Ready to take your digital marketing to the next level? It's time to start using marketing automation

1. How to rock at
Marketing Automation

2. Introducing
our Panelists
Meg Curtain
VP, Strategic Partnerships
Informz
Jake Fabbri
VP, Marketing
Fonteva

4. • Organize your existing data
• Map out transition plan and create a timeline
• Don’t feel like you need to tackle everything at once – it can get overwhelming! Start
small
• Membership experience lifecycle & journey map
• Ensure staff knows how and why this MA solution works for your org
• What do you know about your audience already?
• Segmentation data for Personas
• Identify your content assets
Where to start with Marketing Automation

5. Membership and Customer Personas
What are some important elements for MA success?

6. Your Membership Lifecycle
What are some important elements for MA success?

7. • Split into three, shorter emails
• One to two messages per email
• New members automatically flow into campaign
• Sends subsequent emails at three week intervals
• 201% increase in email engagement
• 64% open rates, 45% click rates
• 2-3 per day saved by membership director
Automated “New Member Onboarding Campaign”

8. • Instead of sending a one-off email each month, they built an automated campaign that starts with
the CME mailing, and then sends additional emails based on how subscribers are interacting with
that mailing
• Redesigned template for their audience (60% was reading on mobile )
• Personalized suggestions were sent based on where readers are clicking
• 313% increase in course sales
Texas Medical Association
Automating Continuing Education Course Promotion

9. Crate Compelling Content

10. Customize Communications
CME
Newsletter
Non
Openers
Registered
Clicked on
a Course
2nd Chance to
Join a Class
Course Specific
Email
Purchase
Confirmation

12. • Using Marking Automation to promote free trials of apps
• Doing a campaign similar to an abandoned shopping cart campaign with events and membership
Brewers Association
Cool Examples from Associations

14. • Events/Conference promotions
• New member join and onboarding
• Member transitions (student to professional, etc.)
• Online community engagement
• Committee engagement
• Volunteer engagement
• Possibilities are endless based on your association’s Personas and what you want those
personas to accomplish with your organization.
More ideas

15. THANK YOU
Contact info
Jake Fabbri: jake@fonteva.com
Meg Curtain: mcurtain@informz.com