TheAGA needed an easier, smarter way to manage member email sends, one that allowed for message customization, the use of different templates, provided meaningful metrics and integrated fully with its AMS. These enhancements would allow the AGA to serve its members better while eliminating the need to constantly upload address files and manually run reports just to get basic metrics, like open rates. 

AGA chose HighRoad as the agency to put together a marketing stack that would allow them to connect their association management database to their email marketing platform. Following implementation of their integration, AGA's deliverability soared and their staff labor time fell. As AGA freed up time from pulling and uploading lists, the VP Communications got to thinking about how they could do more with email. He turned to his staff to collaborate on thinking about new ways to deliver highly relevant content to members so that anything extraneous fell by the wayside--an important consideration when serving a membership of physicians and scientists.

“One of my first projects for the AGA had to do with personalization,” said Aaron White, senior director of digital communications strategy for the AGA. “We were looking for ways to specialize better, narrowcast more. We’ve been sending the weekly enewsletter for 10 years, every Thursday, to every member, and every member got all the same content. So if you’re a member, for example, from Germany, you really don’t care about CMS rules for Medicare reimbursement – but you got that article because everyone has the same newsletter.”

Marketing automation software is being utilized today by a growing number of organizations.  This is because they have come to realize that implementing marketing automation allows them to more effectively market on multiple online channels including email, website, and social media.  So if your organization is considering the move to automation we have a great article, written by Lynn F. Anderson at Act-On, that you should read.  The article suggests 6 steps to take first, to help ensure the smoothest implementation and the quickest success with your marketing automation transition.

In today's world, people are barraged by ads everywhere they turn.  In response to this, people have become very good at ignoring them.  This is a big problem for most traditional marketing efforts.  Content marketing can solve this problem by providing your audience something they want to see, in a way that will keep their interest.  The infographic below shows us how to develop a solid content marketing strategy that will increase engagement with your audience and ultimately boost ROI.

Inbound marketing is a relatively new marketing strategy that is designed to attract prospective customers to your organization.  In contrast, with traditional marketing you must go out and find them.  Through the use of digital platforms including social media, SEO, blogs, videos, and all other forms of content, prospective customers find you.  In this digital age, it just makes sense to incorporate inbound marketing into your overall marketing strategies.  The infographic below explains in more detail what inbound marketing is and why you should be using it.

Do you think sending a mass email using Outlook is a good idea?

Content is king and video is the rising star of the various forms of content created today.  So it is important to include video in your content marketing strategy.  The infographic below outlines 7 steps to create videos in a way that will promote growth for your business.