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Shayna McGroggan

Shayna educates on marketing automation for Higher Logic. She has been a passionate digital marketer since 2010, with experience in email marketing, SEO, content marketing, social media management, and of course automated campaigns.
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Recent Posts

Do Your Members Love or Hate Your Emails? (4 Tips for Getting Their Feedback)

Written by Shayna McGroggan | on September 18, 2018 at 7:55 AM | 4 minute read

We all know our audience is the key to great email performance, but it can be hard to know whether your audience likes reading your emails. Sometimes, it can feel like the only feedback we get is the dreaded unsubscribe button.

But with marketing automation, getting feedback can be easy. There’s plenty of evidence and ways to track performance with marketing automation. The data’s all there, and it’s easier to find than you think.

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Topics: Marketing Automation, Member Experience, Engagement, Associations

Create the 3 Most Common Automated Campaigns in No Time

Written by Shayna McGroggan | on September 6, 2018 at 8:00 AM | 5 minute read

People seem to love trilogies, trios—really, anything in threes.

You’re not a true Star Wars fan unless you’ve seen A New Hope, The Empire Strikes Back, and Return of the Jedi. How many people would still be fans of the Two Stooges, Two Musketeers, or Two Amigos? Heck, being that our Saratoga, NY office is in a town known for their horse racing track, the magic of the trifecta is not lost on us.

We recently released the 2018 State of Marketing Automation: Association Benchmark Report, which reported the three most popular automated campaigns for associations:

  • New member onboarding
  • Membership renewals
  • Event promotion
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Topics: Integration, Marketing Automation, Online Community, Member Engagement, Associations

Your Guide to Building Automated Campaigns with Integrated Data

Written by Shayna McGroggan | on August 16, 2018 at 7:59 AM | 7 minute read

I’m a big fan of 80s fantasy films. In the movie The Princess Bride, one of my favorite scenes is when Inigo starts to question Vizzini’s grasp of the vernacular after hearing him use the word “inconceivable” multiple times to describe things that were clearly coming to fruition anyway. He gives Vizzini a puzzled look and says “You keep using that word. I do not think it means what you think it means.”

Refresh for those of you who are having a very Vizzini day:

in·con·ceiv·a·ble

Defined as not capable of being imagined or grasped mentally; unbelievable.

When you hear the term “integrated data,” what comes to mind? It may not mean what you think it means.

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Topics: Marketing Automation, Integration, Online Community, Engagement, Marketing

Marketing Automation: Creepy? Or Just Good Customer Service?

Written by Shayna McGroggan | on August 2, 2018 at 8:20 AM | 5 minute read

You’re shopping online. You put something in your cart, leave the website, and then a few minutes later, you get an email that says, “Oops, looks like you left something behind.” Have you ever had this experience? Turns out, it’s not Big Brother spying on you – it’s just marketing automation at work. An abandoned cart campaign is a perfect example of how marketing automation can be used to create a great user experience.

Tell me more, you say?

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Topics: Marketing Automation, Customer Support, Member Experience, Associations

5 Marketing Automation Features You Need to Start Using Today

Written by Shayna McGroggan | on July 12, 2018 at 8:30 AM | 5 minute read

In the survey we did for our recent State of Marketing Automation: Association Benchmark Report, we asked associations what additional marketing automation features they’re using. We discovered that many of them aren’t making use of certain features that could be taking them to the next level.

If you pair this with our finding that one of the biggest marketing automation challenges for associations is a lack of platform knowledge, it starts to look like associations might not be making use of these essential features because they don’t realize what they can do.

Without these features, it’s difficult to make your marketing automation campaigns shine.

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Topics: Marketing Automation, Marketing, Member Experience, Engagement

What Do Vanity Metrics Have to Do with Marketing Automation Goals?

Written by Shayna McGroggan | on June 28, 2018 at 8:06 AM | 5 minute read

Higher Logic recently released our 2018 State of Marketing Automation: Association Benchmark Report. When I got a chance to pore over the results, I saw a lot of fascinating responses from the survey portion of the report. We asked about all sorts of things, like how they used marketing automation and what their goals and successes were. We also asked about any challenges they were facing.

Those who answered this last question gave some answers we’d expected, like lack of understanding about their software, or the difficulty of finding a platform that fit their needs or skill level perfectly.

But an answer I didn’t expect to see was that they were struggling with their open rates and engagement with the emails in automated campaigns. This was the third most common response for the question – that really made me start to think.

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Topics: Marketing Automation, Email Marketing, Member Experience, Marketing, Engagement

You Could Just Set It and Forget It with Marketing Automation…But Don’t!

Written by Shayna McGroggan | on June 5, 2018 at 8:10 AM | 4 minute read

If you are under the impression that “set it and forget it” is a successful strategy for using marketing automation software, I release you from this spell.

People will say one of the benefits of marketing automation software is that you can simply put the software in action and then let your automated campaigns go their merry way. But just because you have the ability to set your automation rules and then forget about them doesn’t mean this type of strategy will be the most effective.

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Topics: Marketing Automation, Member Experience, Member Engagement, Marketing, Social Media, Email Marketing

Marketing Automation and Artificial Intelligence (AI) Don’t Have to Be Scary. But They’re Scarily Connected.

Written by Shayna McGroggan | on May 30, 2018 at 8:55 AM | 3 minute read

Disclaimer: A real human wrote this post.

Before you start backing away nervously, I know – these two concepts on their own can create stirrings of inner panic. And in a post together? That’s even worse. But, taking a few minutes to sit down and truly understand each one can benefit the marketer. They’re friendlier than they seem, and you’re likely going to be hearing a lot more about them in the marketing world.

This post discusses three common questions about the relationship between marketing automation and artificial intelligence (AI).

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Topics: Marketing Automation, Marketing, Engagement, Customer Experience, Member Experience

4 Ways to Take the Confusion Out of Your Marketing Automation Platform

Written by Shayna McGroggan | on April 26, 2018 at 8:30 AM | 5 minute read

 

I am definitely one of those people who loves and needs to have the latest gadgets. When it comes to new smart phones, operating systems, gaming consoles, and audio gadgets, I covet them until they are mine.

However, more than once I’ve lusted after the latest tech toy, only to get home and let it die of loneliness in a drawer or on a shelf somewhere, because I couldn’t immediately figure it out on my own and gave up.

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Topics: Marketing Automation, Email Marketing, Marketing, Communications

Debunking 5 Marketing Automation Myths

Written by Shayna McGroggan | on April 19, 2018 at 8:30 AM | 7 minute read

 

In my quest to educate on marketing automation, I run across a lot of misconceptions. These take on a life of their own, and often feel like epic myths that would give Homer a run for his money. Someone always has a story about some other marketer, from some other organization, that had some sort of major difficulty or near catastrophe, caused by a malfunction of an automated campaign. Or they stumbled upon an unforeseen dead-end that prevented them from automating. More often than not, these issues are over-exaggerated marketing urban legends.

So, let’s uncover some epic legends and debunk some myths.

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Topics: Marketing Automation, Collaboration Tools, Marketing, Communications

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