Advanced Marketing Powered by Your AMS

Transcription

1 Advanced Marketing Powered by Your AMS Thursday, September 27, :00pm 3:00pm EDT #asaewebinar Presented by: Ronald McGrath Chief Technology Officer HighRoad Solution This complimentary webinar is brought to you by HighRoad Solutions and ASAE-Endorsed Business Solutions. Your Presenter: Ron McGrath Founder and CTO Ron McGrath, one of the original founders and now HighRoad s Chief Technology Officer, specializes in bringing integrated messaging solutions ( , mobile and webinar) to the association/non-profit market. Ron has more than 18 years of experience developing and providing cutting edge technology solutions to various markets, including associations and non-profits. A serial entrepreneur and featured speaker at conferences across the country on best practices, Ron is known to have a talent for making complex technologies accessible and compelling. 2 1

2 Today s Content Your objective getting better member/constituent t engagement Creating your Delivering your Giving your recipient control Measuring the effectiveness Learning 3 1,000 INDIVIDUALS U.S. Based Individuals 77% own a smartphone Selected ages between 18 and 45 79% were employed Diverse ethnic mix 77% earned $35, % live in urban area; 65% in suburb 4 2

3 Prerequisites 5 Prerequisites Platform Strong deliverability Advanced reporting Dynamic Content Lifecycle messaging Integration to your AMS/Database Automates the movement of data between your platform and your database Encourages segmentation 6 3

4 Engagement 7 How do we engage members? 4

5 How do we engage members? Open Rate: % 9 How do we engage members? Open Rate: % 10 5

6 What could be more important t than open rates? 11 Conversions 12 6

7 How do we engage members? Conversions: How many members registered for an event? 13 How do we engage members? 14 Conversions: How many members renewed? 7

8 How do we engage members? 15 Conversions: Made a Blog Post, downloaded a white paper or completed a profile. Creating 16 8

9 Above the Fold 17 Above the Fold 18 9

10 Rendering 19 Rendering 20 10

11 Rendering 21 Are you creating mobile friendly versions of your ? 22 11

12 Design for Mobile 23 Design for Mobile 24 12

13 Design for Mobile 25 Design for Mobile 26 If you get a mobile that doesn t look good, what do you do? 13

14 Design for Mobile Delete it: 69.7% Unsubscribe: 18.0% View on Desktop: 17.7% Don t know: 9.4% Read it Anyway:7.6% File it: 3.5% 27 If you get a mobile that doesn t look good, what do you do? Design for Mobile 28 Desktop Mobil e 14

15 Design for Mobile 29 Design 30 If the you receive looks bad, does that influence your perception of the brand that sent it? 15

16 General Design Guidelines Top left corner most important real estate Create a balance between images and copy 60/40 rule Put main call-to-action and TOC above the fold Use read more links Use white space as a design element 31 Coding Best Practices Only use inline CSS It s even better to stick to font tags Use HTML tables for layouts Don t use active content Scripting or forms Use image ALT tags Be careful when copying and pasting copy from MS Word 32 16

17 Using CSS 33 Design 34 When you unsubscribe, what is the primary reason? 17

18 Dynamic Content 35 Dynamic Content 36 18

19 Dynamic Content 37 How s are consumed 38 19

20 How s are consumed 39 How s are consumed 40 20

21 Pre-headers 41 Pre-headers 42 21

22 Pre-headers 43 Sender From Name 44 22

23 Sender From Name 45 Subject Line Make it engaging and benefit-oriented Be sure it s unique to each issue Put the most important information first Don t use subject lines that sound spammy Match it to your content/audience Focus on conversions not just opens 46 23

24 Subject Line 47 It s simple. Subject lines should (drum roll please): Describe the subject of your

25 Testing, testing and more testing 49 Preference Center 50 25

26 Preference Center 51 Preference Center 52 26

27 Preference Center 53 Preference Center 54 27

28 Preference Center 55 Preference Center 56 How many personal addresses do you have? 28

29 Preference Center 57 In addition to address, what information are you generally comfortable sharing with a organization? Preference Center If you re about to unsubscribe, is there anything the brand could do to change your mind? 58 29

30 Lifecycle Messaging 59 Lifecycle Messaging Meet members expectations 60 30

31 & Social & Social are complementors Use to drive members to your new social platforms Add social share capabilities to your s Make it easy for your members to spread your message Use Social to enhance Metrics 61 Drive Members to Social Platform 62 Update a profile, join a community or register for an event. 31

32 Social Share 63 Social Share 64 32

33 Social Share 65 Transactional s 66 33

34 Transactional s 67 Transactional s 68 34

35 Transactional s When members opened Conversion s 69 The Future of

36 Questions? Ron McGrath Founder and CTO 71 Thank you! Other questions for Ron? Contact ASAE Business Services, Inc. Call Tweet us at #asaewebinar 72 36