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American society for Association executives 

Case Study

ASAE pioneers the ICE solution

“We've seen the light...when the CMO & the CIO work together, you create great experiences for the member

-Robb Lee & Reggie Henry


The American Society of Association Executives (ASAE) is the association of associations with over 21,000 individual professionals that work in the association community. ASAE is composed of the association, the ASAE Foundation and ASAE Business Services which has endorsed HighRoad Solution as the only eMarketing provider for the association community since 2012. HighRoad proudly works with ASAE on their digital strategy and execution and pioneered the Intelligent Contextual Email (ICE)TM product together. Aside from their joint digital work, HighRoad is also a CAE-accredited provider of association education and has provided thousands of hours of content through its HighRoad U educational initiative.



  • 13 different newsletters manually created & sent each week
  • One member may receive 3-4 newsletters a day with overlapping content due to fear of a member missing out on ASAE's promos
  • Steady to declining open & click-through rates
  • Eroding brand trust due to over-emailing


  • Consolidate 13 newsletters to 1 Intelligent Contextual Email (ICE) TM newsletter
  • Embed business logic within the responsive email template and pull data directly from Aptify association management system to eliminate manual cut & pasting into an email marketing platform
  • Allow technology to create & distribute emails based on the members' time zone, preferred delivery frequency and topics of interest

Dimensions that Drive ASAE Email Content

  • Target content based on topics of interest
  • Target content based on level of experience with a topic so that experts receive expert-level content and individuals new to the field or topic receive articles appropriate to their knowledge level
  • Allow the user to choose the frequency of delivery

ASAE's Award-Winning Associations Now +Plus Newsletter







  • Weekly subscriptions have grown 500%
  • Decreased opt-outs
  • Open rates above 40%
  • Staff saves 20+ hours per week in manual creation, testing & sending of email campaigns
  • Members look forward to reading their newsletter