Breaking Bad Habits: Transitioning to Intentional and Thoughtful Member Communications

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Breaking Bad Habits: Transitioning to Intentional and Thoughtful Member Communications

  1. 1. Breaking Bad Habits:Transitioning to Intentional and Thoughtful Member Communications McKinley Advisors Breakfast Series Karli Kasonik, MBA, Senior Consultant November 8, 2012
  2. 2. WelcomeOverview• The current landscape -Association case studies -Implications• Challenging the status quo - The member experience - Segmentation - Process and discipline 2
  3. 3. Case StudyAssociation AAn internal issue… 27 Discrete member e-newsletters 35 Average number of emails sent per week* 9,000 Average size of email distribution list 16,290,745 Emails sent to individual contacts in 2011*does not include emails relating to chapters, membership, transactions, customer service and others 3
  4. 4. Case StudyAssociation BAn external issue… 136 Emails sent in the past three months 11 Average number of emails sent per week 12% Average open rate 7% Average bounce rate 4
  5. 5. These issues are not unique. 5
  6. 6. Sent Why Pricing Hurts 6 100% of total
  7. 7. Opens Why Pricing Hurts 7 34% of total
  8. 8. Clicks Why Pricing Hurts 8 7% of total
  9. 9. Conversions Why Pricing Hurts Is it worth it? 9 1% of total
  10. 10. Cost-Benefit Analysis – The ROI of Email Costs BenefitsLabor SalesEmail is free!!! Copywriting Event Registration Editing Products and Services Proofing Design Advertising List Management Distribution AwarenessSystems Email distribution Database ?? Brand Perception ?? 10
  11. 11. The Brand Touchpoint WheelSource: Building the Brand-Driven Business; Scott M Davis, and Michael Dunn 11
  12. 12. What about the 99%?Occupy the inbox! 12
  13. 13. Building new habits 13
  14. 14. 1. Think like a member. 14
  15. 15. The member’s perspective-Shift the internal discussion from “what do staffwant to say?” to “what do members want tohear?”- Review opt-in procedures; allow members toself-select their content.-Are they sitting at a desk? Out in the field?Tailor your communications to best suit theirneeds. 15
  16. 16. 16
  17. 17. 2. Segment, segment, segment! 17
  18. 18. Importance of Segmentation60% 58% Open Rate50% Click Rate40% 36% 31% 29%30% 28% 25% 24% 23% 21% 19%20% 18% 17% 16% 15%14% 16% 14% 13% 14% 12%10% 0% <50 50-100 100-250 250-500 500-1000 1k-5k 5k-50k 50k-100k 100k-250k >250k Number of recipientsSource: The Informz 2012 Association Email Marketing Benchmark Report 18
  19. 19. 3. Be disciplined 19
  20. 20. Discipline- What is your email philosophy? What are yourgoals? How do you know if you are meetingthem?-Track everything that goes out and towhom, and then track the results- Set policies and limits- Assign a gatekeeper 20
  21. 21. First Steps-Testing: segment a large email list into groups, trydifferent subject lines, calls to action, etc-Tracking: keeping tabs on all outgoing emails willquickly show what is working and what is not working. 21
  22. 22. Tracking System and ToolsEmail Performance Dashboard:1) Performance Metrics - Open rate, click rate, bounce rate, unsubscribe rate2) Content Audit - Percentage of emails made up of news and stories, versus association promotions and advertisements3) Survey response data - Readership survey asking members their perceived value of association emails 22
  23. 23. Tracking System and Tools Performance Score Content Score Survey ScoreE-Newsletters Legend: (range 25-100) (range 25-100) (range 60-200)Email 1 85 91 175.60 Top 20thEmail 2 65 76 141.40 Percentile inEmail 3 45 76 121.35 categoryEmail 4 70 93 163.25 Bottom 20thEmail 5 85 93 177.60 Percentile inEmail 6 70 70 140.00 categoryEmail 7 80 84 164.00Email 8 80 80 160.20Email 9 60 96 155.57Email 10 70 72 142.00Email 11 65 83 148.40Email 12 75 80 154.53Email 13 85 82 166.60Email 14 65 67 132.14Email 15 80 65 145.28Email 16 - - -Email 17 65 79 144.40Email 18 65 60 125.00 Average 71 79 150.43 23
  24. 24. SummaryThe present:• Low barriers + instant gratification = abuse of email• Ratio of negative impacts to positive is highThe future:• Shift in organizational philosophy• Honoring member and customer preferences• Diligent in testing, tracking, and improving 24
  25. 25. DiscussionYour experiences 25
  26. 26. Thank you. Karli Kasonik, MBA (202) 333-6250 x300kkasonik@mckinley-advisors.com

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