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Form versus Function: Assessing Your Email Templates Suzanne Carawan Chief Marketing Officer HighRoad Solution
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Asae lunch learning-Form versus Function: Assessing Your Email Templates

Feb 07, 2017

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Page 1: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Form versus Function: Assessing Your Email Templates

Suzanne CarawanChief Marketing OfficerHighRoad Solution

Page 2: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Understanding Baseline

Page 3: Asae lunch learning-Form versus Function: Assessing Your Email Templates

What Email Are We Sending Today

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Event Marketing-

Annual25%

Event Marketing-

Other15%

Education Products15%

Member-ship Ac-quisition

5%

Mem-bership Renewal

10%

Member Retention

Benefit15%

Association News10%

Ad Hoc-Other5%

Typical Association Email Portfolio

Page 5: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Promotional Email90%

Transactional Emails10%

Traditional Association Email Approach

Promotional Email Transactional Emails

Page 6: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Ecommerce85%

Reset Password

10%

Renewal5%

Transactional Email Portfolio

Page 7: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Email Type Percentage Time Spent

Event Marketing-Annual 25 20

Event Marketing-Other 15 5

Education Products 15 20

Membership Acquisition 5 5

Membership Renewal 10 10

Member Retention Benefit 15 40

Association News 10 5

Ad Hoc-Other 5 5

Self-Check: Portfolio

Page 8: Asae lunch learning-Form versus Function: Assessing Your Email Templates

What Do We Know in Terms of Performance?

-Open, CTR, #Subs, Unsubs

Page 9: Asae lunch learning-Form versus Function: Assessing Your Email Templates

What Do We Want to Achieve?

-$ for:RegistrationProductsEducation

Page 10: Asae lunch learning-Form versus Function: Assessing Your Email Templates

What Do We Fear?

-Overemailing-Opt-outs-Mr. Irrelevant

Page 11: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Elements Needed for Improvement (Growth)

Page 12: Asae lunch learning-Form versus Function: Assessing Your Email Templates

1) Time to think strategically2) Digestible, Achievable Plan to take

you from big picture goal to tactical today

3) Right tools4) Right talent5) Discipline to stick to the plan

Growth Elements

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How Do We Free Up Time?

Page 14: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Email Type Percentage Time Spent

Event Marketing-Annual 25 20

Event Marketing-Other 15 5

Education Products 15 20

Membership Acquisition 5 5

Membership Renewal 10 10

Member Retention Benefit 15 40

Association News 10 5

Ad Hoc-Other 5 5

Where to Automate

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How & When Do We Grow?

Page 16: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Rise of Automation & Redesign

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Redesign Approach Using Digital BusinessMethodology

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HighRoad’s Process TM

Page 19: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Case StudyOptimum 5 Program

Page 20: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Research Methodology Employed

• Staff Interviews• Analysis of Email Deliverability,

Behavioral Usage & Composition• Analysis of Feature/Function Use &

Application• Analysis of Past Engagements • Comparison to Benchmark Clients

Page 21: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Research Areas Not Employed

• End User Interviews• Persona Analysis• Social Media and Web Analytics

Analysis• A/B Testing

Page 22: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Creative

Page 23: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Creative

• Mobile-First• Lack of Compelling Graphics &

Content• Non-Email Writing Style • Lack of Voice • Lack of Understanding of Email

Subject Lines & Preview Text

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Key Findings: Metrics

Page 25: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Metrics

• Reliance on Vanity Metrics• Lack of Conversion Metrics• Zero Connection between COGS &

Revenue• Lack of Measuring Target Growth

Markets or Lifetime Value (LTV)• Lack of Measurement at the

Aggregate

Page 26: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Email Skill & Knowledge

Page 27: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Email Skill & Knowledge

• Lack of organizational database knowledge

• Lack of segmentation• Lack of technical know-how for

responsive design/mobile-first• Knowledge gaps in automation &

inbound marketing methodologies

Page 28: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Organizational Processes

Page 29: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Organizational

• Staff is overwhelmed & underwhelmed

• Lack of energy and enthusiasm towards evil “it is a necessary evil”

• Misaligned departmental structures• Misallocation of time & energy• High need for training & skill

development

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Key Findings: Digital Channel Integration

Page 31: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Key Findings: Digital Channel Integration

• Focus has been on communicating to those the org already knows

• Lack of use of subscriber touchpoints• Lack of use of social and engagement

integration points• Lack of conversion touchpoints to tie

together user journey from awareness to purchase

Page 32: Asae lunch learning-Form versus Function: Assessing Your Email Templates

Recommendations

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This is Your User

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Recommendations

• Mobile-First• Long Format• Contextualize the Experience• Campaign-Level ROI Approach• Align & Reinvigorate Departments

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Page 36: Asae lunch learning-Form versus Function: Assessing Your Email Templates

• Launch with Expectations• Improved Open & CTRs• Interactive• Engaging!

Results

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Marketing Technology for Associations

Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]

www.highroadsolution.comwww.highroadu.com