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Learn the latest trends in association newsletters and how ASAE and NJSCPA are taking advantage of marketing automation via transactional messaging platforms.
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Newsletter of the FutureWednesday, July 9th12:00pm – 12:45pm EDT#asaewebinar
This complimentary webinar is brought to you by HighRoad Solutions and ASAE-Endorsed Business Solutions.
Presented by:
Suzanne CarawanMarketing, HighRoad Solution
Your Presenter:
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Suzanne has been an ASAE member for many moons. Always working in high-tech marketing, Suzanne strives to “humanize” tech through focusing on user adoption and demand creation. A product and brand marketer by thought, word & deed, Suzanne has worked on many well-known brands within the association community including Advanced Solution International, Higher Logic, Intuitive Business Concepts, Reed Exhibitions, etouches and (C) Systems Global. She is a frequent industry speaker on the topics of brand, lead generation & digital marketing. She has spearheaded too many integrated marketing campaigns to count & loves HighRoad because they make email marketing & webinars easy.
Suzanne CarawanMarketing
• Captain Caveman Approach• Intro to Automation• Leveraging Your People Data• Designing & Delivering for the User
Today’s Content
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Email Approach Circa 20th & 21st Century:
ISN’T IT TIME TO STOP FORMATTING ?????
Current Challenges
• Too many emails• Too much pressure to sell• Same look & feel• Too much time:
– Cutting & pasting– Formatting– Scheduling & discussing
What We’re Not Doing
• Testing• Being Creative• Triggered Campaigns• Being Strategic• Using What We’ve Got• Reallocating Time for All of the Above!
New Method for 2014:
• CIA Method:– Consolidate– Integrate– Automate
(Tracking is inherent in the name!)
Time Out for TheoryStop Pushing Buttons. Push the Right Buttons.
Tripod Principles of Modern Marketing
• Multi-channel• Multi-touchpoint• User-centric
Requires:• Time• Creativity• Subject-Matter Expertise
• Download: http://pages.highroadsolution.com/an
Integration & Automation
-Private social-Public social media channels (Pinterest, Fb, Twitter…)-Publication sites-Other databases-PR databases-Blogs
Needed Elements
Element #1: Preference Centers
• Language Preferences• Sending Time Preferences• Time Zone Preferences• Zip Code Location• Screen/Device-Independence
Element #1: Preference Centers
• Moving into using individual-level specific data for targeting & automated delivery
• Using multiple source systems for content
• Using established tagging systems across content
• User-dictated preference levels & selections
• No staff involvement in production, distribution or delivery
Element #1: Preference Centers Utilizing Taxonomies (Tagging)
Element #2: Responsive Design
Element #3: Hyper-Personalization
Element #4: Educational Sales
Element #5: Integrated Systems (CMS)
Element #6: Transactional Platform
Element #6: Transactional Platform
• Different network send structure• Email newsletters dynamically compiled
for each individual at time of send based on preferences, smarty tags, etc.
• Can’t preview as a test• Fully automated and scheduled based on
user’s input
Newsletter of Today
Member 1
Member 1
Member 2
Member 2
Responsive
Responsive
Email Analytics
New Jersey Society of CPAs
The Problem
• 15,000 individual members• 1,800,000 emails per year• 6 e-newsletters; dozens of stand-alone
emails• Emails were not responsive• No brand continuity• TOO MANY EMAILS!
The Solution
• Rebrand• Consolidate several e-newsletters• Deliver customized content in a single
e-newsletter based on each member’s demographics and interests
On the Chopping Block
• E-NEWS – bi-weekly e-newsletter for all members
• E-YoungCPA – monthly e-newsletter for members and subscribers age 35 and under
• Tomorrow’s CPA – monthly e-newsletter for student members and nonmember accounting students
The Process
• Design• Taxonomy• Content repository
– Sitefinity, Aptify
• Data sharing• Naming the publication
The Result
• Launched May 8• Sent to 15,200 people
– 23% open rate. No complaints!
• Flexible platform• Tons of time savings!• More revenue because of targeting• Dual purpose
– Recruitment tool
NJSCPA Pulse
• Move towards automation• Leverage AMS and CMS data• Use transactional messaging• Save time & get your life back!
Summary
Questions?
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Suzanne CarawanMarketing
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Thank you!Other questions for Jenny?
Contact ASAE Business Services, Inc.
Email: [email protected] 202.626.2880
Tweet us at #asaewebinar