association digital marketing certification course · 2021. 5. 13. · copywriting and email...
TRANSCRIPT
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© Christopher Gloede
Association Digital MarketingCertification Course
Class 3Copywriting and Email Marketing
© Christopher Gloede
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© Christopher Gloede
Save 15% on your Feathr software license.
Save 15% on your Acumen implementation.
Save up to 10% on your OpenWater first year license fee.
Save 50% on your PropFuel setup fee.
Save 15% on a Ricochet Digital Strategy and Roadmap engagement.
Thank you Founding SponsorsThank you to our Founding Sponsors for making the Association Digital Marketing Certification course possible. Students can enjoy big savings on sponsor offerings!
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© Christopher Gloede
Today’s ClassExercises
Copywriting Techniques
Email Marketing Techniques
Conversational Marketing
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© Christopher Gloede
Exercises
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© Christopher Gloede
Earn yourCAE credits
Earn yourcertificate
70% 7 / 10
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© Christopher Gloede
Explore the Course Hub
Rody Abdelrahman, PCM, CDMP Manager, Digital Marketing
American College of Healthcare Executives
Lorrie GoldDirector of Communications
North Carolina Association of CPAs
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© Christopher Gloede
Thanks to those who connected onLinkedIn!
Be sure to update your LinkedIn profile URL
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© Christopher Gloede
Announce today’s class on LinkedIn
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© Christopher Gloede
GoodMarketing
Tools
GoodOrganizationDesign
GoodMarketing
Practices
GoodMarketingSkills
Successful association marketing
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© Christopher Gloede
CopywritingTechniques
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© Christopher Gloede
We write to persuade
While marketing copywriting may entertain, inform, or persuade, digital marketing copywriting typically persuades.
We write to persuade you to register, renew, enroll, learn, shop, save, claim, order, discover, try, watch, listen, start, help, discover, join, buy and more.
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Persuasive digital marketing copywriting is...
About Skimming
About Them About
Now
About an Angle About
Structure
...and rewrites, rewrites, rewrites, and rewrites
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© Christopher Gloede
Write about them
Last year, members like you attended over 70 Annual
Conference cardiography
sessions, and this year you’ll enjoy
even more choices!
✓ Use “you”
✓ Avoid “me”, “our”, “us”
✓ Use your audience’s lingo
✓ Don’t shy away from technical terms
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© Christopher Gloede
Write about now
In appreciation for participating last year,
you can save 25% when you register before Friday at
5pm ET.
✓ Must be able to take action (avoid coming soon, save the date)
✓ Create a sense of urgency
✓ Manage scarcity
✓ Be specific about deadlines
✓ Avoid standard and daylight times (ET, not EST)
✓ Be careful in dues invoicing!
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© Christopher Gloede
Write with an angle
276 members have already registered
and seats are limited. Don’t miss
the latest research to be revealed in our
poster session.
✓ Benefits/Features
✓ Duty to society or profession
✓ Social proof
✓ Fear of missing out (FOMO)
✓ Fear of consequences
✓ From a VIP
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Write for skimming
Enjoy all the Annual Conference excitement,
including:
● Latest medical research● Professional networking● Live entertainment● ...and more
✓ Short form, typically (vs. long form)
✓ Above the fold (web, email)
✓ Short paragraphs
✓ First sentences in paragraphs
✓ Bolding in bullets (5 max)
✓ White space
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Write with structure
Members will gather October 1-3, 2021 for the Annual Conference at the
Orlando Convention Center. Registration is open with discounted
lodging at the attached Rosen Centre Hotel.
✓ Use the lede (or “lead”)
✓ Spill the facts
✓ Expand with the story
✓ Don’t expand the story
Single space after a period, digital fonts use proportional kerning.
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© Christopher Gloede
We’re happy to announce our fall conference. We expect attendees from all over the country as well as globally. The sessions will feature industry leaders with opportunities to network. Learn more.
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We’re happy to announce our fall conference. We expect attendees from all over the country as well as globally. The sessions will feature industry leaders with opportunities to network. Learn more.
About Skimming
About Them
About Now
About an Angle
About Structure
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© Christopher Gloede
Email Marketing Techniques
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© Christopher Gloede
How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
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How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ Comply with law
➔ Comply with privacy policy
➔ Select relevant audience
➔ Smaller lists, better long term results
➔ Don’t damage your channel!
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How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ Know your audience
➔ Generally avoid Friday - Monday
➔ Remember international contacts
➔ Manage the portfolio of emails
◆ Blasts
◆ Newsletters
◆ Forum digests
◆ Job posting summaries
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How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ From
◆ Avoid departments
◆ Person at association (Jane at American Widget Society)
◆ Event at association (American Widget Society Megaconference)
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How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ Subject
◆ Target 9 words or 60 characters
◆ Use verbs and powerful language
◆ Call to action, question, summary, or teaser
◆ Add personalization (Jose, Just Three Left Days to Register)
◆ A/B test (and online Subject Line testers)
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© Christopher Gloede
How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ Preheader
◆ Know your email clients
◆ Target about 50 characters
◆ Complement the subject line
◆ Create reason to open email
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© Christopher Gloede
How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ Hero image (text and buttons ok)
➔ Core info above the fold
➔ Color and emphasis
➔ Defined sections
➔ Consistency
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© Christopher Gloede
How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
➔ One Call to Action
➔ Repeat three times
➔ Minimal variation
➔ CTAs in buttons
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© Christopher Gloede
How to drive email blast results
List Day/Time
From/Subject/Preview
Design CTA
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© Christopher Gloede
ConversationalMarketing
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© Christopher Gloede
Guest Speaker
Dave WillChief Executive Officer
A serial entrepreneur, Dave was the founder of Peach New Media, a Learning Management System which is now part of Community Brands.
Today he continues to educate by evangelizing the impact of conversational marketing strategies on email marketing response.
As CEO of PropFuel, he’s helping associations turbocharge their renewal and other campaigns using conversational marketing techniques and tools.
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© Christopher Gloede
The Problem
Associations have the tools to
broadcast communications
but lack a way to listen and
respond to individual need.
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Traditionalemails look
like this
Welcome
We are so glad you joined our Association, here are 30 links that you can click on, hope you find something interesting
“...a dump-truck of information”
Reggie HenryChief Information and Engagement Officer American Society of Association Executives
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ConversationalEngagement
begins aconversation
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Signup
Outline member
benefit #1
CTA - Join now
Outline member
benefit #2
CTA - Join now
Outline member
benefit #3
CTA - Join now
Traditional Email Sequence
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Conversational Engagement Sequence
Signup
What is your primary reason for creating a guest
account?
Capture reason for profile
Deliver relevant pitch
CTA - Join NowYes
CTA - Join Now
Tag for manual follow up
No
Redirect to “Why Not” question
Add to relevant nurturing campaign
Are you interested in joining?
Sales rep follow up 1 week later
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© Christopher Gloede
Conversational approach lifts return
Email Marketing
.38%
40
$11,475
New Members
New Dues $
Conversational Engagement
.74%
81
$24,975
Results
195%
203%
218%
Conversion Rate
Ask Capture ActWhat do you value?What do you need?What are your pain
points?
To deliver tools, opportunities and
community to support member growth
Insights into member wants,
needs and interests
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Conversation Campaigns Drive
Revenue
● Member Acquisition● New Member Onboarding● Member Needs / Profiles● Event Registration● Renewals / Lapsed Members
What would you ask?
Registration Drive: $45k in conference revenue
from a single question
Membership Drive: 10% growth in membership
from one campaign
Membership Drive: Identified 281 prospective
members ($42k) who said they would like to join
Lapsed Member Win-back: 291 expired members renewed
as part of a 3 part campaign driving $66k in 2 weeks
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Student Discount
Interested in using PropFuel to deepen engagement and start conversations with your members?
New customer students receive a 50% discount on PropFuel setup fees!
Dave WillChief Executive Officer
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Wrap Up
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Reminders
✓ Attend 70% of class for CAE credit, and use your login link
✓ Explore the Course Hub
✓ Connect with me on LinkedIn
✓ Update your LinkedIn profile address
✓ New: Today’s recap email wants your class rating!
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Coming Up
Recording will be available in the Course Hub later today
Email an Education Consultant with questions or problems [email protected]
CAE credits granted for attendance, recapped after final class
Next week’s topic: Social Management and Marketing
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Thank You!
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Copyright
All rights reserved. This presentation content may be used in presentations, short summaries, blog posts, printed magazines, social media posts, and other means without permission as long as it is for a brief quotation and includes clear link to Chris Gloede’s LinkedIn profile. Lengthy citations or references require written permission. Please refer all questions or permission requests to Chris Gloede at [email protected].
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Chris [email protected]
773-510-6066
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Segmentationand Personalization
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Understand the difference
Reduce your email volume and increase response
Personalization Segmentation
Optimizing a message for an individual
Optimizing a messagefor a group of people
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Personalization in associations
Associations have more personalization options than most commercial enterprises.
We possess robust profile information, purchase records, and confident web browsing history.
Personalization happens on the web too!You’re limited by your time and tools
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Associations have more segmentation options than most commercial enterprises.
Segment by
Segments don’t have to be exclusive, you just need a “waterfall” priority order.
Segmentation in associations
● Behavioral● Geographic● Demographic
● Firmographic● Member Type● Career Stage
You can manually segment emails by pulling separate lists and versioning copy...but that’s making up for the wrong marketing tools.