Association Digital Marketing Certiﬁcation Course · 2021. 5. 13. · Copywriting and Email Marketing Class 3 © Christopher Gloede Today’s Class Exercises Copywriting Techniques

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© Christopher Gloede

Association Digital MarketingCertification Course

Class 3Copywriting and Email Marketing


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Save 15% on your Feathr software license.

Save 15% on your Acumen implementation.

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.

Thank you Founding SponsorsThank you to our Founding Sponsors for making the Association Digital Marketing Certification course possible. Students can enjoy big savings on sponsor offerings!

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Today’s ClassExercises

Copywriting Techniques

Email Marketing Techniques

Conversational Marketing

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Exercises

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Earn yourCAE credits

Earn yourcertificate

70% 7 / 10

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Explore the Course Hub

Rody Abdelrahman, PCM, CDMP Manager, Digital Marketing

American College of Healthcare Executives

Lorrie GoldDirector of Communications

North Carolina Association of CPAs

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Thanks to those who connected onLinkedIn!

Be sure to update your LinkedIn profile URL

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Announce today’s class on LinkedIn

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GoodMarketing

Tools

GoodOrganizationDesign

GoodMarketing

Practices

GoodMarketingSkills

Successful association marketing

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CopywritingTechniques

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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...

About Skimming

About Them About

Now

About an Angle About

Structure

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

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Write about them

Last year, members like you attended over 70 Annual

Conference cardiography

sessions, and this year you’ll enjoy

even more choices!

✓ Use “you”

✓ Avoid “me”, “our”, “us”

✓ Use your audience’s lingo

✓ Don’t shy away from technical terms

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Write about now

In appreciation for participating last year,

you can save 25% when you register before Friday at

5pm ET.

✓ 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!

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Write with an angle

276 members have already registered

and seats are limited. Don’t miss

the latest research to be revealed in our

poster session.

✓ Benefits/Features

✓ Duty to society or profession

✓ Social proof

✓ Fear of missing out (FOMO)

✓ Fear of consequences

✓ From a VIP

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Write for skimming

Enjoy all the Annual Conference excitement,

including:

● Latest medical research● Professional networking● Live entertainment● ...and more

✓ Short form, typically (vs. long form)

✓ Above the fold (web, email)

✓ Short paragraphs

✓ First sentences in paragraphs

✓ Bolding in bullets (5 max)

✓ White space

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Write with structure

Members will gather October 1-3, 2021 for the Annual Conference at the

Orlando Convention Center. Registration is open with discounted

lodging at the attached Rosen Centre Hotel.

✓ Use the lede (or “lead”)

✓ Spill the facts

✓ Expand with the story

✓ Don’t expand the story

Single space after a period, 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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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.

About Skimming

About Them

About Now

About an Angle

About Structure

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Email Marketing Techniques

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How to drive email blast results

List Day/Time

From/Subject/Preview

Design CTA

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List Day/Time


Design CTA

➔ Comply with law

➔ Comply with privacy policy

➔ Select relevant audience

➔ Smaller lists, better long term results

➔ Don’t damage your channel!

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List Day/Time


Design CTA

➔ Know your audience

➔ Generally avoid Friday - Monday

➔ Remember international contacts

➔ Manage the portfolio of emails

◆ Blasts

◆ Newsletters

◆ Forum digests

◆ Job posting summaries

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List Day/Time


Design CTA

➔ From

◆ Avoid departments

◆ Person at association (Jane at American Widget Society)

◆ Event at association (American Widget Society Megaconference)

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List Day/Time


Design CTA

➔ Subject

◆ Target 9 words or 60 characters

◆ Use verbs and powerful language

◆ Call to action, question, summary, or teaser

◆ Add personalization (Jose, Just Three Left Days to Register)

◆ A/B test (and online Subject Line testers)

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List Day/Time


Design CTA

➔ Preheader

◆ Know your email clients

◆ Target about 50 characters

◆ Complement the subject line

◆ Create reason to open email

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List Day/Time


Design CTA

➔ Hero image (text and buttons ok)

➔ Core info above the fold

➔ Color and emphasis

➔ Defined sections

➔ Consistency

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List Day/Time


Design CTA

➔ One Call to Action

➔ Repeat three times

➔ Minimal variation

➔ CTAs in buttons

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List Day/Time


Design CTA

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ConversationalMarketing

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Guest Speaker

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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The Problem

Associations have the tools to

broadcast communications

but lack a way to listen and

respond to individual need.

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Traditionalemails 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

“...a dump-truck of information”

Reggie HenryChief Information and Engagement Officer American Society of Association Executives

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ConversationalEngagement

begins aconversation

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Signup

Outline member

benefit #1

CTA - Join now

Outline member

benefit #2

CTA - Join now

Outline member

benefit #3

CTA - Join now

Traditional Email Sequence

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Conversational Engagement Sequence

Signup

What is your primary reason for creating a guest

account?

Capture reason for profile

Deliver relevant pitch

CTA - Join NowYes

CTA - Join Now

Tag for manual follow up

No

Redirect to “Why Not” question

Add to relevant nurturing campaign

Are you interested in joining?

Sales rep follow up 1 week later

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Conversational approach lifts return

Email Marketing

.38%

40

$11,475

New Members

New Dues $

Conversational Engagement

.74%

81

$24,975

Results

195%

203%

218%

Conversion Rate

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

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Conversation Campaigns Drive

Revenue

● Member Acquisition● New Member Onboarding● Member Needs / Profiles● Event Registration● Renewals / Lapsed Members

What would you ask?

Registration Drive: $45k in conference revenue

from a single question

Membership Drive: 10% growth in membership

from one campaign

Membership Drive: Identified 281 prospective

members ($42k) who said they would like to join

Lapsed Member Win-back: 291 expired members renewed

as part of a 3 part campaign driving $66k in 2 weeks

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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!

Dave WillChief Executive Officer

[email protected]

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Wrap Up

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Reminders

✓ Attend 70% of class for CAE credit, and use your login link

✓ Explore the Course Hub

✓ Connect with me on LinkedIn

✓ Update your LinkedIn profile address

✓ New: Today’s recap email wants your class rating!

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Coming Up

Recording will be available in the Course Hub later today

Email an Education Consultant with questions or problems [email protected]

CAE credits granted for attendance, recapped after final class

Next week’s topic: Social Management and Marketing

mailto:[email protected]

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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]

773-510-6066

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Segmentationand Personalization

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Understand the difference

Reduce your email volume and increase response

Personalization Segmentation

Optimizing a message for an individual

Optimizing a messagefor a group of people

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Personalization in associations

Associations have more personalization options than most commercial enterprises.

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

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.

Segment by

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

Segmentation in associations

● Behavioral● Geographic● Demographic

● Firmographic● Member Type● Career Stage

You can manually segment emails by pulling separate lists and versioning copy...but that’s making up for the wrong marketing tools.

Documents

Association Digital Marketing Certiﬁcation Course · 2021. 5. 13. · Copywriting and Email Marketing Class 3 © Christopher Gloede Today’s Class Exercises Copywriting Techniques