1. Get your email into inboxes successfully. To ensure your marketing emails arrive in the inboxes of your organization’s members or potential event attendees, you need to understand the reason why the subscriber or potential subscriber signed up for your organization’s email in the first place. Then, give them what they want and expect. You need to deliver relevant content that engages them. The Bluehornet study found the majority of email subscribers have two or more email addresses. The goal is to obtain the primary email addresses of recipients so your messages land in the ones they check the most. Watch your response rates and focus on engaged subscribers instead of continuing to send to non-openers. Have a call to action in the email that includes a value and directs the subscriber to a landing page.