association digital marketing certiﬁcate course class 3 g · 2021. 7. 22. · while marketing...

© Christopher Gloede

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Association Digital MarketingCertificateCourse

Class 3 Copywriting and Email Marketing



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Thank youFounding Sponsors

Save 15% on your Feathr software license.

Save up to 10% on your OpenWater first year license fee.

Save 50% on your PropFuel setup fee.

Save 15% on a Ricochet Digital Strategy and Roadmap engagement.

Save 15% on your Acumen implementa-tion.

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1 Exercises

4 Segmentation & Personalization

3 Email Marketing Techniques

2 Copywriting Techniques

Today’sclass

5

6

Conversational Marketing

Wrap up


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Exercises


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5

Join yourLinkedIn Group


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Connect with meon LinkedIn

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Tell everyone you’re building new skills

Comment onLinkedIn

Like on Facebook

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CopywritingTechniques


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Successful association marketing

Good marketing org design

Good marketing practices

Good marketing

skills

Good marketing

tools


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We write to persuade

While marketing copywriting may entertain, inform, or persuade, digital marketing copywriting typically persuades.

We write to persuade you to register, renew, enroll, learn, shop, save, claim, order, discover, try, watch, listen, start, help, discover, join, buy, and more.


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Persuasive digital marketing copywriting is...

...and rewrites, rewrites, rewrites, and rewrites

About Them

About an Angle

About Skimming About Structure

About Now


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Write about them

✓ Use “you”

✓ Avoid “me”, “our”, “us”

✓ Use your audience’s lingo

✓ Don’t shy away from technical terms

Last year, members like you attended over 70 Annual Conference cardiography sessions, and this year you’ll enjoy even more choices!

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Write about now

✓ Must be able to take action (avoid coming soon, save the date)

✓ Create a sense of urgency

✓ Manage scarcity

✓ Be specific about deadlines

✓ Avoid standard and daylight times (ET, not EST)

✓ Be careful in dues invoicing!

In appreciation for participating last year, you can save 25% when you register before Friday at 5pm ET.

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Write with an angle

✓ Benefits/Features

✓ Duty to society or profession

✓ Social proof

✓ Fear of missing out (FOMO)

✓ Fear of consequences

✓ From a VIP

276 members have already registered and seats are limited. Don’t miss the latest research to be revealed in our poster session.

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Write for skimming

✓ Short form, typically (vs. long form)

✓ Above the fold (web, email)

✓ Short paragraphs

✓ First sentences in paragraphs

✓ Bolding in bullets (5 max)

✓ White space

Enjoy all the Annual Conference excitement, including:

● Medical research● Live entertainment● Networking● ...and more

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Write with structure

✓ Use the lede (or “lead”)

✓ Spill the facts

✓ Expand with the story

✓ Don’t expand the story

Members will gather October 1-3, 2021 for the Annual Conference at the Orlando Convention Center. Registration is open with discounted lodging at the Rosen Hotel.

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Single space after a period since digital fonts use proportional kerning!


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We’re happy to announce our fall conference. We expect attendees from all over the country as well as globally. The sessions will feature industry leaders with opportunities to network. Learn more.


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Persuasive digital marketing copywriting is...

...and rewrites, rewrites, rewrites, and rewrites

About Them

About an Angle

About Skimming About Structure

About Now


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2020

Email Marketing Techniques


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How to drive email blast results

List Day/Time

From/Subject/Preview

CTADesign


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ListFrom/

Subject/Preview

Design CTA

● Comply with law

● Comply with privacy policy

● Select relevant audience

● Smaller lists, better long term results

● Don’t damage your channel!

Day/Time



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ListFrom/

Subject/Preview

Design CTA

● Know your audience

● Generally avoid Friday - Monday

● Remember international contacts

● Manage the portfolio of emails

○ Blasts

○ Newsletters

○ Forum digests

○ Job posting summaries

Day/Time



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ListFrom/

Subject/Preview

Design CTA

● From

○ Avoid departments

○ Person at association, e.g. Jane at American Widget Society

○ Event at association,e.g. American Widget Society Megaconference

Day/Time



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ListFrom

/Subject/Preview

Design CTA

● Subject

○ Target 9 words or 60 characters

○ Use verbs and powerful language

○ Call to action, question, summary, or teaser

○ Add personalizatione.g. Jose, Just Three Left Days to Register!

○ A/B test and online Subject Line testers

Day/Time



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ListFrom/

Subject/Preview

Design CTA

● Preheader

○ Know your email clients

○ Target about 50 characters

○ Complement the subject line

○ Create reason to open email

Day/Time



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ListFrom

/Subject/Preview

Design CTA

● Hero image (text and buttons ok)

● Core info above the fold

● Color and emphasis

● Defined sections

● Consistency

Day/Time



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ListFrom

/Subject/Preview

Design CTA

● One Call to Action

● Repeat three times

● Minimal variation

● CTAs in buttons

Day/Time



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List Day/Time

From/Subject/Preview

Design CTA



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Segmentationand Personalization


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Personalization

Optimizing a message for an individual

Optimizing a messagefor a group of people

Segmentation

Understand the differenceReduce your email volume and increase response.


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Personalization in associations

Associations have more personalization options than most commercial enterprises.

We possess robust profile information, purchase records, and web browsing history.

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Personalization happens on the web too!You’re limited by your time and tools


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Associations have more segmentation options than most commercial enterprises.

Segments don’t have to be exclusive, you just need a “waterfall” priority order.

Behavioral Firmographic

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Segmentation in associations

You can manually segment emails withseparate lists and emails...but that’s makingup for the wrong marketing tools.

Geographic Member Type

Career StageDemographic


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ConversationalMarketing


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Brianne WheelerDirector of Marketing

Brianne has spent most of her career helping large healthcare associations communicate effectively with members.

Now, she is continuing that work by evangelizing PropFuel!

She leads the marketing effort at PropFuel, educating association staff on conversational engagement through case studies, webinars and other educational content.

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Guest Speaker


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The ProblemAssociations have the tools to broadcast communicationsbut lack a way to listen and respond to individual need.

36Reggie HenryChief Information and Engagement Officer American Society of Association Executives

Don't survey them to death. Just ask them what they want.


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Traditional emails look like this Welcome

We are so glad you joined our Association, here are 30 links that you can click on, hope you find something interesting

Reggie HenryChief Information and Engagement Officer American Society of Association Executives

..a dump-truck of information...

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Conversationalengagementbegins aconversation

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Conversational approach lifts return

Ask Capture ActWhat do you value?What do you need?What are your pain

points?

To deliver tools, opportunities and

community to support member growth

Insights into member wants,

needs and interests

Email Marketing

74%

81

$24,975

38%.

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$11,475

195%

203%

218%

New Members

New Dues $

Conversion Rate

Conversational Engagement Results


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Conversation campaigns drive revenue

Renewals / Lapsed Members

Registration Drive: $45k in conference revenue from a single question

Membership Drive: 10% growth in membership

from one campaign

Membership Drive: 281 hot prospects replied

that they would like to join

Win-back Members: $66KFrom 291 members that

renewed in a conversational campaign.

Member Acquisition

New Member Onboarding

Member Needs / Profiles

Event Registration

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What would you ask?


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Student discount

Interested in using PropFuel to deepen engagement and start conversations with your members?

New customer students receive a 50% discount on PropFuel setup fees! Brianne Wheeler

Director of [email protected]

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Downloadyour free copyLearn more about conversational marketing!

● What’s missing in broadcast communications● Knowing vs. guessing member needs● Two-way, personal communications● Engagement vs. personalization● Conversations at scale● Engagement vs. opens● How to ask questions and follow up

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propfuel.info/conversationalengagement


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4343

WrapUp


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Must attend 70% of live class to earn CAE credit.

Must attend 7 out of 10 classes to earn certificate.

Certificate awarded after last class.

CAE credits awarded after last class.

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CAE Credits Certificate


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Coming up

Class recording and presentation will be in Class Room

Next week’s topic is Social Content and Marketing

Help is available at [email protected]

Watch for an email later today and rate this class

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Your feedback helps us improve the course for you and future students.

“Check out today’s materials and rate Chris’ class 🤔.”

Rate this week’s class

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Class Room

• Today’s presentation• Today’s video• Today’s chat

Find class materialsin the Class Room

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Thank You!

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Copyright

All rights reserved. This presentation content may be used in

presentations, short summaries, blog posts, printed magazines,

social media posts, and other means without permission as long

as it is for a brief quotation and includes clear link to Chris

Gloede’s LinkedIn profile. Lengthy citations or references require

written permission. Please refer all questions or permission

requests to Chris Gloede at [email protected].

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Chris [email protected]

773-510-606650


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Dave WillChief Executive Officer

A serial entrepreneur, Dave was the founder of Peach New Media, a Learning Management System which is now part of Community Brands.

Today he continues to educate by evangelizing the impact of conversational marketing strategies on email marketing response.

As CEO of PropFuel, he’s helping associations turbocharge their renewal and other campaigns using conversational marketing techniques and tools.

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Guest Speaker

association digital marketing certiﬁcate course class 3 g · 2021. 7. 22. · while marketing...

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