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Email: The Lifeblood of Communications for Associations

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.

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THE LIFEBLOOD OF COMMUNICATIONS Email Integration & More
CPA SOCIETY BENCHMARKING STUDY How Do You Compare?
What System Are You Using? Non-Integrated Integrated • HighRoad Solution (8)• Constant Contact (7) • MailChimp (2) • HighRoad (1) • Magnet Mail (1) • Heinz (1)
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
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
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)
Why Integrate? • Targeting • Personalization • CIA Method: • Consolidate • Integrate • Automate • Focus on Content & Strategy, not Message Creation • Consistent Metrics • Live Your Life
DIGITAL COMMUNICATIONS What’s Happening in Today’s World
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!
Shift in marketing strategies Direct Marketing Influence Marketing
Hot techniques in marketing & communications 1) Content Marketing 2) Live & Virtual Event Marketing 3) Promoted Social/ Social Marketing 4) Next Gen Email Marketing
Common factor?
Business objectives
Rise of martech
Logical conclusion
MODERN EMAIL MARKETING ELEMENTS How the World is Changing
5 New Common Elements • Responsive Design • Personalization • Integration • Promotional & Transactional Messaging Networks • Conversion & Reporting
Responsive Design
Responsive Design
Responsive
Personalization
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
Personalization: Dynamic Content
Personalization: Email Preference Centers
Personalization: Email Preference Centers
Personalization: Email Preference Centers
Personalization: Email Preference Centers
Personalization: Email Preference Centers
Personalization: Email Preference Centers
Personalization: Continuous Feedback Personalization: Continuous Feedback
Personalization: Continuous Feedback
Relational table content
Relational table content
Integration
Promotional & Transactional Messaging Networks
Transactional Messaging
Transactional messages
Transactional Messaging
Conversion & Reporting Email Reporting Conversion Reporting
DIGITAL COMMUNICATIONS What’s Happening in Today’s World
User’s Journey Map
User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
Digital Today • Ecosystem Development (PaaS) • User Experience Design & Tracking • Blending of social/mobile/web/email • Business Intelligence • Predictive Analytics
Ecosystem Development
Blending of Social/Mobile/Web/
CASE STUDIES Who’s Doing What
ASAE American Society of Association Executives
Member 1
Member 1
Member 2
Member 2
Responsive
Responsive
Email Analytics
PCMA Professional Convention Management Association
Market Choices
Transparency
New Launch of Newsletter
STTI Sigma Theta Tau International Honor Society of Nursing
Email Preference Center
Opt-outs
Opt-outs
All customer sync
All customer sync
Segmentation syncs
Segmentation syncs • By Chapter • By Chapter Annual Report • By Chapter Position • By Committees • By Country • By Donor • By Events (Attendees)
Segmentation syncs • By Fund • By Mailing List • By Member Status • By Member Type • By Move Stage • By NKI Presence • By Product
Dynamic syncs
Opt-out syncs
Dynamic content
Dynamic content
Dynamic content
Dynamic content
Transactional messages
Transactional messages
CPA SOCIETIES Tennessee Society of CPAs
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
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%
TSCPA • Recurring Messages: • 30 Day Renewal • 1 Year Anniversary Email • Sends Daily every morning to anyone that fits date criteria
CPA SOCIETIES Virginia Society of CPAs
VSCPA • Integration with AM.net & Adobe Connect • Email Portfolio: • CPE Marketing • Sales • Recruitment/Retention • Event Marketing • Academic Relations • Public Relations • Email Services: • Promotional • Transactional
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%
VSCPA: Promotional Emails
VSCPA: Post-Registration
VSCPA: Verification of Attendance Sent daily at 8 pm following automatic reconciliation of attendees who earned more than 0.5 CPE credits
VSCPA: Post Live Event Automatically goes out on last day of live event based on event dates stored in AM.net
CPA SOCIETIES New Jersey Society of CPAs
Newsletter Xpress Plus
• Embrace the Scroll • Hyper-personalized • Based on interest areas stored in profile and Email Preference Center • Transactional Message- based
Jobs, CTA, Social Responsibility, Social Events, Social Community
SUMMARY Resources & Planning for Action
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