THE LIFEBLOOD OF COMMUNICATIONSEmail Integration & More

CPA SOCIETY BENCHMARKING STUDYHow 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 COMMUNICATIONSWhat’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 ELEMENTSHow 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 COMMUNICATIONSWhat’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 STUDIESWho’s Doing What

ASAEAmerican Society of Association Executives

Member 1

Member 1

Member 2

Member 2

Responsive

Responsive

Email Analytics

PCMAProfessional Convention Management Association

Market Choices

Transparency

New Launch of Newsletter

STTISigma 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 SOCIETIESTennessee 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

TSCPACampaign 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 SOCIETIESVirginia 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

VSCPACampaign 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 SOCIETIESNew 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

SUMMARYResources & 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