We’ve all been there as consumers. We go to a website, place an item in our shopping cart, and then decide“Eh, maybe not. At least not yet.” We leave the page, we think on it for a few days, and maybe we come back or maybe we don’t. Maybe you’ve been on both sides of that situation, both as a marketer and a consumer.
As a marketer, you’re keen to get those people back, to reel them in, and to encourage them to complete their transaction. In the association world, this concept of“shopping cart abandonment” can become quite a bit more complex. Not only do members and customers place items in their shopping cart to purchase or abandon, they also may start taking an online course but neglect to complete it, or maybe they’ve taken the first step in an certification application but left it without finishing. Conversion Capture, an Adestra add-on feature, is a solution that enables you to capture these individuals and market to them in a very specific way.
There are many layers to our goals as email marketers. We want to craft well-written, high-impact messages. We want to send those messages to the right people at the right time. We want those people to actually read and engage with our messages. Thanks to standard reporting on most email systems, we have a pretty good handle on how well we’re doing with these goals. These four main KPIs(total sent, total received, total opens, and total clicks) have long been the standard for measuring the success of our email campaigns. However, these metrics don’t capture the overarching goal behind most email campaigns.
Oh, the dreaded"Unsubscribe" button. If you’re in charge of your association’s email marketing efforts, it’s the one link that you’re praying your members and prospects don’t click. After all, your emails contain valuable information about upcoming programming, industry insights, and ways to become more involved in your association. So, when they do click on that button to opt out, their connection to you can start to fizzle. Since the 3 Cs―content, community, and communication―is the intangible "product" that is membership, this disconnect can negatively impact your retention numbers.
When we think of spam, we usually think of tacky emails with dubious offers of cheap pharmaceuticals and foreign lotteries. You might think that your association’s emails are far too professional to ever end up in a spam folder.
When you hit send on a marketing email, you can’t be 100 percent certain that it’s going to reach its destination. Every email has to clear a number of hurdles before it gets anywhere near the intended recipient.
Marketing communications usually contain an email opt-out option, which is generally a link at the end that says “unsubscribe.” Of course, you hope that none of your recipients ever click the unsubscribe link. But what if they do?