Sep 03, 2013

Confessions of an E-mail Marketer

By Lori Braden, Vice President, Strategic Marketing

evilI admit it. I’m the Despicable Me of PICPA’s e-mail marketing strategy. But before you start typing an angry e-mail, I want to share the method to my madness.

I have a lot of exciting things to say!

We’re a 20,000+ member association. When the PICPA introduces a member benefit, invites you to a chapter event, shares important accounting news, or promotes a CPE program, we send an e-mail. As a dues paying member, it’s your right to know what’s going and how you can get involved. But I don’t send every e-mail to every PICPA member.

I’m selective.

With so many events and updates, I consider which members would be most interested and select e-mail recipients based on many criteria:

  • Membership status (member, non-member) 
  • Membership type (student, accounting affiliate, active member, etc.)
  • Geography (city, chapter, county)
  • Position
  • Areas of interest (fraud, insurance, IFRS, retirement and investment planning, etc.)
  • Credentials (ABV, CFA, CFM, etc.)
  • Events you’ve attended
You provide these details to PICPA when you submit or update your member profile, and this helps us find the things you may be interested in.

omg1 I want to tell you what you want to hear.

Maybe you don’t open PICPA e-mails anymore. Or maybe you’ve gone as far as opening a special junk PICPA e-mail account. Gasp!

Well, it’s time you start sharing some of the responsibility in this e-mail relationship we have going.

You can do this by customizing your communications preferences at www.picpa.org.



Log in to your account, look at the previews of our messages, and select the ones you’d like to receive. You can also opt to receive your Pennsylvania CPA Journal via our mobile app or online viewing.

smileWe don’t want you to delete us when you see our name appear in your inbox. So take a minute to tell us what you want, and we’ll deliver it right to your inbox.

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Statements of fact and opinion are the authors’ responsibility alone and do not imply an opinion on the part of PICPA officers or members. The information contained in herein does not constitute accounting, legal, or professional advice. For professional advice, please engage or consult a qualified professional.