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member-engagement

Blog Feature

By: Nicole Crilley
May 16th, 2022

Email is arguably the most popular and effective marketing tool for organizations to run campaigns and produce funnel conversions.

 
It's used to generate interest, surface leads, and nurture those leads, all in pursuit of a particular sales or marketing objective such as joining or subscribing.
 
From an execution perspective, it's important to strategize where your email—or set of emails—fit into the larger marketing schema. In other words, what is your email really doing for you? The minute that email sends, what are you and your org getting out of it?
 
The answer? Everything if you focus on what's important. 

Blog Feature

By: Nicole Crilley
April 19th, 2022

Customization and personalization is no longer a prized possession. It's expected when it comes to communicating with consumers.

For associations, non-profits, and member-based groups—whose cornerstone value comes in the form of communication, content, and community—this 1:1 member communication is a must-have for marketers. 

The ability for members and customers to control the content that they receive, specifically through email, is invaluable to their satisfaction and your bottom line.

Cue the Email Preference Center (EPC)—a centralized location where users manage their communication preferences and topical interests.

Blog Feature

By: Emily Nash
April 1st, 2022

Whether you’re looking to engage with membership or nurture newly generated leads, email automation is a valuable, relatively hands-free productivity enhancer.
 
In fact, 59% of marketing professionals believe they can save as much as six hours per week when email automations are configured. Another 69% say that automation in this area reduces wasted time, and 72% say it allows them to focus on high-value work. 
 
That's quantifiable proof that data automation works, particularly for professionals with multi-pronged program goals and less hands
 

Blog Feature

By: Emily Nash
March 18th, 2022

Picture a giant herd gallivanting across a grassy knoll to troughs of delicious fruit. That's what's happening with associations and HubSpot. And there's reason for it.
 
HubSpot is providing something that not many others in the market can provide—a one-stop solution to growth and engagement
 
So why HubSpot for the association market? Given HighRoad's unique position in the association marketplace, we're perfectly poised to answer this question. 
In short, there are hundreds of reasons why associations and non-profits should, at least, be considering HubSpot. I'll dive into a handful of them.

Blog Feature

By: Nicole Crilley
February 3rd, 2022

Whether you’re setting annual performance goals, making changes to association programming, or moving into a new membership service, no decision should be made without first examining the previous years’ data.

Oftentimes, associations will entrap themselves in the mindset of establishing long-term marketing or membership-service objectives with just a “gut feeling.”

Lucky for you, your association may have been collecting useful information through their association management system (AMS), customer relationship management (CRM) software, or data management tools without even realizing it.

Blog Feature

By: Aimee Pagano
January 31st, 2022

For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past. 

With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology.