The document discusses modern email marketing strategies and case studies of professional associations implementing integrated email programs. It provides examples of how associations are using personalized, responsive design; segmentation; and transactional messaging to improve engagement. Integration with member databases allows dynamic content and automated workflows that are more targeted and help associations achieve business goals like renewals, event registration, and product marketing.

1. THE LIFEBLOOD OF
COMMUNICATIONS
Email Integration & More

2. CPA SOCIETY
BENCHMARKING STUDY
How Do You Compare?

3. What System Are You Using?
Non-Integrated Integrated
• HighRoad Solution (8)• Constant Contact (7)
• MailChimp (2)
• HighRoad (1)
• Magnet Mail (1)
• Heinz (1)

4. Email’s Purpose?
Non-Integrated Integrated
• 62.5% (5)
New Member Prospecting
• 100% (8)
Member Renewals
• 50% (4)
Onboarding New Members
• 100% (8)
Event Marketing
• 100% (8)
Product Marketing
• 100% (8)
Government Relations
• 41.67% (5)
New Member Prospecting
• 83.33% (10)
Member Renewals
• 33.33% (4)
Onboarding Members
• 100% (12)
Event Marketing
• 50% (6)
Product Marketing
• 58.33% (7)
Government Relations

5. What Features are You Using?
Non-Integrated
• Recurring Messages
• Personalization
• Embedded Videos
Integrated
• Automated List &
Segment Creation
• Transactional Messaging
• Recurring Messaging
• Dynamic Content
• Automated Newsletter
Creation

6. Data Usage from AM.net
• Email list directly pulled from AM.net
• Age
• Gender
• License Number
• Type
• Status
• Events Taken
• Dues Info
• Information for Login to Website (Website & AM.net
integrated)

7. Why Integrate?
• Targeting
• Personalization
• CIA Method:
• Consolidate
• Integrate
• Automate
• Focus on Content & Strategy, not Message Creation
• Consistent Metrics
• Live Your Life

8. DIGITAL
COMMUNICATIONS
What’s Happening in Today’s World

9. Believe the hype of change?
• Population changes
• Baby Boomers v. Gen X v. Gen Y
• New need to create demand
•
Same stuff isn’t working
• Competition so need to differentiate
• Now possible to do through economically through
technology
• Same stuff isn’t working!

10. Shift in marketing strategies
Direct Marketing Influence Marketing

11. Hot techniques in marketing &
communications
1) Content Marketing
2) Live & Virtual Event Marketing
3) Promoted Social/ Social Marketing
4) Next Gen Email Marketing

12. Common factor?

13. Business objectives

14. Rise of martech

15. Logical conclusion

16. MODERN EMAIL
MARKETING ELEMENTS
How the World is Changing

17. 5 New Common Elements
• Responsive Design
• Personalization
• Integration
• Promotional & Transactional Messaging Networks
• Conversion & Reporting

18. Responsive Design

19. Responsive Design

20. Responsive

21. Personalization

22. Personalization: Segmentation
• Rich Data
• Multiple Sources (if, unfortunately, needed)
• Continuous Survey Mindset
• Types of Data:
• Demographics
• Psychographics (Tastes & Preferences)
• Behavioral Data (Actions Taken) or “Choice Data”
• Membership Data
• Transactional Data

23. Personalization: Dynamic Content

24. Personalization: Email Preference Centers

25. Personalization: Email Preference Centers

26. Personalization: Email Preference Centers

27. Personalization: Email Preference Centers

28. Personalization: Email Preference Centers

29. Personalization: Email Preference Centers

30. Personalization: Continuous Feedback
Personalization: Continuous Feedback

31. Personalization: Continuous Feedback

32. Relational table content

33. Relational table content

34. Integration

35. Promotional & Transactional
Messaging Networks

36. Transactional Messaging

37. Transactional messages

39. Transactional Messaging

40. Conversion & Reporting
Email Reporting
Conversion Reporting

41. DIGITAL
COMMUNICATIONS
What’s Happening in Today’s World

42. User’s Journey Map

43. User’s Journey Map
4
5
6
1
2
3
4
5
7
6
8

44. User’s Journey Map
4
5
6
1
2
3
4
5
7
6
8

45. Digital Today
• Ecosystem Development (PaaS)
• User Experience Design & Tracking
• Blending of social/mobile/web/email
• Business Intelligence
• Predictive Analytics

46. Ecosystem Development

47. Blending of Social/Mobile/Web/

48. CASE STUDIES
Who’s Doing What

49. ASAE
American Society of Association Executives

50. Member 1

51. Member 1

52. Member 2

53. Member 2

54. Responsive

55. Responsive

56. Email Analytics

57. PCMA
Professional Convention Management Association

58. Market Choices

59. Transparency

60. New Launch of Newsletter

61. STTI
Sigma Theta Tau International Honor Society
of Nursing

62. Email Preference Center

63. Opt-outs

64. Opt-outs

65. All customer sync

66. All customer sync

67. Segmentation syncs

68. Segmentation syncs
• By Chapter
• By Chapter Annual Report
• By Chapter Position
• By Committees
• By Country
• By Donor
• By Events (Attendees)

69. Segmentation syncs
• By Fund
• By Mailing List
• By Member Status
• By Member Type
• By Move Stage
• By NKI Presence
• By Product

70. Dynamic syncs

71. Opt-out syncs

72. Dynamic content

73. Dynamic content

74. Dynamic content

75. Dynamic content

76. Transactional messages

77. Transactional messages

78. CPA SOCIETIES
Tennessee Society of CPAs

79. TSCPA
• Integrated with AM.net
• Sending average 8,000 emails per month
• Email Portfolio:
• Chapter Newsletters
• Hotwire Newsletter
• Legislative Updates
• Event Marketing Promos
• CPE Marketing

80. TSCPA
Campaign Avg Sent Avg Open Rate Avg CTR
CPE
Conferences/Clusters
2,029 41.10% 2.7%
Legislative Alerts 254 29.71% 0%
Hotwire 8,222 34.18% 6.1%
Membership 1,723 32.96% 29.9%
CPA Journal 2,292 40.27% 16.6%
Chapters 530 51.05% 24.9%

81. TSCPA
• Recurring
Messages:
• 30 Day
Renewal
• 1 Year
Anniversary
Email
• Sends Daily
every
morning to
anyone that
fits date
criteria

82. CPA SOCIETIES
Virginia Society of CPAs

83. VSCPA
• Integration with AM.net & Adobe Connect
• Email Portfolio:
• CPE Marketing
• Sales
• Recruitment/Retention
• Event Marketing
• Academic Relations
• Public Relations
• Email Services:
• Promotional
• Transactional

84. VSCPA
Campaign Avg Sent Avg Open Rate Avg CTR
CPE Marketing 2,914 34.46% 11.6%
Public Relations 2012-
2013
671 24.75% 15.6%
Membership Retention 377 55.58% 9.5%
Sales 1,887 38.49% 8.9%
Membership CPE
Events
3,851 28.68% 14.1%

85. VSCPA: Promotional Emails

86. VSCPA: Post-Registration

87. VSCPA: Verification of Attendance
Sent daily at 8
pm following
automatic
reconciliation
of attendees
who earned
more than 0.5
CPE credits

88. VSCPA: Post Live Event
Automatically
goes out on last
day of live
event based on
event dates
stored in
AM.net

89. CPA SOCIETIES
New Jersey Society of CPAs

90. Newsletter Xpress Plus

91. • Embrace the Scroll
• Hyper-personalized
• Based on interest areas
stored in profile and
Email Preference
Center
• Transactional Message-
based

92. Jobs, CTA, Social Responsibility, Social
Events, Social Community

93. SUMMARY
Resources & Planning for Action

94. Summary
• Digital mediums (social, web, email, mobile) has changed
the way we operate, communicate & position
• Tools available to support automation and grunt work part
of email communications
• Collect data in organized fashion for analysis
• Goal:
• Get smarter about your members
• Create demand to be a member & remain a member