Association Marketing

When I talk to HighRoad clients about options for their beautiful, mobile-friendly email templates, one of the first things that comes up is font choice. Marketers want to use the typography that's in their brand guidelines. They want unique fonts & design -- something that sets them apart from the deluge of email we all get. 

Do you have talented marketing and communications teams who struggle with creating infographics or other graphic design elements? Do you have one graphic designer who's always overloaded with work? Are you baffled by Photoshop, Illustrator or other design programs ... or do you just not have the budget to really focus on design?

You've strategized. You've planned. You've got the budget. You think your association's ready to invest in a new website design. But then you see that you have two design options -- responsive and adaptive -- and now you aren't sure what to do.

You've got your association's email marketing strategy down. Your email design is gorgeous, and it renders well with almost all email clients. Your copy is creative and engaging. Unfortunately, the chances that this email will be read are low. It may be deleted or left to pine in someone's inbox.

While the first thing your members see is the email inbox, it can be the most neglected area when an email is created (or even an afterthought). Every inbox out there shows the subject line and the sender's name for any particular email. Some, however, show some amount of preview text.

One of the most effective ways to enhance open rates of emails (sometimes by as much as 45 percent) is by optimizing preview text.

Slideshare: Part 1 of 2

No marketer would want to miss out on an opportunity that gets over 60 million visitors a month and boasts an Alexa Ranking of 174. No, we aren't talking about posting an article on the New York Times website. In fact, we're referring to the 'silent' giant of content marketing: Slideshare.

Most of you are probably familiar with Twitter and its 140-character tweets. An added photo makes the tweet much more appealing. As you grow ever-dependent on social media to expand your member base, opportunities are being constantly developed. Now, your audience on Twitter can simply sign up for your email list without having to leave Twitter, or even download your association's app right from Twitter. You can plan out an article and a photo to go alongside each and every tweet.