Powerful EPCs Adam Higgins, Technical Project Manager
Jul 16, 2015
Powerful EPCs
Adam Higgins, Technical Project Manager
Integrated eMessaging
Solutions
For over a decade, Adam functions as a marketing and
business analyst for non-profits and associations. In 2013,
Adam joins HighRoad Solution as the technical project
manager to manage eMarketing and digital communication
implementations.
Throughout Adam’s career, he bridges the gap between the
business units and information technology department.
Adam began his career at the Los Angeles County
Department of Community and Senior Services where he
developed and managed databases for thousands of
Workforce participants. Moving on to Western Growers in
2006, Adam managed the enterprise association
management system (AMS), and oversaw web
development, design, and analysis for websites.
Adam Higgins 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.
Integrated eMessaging
Solutions
Powerful EPCs
Integrated eMessaging
Solutions
Why Email Preference Centers?
• CAN-SPAM Compliance
– Give members a mechanism to opt out of
receiving future emails
– Honor opt-out requests promptly
• CASL Compliance
– Express Consent Form for members with
implied consent
Integrated eMessaging
Solutions
Prevent Global Opt Outs
• Members Do The Following
– Unsubscribe
– Report As Spam
– Modify Preferences
• Give Users the Power to Select Interest
Integrated eMessaging
Solutions
Unleash the Power
• Healthy Membership Marketing Lists
• Segmentation for Target Marketing
Campaigns
• Creative User Experience with AMS Data
• Marketing Automation Strategies
• Hyper Personalized Email Campaigns
Integrated eMessaging
Solutions
UX and Design
Not Only is it Powerful, it’s Beautiful
Integrated eMessaging
Solutions
Branding
• Cohesive Experience between Your
Website and EPC
• Following the Organization Style
Guidelines
Integrated eMessaging
Solutions
Branding
Integrated eMessaging
Solutions
Responsive
• Over 50% of Emails are opened on mobile
phones.
• Create a cohesive experience from mobile
phone to preference center
• Checkboxes, Input boxes, and Buttons
sized properly for mobile
Integrated eMessaging
Solutions
Desktop
Integrated eMessaging
Solutions
Mobile
Tablet Devices
Mobile Phones
Integrated eMessaging
Solutions
Modal Pop Ups
Integrated eMessaging
Solutions
Modal Pop Ups
Integrated eMessaging
Solutions
Asynchronous Functionality
• One Page Applications
• Form Actions without Page Reload
• Efficient User Experience
• Increases Engagement on the Page
• Keep in Mind, Proper Messaging to the
End User
Integrated eMessaging
Solutions
One Page Application
Integrated eMessaging
Solutions
One Page Application
Integrated eMessaging
Solutions
How Many Preferences?
Integrated eMessaging
Solutions
How Many Preferences?
• Find the Right Balance
• Too Little
– No Differentiation to the Member
– No Segmentation Strategy
• Too Many
– Inundates the Member
– Too Granular. Difficult to Honor.
Integrated eMessaging
Solutions
The Presentation of
Preferences
Integrated eMessaging
Solutions
Toggle Accordions
Integrated eMessaging
Solutions
Personalization
• Show and Hide Preferences based on
Member Demographic Data
• Highlight Member Benefits to Non-member
Subscribers
Integrated eMessaging
Solutions
Personalization
Integrated eMessaging
Solutions
Language Detection
Integrated eMessaging
Solutions
Dynamic Preferences
• Use the AMS as a CMS to Preference
Center
• Change Descriptions and Titles
• Add and Remove Preferences
Integrated eMessaging
Solutions
Glass Half Full (Opt Outs)
• Improve Your Marketing Strategy
• Good Insight on Your Market
• Engaging Correctly With You
Integrated eMessaging
Solutions
Survey on Opt Out
Integrated eMessaging
Solutions
Offer Additional Channels
• Email may not be their preferred
communication channel
• Offer Twitter, Facebook, and LinkedIn as
Options
• Collect Channel as Communication Field
in AMS/CRM
Integrated eMessaging
Solutions
Powerful Data
Let’s Go Beast Mode
Integrated eMessaging
Solutions
Powerful Data in The AMS
• Increase Engagement and Loyalty
• High Value Content Marketing
• Strong Advocacy Efforts
Integrated eMessaging
Solutions
Automation The Future
• Triggers Routine Emails and Campaigns
• Campaigns Run While You Work
• One Shared Taxonomy
• Consolidating Communications to Your Constituents
Integrated eMessaging
Solutions
Frequency
• Key Reason for Opt Outs
• Send Emails on the Members Schedule
Integrated eMessaging
Solutions
Hyper Personalized Emails
Integrated eMessaging
Solutions
Hyper Personalized Website
• Personalize Member Web Experiences
• Content Tailor Made with Depth and
Context
Integrated eMessaging
Solutions
Future Preference Centers
Integrated eMessaging
Solutions
Future Preference Centers
• Algorithms to Determine User Interest
Based on Prior Actions and Behaviors
Integrated eMessaging
Solutions
Questions?
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