Why Your Association's Email Problem Might Not Be a Software Problem

When email open rates drop, the finger-pointing begins. "The AMS isn't working." "We need a new platform." "Members just don't engage anymore."

But what if the problem isn't your software at all?

The Expensive Instinct

Association executives face relentless pressure to improve member engagement. When metrics decline—especially email—the natural instinct is to blame the technology. After all, that's what's sending the emails.

This instinct is expensive.

It leads associations down a painful path: evaluating new platforms, sitting through demos, negotiating contracts, migrating data, retraining staff. Hundreds of hours. Tens of thousands of dollars. Months of disruption.

And sometimes, after all that change pain, the problem persists. Because the technology was never the issue.

The Question Nobody Asks

Before investing in a solution, someone needs to ask: Is this actually a tool problem?

That sounds obvious, right? Not exactly, in fact it rarely happens.

Instead, the conversation jumps from "email isn't working" to "let's see what else is out there." The assumption baked into that leap? The software must be broken.

But performance problems have multiple potential sources. Is the platform truly incapable—or is it misconfigured? Are workflows designed correctly—or have workarounds become the norm? Does staff have the training and bandwidth to execute—or are they fighting fires daily?

The answer determines everything. Get it wrong, and you're spending six figures to relocate the same problem to a shinier platform.

A Real Example: The Email That Never Arrived

Here's a scenario that plays out more often than associations realize.

An organization notices declining email engagement. Open rates have dropped. Click-throughs are down. The membership team assumes the AMS email tools are underperforming. Leadership starts discussing platform alternatives.

But a deeper look reveals something unexpected. The emails are being sent correctly. The content is solid. The timing is appropriate.

The problem? Email authentication records—SPF, DKIM, and DMARC—were never configured in the domain's DNS settings. Or, they were set up wrong.

For the non-technical reader: these are invisible settings that tell Gmail, Outlook, and other providers, "Yes, this email really came from who it claims to come from." Without them, your emails look suspicious. They land in spam folders. Members never see them.

This has nothing to do with the AMS. It's a configuration issue at the domain level—something that likely happened (or didn't happen) years ago when email hosting was set up.

No new software purchase would fix it. A thirty-minute DNS update did.

Like the Email Problem: The Cost of Misdiagnosis

When you treat a configuration issue like a software problem, you pay twice.

First, you pay for the unnecessary transition: new licensing, implementation fees, data migration, integrations, and training. Staff time is diverted from member service. Learning curves that slow productivity for months. Historical data that doesn't transfer cleanly. Customizations that need rebuilding.

Then, you pay again when the metrics don't improve—because you solved the wrong problem.

What could your association accomplish with six months and $50,000 that didn't go toward an unnecessary software replacement?

That's the real cost. Not just the invoice. The opportunity cost of misdiagnosis.

Why Vendors Can't Help You Here

Here's the uncomfortable truth: if you ask an AMS vendor why your email engagement is suffering, their answer will involve their product.

"Your current system lacks modern engagement tools." "Our platform has better deliverability." "It's time for an upgrade."

They're not being dishonest—they're being vendors. Their job is to sell software. Every problem looks like a nail when you're holding a hammer.

This is why agnostic assessment matters. When the consultant has no product to sell, they can examine all possibilities without bias. Maybe you do need new technology. Maybe you need better training. Maybe you need a workflow overhaul. Maybe you need a ten-minute configuration fix.

Everything stays on the table until the evidence points to an answer.

What Associations Should Do Instead

Before assuming your tools are broken, get an accurate diagnosis.

• Start with symptoms, not solutions. Define specifically what isn't working. "Email engagement is down" is a starting point, not a diagnosis. Which emails? To which segments? Since when? What changed?

• Question the assumption. Is the platform incapable, or is something else broken? Configuration issues, workflow gaps, and training deficits all masquerade as software problems.

• Bring in objective expertise. Internal teams are too close to the daily work. Vendors have inherent bias. Independent assessment provides perspective that neither can offer.

• Validate before investing. If assessment points to new technology, you'll move forward with confidence. If it points elsewhere, you'll have saved significant resources—and actually solved the problem.

The Difference Between Guessing and Knowing

Some associations guess. They see a symptom, assume a cause, and start shopping.

Others know. They diagnose before they prescribe. They validate before they invest. They solve root causes, not just symptoms.

The difference shows up in budgets, timelines, staff morale, and member experience.

Your members deserve to receive the emails you're sending. Your staff deserves tools that actually work. Your board deserves confidence that investments address real problems.

The question isn't whether to improve. It's whether you're improving the right thing. If you need help, we can help.

Take the Next Step

Not sure whether your challenges are tool problems or something else? Start with a clear-eyed assessment.

Technology Health Scorecard — A diagnostic assessment that evaluates your current technology environment and identifies where the real gaps exist.

Partnership Prenup Assessment — Before committing to a new vendor relationship, understand what you're getting into and what questions to ask.

AMS Selection Toolkit — If new technology is the answer, these resources help you navigate selection without the guesswork.

And, if you need help. Please check out our Software Assessment page here.

Questions? Let's talk — no pitch, just perspective.