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Email Marketing Posts

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

[ROUNDUP] 2018 State of Marketing Automation: Association Benchmark Report

Written by Gabrielle Wathen on June 21, 2018 at 11:31 AM | 3 minute read

British author James Burke once said, “You can only know where you're going if you know where you've been.” Here at Higher Logic, we’ve been working hard to analyze how associations have approached marketing automation in the past and how current strategies are evolving in an effort to best utilize new opportunities for improved efficiency and growth.

We know that it can be challenging for associations to keep up in this ever-evolving space, so don’t fret – we’re here to help you make sense of it all. The wait is over. The results are in.

Our new 2018 benchmark report, the first of its kind strictly for associations, combines our traditional email benchmarking report with a new industry survey focused on marketing automation (MA). Our findings include beneficial data to help both our own clients and the larger association market gain a better understanding of industry efforts and how we can better leverage current challenges for future success.     

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Topics: Associations, Email Marketing, Marketing Automation

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

Google's Push to Purge Your Low-Engagement Emails

Written by Sara Maloney on May 3, 2018 at 12:11 PM | 4 minute read

 HL Blog-Gmail-Unsubscribe-Low-Engagement-Email

In the last few months, Google added a feature to users' Gmail accounts. It's meant to help you easily unsubscribe from emails, and it looks something like this:

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Topics: Customer Engagement, Member Engagement, Email Deliverability, Email Marketing, Marketing Automation

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: Communications, Marketing, Email Marketing, Marketing Automation

3 Copywriting Best Practices for Your Email Campaigns

Written by Caitlin Struhs | on March 29, 2018 at 12:15 PM | 3 minute read

 

When you send a marketing email with a weak subject line or awkward copy, the interaction with the recipient ends right there – with your message in the digital trash. Even if you convince someone to open your email, how compelling is your content and the offer? It’s easier said than done in an era where we obsess over “Inbox Zero” and contend with complicated spam filters.

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Topics: Communications, Marketing, Email Marketing, Marketing Automation

The Power of Audience Segmentation [Infographic]

Written by Caitlin Struhs | on March 8, 2018 at 12:00 PM | 2 minute read

 

Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.

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

The Marketer's Toolbox: Indispensable Marketing Techniques and Technologies [Infographic]

Written by Caitlin Struhs | on February 15, 2018 at 8:30 AM | 2 minute read

 

Modern marketing is complicated. But when you break down the components of a strong marketing program, it suddenly feels familiar and approachable. The best tools out there are easy to set up, easy to use, and get results.

Still, there is an overwhelming amount of technology and techniques marketing teams need to sift through. What do you really need and which tools are key for getting results?

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

Email Marketing vs. Marketing Automation

Written by Shayna McGroggan | on January 18, 2018 at 8:30 AM | 2 minute read


Email is an important component of any modern marketing strategy. But, email is just one piece of the modern marketing puzzle. Marketing automation might sound fancy, but it's really just an extension of the functionality that email marketing already provides – the ability to create, deliver and track messages to an audience.

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Topics: Email Marketing, Marketing Automation

10 Tips for Documenting Automated Campaigns

Written by Shayna McGroggan | on January 11, 2018 at 8:30 AM | 5 minute read

“The devil is in the details.” That never rang any truer for me than when I needed to document a marketing campaign for the first time. Indeed, the devil is in those many, many details, and I learned a lot about not letting anything slip through the cracks.

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Topics: Email Marketing, Marketing Automation

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