Is the general consensus that you’re sending too many emails? Is your go-to-solution to send more emails in order to increase sales? You’re not alone! With the low-cost of email and the perception that we’re being proactive by sending email, many associations fall into the trap of hitting of the email submit button as the remedy for increasing registration, renewals and more. Join this webinar to learn a new method that can help your organization to cut down on the number of hope-based emails and instead, offer the emails that are truly of value to members. The CIA Method will show you that there’s no secret to sending great emails that are valued by your members, but it will require you to learn the basics of modern messaging practices. We’ll cover marketing automation, the basics of database integration and best practices in content design that will streamline your marketing operations while resulting in increased revenue.

1. Lunch & Learn:
The CIA Method
Wednesday, March 05, 2014
12:00pm – 12:45pm ET
#asaewebinar
This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.
Presented by:
Ronald McGrath
Chief Technology Officer, HighRoad
Solution

2. 2014 Lunch Learning Series
2
Session 1: Get Your Membership Campaigns in Shape for 2014:
New Methods to Recruit, Retain & Delight
January 22nd
Session 2: The CIA Method: Consolidate, Integrate & Automate
Your Communications
March 5th
Session 3: How to Use Behavioral Data to Lead the Horse to Water
AND Make Them Drink
May 7th
Session 4: Newsletter of the Future
July 9th
Session 5: Get Your Buzz On: Building Event Excitement through
Digital Marketing Before, During & Post-Event
September 10th
Session 6: The Myths of Metrics: Creating Digital Dashboards that Matter
November 5th

3. 2013 Lunch Learning Series
3
Check out the 2013 Archives on More Great Topics:
•Mobile Email 101
•Email Deliverability Basics
•Go Social
•Email Preference Center 101
•The Value of Integration
•Member Holiday Inbox Basics
>Visit the ASAE Endorsed Business Services Webinar Archives

4. Your Presenter
4
Ron McGrath, one of the original founders
and HighRoad’s Chief Technology Officer,
specializing in bringing integrated
messaging solutions (email, mobile and
webinar) to the association/non-profit
market.
Ron has more than 18 years of experience
developing and providing cutting edge
technology solutions to various markets,
including associations and non-profits.
A serial entrepreneur and featured speaker
at conferences across the country on email
best practices, Ron is known to have a
talent for making complex technologies
accessible and compelling.
Ron McGrath
Founder and CTO

5. Too many emails
5

6. Consolidate
6

7. Too long
7

8. Missing content
8

9. What are their interests?
9

10. 10
ASAE Newsletter Case Study

11. AN+ Newsletter
11

12. 12
Integration & Automation

13. “Intelligent” Consolidation
13

14. Capturing Interests
•First, we have to understand better each
member’s individual interests
•Two ways to capture interests
•By asking through a survey
•Through behaviors
14

15. Member Portal
15

16. Preference Center
16

17. Behaviorally
17

18. Capture back in your AMS
18

19. Pull back members from AMS
19

20. Taxonomy
20

21. 21
Integration & Automation

22. CMS
22

23. Hyper-personalization
23

24. Hyper-personalization
24

25. Hyper-personalization
25

26. Hyper-personalization
26

27. 27
Integration & Automation

28. Send through your ESP
28

29. “Intelligent” Consolidation
•You’ve found a way to consolidate your
newsletters
•Without sacrificing delivering the content
each individual member wants
•And Improved the overall MX (member
experience)
29

30. MX is measurable
30

31. 31
STTI Email Preference Center
Case Study

32. Email Preference Center
32

33. 33
CAN/SPAM

34. Opt-outs
34

35. Opt-outs
•STTI (Sigma Theta Tau International)
•STTI for Nursing
•Nursing Knowledge International
35

36. Opt-outs
36

37. Opt-outs
37

38. Opt-outs
38

39. Opt-outs
39

40. Opt-outs
40

41. Opt-outs
41

42. 42
Preferences

43. Email Preferences
43

44. Email Preferences
44

45. Dynamic Preferences
45

46. Dynamic Preferences
46

47. Flexing
47

48. Flexing
48

49. Multiple email accounts
49

50. Multiple email accounts
50

51. Multiple email accounts
51

52. Multiple email accounts
52

53. Multiple email accounts
53

54. Responsive
54

55. Member Feedback
55

56. Member Feedback
56

57. Member Feedback
57

58. 58
Entry Points

59. Email Footer
59

60. Website/Member Portal
60

61. AMS Back Office
61

62. Questions?
6262
Ron McGrath
Founder and CTO

63. Visit HighRoad U
63
Live Seminars for 2014 Held at ASAE’s Conference Center
in Washington, DC:
•Friday, April 25th
: “Brand Marketing” from 8:30-12 pm
•Friday, June 27th
: “Generational Communications” from 8:30-12 pm
•Friday, September 19th
: “Event Marketing” from 8:30-12 pm
* Registration Opens Soon! Send email to communications@highroadsolution.com
to reserve a spot now!

64. Visit HighRoad U
64
More webinars on digital marketing topics:
Watch at YouTube:
http://www.youtube.com/user/HighRoadSol
Slides Available at SlideShare
Curated Content on @highroadsol

65. +Plus
More webinars on digital marketing topics:
Watch at YouTube:
http://www.youtube.com/user/HighRoadSol
Slides Available at SlideShare
Curated Content on @highroadsol

66. Please join us for our next
Lunch Learning Session:
“How to Use Behavioral Data to Lead the
Horse to Water AND Make Them Drink”
May 7th

67. 67
Thank you!
Other questions for Ron?
Contact ASAE Business Services, Inc.
Email: EndorsedSolutions@asaecenter.org
Call 202.626.2880
Tweet us at #asaewebinar