Newsletter of the Future
Elevate Your Message. Live Your Life.
Email Approach Circa 20th & 21st
Century:

Integrated eMessaging
Current Challenges
•
•
•
•

Too many emails
Too much pressure to sell
Same look & feel
Too much time:
– Cutting & pasting
...
What We’re Not Doing
•
•
•
•
•
•

Testing
Being Creative
Triggered Campaigns
Being Strategic
Using What We’ve Got
Realloca...
New Method for 2014:
• CIA Method:
– Consolidate
– Integrate
– Automate
(Tracking is inherent in the name!)

Integrated eM...
Time Out for Theory
Stop Pushing Buttons. Push the Right Buttons.
Tripod Principles of Modern
Marketing
• Multi-channel
• Multi-touchpoint
• User-centric

Requires:
• Time
• Creativity
• S...
Integration & Automation

-Private social
-Public social
media
channels
(Pinterest, Fb,
Twitter…)
-Publication
sites
-Othe...
Newsletter of the Future
Needed Elements
Element #1: Preference Centers
•
•
•
•
•

Language Preferences
Sending Time Preferences
Time Zone Preferences
Zip Code Loc...
Element #1: Preference Centers
•

Moving into using individual-level
specific data for targeting &
automated delivery

•

...
Element #1: Preference Centers
Utilizing Taxonomies (Tagging)

Integrated eMessaging
Element #2: Responsive Design

Integrated eMessaging
Element #3: HyperPersonalization

Integrated eMessaging
Element #4: Educational Sales

Integrated eMessaging
Element #5: Integrated Systems
(CMS)

Integrated eMessaging
Element #6: Transactional
Platform

Integrated eMessaging
Element #6: Transactional
Platform
• Different network send structure
• Email newsletters dynamically compiled
for each in...
Newsletter of Today
Put it in Action. Show me the Money.
Member 1

Integrated eMessaging
Member 1

Integrated eMessaging
Member 2

Integrated eMessaging
Member 2

Integrated eMessaging
Responsive

Integrated eMessaging
Responsive

Integrated eMessaging
Email Analytics

Integrated eMessaging
Summary:
21st Century:
• Multi-channel
• Multi-touchpoint
• User-centric
CIA Method:
• Consolidate
• Integration
• Automat...
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Newsletter of the future

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There's got to be a better way than what we've all been doing for the last 10 years in email marketing. So much of our time spent in marketing & communications is still eaten up by redundant tasks and so little time is focused on rethinking how our newsletters can be modernized to fit into today's information-saturated world. Luckily, HighRoad has taken up this challenge and created the Newsletter of the Future that is so needed & brings so much pain relief that we've seen grown marketers cry. (It's true!) Join us to learn what's needed for the Newsletter of the Future and how your organization can revolutionize the way it's communicating through email to your constituents. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

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Newsletter of the future

  1. 1. Newsletter of the Future Elevate Your Message. Live Your Life.
  2. 2. Email Approach Circa 20th & 21st Century: Integrated eMessaging
  3. 3. Current Challenges • • • • Too many emails Too much pressure to sell Same look & feel Too much time: – Cutting & pasting – Formatting – Scheduling & discussing Integrated eMessaging
  4. 4. What We’re Not Doing • • • • • • Testing Being Creative Triggered Campaigns Being Strategic Using What We’ve Got Reallocating Time for All of the Above! Integrated eMessaging
  5. 5. New Method for 2014: • CIA Method: – Consolidate – Integrate – Automate (Tracking is inherent in the name!) Integrated eMessaging
  6. 6. Time Out for Theory Stop Pushing Buttons. Push the Right Buttons.
  7. 7. Tripod Principles of Modern Marketing • Multi-channel • Multi-touchpoint • User-centric Requires: • Time • Creativity • Subject-Matter Expertise Integrated eMessaging
  8. 8. Integration & Automation -Private social -Public social media channels (Pinterest, Fb, Twitter…) -Publication sites -Other databases -PR databases -Blogs Integrated eMessaging
  9. 9. Newsletter of the Future Needed Elements
  10. 10. Element #1: Preference Centers • • • • • Language Preferences Sending Time Preferences Time Zone Preferences Zip Code Location Screen/Device-Independence Integrated eMessaging
  11. 11. 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 Integrated eMessaging
  12. 12. Element #1: Preference Centers Utilizing Taxonomies (Tagging) Integrated eMessaging
  13. 13. Element #2: Responsive Design Integrated eMessaging
  14. 14. Element #3: HyperPersonalization Integrated eMessaging
  15. 15. Element #4: Educational Sales Integrated eMessaging
  16. 16. Element #5: Integrated Systems (CMS) Integrated eMessaging
  17. 17. Element #6: Transactional Platform Integrated eMessaging
  18. 18. 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 Integrated eMessaging
  19. 19. Newsletter of Today Put it in Action. Show me the Money.
  20. 20. Member 1 Integrated eMessaging
  21. 21. Member 1 Integrated eMessaging
  22. 22. Member 2 Integrated eMessaging
  23. 23. Member 2 Integrated eMessaging
  24. 24. Responsive Integrated eMessaging
  25. 25. Responsive Integrated eMessaging
  26. 26. Email Analytics Integrated eMessaging
  27. 27. Summary: 21st Century: • Multi-channel • Multi-touchpoint • User-centric CIA Method: • Consolidate • Integration • Automation Integrated eMessaging

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