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Effective Email Marketing for the Nonprofit Ronald McGrath Chief Information Officer HighRoad Solution
HighRoad Solution Nonprofit Centric Approach
Providing messaging solutions to member-driven organizations
Integration to your Database Reducing the distance between data and action Campaign Email Fax Broadcast Transactional Fax Campaign SMS Virtual Events
Questions Let’s start with conducting some polling questions
Benefits of Campaign Email Marketing
• Create an consistent online
relationship with your members, advocates, and constituents
• Develop personal relationships with
your supporters
• Quickly mobilize advocates on issues • Create member value and increase
member retention
• Convert your audience into donors
Email Campaigns
• Drive Donations Online – Use our ROI Tracker to track donation amount
generated by email campaigns
• Event Marketing – market your upcoming
events
– Give teaser topics to anticipate high demand
topics based on click-throughs
• Newsletters – Use click-throughs to track which topics your
members find valuable
– Personalize content based on specific
constituencies to engage and compel to action
• Press Releases – use to push traffic to your
website
Email Deliverability
• Delivering email isn’t easy today – Black lists, Spam Traps and Filters • Best Practice – Separate your daily
business emails from campaign email
• Private IP Addresses • BlueHornet has a department dedicated to
handling Deliverability and relationships with ISPs
– Bounce Handling • SureSend Platform – Inbox Monitoring Report
HighRoad Email Marketing powered by BlueHornet
• Department dedicated to Deliverability – Global VP of Deliverability and Privacy Services • Became a public company when purchased
by Digital River
• What those this mean for you? • More capital to make investments in
platform
• Held to a higher standard – Sarbanes-Oxley
compliant
• Built in integration to web analytic
packages
Creative Services
Before Help you upgrade your online brand
Creative Services
After
Creative Services
Event Templates
Hands-On Workshop
Ok, let’s delve into some of the details of using email marketing effectively
Track Revenue or “Calls to Action” Generated by Email Campaigns
Using Dynamic Content to Drive Better Responses Email Template Dynamic Content Female Male Segment your database by gender
Triggered Messages
• Automate your membership renewal
email campaigns
– Fully automated based on membership
expiration date field in your database
• Trigger campaign email sequence
after a donation is made on your website
• Feature is also great for: – Membership Anniversaries – Member Birthdays
Web Analytics Integration
Abandoned Shopping Cart Email
Our Customers
Questions
Thank You – For More Info Contact Us Here
HighRoad Solution
Phone 703.297.8894
Email [email protected]
Web Analytics Integration
List Segmentation
Pricing
Virtual Meeting eXpress (VMX) Online Event
How do you manage member information?
Do you use an Association Management database to manage your member information?
Campaign Email
Today, we’ll be focusing on our Campaign Email offering