Lately it seems all we hear about is the necessity of honing our digital marketing skills and strategies.  While keeping up with digital trends is essential, we can't forget the basics, email marketing.  Our partner, Personify, has written a really good article reminding us of three email marketing fundamentals we should all have locked down.  They are campaign testing, database segmentation, and message personalization.  This article explains why these fundamentals are important for truly effective email campaigns.

As an email marketer in the association space, it’s important to measure not only if the email message is getting where it needs to be, but also what behaviors/actions they take based on the content you send them.

HighRoad undertook a small study to answer this question. We took a cross section of our client civic, professional and trade associations with monthly sending volumes ranging from 100,000 to 2,000,000 to review average metrics so you could see if your association measures up or surpasses the normal.

We are pleased to announce that two of our partners, Hubspot and BrightInfo, have just released their first joint ebook.  "Personalize or Perish: The Definitive Guide to Segmentation for Digital Publishers" is a free download available to everyone.  Learn how to attract and engage both new and existing readers by personalizing your content.  This ebook contains actionable advice on how to gather user data in order to create dynamic content on your website and in your emails.

Email Marketing is constantly evolving.  Mobile devices are redefining design, inbox providers are redefining deliverability, and email service providers are redefining personalization.  There is one certainty, more changes are coming.  Litmus has released a new report, "Email Marketing in 2020".  In the report, they ask twenty industry experts to share their predictions concerning the future of email and they take a look at what email marketing will be like in the year 2020.  An article,  by Chad White at Litmus, lists who the panel of experts are and gives the link to download the free report.

The Toolkit of the Month program provides association professionals with templates, workbooks and outlines for common planning needs in digital marketing. We curate the tools from the massive marketing library of our partner, Demand Metric. Each month we focus on a specific topic and put together a collection of tools to allow association professionals frameworks & formats to take the guesswork out of strategic & tactical planning. This month's toolkit focuses on your website--the ultimate destination for your email, banner ads and social media. This toolkit focuses on giving you an interactive planning worksheet to better assess and evaluate your current website and get going on your spring cleaning for your site.