Lunch & Learn: Member Holiday Inbox Basics

Thursday, November 19, 201312:00pm – 12:30pm ET#asaewebinar

This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.

Presented by:Adam HigginsTechnical Project Manager, HighRoad Solution

6-part Lunch Learning Series

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Session 1: Mobile Email 101Jan. 17

Session 2: Email Deliverability BasicsMar. 21

Session 3: Go Social!May 17

Session 4: Member Preference Center 101July 18

Session 5: The Value of IntegrationSept. 19

Session 6: Member Holiday Inbox BasicsNov. 21

Your Presenters

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For over a decade, Adam has functioned as a marketing and business analyst for non-profits and associations. In 2013, Adam joined HighRoad Solution as the technical project manager to manage eMarketing and digital communication implementations.

Throughout Adam’s career, he has bridged the gap between the business units and information technology department.

Adam is a graduate from California State University, Dominguez Hills. He’s a Los Angeles native that now resides in Atlanta, GA with his wife and son. Adam is one of the few men that enjoys wearing a suit and tie to work.

Adam HigginsTechnical Project Manager

Today’s Content

•Why Deliverability Now?

•Technical Configuration

•Engagement

•Marketing Rundown

•User Centric Messaging

•Tips and Takeaways

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Why ISPs change delivery algorithms pre-

holiday and how it affects your organization's

emails.

Why Deliverability?

•Holiday Season – Biggest Retail Period

•Retailers Send Massive Amounts of Emails

•ISPs Inbox Algorithms

•Higher Bounce Rates during this Season

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What you must do beforehand to stay

inboxed.

Technical Configurations

• Domain Keys (DKIM)

• Dedicated IP or Shared IP

• SPF Record and Sender ID

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Engagement

Engagement

• Constituents who opened your email in the last 90days

• Big Picture: Posterity of your Membership

• Granular Level: Increases Your Sender Score

• Achieve Higher Engagement via Strategic Marketing

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How do you define marketing?

Marketing Defined

Creating a specific message

for a specific audience

to elicit a specific response.

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Messaging

• User Centric Message

• Create a conversation with you Constituents

• Consistent, Timely and Valuable

• Technical Basics• Responsive Design

• UX Standards – Header, Banner, Body, Footer

• Call to Action Buttons

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Audience

• Target Marketing

• Bundle Groups• Job Titles, Job Functions, Ages, etc…

• Match the Audience to the Message

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Response

• Analyze delivery metrics • Bounces

• Opens

• Click through Rate

• Opt Out Rate per Message

• AMS Engagement Score

• A/B Testing

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IKEA Effect

“In a series of experiments, they have demonstrated that people attach greater value to things they built than if the very same product was built by someone else.”Source: http://www.npr.org/2013/02/06/171177695/why-you-love-that-ikea-table-even-if-its-crooked

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Case Study

End of Year Fundraising Campaign

• Sent to all members and prospect in the database

• What’s wrong with this scenario?

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Case Study

Mistakes• One Size Fits All Email

• No Personalization or Customization of Content

• Sending Messages to a Unengaged Audience

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Case Study

Corrections• Customized the content

for specific audiences

• Suppress Non-Engaged Members

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Recap

• Technical Configurations (DKIM, IP, Sender ID)• User Centric Messages

• Create Conversation• Follow Technical and UX Standards• Create Highly Customized and Targeted Messages

• Send only to Engaged• Analyze Message Data

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Questions?

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Adam HigginsTechnical Project Manager

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Thank you for participating in the ‘Member Holiday Inbox Basics’ Webinar. If you have any questions be sure to contact one of the

presenters at their contact information provided on the following slide. Also be sure to look for an email featuring a recording of

today’s webinar and a copy of the presentation.

Contact Information

@highroad_adam

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Adam Higgins, Technical Project ManagerHighRoad Solution