000 of which are licensed CPAs and the remainder being accounting students in college and recent graduates who are in the process of taking the CPA exam. To keep its members engaged and informed, NJSCPA sent regular email updates—about 10 per month to each member.
“We realized we were sending 1.8 million emails to our member per year,” says Rachael Bell, Digital Communications Manager for NJSCPA, “which basically means every other business day, we were bombarding our members with a marketing message, and that was just way too much for us. Plus, we also realized that with six individual email newsletters and dozens of stand-alone emails, we were most certainly sending people things that they were not interested in. We knew we could do better.”
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