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Email Marketing Posts

Why You Should be Segmenting Your Members by Data, Rather than Type

Written by Mitch Eisen on December 6, 2018 at 1:00 PM | 5 minute read

In the 2018 Membership Marketing Benchmarking Report from Marketing General, Inc., associations surveyed revealed the most common level of segmentation for their member marketing efforts:

  • 55% – Membership level/type

  • 32% – Demographic-based

  • 29% – Job/occupation-based

How are you segmenting your members? These numbers suggest some missed opportunity.

Why? Because online community and marketing automation provide member behavior data that allow us to hyper-segment and provide relevant, personalized content, instead of having to guess what members want to read based solely on their membership level or some other item, like demographics. Behavioral data and segmentation are key to maximizing the value of your targeted marketing efforts.

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Topics: Marketing Automation, Online Community, Email Marketing

20 Marketing Automation Mistakes You Could Be Making (And How to Fix Them)

Written by Tien Dinh on November 27, 2018 at 7:58 AM | 10 minute read

 

Before we get started, let me say this: making mistakes is part of learning how to do anything well.

That being said, it’s time to take a closer look at your marketing automation strategy to see if you’re making any of these common mistakes. Knowing what you’re doing wrong is also a vital part of learning how to do something well.

And don’t worry, we won’t leave you hanging. We’ve got a solution for every mistake on the list.

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

Your Guide to Effective [Not Annoying] Marketing Personalization

Written by Elizabeth Bell on November 21, 2018 at 8:45 AM | 15 minute read

Personalization is hot right now. People want to receive relevant, customized recommendations from the brands and organizations they’re interested in. And what’s more, they’ve grown to expect it. But when personalization is sloppy, people get annoyed.  

Adobe’s recent study about email marketing revealed more about these reactions to personalization.  

People appreciate personalization and want to see more of it, but certain mistakes or inaccuracies make personalization frustrating. So, how can we do personalization right, without ending up in the annoying category (or worse…the unsubscribe category)? 

We can’t just drop personalization; in fact, it’s the key to engagement, so it should be a top priority to learn how to do it properly. After all, Accenture Innovative found that almost all consumers (91 percent) are more likely to shop with brands who personalize their experience.  

But first… 

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Topics: Marketing Automation, Email Marketing, Member Experience

17 Essential Email Design Tips + Inspiration for the Non-Designer

Written by Amie Perrott on October 24, 2018 at 8:30 AM | 8 minute read

Did you know that the number of emails sent per day is projected to grow to 333 billion by the year 2022? Whoa, that’s right – per day. With so much content flooding our inboxes as it is, understanding the basics of email design has never been more critical in the competition for your subscribers’ attention.

I’m not here to tell you exactly what the best email design is (that’s pretty subjective anyway), but I am here to strengthen your knowledge of the basics with critical tips and inspiration based on my experience as an email marketer in the association and B2B demand generation world.

Have no fear, non-designers, this blog is not about HTML or fancy interactive capabilities.

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Topics: Email Marketing, Marketing Automation

SPF, DKIM, DMARC: The 3 Pillars of Email Authentication

Written by Brad Gurley | on October 11, 2018 at 7:55 AM | 5 minute read

If you’re an email marketer, you’ve probably heard acronyms like “SPF,” “DKIM,” and “DMARC” being tossed around with little explanation. People might assume you automatically understand these terms, but the truth is that many marketers’ grasp of these concepts is vague, at best.

The good news is that SPF, DKIM, and DMARC can work together for you like a triple rainbow of email authentication, and that’s why we want you to have a thorough understanding of them.

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Topics: Email Marketing, Marketing Automation, Marketing

48 No-Brainer Tools Every Marketer Needs

Written by Elizabeth Bell on October 4, 2018 at 7:56 AM | 12 minute read

Whether you’re on a small team, a team of one, or a large team with divided responsibilities and resources, marketers all have a few things in common:

We need to accomplish things quickly, handle multiple projects at once, stay inspired, keep ourselves updated about current events, and collaborate with others across our team or departments. Another similarity? Tools, technology, and coffee keep us running.

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Topics: Marketing Automation, Marketing, Email Marketing, Social Media

Testing, Testing: 4 Tips to Streamline the Email Approval Process

Written by Tien Dinh on September 27, 2018 at 8:45 AM | 2 minute read

 

It’s Thursday afternoon, the weekend is around the corner, and you’ve scheduled five different emails, each with its own list segment, for early next week. You wrote the copy. You created templates and laid it out. Unfortunately, you’ve yet to begin testing, and this quality assurance step of the production process is imperative to ensure content accuracy and display functionality.

On top of that, you and various projects managers from different departments who are involved in the approval process are all inundated with other impending deadlines. Sound familiar?

For many associations, this scenario is a never-ending one that consumes staff resources and creates a bottleneck for other projects. Below are four tips to help you streamline the email approval process without sacrificing the accuracy and quality of your campaigns.

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Topics: Email Marketing, Email Deliverability, Marketing

Email Deliverability: Why It Matters (And 4 Tips on How to Improve Yours)

Written by Brad Gurley | on August 30, 2018 at 7:50 AM | 4 minute read

Numbers matter. Whether you’re a retailer, trade association, event organizer, publisher, or a small business owner, you know that the more times people see your organization, brand, or message, the better.

More interest in your cause, more visits to your site, or more attendees for your annual conference can only be a good thing...right?

In the search for new and innovative ways to increase reach or get in front of more people, many marketers are missing one of the most important factors – email deliverability.

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Topics: Email Marketing, Marketing Automation, Email Deliverability

Is Marketing Automation Going to Take Away My Job?

Written by Courtney Ellis on August 23, 2018 at 8:06 AM | 3 minute read

It’s a valid fear – as marketing automation adoption increases, many seasoned marketers are wondering if they’re automating themselves out of a job.

The short answer is no. Automation can be the best piece of technology in your toolkit, enabling you to work faster and more efficiently and create content that is befitting of your amazing subscribers.

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

5 Smart Tips to Strengthen Your Automated Emails and Increase Conversions

Written by Sara Maloney on July 19, 2018 at 8:16 AM | 4 minute read

Everyone uses email. Not everyone loves email, but everyone uses it today nonetheless. Why? Because it’s the main way we receive valuable communications.

But, how many times a week do you scroll through your inbox and think, "Why am I receiving emails about something completely irrelevant to me?" or "Why am I being sent this email asking me to register for an event that I already registered for?"

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

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