society for neuroscience case study from personify 2014

Target Marketing for Enhanced Engagement

Society for Neuroscience

About Society for Neuroscience

• Largest base of scientists & physicians understanding the brain & nervous system

• 42,000 members• 90 countries• 130 chapters

Fast Facts of SfN Email Program

• 230,238 subscribers• Heavy email sending calendar• Using promotional & transactional

message sending platforms

SfN Email Portfolio

– The Journal of Neuroscience– Advocacy Network Newsletter– Friends of SfN Fund – Exhibitor Sales– Neuroscience Nexus (News)– Special Programs (Brain Awareness Video Campaign)– Job Updates– Event Marketing (webinar, conferences, etc)– Renewals & Membership– Chapter Emails

• On average, have a send scheduled 4 days per week

Challenges

• How to radically increase the targeting & relevance to members while lowering the workload for staff?

SfN’s Road to Relevance

• Get the Right: – Data– People– Content– Experience– Messaging Process

Road to Relevancy: 1) Right Data: Segmentation Sync

Road to Relevancy: 1) Right Data: Marketing Module

LIZ

SfN doesn't really use the Marketing Module in depth, so I'm not sure if we can explain it, except that we understand its potential value and is looking into learning more about it.

Results of Using Right Data for Relevancy

• Integration Provided SfN with:– Pre-segmentation mailing groups that are automatically

updated based on dates, opt-in/out and manual staff updates

– Provided mechanism for staff to do queries in Personify Marketing Module that will automatically create/update new segments in email database

– Highly targeted lists based on demographic and behavioral criteria

LIZ

AMS

Road to Relevancy:2) Right People

• Give People Content Choices:– Only want to talk to people that want to

listen! • Driven by interest areas in Person record

Road to Relevancy:2) Right People

Road to Relevancy:Hyper-personalization

LIZ

We might want to move this slide to nearer the end to discuss future/next steps/where we are going. Tie it in to talking about personalized newsletters.

Road to Relevancy:3) Right Content• Implemented a taxonomy in the content

management system that perfectly matches the interest areas in the Personify Customer record

• Integration automatically matches content to member and dynamically populates email template

• Email template includes logic to decide how many articles are served up to each user, what to display and more

LIZ

AMS

Road to Relevancy:3) Right Content (Member Portal)

LIZ

Public instead of "member" when referring to the brainfacts site. Also... what is the purpose of this slide, why did we move focus from SfN to brainfacts?

Road to Relevancy:3) Right Content (Personify)

LIZ

in AMS

Road to Relevancy:3) Right Content (CMS)

LIZ

This looks like an RSS code, not an email code. Jenny can supply an updated screen shot.

Road to Relevancy:3) Right Content (Hyper-personalized)

Road to Relevancy:4) Right Experience

• Ensure that email can be read on any device

• Responsive screenshot

Road to Relevancy:5) Right Messaging Process

Transactional:Many-to-Many

Promotional:One-to-Many


• Move from manual creation of emails to automation

• Focus organization on content creation & curation and not delivery

• Focus on how to measure and improve


LIZ

May have to remove the HighRoad logo from this graphic

Results of Relevancy

LIZ

This is the same screen shot as slide 18. Move the next 3 slides to after slide 18? What we thought of doing instead, for the "Results of Relevancy" slides, is to summarize:1. Personalized communications (we care about what you want)2. Driving more people back to SfN website3. Better open rates (last slide)....and ADD (or end with) a slide showing the SfN Nexus newsletter screenshot, and our plan to begin auto-personalizing this bi-weekly newsletter using this target marketing process that has been so sucessful for e-alerts and email marketing.

Results of Relevancy

Results of Identifying theRight People for Relevancy

society for neuroscience case study from personify 2014

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