Download - 2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
Modern eMessaging for
Associations
Date: Wednesday, June 18th
Time: 3-4:15 pm
Hashtag: #MMCConLM7
Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and important.
7. We invite and welcome your feedback and opinion.
Major TrendsAMS Website Email/Newsletters Social Media Mobile
Add fields for
member-input
for preferences
Responsive Responsive Integrated with
other platforms
Integrated with
other platforms
Add fields to
store additional
member
preferences of
communication
channels (CASL)
Creation of
Communication
Preference Center
Pages
Use of Transactional
Delivery Networks
Social loop
functionality to
track shares, likes
and forwards
Use of email
campaigns to drive
mobile adoption &
alert user as to
content available
on mobile
Store social
media profile
information
Creation of
Landing Pages for
Inbound Lead
Capture
(integrated forms)
Automated, dynamic
newsletters based on
AMS & CMS
Centralization of
publishing,
monitoring &
measuring social
SMS messaging
Collection of
mobile numbers
for SMS
Tagged Content
and RSS feeds
Increased use of call-
to-action buttons that
resolve to landing
pages
Use in lieu of
websites
Major TrendsAMS Website Email/Newsletters Social Media Mobile
Add fields for
member-input
for preferences
Responsive Responsive Integrated with
other platforms
Integrated with
other platforms
Add fields to
store additional
member
preferences of
communication
channels (CASL)
Creation of
Communication
Preference Center
Pages
Use of Transactional
Delivery Networks
Social loop
functionality to
track shares, likes
and forwards
Use of email
campaigns to drive
mobile adoption &
alert user as to
content available
on mobile
Store social
media profile
information
Creation of
Landing Pages for
Inbound Lead
Capture
(integrated forms)
Automated, dynamic
newsletters based on
AMS & CMS
Centralization of
publishing,
monitoring &
measuring social
SMS messaging
Collection of
mobile numbers
for SMS
Tagged Content
and RSS feeds
Increased use of call-
to-action buttons that
resolve to landing
pages
Use in lieu of
websites
Big Trend #1: Responsive Design
Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence
Big Trend #3: Better Use of AMS Data
• 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
Big Trend #4: Tagging
Big Trend #5: Hyper-Personalization
Big Trend #6: Integrated Systems
Big Trend #7: Transactional Platform
Big Trend #8:
Redefined Email Infrastructure
Big Trend #9:
Marketing Power
• Integrated systems & automated emails allow
teams to:
– shift energy to being creative
– allow for strategic planning
– free up time to measure & refine
“Life’s too short for just email marketing”
Big Trend # 10:
User-Centric Design
• Let the user decide:
– The type/topics of content delivered
– Periodicity of delivery
– On which device to consume content
– How/When/If they want to further engage
Trends in Action
David Martin
VP Content & Marketing
Electronic Retailing Association
About ERA
• Trade association of direct-to-consumer marketplace
• 450 member companies in 45 countries
• $300 Billion Market
• Challenges:
– Marketing to Marketers
– Small Staff
– Limited Resources with High Expectations
– Majority of Revenue from D2C Show
(Event Registration Platform)
(AMS)
(CMS)
(Target Audience)
(Email Engine)
1) Tag Website Content
Blog Post
2) Match Content to Attendee
Status, Badge Type,
Membership, Acquisition or
Retention Email
3) Schedule date to appear
in Newsletter
4) Deliver Content
Automatically in
Responsive Email to Drive
Better Results
Trends in Action
Jenny Thiel
Digital Communications Manager
Society for Neuroscience
About Society for Neuroscience
• Largest base of scientists & physicians
understanding the brain & nervous system
• 42,000 members
• 90 countries
• 130 chapters
LIZ1
Slide 32
LIZ1 who studyLIZ, 3/26/2014
Fast Facts of SfN Email Program
• 230,238 subscribers
• Heavy email sending calendar
• Using promotional & transactional message
sending platforms
LIZ2
LIZ3
LIZ5
Slide 33
LIZ2 We are still verifying this numberLIZ, 3/26/2014
LIZ3 delivery scheduleLIZ, 3/26/2014
LIZ5 deliveryLIZ, 3/26/2014
SfN Email Portfolio
– The Journal of Neuroscience
– Advocacy Network Newsletter
– Friends of SfN Fund
– Exhibitor Sales
– Neuroscience Nexus (News)
– Special Programs (Brain Awareness Video Campaign)
– Job Updates
– Event Marketing (webinar, conferences, etc)
– Renewals & Membership
– Chapter Emails
• On average, have a send scheduled 4 days per weekLIZ4
Slide 34
LIZ4 emails LIZ, 3/26/2014
Challenges
• How to radically increase the targeting &
relevance to members while lowering the
workload for staff?
SfN’s Road to Relevance
• Get the Right:
– Data
– People
– Content
– Experience
– Messaging Process
Road to Relevancy:
1) Right Data: Segmentation Sync
Road to Relevancy:
1) Right Data: Marketing Module LIZ7
Slide 38
LIZ7 SfN doesn't really use the Marketing Module in depth, so I'm not sure if we can explain it, except that we understand its potential value and is looking into learning more about it.LIZ, 3/26/2014
Results of Using
Right Data for Relevancy
• Integration Provided SfN with:– Pre-segmentation mailing groups that are
automatically updated based on dates, opt-in/out and manual staff updates
– Provided mechanism for staff to do queries in Personify Marketing Module that will automatically create/update new segments in email database
– Highly targeted lists based on demographic and behavioral criteria
LIZ11
Slide 39
LIZ11 AMS
LIZ, 3/26/2014
Road to Relevancy:
2) Right People
• Give People Content Choices:
– Only want to talk to people that want to listen!
• Driven by interest areas in Person record
Road to Relevancy:
2) Right People
Road to Relevancy:
2) Right People
Road to Relevancy:
3) Right Content
• Implemented a taxonomy in the content management system that perfectly matches the interest areas in the Personify Customer record
• Integration automatically matches content to member and dynamically populates email template
• Email template includes logic to decide how many articles are served up to each user, what to display and more
LIZ12
Slide 43
LIZ12 AMS
LIZ, 3/26/2014
Road to Relevancy:
3) Right Content (Member Portal)LIZ9
Slide 44
LIZ9 Public instead of "member" when referring to the brainfacts site. Also... what is the purpose of this slide, why did we move focus from SfN to brainfacts?LIZ, 3/26/2014
Road to Relevancy:
3) Right Content (Personify)LIZ10
Slide 45
LIZ10 in AMS
LIZ, 3/26/2014
Road to Relevancy:
3) Right Content (CMS)LIZ15
Slide 46
LIZ15 This looks like an RSS code, not an email code. Jenny can supply an updated screen shot.LIZ, 3/26/2014
Road to Relevancy:
3) Right Content (Hyper-personalized)
Road to Relevancy:
4) Right Experience
• Ensure that email can be read on any device
• Responsive screenshot
Road to Relevancy:
5) Right Messaging Process
Transactional:Many-to-Many
Promotional:One-to-Many
Road to Relevancy:
5) Right Messaging Process
• Move from manual creation of emails to
automation
• Focus organization on content creation &
curation and not delivery
• Focus on how to measure and improve
Road to Relevancy:
5) Right Messaging Process LIZ13
Slide 51
LIZ13 May have to remove the HighRoad logo from this graphicLIZ, 3/26/2014
Results of RelevancyLIZ14
Slide 52
LIZ14 This is the same screen shot as slide 18. Move the next 3 slides to after slide 18?
What we thought of doing instead, for the "Results of Relevancy" slides, is to summarize:1. Personalized communications (we care about what you want)2. Driving more people back to SfN website3. Better open rates (last slide)
....and ADD (or end with) a slide showing the SfN Nexus newsletter screenshot, and our plan to begin auto-personalizing this bi-weekly newsletter using this target marketing process that has been so sucessful for e-alerts and email marketing. LIZ, 3/26/2014
Results of Relevancy
Results of Relevancy
Results of Relevancy
Results of Identifying the
Right People for Relevancy
Trends in Action
New Jersey Society of CPAs
NJSCPA’s 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
Previous Look
Previous Look
The Process
• Design
• Taxonomy
• Content repository
– Sitefinity, Aptify
• Data sharing
• Naming the publication – Oy!
The Result
• Launched May 8
• Sent to 15,200 people
– 23% open rate. No complaints!
• Flexible platform
• Dual purpose
– Recruitment tool
Trends in Action
American Society of Association Executives
Member Portal
Pull members from AMS
AMS Taxonomy
Preference Center
AMS
Taxonomy
CMS
Hyper-personalization (Member 1)
Hyper-personalization (Member 1)
Hyper-personalization (Member 2)
Hyper-personalization (Member 2)
Responsive
Responsive
“Intelligent” Consolidation
“Intelligent” Consolidation
• You’ve found a way to consolidate your
newsletters
• Without sacrificing delivering the content
each individual member wants
• And improved the overall MX (member
experience)
Recap of Top Trends
1) Responsive
2) Preference Centers
3) Better Use of AMS Data
4) Tagging
5) Hyper-Personalization
6) Integrated Systems
7) Transactional Delivery Networks
8) Redefined Email Infrastructure
9) Marketing Power
10) User-Centric Design
Contact Us
David Martin
VP Marketing & Content
Electronic Retailing Association
703-908-1031
Ron McGrath
Chief Technology Officer
HighRoad Solution
703.297.8890
Jenny Thiel
Digital Communications Manager
Society for Neuroscience
(202) 962-4000