Marketing automation is one of the hottest topics in marketing/technology nowadays and there's a good reason why--organizations are looking to grow their constituent bases and do so in an economical, measurable way. Marketing automation is the process of lead nurturing through automating the delivery of specific content to targeted users based on how they behave. HighRoad has the systems and the know-how to help you to develop your own marketing automation program to save your staff time and deliver content that your users truly want. We have several different ways that we provide marketing automation including:
Email Marketing Automation:
We can use Campaign eMail to allow emails to be automatically sent based on user behavior such as open, download, join, renew and donate. Email campaigns can be designed and formatted to ensure that regular processes happen automatically and the staff is not burdened with redundant work. This "set it and forget it" ability tracks the open, click throughs and shares of user behavior and automatically segments those that do respond with those that don't so that subsequent action can take place.Using what are called 'strategy blueprints' we can help you put together win-back, welcome and social influencer programs that will save time and allow you to do more.
What many organizations don't realize is that there are really two types of email distribution platforms: promotional and transactional. Promotional delivery email architecture is what we all typically think of email marketing...we create an email and hit the send button and it's distributed to a list. Transactional messaging actually uses a different type of delivery network to allow you to send massive volumes of unique emails that are dynamically created based on a trigger. There are several common types of triggers--it could be that you just purchased a book and the receipt you receive is automatically kicked out to include not just your purchase history, but also coupons, cross-sell information and perhaps a dynamic message to remind the recipient that it is time to register for the annual meeting.
What's wonderful about transactional messaging is that you can set it and forget it. Create dynamic newsletters using our Newsletter Xpress Plus tool that automatically pulls content from your website and matches it to users' interest based on their given interests found in their profile. Allow users to select how often they want to receive new content and let the platform do the work. Newsletter Xpress Plus is off and operating by itself, ensuring that formatting is perfect, content is relevant and users get what they want. (Is it any wonder that open rates skyrocket?)
Users are looking for an email confirmation of their purchase, so why miss an opportunity to market? Our transactional messaging platform can also be plugged into your association management system or customer relationshp management system to replace the auto-responder emails for purchases. Take the opportunity to send beautiful HTML emails that you can add images to, update with links and additional information as you see fit. Best of all, transactional messaging is not under the same spam rules so even if a user has opted out from your regular communications, you can still send receipts. Why not include a link to re-subscribe or provide helpful information for all of those people? Exactly. Why not? The sky is the limit when you start thinking about all of the ways that you could use transactional messaging.
Did someone say renewals and "register now" emails? Our Campaign eMail platform includes the ability to set up a series of recurring messages that allow you to schedule once and let the system do the work. Through our integrations with your membership or donor management system, we are able to create the logic that allows emails to be dynamically sent out based on data you specify. You want to send out a "thank you" email for each member on their anniversary? How about sending out an event reminder email that only goes to the people that have not yet registered, but have registerd at least three times in the past within the early bird period? Sure, why not? With our integrated eMessaging solutions and the automation capabilities available within Campaign eMail you actually have time to, get this...be proactive about your marketing. Just think how good you could be if you weren't in a panic trying to create emails each week!
If you love recurring messages, Strategy Blueprints will thrill you. Built right into the feature set of Campaign eMail, Strategy Blueprints allow you to set up an automated series of email sends based on the recipients' actual behavior. Think about how you could cultivate and nurture a first time attendee from registering for the conference to participating in the town hall, speed networking programs and adding on the special VIP dinner ticket. Think about how you could set up a series of emails to send
We have developed a content marketing workflow tool called Newsletter Xpress that eliminates the need for constantly cutting and pasting from websites to your email newsletter. Newsletter Xpress can be used to scrape, pull and post content from your website or other RSS-based assets and automatically populate into your email templates to save staff time and eliminate errors introduced from copying and pasting.
The advanced version of Newsletter Xpress, our Plus product uses our transactional messaging platform to fully automate the formatting and delivery of automated email newsletters based on a variety of content sources and demographic preferences derived from a user's profile stored in your constituent relationship management system. Users decide when and what content they want to receive and the system does the rest by matching content to the user and automatically assembling and delivering content based on the time frame the user dictates. Organizations love it for the dozens of hours per month it saves in putting together newsletters and how it allows the organization to rapidly evolve to a user-centric organization.