how to rock at marketing automation
TRANSCRIPT
How to rock at Marketing Automation
Introducingour Panelists
Meg CurtainVP, Strategic Partnerships
Informz
Jake FabbriVP, Marketing
Fonteva
• 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
Membership and Customer PersonasWhat are some important elements for MA success?
Your Membership LifecycleWhat are some important elements for MA success?
• 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”
• 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
Crate Compelling Content
Customize Communications
CME Newsletter
Non Openers
Registered
Clicked on a Course
2nd Chance to Join a Class
Course Specific Email
Purchase Confirmation
• 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
• 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
