Newsletter of the FutureWednesday, July 9th12:00pm – 12:45pm EDT#asaewebinar

This complimentary webinar is brought to you by HighRoad Solutions and ASAE-Endorsed Business Solutions.

Presented by:

Suzanne CarawanMarketing, HighRoad Solution

Your Presenter:

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Suzanne has been an ASAE member for many moons. Always working in high-tech marketing, Suzanne strives to “humanize” tech through focusing on user adoption and demand creation. A product and brand marketer by thought, word & deed, Suzanne has worked on many well-known brands within the association community including Advanced Solution International, Higher Logic, Intuitive Business Concepts, Reed Exhibitions, etouches and (C) Systems Global. She is a frequent industry speaker on the topics of brand, lead generation & digital marketing. She has spearheaded too many integrated marketing campaigns to count & loves HighRoad because they make email marketing & webinars easy.

Suzanne CarawanMarketing

• Captain Caveman Approach• Intro to Automation• Leveraging Your People Data• Designing & Delivering for the User

Today’s Content

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Email Approach Circa 20th & 21st Century:

ISN’T IT TIME TO STOP FORMATTING ?????

Current Challenges

• Too many emails• Too much pressure to sell• Same look & feel• Too much time:

– Cutting & pasting– Formatting– Scheduling & discussing

What We’re Not Doing

• Testing• Being Creative• Triggered Campaigns• Being Strategic• Using What We’ve Got• Reallocating Time for All of the Above!

New Method for 2014:

• CIA Method:– Consolidate– Integrate– Automate

(Tracking is inherent in the name!)

Time Out for TheoryStop Pushing Buttons. Push the Right Buttons.

Tripod Principles of Modern Marketing

• Multi-channel• Multi-touchpoint• User-centric

Requires:• Time• Creativity• Subject-Matter Expertise

• Download: http://pages.highroadsolution.com/an

Integration & Automation

-Private social-Public social media channels (Pinterest, Fb, Twitter…)-Publication sites-Other databases-PR databases-Blogs

Needed Elements

Element #1: Preference Centers

• Language Preferences• Sending Time Preferences• Time Zone Preferences• Zip Code Location• Screen/Device-Independence

Element #1: Preference Centers

• 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

Element #1: Preference Centers Utilizing Taxonomies (Tagging)

Element #2: Responsive Design

Element #3: Hyper-Personalization

Element #4: Educational Sales

Element #5: Integrated Systems (CMS)

Element #6: Transactional Platform

Element #6: Transactional Platform

• Different network send structure• Email newsletters dynamically compiled

for each individual at time of send based on preferences, smarty tags, etc.

• Can’t preview as a test• Fully automated and scheduled based on

user’s input

Newsletter of Today

Member 1

Member 1

Member 2

Member 2

Responsive

Responsive

Email Analytics

New Jersey Society of CPAs

The 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

The Process

• Design• Taxonomy• Content repository

– Sitefinity, Aptify

• Data sharing• Naming the publication

The Result

• Launched May 8• Sent to 15,200 people

– 23% open rate. No complaints!

• Flexible platform• Tons of time savings!• More revenue because of targeting• Dual purpose

– Recruitment tool

NJSCPA Pulse

• Move towards automation• Leverage AMS and CMS data• Use transactional messaging• Save time & get your life back!

Summary

Questions?

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Suzanne CarawanMarketing

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Thank you!Other questions for Jenny?

Contact ASAE Business Services, Inc.

Email: EndorsedSolutions@asaecenter.orgCall 202.626.2880

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