The CIA Method: Consolidate, Integrate & Automate Your Communications

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Is the general consensus that you’re sending too many emails? Is your go-to-solution to send more emails in order to increase sales? You’re not alone! With the low-cost of email and the perception that we’re being proactive by sending email, many associations fall into the trap of hitting of the email submit button as the remedy for increasing registration, renewals and more. Join this webinar to learn a new method that can help your organization to cut down on the number of hope-based emails and instead, offer the emails that are truly of value to members. The CIA Method will show you that there’s no secret to sending great emails that are valued by your members, but it will require you to learn the basics of modern messaging practices. We’ll cover marketing automation, the basics of database integration and best practices in content design that will streamline your marketing operations while resulting in increased revenue.

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The CIA Method: Consolidate, Integrate & Automate Your Communications

  1. 1. Lunch & Learn: The CIA Method Wednesday, March 05, 2014 12:00pm – 12:45pm ET #asaewebinar This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions. Presented by: Ronald McGrath Chief Technology Officer, HighRoad Solution
  2. 2. 2014 Lunch Learning Series 2 Session 1: Get Your Membership Campaigns in Shape for 2014: New Methods to Recruit, Retain & Delight January 22nd Session 2: The CIA Method: Consolidate, Integrate & Automate Your Communications March 5th Session 3: How to Use Behavioral Data to Lead the Horse to Water AND Make Them Drink May 7th Session 4: Newsletter of the Future July 9th Session 5: Get Your Buzz On: Building Event Excitement through Digital Marketing Before, During & Post-Event September 10th Session 6: The Myths of Metrics: Creating Digital Dashboards that Matter November 5th
  3. 3. 2013 Lunch Learning Series 3 Check out the 2013 Archives on More Great Topics: •Mobile Email 101 •Email Deliverability Basics •Go Social •Email Preference Center 101 •The Value of Integration •Member Holiday Inbox Basics >Visit the ASAE Endorsed Business Services Webinar Archives
  4. 4. Your Presenter 4 Ron McGrath, one of the original founders and HighRoad’s Chief Technology Officer, specializing in bringing integrated messaging solutions (email, mobile and webinar) to the association/non-profit market. Ron has more than 18 years of experience developing and providing cutting edge technology solutions to various markets, including associations and non-profits. A serial entrepreneur and featured speaker at conferences across the country on email best practices, Ron is known to have a talent for making complex technologies accessible and compelling. Ron McGrath Founder and CTO
  5. 5. Too many emails 5
  6. 6. Consolidate 6
  7. 7. Too long 7
  8. 8. Missing content 8
  9. 9. What are their interests? 9
  10. 10. 10 ASAE Newsletter Case Study
  11. 11. AN+ Newsletter 11
  12. 12. 12 Integration & Automation
  13. 13. “Intelligent” Consolidation 13
  14. 14. Capturing Interests •First, we have to understand better each member’s individual interests •Two ways to capture interests •By asking through a survey •Through behaviors 14
  15. 15. Member Portal 15
  16. 16. Preference Center 16
  17. 17. Behaviorally 17
  18. 18. Capture back in your AMS 18
  19. 19. Pull back members from AMS 19
  20. 20. Taxonomy 20
  21. 21. 21 Integration & Automation
  22. 22. CMS 22
  23. 23. Hyper-personalization 23
  24. 24. Hyper-personalization 24
  25. 25. Hyper-personalization 25
  26. 26. Hyper-personalization 26
  27. 27. 27 Integration & Automation
  28. 28. Send through your ESP 28
  29. 29. “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) 29
  30. 30. MX is measurable 30
  31. 31. 31 STTI Email Preference Center Case Study
  32. 32. Email Preference Center 32
  33. 33. 33 CAN/SPAM
  34. 34. Opt-outs 34
  35. 35. Opt-outs •STTI (Sigma Theta Tau International) •STTI for Nursing •Nursing Knowledge International 35
  36. 36. Opt-outs 36
  37. 37. Opt-outs 37
  38. 38. Opt-outs 38
  39. 39. Opt-outs 39
  40. 40. Opt-outs 40
  41. 41. Opt-outs 41
  42. 42. 42 Preferences
  43. 43. Email Preferences 43
  44. 44. Email Preferences 44
  45. 45. Dynamic Preferences 45
  46. 46. Dynamic Preferences 46
  47. 47. Flexing 47
  48. 48. Flexing 48
  49. 49. Multiple email accounts 49
  50. 50. Multiple email accounts 50
  51. 51. Multiple email accounts 51
  52. 52. Multiple email accounts 52
  53. 53. Multiple email accounts 53
  54. 54. Responsive 54
  55. 55. Member Feedback 55
  56. 56. Member Feedback 56
  57. 57. Member Feedback 57
  58. 58. 58 Entry Points
  59. 59. Email Footer 59
  60. 60. Website/Member Portal 60
  61. 61. AMS Back Office 61
  62. 62. Questions? 6262 Ron McGrath Founder and CTO
  63. 63. Visit HighRoad U 63 Live Seminars for 2014 Held at ASAE’s Conference Center in Washington, DC: •Friday, April 25th : “Brand Marketing” from 8:30-12 pm •Friday, June 27th : “Generational Communications” from 8:30-12 pm •Friday, September 19th : “Event Marketing” from 8:30-12 pm * Registration Opens Soon! Send email to communications@highroadsolution.com to reserve a spot now!
  64. 64. Visit HighRoad U 64 More webinars on digital marketing topics: Watch at YouTube: http://www.youtube.com/user/HighRoadSol Slides Available at SlideShare Curated Content on @highroadsol
  65. 65. +Plus More webinars on digital marketing topics: Watch at YouTube: http://www.youtube.com/user/HighRoadSol Slides Available at SlideShare Curated Content on @highroadsol
  66. 66. Please join us for our next Lunch Learning Session: “How to Use Behavioral Data to Lead the Horse to Water AND Make Them Drink” May 7th
  67. 67. 67 Thank you! Other questions for Ron? Contact ASAE Business Services, Inc. Email: EndorsedSolutions@asaecenter.org Call 202.626.2880 Tweet us at #asaewebinar

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