Behold the Power of EPCs-Adam Higgins
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Adam Higgins is a technical project manager at HighRoad Solution who manages eMarketing and digital communication implementations. He has over a decade of experience bridging business and IT. Previously, he developed databases for a county department and managed an association management system and websites for Western Growers. Preference centers, also known as email preference centers, allow members to opt out of emails, select their interests, and modify their communication preferences in compliance with CAN-SPAM and CASL regulations. They also help prevent global opt outs and provide insights into members' preferences to improve targeted marketing.
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Behold the Power of EPCs-Adam Higgins
- 1. Powerful EPCs Adam Higgins, Technical Project Manager
- 2. Integrated eMessaging For over a decade, Adam functions as a marketing and business analyst for non-profits and associations. In 2013, Adam joins HighRoad Solution as the technical project manager to manage eMarketing and digital communication implementations. Throughout Adam’s career, he bridges the gap between the business units and information technology department. Adam began his career at the Los Angeles County Department of Community and Senior Services where he developed and managed databases for thousands of Workforce participants. Moving on to Western Growers in 2006, Adam managed the enterprise association management system (AMS), and oversaw web development, design, and analysis for websites. Adam Higgins is a graduate from California State University, Dominguez Hills. He’s a Los Angeles native that now resides in Atlanta, GA with his wife and son. Adam is one of the few men that enjoys wearing a suit and tie to work.
- 4. Integrated eMessaging Why Email Preference Centers? • CAN-SPAM Compliance – Give members a mechanism to opt out of receiving future emails – Honor opt-out requests promptly • CASL Compliance – Express Consent Form for members with implied consent
- 5. Integrated eMessaging Prevent Global Opt Outs • Members Do The Following – Unsubscribe – Report As Spam – Modify Preferences • Give Users the Power to Select Interest
- 6. Integrated eMessaging Unleash the Power • Healthy Membership Marketing Lists • Segmentation for Target Marketing Campaigns • Creative User Experience with AMS Data • Marketing Automation Strategies • Hyper Personalized Email Campaigns
- 7. Integrated eMessaging UX and Design Not Only is it Powerful, it’s Beautiful
- 8. Integrated eMessaging Branding • Cohesive Experience between Your Website and EPC • Following the Organization Style Guidelines
- 10. Integrated eMessaging Responsive • Over 50% of Emails are opened on mobile phones. • Create a cohesive experience from mobile phone to preference center • Checkboxes, Input boxes, and Buttons sized properly for mobile
- 13. Integrated eMessaging Modal Pop Ups
- 14. Integrated eMessaging Modal Pop Ups
- 15. Integrated eMessaging Asynchronous Functionality • One Page Applications • Form Actions without Page Reload • Efficient User Experience • Increases Engagement on the Page • Keep in Mind, Proper Messaging to the End User
- 16. Integrated eMessaging One Page Application
- 17. Integrated eMessaging One Page Application
- 18. Integrated eMessaging How Many Preferences?
- 19. Integrated eMessaging How Many Preferences? • Find the Right Balance • Too Little – No Differentiation to the Member – No Segmentation Strategy • Too Many – Inundates the Member – Too Granular. Difficult to Honor.
- 20. Integrated eMessaging The Presentation of Preferences
- 22. Integrated eMessaging Personalization • Show and Hide Preferences based on Member Demographic Data • Highlight Member Benefits to Non-member Subscribers
- 25. Integrated eMessaging Dynamic Preferences • Use the AMS as a CMS to Preference Center • Change Descriptions and Titles • Add and Remove Preferences
- 26. Integrated eMessaging Glass Half Full (Opt Outs) • Improve Your Marketing Strategy • Good Insight on Your Market • Engaging Correctly With You
- 27. Integrated eMessaging Survey on Opt Out
- 28. Integrated eMessaging Offer Additional Channels • Email may not be their preferred communication channel • Offer Twitter, Facebook, and LinkedIn as Options • Collect Channel as Communication Field in AMS/CRM
- 29. Integrated eMessaging Powerful Data Let’s Go Beast Mode
- 30. Integrated eMessaging Powerful Data in The AMS • Increase Engagement and Loyalty • High Value Content Marketing • Strong Advocacy Efforts
- 31. Integrated eMessaging Automation The Future • Triggers Routine Emails and Campaigns • Campaigns Run While You Work • One Shared Taxonomy • Consolidating Communications to Your Constituents
- 32. Integrated eMessaging Frequency • Key Reason for Opt Outs • Send Emails on the Members Schedule
- 33. Integrated eMessaging Hyper Personalized Emails
- 34. Integrated eMessaging Hyper Personalized Website • Personalize Member Web Experiences • Content Tailor Made with Depth and Context
- 35. Integrated eMessaging Future Preference Centers
- 36. Integrated eMessaging Future Preference Centers • Algorithms to Determine User Interest Based on Prior Actions and Behaviors
- 37. Integrated eMessaging Questions? Any questions regarding today’s topic?
Editor's Notes
- Hubspot Survey – 54% Received Emails to Frequently, 49% Content was repetitive and Boring over time, and 47% Inbox Cleanup.
- Creating Actions and Engagement without the user having to think. Intuitive Design. Rather than user focusing on how they can change their preferences, you want them to think about their preferences.