We have the luxury of membership and access to all data related to our members and even non-members in the profession we serve. Thus far, the approach to community launch has been to auto subscribe any member that falls in to that category in to the community, which results in a daily email digest. Allowing them to of course opt out if they would like. I do not own our community platform but do own all our other communication channels. I am concerned that by auto subscribing, we are overwhelming our members with emails and will begin to see less engagement in our other email communications (all important revenue and advocacy oriented messaging). I also worry about engagement within that community itself. If they enroll, they are acknowledging this is meaningful and something they want to be a part of. If we enroll them, we are ensuring that everyone has easy and immediate access to the platform. Certainly that is a different level of effort initially.
Any research or insights any of you have regarding this strategy? Is it truly the best strategy to auto enroll to ensure long term success of the platform? Is there any risk for the success of the community?
And as important, when an individual is receiving many daily digest (due to auto subscriptions) is there less engagement or impact on other email communications? We are tracking but have only recently launched the second and third community that may include the same person. All the information we’ve received thus far on this is anecdotal and from the platform folks (who obviously are biased).