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

Feb 07, 2017

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Marketing

Title Slide

Form versus Function: Assessing Your Email TemplatesSuzanne CarawanChief Marketing OfficerHighRoad Solution

Understanding Baseline

What Email Are We Sending Today

Email TypePercentageTime SpentEvent Marketing-Annual2520Event Marketing-Other155Education Products1520Membership Acquisition55Membership Renewal1010Member Retention Benefit1540Association News105Ad Hoc-Other55

Self-Check: Portfolio

What Do We Know in Terms of Performance?

-Open, CTR, #Subs, Unsubs

What Do We Want to Achieve?

-$ for:RegistrationProductsEducation

What Do We Fear?

-Overemailing-Opt-outs-Mr. Irrelevant

Elements Needed for Improvement (Growth)

Time to think strategicallyDigestible, Achievable Plan to take you from big picture goal to tactical todayRight toolsRight talentDiscipline to stick to the planGrowth Elements

How Do We Free Up Time?

Email TypePercentageTime SpentEvent Marketing-Annual2520Event Marketing-Other155Education Products1520Membership Acquisition55Membership Renewal1010Member Retention Benefit1540Association News105Ad Hoc-Other55

Where to Automate

How & When Do We Grow?

Rise of Automation & Redesign

Redesign Approach Using Digital BusinessMethodology

HighRoads Process TM

Case StudyOptimum 5 Program

Research Methodology EmployedStaff InterviewsAnalysis of Email Deliverability, Behavioral Usage & CompositionAnalysis of Feature/Function Use & ApplicationAnalysis of Past Engagements Comparison to Benchmark Clients

Research Areas Not EmployedEnd User InterviewsPersona AnalysisSocial Media and Web Analytics AnalysisA/B Testing

Key Findings: Creative

Key Findings: CreativeMobile-FirstLack of Compelling Graphics & ContentNon-Email Writing Style Lack of Voice Lack of Understanding of Email Subject Lines & Preview Text

Key Findings: Metrics

Key Findings: MetricsReliance on Vanity MetricsLack of Conversion MetricsZero Connection between COGS & RevenueLack of Measuring Target Growth Markets or Lifetime Value (LTV)Lack of Measurement at the Aggregate

Key Findings: Email Skill & Knowledge

Key Findings: Email Skill & KnowledgeLack of organizational database knowledgeLack of segmentationLack of technical know-how for responsive design/mobile-firstKnowledge gaps in automation & inbound marketing methodologies

Key Findings: Organizational Processes

Key Findings: OrganizationalStaff is overwhelmed & underwhelmedLack of energy and enthusiasm towards evil it is a necessary evilMisaligned departmental structuresMisallocation of time & energyHigh need for training & skill development

Key Findings: Digital Channel Integration

Key Findings: Digital Channel IntegrationFocus has been on communicating to those the org already knowsLack of use of subscriber touchpointsLack of use of social and engagement integration pointsLack of conversion touchpoints to tie together user journey from awareness to purchase

Recommendations

This is Your User

RecommendationsMobile-FirstLong FormatContextualize the ExperienceCampaign-Level ROI ApproachAlign & Reinvigorate Departments

Launch with ExpectationsImproved Open & CTRsInteractiveEngaging!Results

Marketing Technology for AssociationsContact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: scarawan@highroadsolution.com

www.highroadsolution.comwww.highroadu.com