2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations

Modern eMessaging for

Associations

Date: Wednesday, June 18th

Time: 3-4:15 pm

Hashtag: #MMCConLM7

Presenter-Attendee Agreement

• Velvet Chainsaw

1. The Law Of Motion (Two Feet).

2. Texting, tweeting, live blogging welcome.

3. Good vibrations please.

4. Be present. Be active. Use respect.

5. Take care of your own needs.

6. Disagreements and differences are valued and important.

7. We invite and welcome your feedback and opinion.

http://jeffhurtblog.com/2012/10/02/your-presentation-needs-start-presenter-attendee-agreement/

Major TrendsAMS Website Email/Newsletters Social Media Mobile

Add fields for

member-input

for preferences

Responsive Responsive Integrated with

other platforms

Integrated with

other platforms

Add fields to

store additional

member

preferences of

communication

channels (CASL)

Creation of

Communication

Preference Center

Pages

Use of Transactional

Delivery Networks

Social loop

functionality to

track shares, likes

and forwards

Use of email

campaigns to drive

mobile adoption &

alert user as to

content available

on mobile

Store social

media profile

information

Creation of

Landing Pages for

Inbound Lead

Capture

(integrated forms)

Automated, dynamic

newsletters based on

AMS & CMS

Centralization of

publishing,

monitoring &

measuring social

SMS messaging

Collection of

mobile numbers

for SMS

Tagged Content

and RSS feeds

Increased use of call-

to-action buttons that

resolve to landing

pages

Use in lieu of

websites

Big Trend #1: Responsive Design

Big Trend #2: Preference Centers

• Language Preferences

• Sending Time Preferences

• Time Zone Preferences

• Zip Code Location

• Screen/Device-Independence

Big Trend #3: Better Use of AMS Data

• Moving into using individual-level

specific data for targeting &

automated delivery

• Using multiple source systems for

content

• Using established tagging systems

across content

• User-dictated preference levels &

selections

• No staff involvement in production,

distribution or delivery

Big Trend #4: Tagging

Big Trend #5: Hyper-Personalization

Big Trend #6: Integrated Systems

Big Trend #7: Transactional Platform

Big Trend #8:

Redefined Email Infrastructure

Big Trend #9:

Marketing Power

• Integrated systems & automated emails allow

teams to:

– shift energy to being creative

– allow for strategic planning

– free up time to measure & refine

“Life’s too short for just email marketing”

Big Trend # 10:

User-Centric Design

• Let the user decide:

– The type/topics of content delivered

– Periodicity of delivery

– On which device to consume content

– How/When/If they want to further engage

Trends in Action

David Martin

VP Content & Marketing

Electronic Retailing Association

About ERA

• Trade association of direct-to-consumer marketplace

• 450 member companies in 45 countries

• $300 Billion Market

• Challenges:

– Marketing to Marketers

– Small Staff

– Limited Resources with High Expectations

– Majority of Revenue from D2C Show

(Event Registration Platform)

(AMS)

(CMS)

(Target Audience)

(Email Engine)

1) Tag Website Content

Blog Post

2) Match Content to Attendee

Status, Badge Type,

Membership, Acquisition or

Retention Email

3) Schedule date to appear

in Newsletter

4) Deliver Content

Automatically in

Responsive Email to Drive

Better Results

Trends in Action

Jenny Thiel

Digital Communications Manager

Society for Neuroscience

About Society for Neuroscience

• Largest base of scientists & physicians

understanding the brain & nervous system

• 42,000 members

• 90 countries

• 130 chapters

LIZ1

LIZ1 who studyLIZ, 3/26/2014

Fast Facts of SfN Email Program

• 230,238 subscribers

• Heavy email sending calendar

• Using promotional & transactional message

sending platforms

LIZ2

LIZ3

LIZ5

LIZ2 We are still verifying this numberLIZ, 3/26/2014

LIZ3 delivery scheduleLIZ, 3/26/2014

LIZ5 deliveryLIZ, 3/26/2014

SfN Email Portfolio

– The Journal of Neuroscience

– Advocacy Network Newsletter

– Friends of SfN Fund

– Exhibitor Sales

– Neuroscience Nexus (News)

– Special Programs (Brain Awareness Video Campaign)

– Job Updates

– Event Marketing (webinar, conferences, etc)

– Renewals & Membership

– Chapter Emails

• On average, have a send scheduled 4 days per weekLIZ4

LIZ4 emails LIZ, 3/26/2014

Challenges

• How to radically increase the targeting &

relevance to members while lowering the

workload for staff?

SfN’s Road to Relevance

• Get the Right:

– Data

– People

– Content

– Experience

– Messaging Process

Road to Relevancy:

1) Right Data: Segmentation Sync

Road to Relevancy:

1) Right Data: Marketing Module LIZ7

LIZ7 SfN doesn't really use the Marketing Module in depth, so I'm not sure if we can explain it, except that we understand its potential value and is looking into learning more about it.LIZ, 3/26/2014

Results of Using

Right Data for Relevancy

• Integration Provided SfN with:– Pre-segmentation mailing groups that are

automatically updated based on dates, opt-in/out and manual staff updates

– Provided mechanism for staff to do queries in Personify Marketing Module that will automatically create/update new segments in email database

– Highly targeted lists based on demographic and behavioral criteria

LIZ11

LIZ11 AMS

LIZ, 3/26/2014

Road to Relevancy:

2) Right People

• Give People Content Choices:

– Only want to talk to people that want to listen!

• Driven by interest areas in Person record

Road to Relevancy:

2) Right People

Road to Relevancy:

3) Right Content

• Implemented a taxonomy in the content management system that perfectly matches the interest areas in the Personify Customer record

• Integration automatically matches content to member and dynamically populates email template

• Email template includes logic to decide how many articles are served up to each user, what to display and more

LIZ12

LIZ12 AMS

LIZ, 3/26/2014

Road to Relevancy:

3) Right Content (Member Portal)LIZ9

LIZ9 Public instead of "member" when referring to the brainfacts site. Also... what is the purpose of this slide, why did we move focus from SfN to brainfacts?LIZ, 3/26/2014

Road to Relevancy:

3) Right Content (Personify)LIZ10

LIZ10 in AMS

LIZ, 3/26/2014

Road to Relevancy:

3) Right Content (CMS)LIZ15

LIZ15 This looks like an RSS code, not an email code. Jenny can supply an updated screen shot.LIZ, 3/26/2014

Road to Relevancy:

3) Right Content (Hyper-personalized)

Road to Relevancy:

4) Right Experience

• Ensure that email can be read on any device

• Responsive screenshot

Road to Relevancy:

5) Right Messaging Process

Transactional:Many-to-Many

Promotional:One-to-Many

Road to Relevancy:

5) Right Messaging Process

• Move from manual creation of emails to

automation

• Focus organization on content creation &

curation and not delivery

• Focus on how to measure and improve

Road to Relevancy:

5) Right Messaging Process LIZ13

LIZ13 May have to remove the HighRoad logo from this graphicLIZ, 3/26/2014

Results of RelevancyLIZ14

LIZ14 This is the same screen shot as slide 18. Move the next 3 slides to after slide 18?

What we thought of doing instead, for the "Results of Relevancy" slides, is to summarize:1. Personalized communications (we care about what you want)2. Driving more people back to SfN website3. Better open rates (last slide)

....and ADD (or end with) a slide showing the SfN Nexus newsletter screenshot, and our plan to begin auto-personalizing this bi-weekly newsletter using this target marketing process that has been so sucessful for e-alerts and email marketing. LIZ, 3/26/2014

Results of Relevancy

Results of Identifying the

Right People for Relevancy

Trends in Action

New Jersey Society of CPAs

NJSCPA’s Problem

• 15,000 individual members

• 1,800,000 emails per year

• 6 e-newsletters; dozens of stand-alone emails

• Emails were not responsive

• No brand continuity

• TOO MANY EMAILS!

The Solution

• Rebrand

• Consolidate several e-newsletters

• Deliver customized content in a single

e-newsletter based on each member’s

demographics and interests

On the Chopping Block

• E-NEWS – bi-weekly e-newsletter for all

members

• E-YoungCPA – monthly e-newsletter for

members and subscribers age 35 and under

• Tomorrow’s CPA – monthly e-newsletter for

student members and nonmember accounting

students

Previous Look

The Process

• Design

• Taxonomy

• Content repository

– Sitefinity, Aptify

• Data sharing

• Naming the publication – Oy!

The Result

• Launched May 8

• Sent to 15,200 people

– 23% open rate. No complaints!

• Flexible platform

• Dual purpose

– Recruitment tool

Trends in Action

American Society of Association Executives

Member Portal

Pull members from AMS

AMS Taxonomy

Preference Center

AMS

Taxonomy

Hyper-personalization (Member 1)

Hyper-personalization (Member 2)

Responsive

“Intelligent” Consolidation

“Intelligent” Consolidation

• You’ve found a way to consolidate your

newsletters

• Without sacrificing delivering the content

each individual member wants

• And improved the overall MX (member

experience)

Recap of Top Trends

1) Responsive

2) Preference Centers

3) Better Use of AMS Data

4) Tagging

5) Hyper-Personalization

6) Integrated Systems

7) Transactional Delivery Networks

8) Redefined Email Infrastructure

9) Marketing Power

10) User-Centric Design

Contact Us

David Martin

VP Marketing & Content

Electronic Retailing Association

[email protected]

703-908-1031

Ron McGrath

Chief Technology Officer

HighRoad Solution

[email protected]

703.297.8890

Jenny Thiel

Digital Communications Manager

Society for Neuroscience

[email protected]

(202) 962-4000

2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations

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Transcript of 2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations