Stop the Blastoff! Email Marketing For Results

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Learn how the Association for Professionals in Infection Control and Epidemiology used targeting and customized email marketing to improve member engagement, increase conference attendance, and maximize ROI.

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Stop the Blastoff! Email Marketing For Results

  1. 1. Stop the Blastoff – e-Marketing for Results<br />
  2. 2.
  3. 3. Who is Jeanette Brown?<br />
  4. 4. Presenters<br />
  5. 5. Presenters<br />
  6. 6. On-Demand Lifestyle<br />
  7. 7. Tactics used to improve relevancy<br />
  8. 8. #Informz<br />
  9. 9. Who is APIC?<br />MissionTo improve health and patient safety by reducing the risks of infection and related adverse outcomes.<br />Membership<br /><ul><li>Over 14,000 infection preventionists worldwide.
  10. 10. Members direct infection prevention programs in hospitals and other healthcare facilities around the globe.
  11. 11. Grown over 40% in past 5 years; rapid growth experienced in non-traditional and alternative health-care facilities.</li></li></ul><li>Metrics based on number of recipients<br />Open<br />Click-Thru Rate<br />
  12. 12. Challenge<br />Create meaningful member experiences for larger, diverse audience<br />
  13. 13. Membership<br />Segment member data<br />Communicate value across member segments<br />Integration with AMS is key!<br />
  14. 14. Membership<br />
  15. 15. Membership Results<br />APIC 2010 Membership Stats<br />Total members: 14,290<br />Growth rate: <br />7.5% over 2009!<br />Largest groups of new members:<br />Acute Care (33.7%)<br />Ambulatory Care/ASC (27.4%)<br />Industry Partners (18.5%)<br />Long-Term Care (3.7%)<br />
  16. 16. Challenge<br />Location, Location, Location<br />
  17. 17. Challenge<br />Oil Spill of 2010<br />
  18. 18. Annual Conference<br />
  19. 19. Annual Conference<br />Membership/Participation Niches:<br /><ul><li> Membership sections
  20. 20. Previous attendees
  21. 21. Non-members from similar health-care associations
  22. 22. International members
  23. 23. Geographic region</li></li></ul><li>Annual Conference Email<br />Dear Pediatric Section Member:<br />Get answers to your most challenging infection prevention issues in Pediatric settings from the leading experts at the APIC 2010 Annual Conference.<br /> <br />Network with fellow colleagues from the Pediatrics Section at an exclusive reception designed to foster professional camaraderie and build a system of support.<br />Optimize your 4 days by visiting the Abstracts Hall to see peer-reviewed research and best practices educational posters, including Poster Rounds with Professors led by C. Buddy Creech, MD, MPH, Department of Pediatrics at Vanderbilt University, Nashville, TN. <br />Learn at a variety of educational sessions specific to the Pediatrics setting, including:<br /><ul><li>Multi-Disciplinary Detection and Response to Pandemic H1N1 Outbreak in a Newborn and Infant Critical Care Unit
  24. 24. MRSA in Moms and Babies
  25. 25. Meet-the-Expert session on Unique Challenges Associated with Preventing Infections in Pediatrics. </li></ul>Advocate for improved clinical outcomes by investing in your expertise. <br />Find out more at APIC 2010!<br />We look forward to seeing you in New Orleans!<br />Same Format<br />Applicable networking receptions<br />Applicable Experts<br />Applicable educational sessions<br />
  26. 26. Engagement Results<br />
  27. 27. Utilize Reports<br />We learned:<br /><ul><li>Too many links was bad.
  28. 28. Conference content was the best teaser!
  29. 29. Forwards targeted next demographic.</li></li></ul><li>Annual Conference Results<br />
  30. 30. Feedback<br />
  31. 31. What We Learned<br />Collaboration is key: SILOS can hinder your success<br />Segmentation is critical<br />Leverage data and technology<br />BE PROACTIVE!<br />
  32. 32. What We Learned<br />“failure is valuable to creativity”<br />
  33. 33. Tip #1<br />Remember your mobile users<br />
  34. 34. Tip #2<br />Encourage sharing<br />
  35. 35. Tip #3<br />Segment, Automate and Trigger<br />
  36. 36. Tip #4<br />Focus on your subject line<br />
  37. 37. Tip #5<br />Test, Test, Test<br />
  38. 38. Let’s Keep the Conversation Going<br />User Conference Information<br />http://bit.ly/2011InformzUserConference<br />Download the full Benchmark Report<br />www.informz.com/associations<br />
  39. 39. Let’s Keep the Conversation Going<br />Jeanette Brownbrown@informz.com<br />www.informz.com1.888.371.1842<br />@informz<br />

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