Building Strong Relationships between Marketing & Technology is Key to Success

At HighRoad Solution we are often asked “what is the difference between marketing automation and email marketing and how can my organization benefit by utilizing both?”

While we widely recognize that email marketing is a powerful and effective tool to implement under any market, combining the forces of email marketing with marketing automation can drastically impact your association’s email marketing strategy.  The choice then falls on your organization as to how much you want (or need) to accomplish with your leads.

 “Right now, for associations, they're primarily doing everything through one-to-many. What we're saying is that 40 or 50% of that traffic… how do we take that and move it from a one-to-many conversation to a one-to-one conversation…?”

-Ron McGrath, Co-Founder & CEO

This will sound outrageous to many email marketers according to a recent report by Litmus, but it’s time you plan for the apology email. Not planning for one because you think will never be in that boat is a missed opportunity for three reasons: it means you’re playing it too safe, you may be in a culture of fear, and you have poor quality assurance.

In the final weeks of summer, the HighRoad client services team descended onto Walter E. Washington Convention Center to connect with area digital marketers and those traveling from all over the country. After sightseeing the DC monuments on Sunday (pictured above are Abby, Jeremiah and Sami), we started the DC Digital Summit Conference on Monday with opening keynote speaker Dan Pink, best selling author of When.

If it’s hot and humid, it must be August in DC, and if it’s August, then ASAE Annual must be around the corner. The HighRoad team is gearing up to connect with partners, clients and association executives in Chicago and this year we’re focused on sharing the cool work we’re doing with our client base when it comes to digital marketing and growth strategies.

Already boasting, the “world’s largest organization representing specialists who treat the ear, nose, [and] throat,” can now add multiple award winner for innovation in marketing technology in their back pocket. We’re just drying the digital-ink from our last announcement of their ASAE MM&C Gold Circle award in June, only to turn around and discover the American Academy of Otolaryngology has received yet another award! What could be causing AAO-HNS to be winning all these awards you’re wondering? The Academy, representing, 12,000 otolaryngologists (head and neck surgeons), makes member benefits personal with HighRoad’s Intelligent Contextual Email - or ICE for short.