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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
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Newsletter of the Future
Elevate Your Message. Live Your Life.
Integrated eMessaging Solutions
Email Approach Circa 20th & 21st Century:
ISN’T IT TIME TO STOP FORMATTING ?????
Integrated eMessaging Solutions
Current Challenges
• Too many emails• Too much pressure to sell• Same look & feel• Too much time:– Cutting & pasting– Formatting– Scheduling & discussing
Integrated eMessaging Solutions
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 Solutions
New Method for 2014:
• CIA Method:– Consolidate– Integrate– Automate
(Tracking is inherent in the name!)
Time Out for Theory
Stop Pushing Buttons. Push the Right Buttons.
Integrated eMessaging Solutions
Tripod Principles of Modern Marketing
• Multi-channel• Multi-touchpoint• User-centric
Requires:• Time• Creativity• Subject-Matter Expertise
Integrated eMessaging Solutions
Integration & Automation
-Private social-Public social media channels (Pinterest, Fb, Twitter…)-Publication sites-Other databases-PR databases-Blogs
Newsletter of the Future
Needed Elements
Integrated eMessaging Solutions
Element #1: Preference Centers
• Language Preferences• Sending Time Preferences• Time Zone Preferences• Zip Code Location• Screen/Device-
Independence
Integrated eMessaging Solutions
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 Solutions
Element #1: Preference Centers Utilizing Taxonomies (Tagging)
Integrated eMessaging Solutions
Element #2: Responsive Design
Integrated eMessaging Solutions
Element #3: Hyper-Personalization
Integrated eMessaging Solutions
Element #4: Educational Sales
Integrated eMessaging Solutions
Element #5: Integrated Systems (CMS)
Integrated eMessaging Solutions
Element #6: Transactional Platform
Integrated eMessaging Solutions
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
Newsletter of Today
Put it in Action. Show me the Money.
Integrated eMessaging Solutions
Member 1
Integrated eMessaging Solutions
Member 1
Integrated eMessaging Solutions
Member 2
Integrated eMessaging Solutions
Member 2
Integrated eMessaging Solutions
Responsive
Integrated eMessaging Solutions
Responsive
Integrated eMessaging Solutions
Email Analytics
Integrated eMessaging Solutions
Summary:
21st Century: • Multi-channel• Multi-touchpoint• User-centric
CIA Method:• Consolidate• Integration • Automation
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