Member Holiday Inbox Basics
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The 'Member Holiday Inbox Basics' webinar, presented by Adam Higgins from Highroad Solution, covers strategies for improving email deliverability during the holiday season, a crucial time for retailers. Key topics include technical configurations, user-centric messaging, and the importance of targeting engaged audiences to enhance marketing effectiveness. The session emphasizes the need for customization and analysis of email campaign metrics to optimize engagement.
Member Holiday Inbox Basics
- 1. Lunch & Learn: Member Holiday Inbox Basics Thursday, November 19, 2013 12:00pm – 12:30pm ET #asaewebinar This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions. Presented by: Adam Higgins Technical Project Manager, HighRoad Solution
- 2. 6-part Lunch Learning Series 2 Session 1: Mobile Email 101 Jan. 17 Session 2: Email Deliverability Basics Mar. 21 Session 3: Go Social! May 17 Session 4: Member Preference Center 101 July 18 Session 5: The Value of Integration Sept. 19 Session 6: Member Holiday Inbox Basics Nov. 21
- 3. Your Presenters 3 For over a decade, Adam has functioned as a marketing and business analyst for non- profits and associations. In 2013, Adam joined HighRoad Solution as the technical project manager to manage eMarketing and digital communication implementations. Throughout Adam’s career, he has bridged the gap between the business units and information technology department. Adam is a graduate from California State University, Dominguez Hills. He’s a Los Angeles native that now resides in Atlanta, GA with his wife and son. Adam is one of the few men that enjoys wearing a suit and tie to work. Adam Higgins Technical Project Manager
- 4. Today’s Content • Why Deliverability Now? • Technical Configuration • Engagement • Marketing Rundown • User Centric Messaging • Tips and Takeaways 4
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- 6. Why Deliverability? • Holiday Season – Biggest Retail Period • Retailers Send Massive Amounts of Emails • ISPs Inbox Algorithms • Higher Bounce Rates during this Season 6
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- 8. Technical Configurations • Domain Keys (DKIM) • Dedicated IP or Shared IP • SPF Record and Sender ID 8
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- 10. Engagement • Constituents who opened your email in the last 90days • Big Picture: Posterity of your Membership • Granular Level: Increases Your Sender Score • Achieve Higher Engagement via Strategic Marketing 10
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- 12. Marketing Defined Creating a specific message for a specific audience to elicit a specific response. 12
- 13. Messaging • User Centric Message • Create a conversation with you Constituents • Consistent, Timely and Valuable • Technical Basics • Responsive Design • UX Standards – Header, Banner, Body, Footer • Call to Action Buttons 13
- 14. Audience • Target Marketing • Bundle Groups • Job Titles, Job Functions, Ages, etc… • Match the Audience to the Message 14
- 15. Response • Analyze delivery metrics • Bounces • Opens • Click through Rate • Opt Out Rate per Message • AMS Engagement Score • A/B Testing 15
- 16. IKEA Effect “In a series of experiments, they have demonstrated that people attach greater value to things they built than if the very same product was built by someone else.” Source: http://www.npr.org/2013/02/06/171177695/why-you-love-that-ikea-table-even-if-its-crooked 16
- 17. Case Study End of Year Fundraising Campaign • Sent to all members and prospect in the database • What’s wrong with this scenario? 17
- 18. Case Study Mistakes • One Size Fits All Email • No Personalization or Customization of Content • Sending Messages to a Unengaged Audience 18
- 19. Case Study Corrections • Customized the content for specific audiences • Suppress Non-Engaged Members 19
- 20. Recap • Technical Configurations (DKIM, IP, Sender ID) • User Centric Messages • Create Conversation • Follow Technical and UX Standards • Create Highly Customized and Targeted Messages • Send only to Engaged • Analyze Message Data 20
- 21. Questions? 2121 Adam Higgins Technical Project Manager
- 22. 22 Thank you for participating in the ‘Member Holiday Inbox Basics’ Webinar. If you have any questions be sure to contact one of the presenters at their contact information provided on the following slide. Also be sure to look for an email featuring a recording of today’s webinar and a copy of the presentation.
- 23. Contact Information @highroad_adam 23 Adam Higgins, Technical Project Manager HighRoad Solution