E-mail Marketing at ASQ

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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E
-
mail Marketing at ASQ

Introduction

Lyndell Truitt

Senior Digital Marketing Analyst

ASQ Marketing Services


Responsibilities:


E
-
mail Marketing Strategy


Paid Search


Search Engine Optimization


Web Analytics


Online Promotional Optimization

Organizational Updates


Updating e
-
mail templates/design


Standardize the back
-
end coding


Update the brand consistency


Improve internal processes



Creating new governance practices


Expected to be ready in December

Organizational Updates


Preference Center


Will replace the current “My Account” area for all
members and registered users.


Platform for giving web visitors self
-
service control over
what information they want to receive and how they
want to receive it.


Will integrate our e
-
mail marketing system (Silverpop)
with Personify and the web site.


Will allow for more granular opt
-
out management

for e
-
mails.


Expected to launch within 2 months of Personify

go
-
live.

Making E
-
mail Work For You:

10 Helpful Tips

1. Think like a Marketer.


Have a goal in mind for every e
-
mail you
send.


Don’t just provide information


ASK

for
action.


Put yourself in the recipient’s shoes and
answer
“What’s In It For Me?”
(WIIFM).

2. One size does not necessarily fit all.


Relevancy is KING.


Increasing relevancy will improve open
rates, click rates and conversion rates.


Personalization is great


relevancy is
better!


Target messages to smaller segments of
your list.


Let your readers know that you know
something about them.

3. Match your e
-
mail to the brand.


Definition:

The word brand has continued to evolve to encompass identity


it affects the
personality of a product, company or service. It is defined by a perception, good or
bad, that your customers or prospects have about you.


Encompasses many pieces:


Logo


Color scheme


Fonts


Voice of copy


From Address


Power is gained by consistency.

4. Pay attention to your subject lines


Write your subject line first.


Keep it short.


5
-
8 words; approximately 40
-
50 characters


Be specific.


Answer your WIIFM question.


Write 3
-
4 options and choose one.


Watch your open rates for signs of what
works and what doesn’t with your audience.

5. Keep it simple.


If you design everything to stand out


nothing will.


Don’t underestimate the power of clean,
simple design.


Simple design will make it easier to ensure
that your email looks consistent across
different browsers, e
-
mail clients, and
mobile devices.

6. Be concise.


50% of recipients won’t scroll.


E
-
mail is a good “courting” mechanism.


Give enough details to gain interest…

then let your web site do its job.


Link to additional details, full articles, or other
online resources.


Allow the visitor to scan and pick out pieces
that interest them.

7. Put important information in text.

7. Put important information in text.


Even with images turned off, the reader
should clearly see who the e
-
mail is from
and what the primary message is.


Use your “preview pane” real estate to your
advantage.

8. Go beyond “Read More”.


Ask yourself 3 little questions for each
article, blurb, or e
-
mail:

1.
What do you want the reader to do?

2.
Why should they do it?

3.
How do they take the next step?


Example:

Learn more

OR

Register online today

for this premier conference.

Sign up for this free webinar
. Become a leader in your organization!


9. Let your channels work together.


Email and social media go hand in hand


cross promote activities.


Point to content on your website.


Get your readers comfortable with where to go
for key information like webinar archives or
event calendars.


Remember to think about mobile readers.

10. Pay attention to your numbers.


Your readers are trying to tell you
something… learn to listen!



2011 Association Email Marketing
Benchmark Report*


Avg

Deliverability: 97.51%


Avg

Open Rate: 35.18%


Avg

Click Rate**: 18.42%


* Copyright. Informz, Inc. 2011. Results compiled from 400 million emails sent by over 500 large and mid
-
sized associations in the United States, Australia, New Zealand, Canada, and United Kingdom. Major
sending categories include appeals, newsletters, events, and surveys.

**Click Rate is defined as the number of unique clicks / the number of unique opens.

QUESTIONS?

Lyndell Truitt, Senior Digital Marketing Analyst

2011 Division E
-
mail Template

Increasing Member Engagement

November 2011






Q5: What do you consider to be the biggest challenge(s) to fulfilling the role and responsibilities of
your member leader position?

2011 ASQ Member Leader Experience Survey

Our current approach:

A look at the industry of e
-
mail…

Our current approach:

How we can improve:

1.
Eliminate excess information.

Provide content links that make e
-
mails
easier to read and encourage member
engagement by driving traffic to our
websites.

2.
Create a familiar format for e
-
mails.

Make Divisions


and their e
-
mails


more
recognizable & distinctive.

3.
Leverage our global, ASQ brand!


Eliminate excess information


What is our e
-
mail offering the member? (WIIFM)
Let’s make our value to members clearer,
quicker.



Creatively reducing our content makes our e
-
mail
messages more likely to be read.



Providing content links encourages member
engagement by driving traffic to our websites
and social media sites.


Create a familiar format for e
-
mails


Division logo e
-
mail headers will help readers
more strongly identify with the Division.



The new template will help members find the
information & opportunities they’re looking for by
placing them in text in and in consistent spots
within the e
-
mail.



In addition, Division URLs & social media icons
will be in established spots where they’ll be more
likely to be explored.


Leveraging our global, ASQ brand


People are loyal to brands they’re familiar
with.



Strong brand consistency & the resulting
recognition helps all Divisions grow
membership.



How are we going to promote engagement
by making ASQ Divisions more
recognizable?

BEFORE

Incorporating Tips Into Our Template


1.
Think like a marketer

2.
Personalization is great, relevancy is better

3.
Match your email to the brand

4.
Subject lines that sell

5.
Keeping it simple

Three Block Options:

Incorporating Tips Into Our Template


6. Be concise

7. Put important information in text

8. Move to reader to do more

9. Let your channels work together

10. Pay attention to your numbers

Moving Forward


E
-
Mail Overview Webinar


Thursday, December 1
st

1:00pm


2:00pm Central


New process for
requesting e
-
mail


Breakdown of new features


Interest in E
-
mail
development webinars?


Content writing tips