how to rock at marketing automation
TRANSCRIPT
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How to rock at Marketing Automation
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Introducingour Panelists
Meg CurtainVP, Strategic Partnerships
Informz
Jake FabbriVP, Marketing
Fonteva
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• Organize your existing data• Map out transition plan and create a timeline• Don’t feel like you need to tackle everything at once – it can get overwhelming! Start
small• Membership experience lifecycle & journey map
• Ensure staff knows how and why this MA solution works for your org• What do you know about your audience already?
• Segmentation data for Personas
• Identify your content assets
Where to start with Marketing Automation
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Membership and Customer PersonasWhat are some important elements for MA success?
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Your Membership LifecycleWhat are some important elements for MA success?
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• Split into three, shorter emails
• One to two messages per email
• New members automatically flow into campaign
• Sends subsequent emails at three week intervals
• 201% increase in email engagement• 64% open rates, 45% click rates• 2-3 per day saved by membership director
Automated “New Member Onboarding Campaign”
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• Instead of sending a one-off email each month, they built an automated campaign that starts with the CME mailing, and then sends additional emails based on how subscribers are interacting with that mailing
• Redesigned template for their audience (60% was reading on mobile )
• Personalized suggestions were sent based on where readers are clicking
• 313% increase in course sales
Texas Medical AssociationAutomating Continuing Education Course Promotion
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Crate Compelling Content
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Customize Communications
CME Newsletter
Non Openers
Registered
Clicked on a Course
2nd Chance to Join a Class
Course Specific Email
Purchase Confirmation
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• Using Marking Automation to promote free trials of apps
• Doing a campaign similar to an abandoned shopping cart campaign with events and membership
Brewers AssociationCool Examples from Associations
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• Events/Conference promotions• New member join and onboarding• Member transitions (student to professional, etc.)• Online community engagement• Committee engagement• Volunteer engagement
• Possibilities are endless based on your association’s Personas and what you want those personas to accomplish with your organization.
More ideas