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Marketing Automation 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

The 3 Best Data Points to Grab from Your AMS for Marketing Automation Campaigns

Written by Alex Mastrianni on November 14, 2018 at 5:10 AM | 4 minute read

An AMS is a treasure trove of valuable data, so we often think: why not grab everything we can for our marketing campaigns?

But with an endless amount of information right at our fingertips, it can be tough to separate the grain from the chaff. How do we know which AMS data points will be the most useful and effective to tap for our marketing campaigns?

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Topics: Marketing Automation, Integration, Member Retention

8 Award-Winning Success Stories from Super Forum 2018

Written by Jenna Frantz on November 8, 2018 at 5:02 AM | 7 minute read

Every Super Forum, we present our Floyd Awards to recognize our customers for their outstanding work in community. This year, we’re extra excited to include awards for success in online community and marketing automation.

We’re sharing these winning customers’ stories because A) they’re great, and B) everyone can learn from what they’ve done well.

Congrats to our 2018 winners! Check out their stories and why they won below.

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Topics: Super Forum, Online Community, Marketing Automation

5 Questions to Ask Before Jumping Ship on Your AMS

Written by Gabrielle Wathen on October 25, 2018 at 2:00 PM | 10 minute read

An effective association management system (AMS) helps your association improve functionality, streamline operations, empower your members, and increase growth rate. In short, a great AMS is essential.

But, what happens when your AMS isn’t meeting all the needs that you think it should meet? Do you switch? When faced with this decision, there are two common misconceptions many associations fall victim to:

  1. The assumption that their AMS should be an all-in-one solution for every business objective.
  2. If their AMS isn't the all-in-one-solution they thought it would be, they think switching AMS providers is the best solution to fill those gaps.

If this sounds familiar, trust us, your association is not alone in contemplating a switch. However, we’ve seen far too many associations waste valuable time and resources on a switch, only to run into similar dissatisfaction with their new database down the road.

Help us help you avoid this.

We know, we know… you have your reasons for wanting to switch your AMS, but what are they? Our experience tells us you can save your association from months of costly deliberation and implementation woes.

Address these five questions before jumping ship.

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Topics: Online Community, Online Community Software, Community Platforms & Updates, Associations, Marketing Automation, Integration

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

Communicate, Collaborate, Elevate: 3 Big Reasons Why You Should Attend Super Forum 2018

Written by Jenny Pan on October 9, 2018 at 8:00 AM | 3 minute read

At any industry or customer conference, we all hope to tackle a few simple goals: chat with smart people, learn some new tricks, and get inspired by new ideas. For Super Forum 2018, we’re riffing on our familiar motto All Together to bring you all three:

Communicate I Collaborate I Elevate

While the words “communicate,” “collaborate,” and “elevate” may sound like buzzwords, we see real value in these concepts – all three represent what we hope will be a top-notch conference.

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Topics: Super Forum, Online Community, Marketing Automation

[New eBook] The Community Module Guide: How to Support Your Organization’s Business Objectives

Written by Gabrielle Wathen on October 8, 2018 at 8:00 AM | 4 minute read

Have you ever heard someone say “there’s an app for that!” when you complain about your smartphone? Well, if you want to elevate the success and business impact of your online community, trust us –  there’s a module for that.

Customizing your online community is a great way to maximize its impact, propelling your capabilities from basic to extraordinary. But selecting the right add-on modules to invest in can be tricky if you aren’t familiar with their functionality.

Even trickier is this often overlooked fact: what’s our community for in the first place?

There is no one-size-fits-all package of tools on the road to success. When you’re ready to further enhance your community, that’s when the fun of “shopping around” for new modules starts - because your core objectives are already front and center. When that time comes, The Community Module Guide will map you in the direction of the right tools to support your goals.

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Topics: Online Community, Marketing Automation, Member Experience, Associations, Online Community Management, Engagement, Member Retention, Collaboration Tools, Volunteer Management, Member Engagement

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