ASAE WEBINAR Lunch 'n' Learn Series: Member Holiday Inbox Basics The holiday season presents a whole slew of challenges preventing your emails from making it into your members' inboxes. Register for this special webinar with ASAE-Endorsed Business Solutions to learn why ISPs change delivery algorithms pre-holiday and how it affects your organization's emails. HighRoad U will walk you through key steps you must do beforehand to stay Inboxed. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

1. Lunch & Learn:
Member Holiday Inbox Basics
Thursday, November 19, 2013
12:00pm – 12:30pm ET
#asaewebinar
This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.
Presented by:
Adam Higgins
Technical Project Manager,
HighRoad Solution

2. 6-part Lunch Learning Series
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Session 1: Mobile Email 101
Jan. 17
Session 2: Email Deliverability Basics
Mar. 21
Session 3: Go Social!
May 17
Session 4: Member Preference Center 101
July 18
Session 5: The Value of Integration
Sept. 19
Session 6: Member Holiday Inbox Basics
Nov. 21

3. Your Presenters
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For over a decade, Adam has functioned as a
marketing and business analyst for non-
profits and associations. In 2013, Adam
joined HighRoad Solution as the technical
project manager to manage eMarketing and
digital communication implementations.
Throughout Adam’s career, he has bridged
the gap between the business units and
information technology department.
Adam is a graduate from California State
University, Dominguez Hills. He’s a Los
Angeles native that now resides in Atlanta,
GA with his wife and son. Adam is one of the
few men that enjoys wearing a suit and tie to
work.
Adam Higgins
Technical Project Manager

4. Today’s Content
• Why Deliverability Now?
• Technical Configuration
• Engagement
• Marketing Rundown
• User Centric Messaging
• Tips and Takeaways
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6. Why Deliverability?
• Holiday Season – Biggest Retail Period
• Retailers Send Massive Amounts of Emails
• ISPs Inbox Algorithms
• Higher Bounce Rates during this Season
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8. Technical Configurations
• Domain Keys (DKIM)
• Dedicated IP or Shared IP
• SPF Record and Sender ID
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10. Engagement
• Constituents who opened your email in the
last 90days
• Big Picture: Posterity of your Membership
• Granular Level: Increases Your Sender Score
• Achieve Higher Engagement via Strategic
Marketing
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12. Marketing Defined
Creating a specific message
for a specific audience
to elicit a specific response.
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13. Messaging
• User Centric Message
• Create a conversation with you Constituents
• Consistent, Timely and Valuable
• Technical Basics
• Responsive Design
• UX Standards – Header, Banner, Body, Footer
• Call to Action Buttons
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14. Audience
• Target Marketing
• Bundle Groups
• Job Titles, Job Functions, Ages, etc…
• Match the Audience to the Message
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15. Response
• Analyze delivery metrics
• Bounces
• Opens
• Click through Rate
• Opt Out Rate per Message
• AMS Engagement Score
• A/B Testing
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16. IKEA Effect
“In a series of experiments, they have
demonstrated that people attach
greater value to things they built than if
the very same product was built by
someone else.”
Source: http://www.npr.org/2013/02/06/171177695/why-you-love-that-ikea-table-even-if-its-crooked
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17. Case Study
End of Year Fundraising
Campaign
• Sent to all members and
prospect in the database
• What’s wrong with this
scenario?
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18. Case Study
Mistakes
• One Size Fits All Email
• No Personalization or
Customization of
Content
• Sending Messages to a
Unengaged Audience
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19. Case Study
Corrections
• Customized the content
for specific audiences
• Suppress Non-Engaged
Members
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20. Recap
• Technical Configurations (DKIM, IP, Sender ID)
• User Centric Messages
• Create Conversation
• Follow Technical and UX Standards
• Create Highly Customized and Targeted
Messages
• Send only to Engaged
• Analyze Message Data
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21. Questions?
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Adam Higgins
Technical Project Manager

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Thank you for participating in the ‘Member
Holiday Inbox Basics’ Webinar. If you have
any questions be sure to contact one of the
presenters at their contact information
provided on the following slide. Also be sure
to look for an email featuring a recording of
today’s webinar and a copy of the
presentation.

23. Contact Information
@highroad_adam
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Adam Higgins, Technical Project Manager
HighRoad Solution