High

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Effective Email Marketing for the Nonprofit
Ronald McGrath Chief Information Officer
HighRoad Solution
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HighRoad Solution

• Nonprofit Centric Approach
• Providing messaging solutions to member-driven
  organizations

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Integration to your Database
Reducing the distance between data and action
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Questions

• Lets start with conducting some polling questions

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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

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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

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Email Deliverability

• Delivering email isnt 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

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HighRoad Email Marketingpowered 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

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Creative Services
Before
Help you upgrade your online brand
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Creative Services
After
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Creative Services
Event Templates
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Hands-On Workshop

• Ok, lets delve into some of the details of using
  email marketing effectively

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Track Revenue or Calls to Action Generated by
Email Campaigns
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Using Dynamic Content to Drive Better Responses
Email Template
Dynamic Content
Female
Male
Segment your database by gender
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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

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Web Analytics Integration
Abandoned Shopping Cart Email
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Our Customers
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Questions

• Thank You For More Info Contact Us Here

HighRoad Solution Phone [phone] Email
sales_at_highroadsolution.com
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Web Analytics Integration
List Segmentation
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Pricing
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Virtual Meeting eXpress (VMX)
Online Event
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How do you manage member information?

• Do you use an Association Management database to
  manage your member information?

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Campaign Email

• Today, well be focusing on our Campaign Email
  offering