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Marketing Posts

Email Marketing vs. Marketing Automation [Explained]

Written by Elizabeth Bell on October 18, 2018 at 8:45 AM | 14 minute read

Email is an important component of any modern marketing strategy. But, email marketing on its own can only do so much. What it does, it does…fine. It’s limited, though. 

Let me explain. If you wear glasses, you’ll recognize the situation I’m about to describe: You go to the eye doctor for the first time and get your glasses or contacts. You walk out the door, and for the first time, you realize that the trees have leaves! (Or what your mom’s face actually looks like, or that you have ten toes, not nine…whatever your experience, you know the feeling).

Trying to look at your members’ engagement using email marketing is like seeing the world without glasses. Put glasses on (AKA marketing automation), and you can see the bark, the leaves, and the squirrel dropping acorns on your head. Truly, it’s a glorious sight.

Pro Tip: For maximum understanding of the differences, read on and be sure to watch our featured video.

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Topics: Email Marketing, 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

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

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

14 of Our Favorite Examples of Storytelling in Marketing

Written by Elizabeth Bell on July 26, 2018 at 8:20 AM | 10 minute read

When was the last time you saw a commercial that made you cry? Maybe it was one of those gems during the Super Bowl, or maybe you’re not the crying type – either way, what’s the secret behind these stirring commercials? When you think about it, it’s odd that we’d cry over something (not you, non-cryers) that’s simply advertising a product or service for purchase.

So, what is it about certain commercials that tug at our heartstrings?

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Topics: 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

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

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