There's got to be a better way than what we've all been doing for the last 10 years in email marketing. So much of our time spent in marketing & communications is still eaten up by redundant tasks and so little time is focused on rethinking how our newsletters can be modernized to fit into today's information-saturated world. Luckily, HighRoad has taken up this challenge and created the Newsletter of the Future that is so needed & brings so much pain relief that we've seen grown marketers cry. (It's true!) Join us to learn what's needed for the Newsletter of the Future and how your organization can revolutionize the way it's communicating through email to your constituents. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

1. Newsletter of the Future
Elevate Your Message. Live Your Life.

2. Email Approach Circa 20th & 21st
Century:
Integrated eMessaging

3. Current Challenges
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•
•
•
Too many emails
Too much pressure to sell
Same look & feel
Too much time:
– Cutting & pasting
– Formatting
– Scheduling & discussing
Integrated eMessaging

4. What We’re Not Doing
•
•
•
•
•
•
Testing
Being Creative
Triggered Campaigns
Being Strategic
Using What We’ve Got
Reallocating Time for All of the Above!
Integrated eMessaging

5. New Method for 2014:
• CIA Method:
– Consolidate
– Integrate
– Automate
(Tracking is inherent in the name!)
Integrated eMessaging

6. Time Out for Theory
Stop Pushing Buttons. Push the Right Buttons.

7. Tripod Principles of Modern
Marketing
• Multi-channel
• Multi-touchpoint
• User-centric
Requires:
• Time
• Creativity
• Subject-Matter Expertise
Integrated eMessaging

8. Integration & Automation
-Private social
-Public social
media
channels
(Pinterest, Fb,
Twitter…)
-Publication
sites
-Other
databases
-PR
databases
-Blogs
Integrated eMessaging

9. Newsletter of the Future
Needed Elements

10. Element #1: Preference Centers
•
•
•
•
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Language Preferences
Sending Time Preferences
Time Zone Preferences
Zip Code Location
Screen/Device-Independence
Integrated eMessaging

11. Element #1: Preference Centers
•
Moving into using individual-level
specific data for targeting &
automated delivery
•
Using multiple source systems for
content
•
Using established tagging systems
across content
•
User-dictated preference levels &
selections
•
No staff involvement in
production, distribution or delivery
Integrated eMessaging

12. Element #1: Preference Centers
Utilizing Taxonomies (Tagging)
Integrated eMessaging

13. Element #2: Responsive Design
Integrated eMessaging

14. Element #3: HyperPersonalization
Integrated eMessaging

15. Element #4: Educational Sales
Integrated eMessaging

16. Element #5: Integrated Systems
(CMS)
Integrated eMessaging

17. Element #6: Transactional
Platform
Integrated eMessaging

18. Element #6: Transactional
Platform
• Different network send structure
• Email newsletters dynamically compiled
for each individual at time of send based
on preferences, smarty tags, etc.
• Can’t preview as a test
• Fully automated and scheduled based on
user’s input
Integrated eMessaging

19. Newsletter of Today
Put it in Action. Show me the Money.

20. Member 1
Integrated eMessaging

21. Member 1
Integrated eMessaging

22. Member 2
Integrated eMessaging

23. Member 2
Integrated eMessaging

24. Responsive
Integrated eMessaging

25. Responsive
Integrated eMessaging

26. Email Analytics
Integrated eMessaging

27. Summary:
21st Century:
• Multi-channel
• Multi-touchpoint
• User-centric
CIA Method:
• Consolidate
• Integration
• Automation
Integrated eMessaging