30 Email Tips in (About) 30 Minutes

Episode Thumbnail
This is a podcast episode titled, 30 Email Tips in (About) 30 Minutes. The summary for this episode is: <p>Want to improve your association’s email performance and boost member engagement?</p><p>Email inboxes are overflowing now more than ever, and the competition is stiff. So how do you cut through the noise?</p><p>Higher Logic’s resident email marketing experts Beth Arritt and Vivian Swertinski share a fast-paced walkthrough of our top 30 email tips. They cover things you might know about (but don’t always do) and items you may not know about at all.</p><p>In this session, you’ll learn common email mistakes to avoid, content strategy and targeting tactics, and best practices for copywriting and copy placement.</p><p><br></p>
Personalization brings visualization
00:57 MIN
Trust but verify
01:16 MIN
Next steps - Automated flows
03:21 MIN
Contents do's and don'ts
02:08 MIN
A look at RSS Feeds
03:03 MIN

Alex: Welcome to The Member Engagement Show with Higher Logic, the podcast for association professionals looking to boost retention, gain new members and deepen member involvement.

Heather: Throughout our show we'll bring on some experts, talk shop about engagement, and you'll walk away with strategies proven to transform your organization. I'm Heather McNair.

Alex: I'm Alex Mastrianni and we're happy you're here.

Jeff: Hey there, I'm Jeff, the director of customer experience at Higher Logic and I'm excited and I'm coming to you live from my phone right now. I couldn't even get to my computer, but our annual conference Super Forum is back and registration is now open. So Super Forum 2021 is going to happen from October 19th through to 21st. It's going to be free. It's going to be virtual. We've looked at paring down the schedule, making sure that you can attend all throughout the days and hopefully find some sessions that are really packed full of insights that are going to help you connect with your customers and members more effectively. And actually one of the things is that many of the episodes you've listened to on this podcast have actually been from last year's program. We've tried to repurpose that content and try and use it over the last 12 months. So if you want to learn more register with the link that is in the podcast description, we're going to drop that in there and we hope to see you there.

Alex: Hi everybody. I bet your email inbox is overflowing right now. I know that mine certainly is, and it's probably the same for your members too. The competition in the inbox is stiff. So how do you cut through the noise when you want to reach your members. Higher Logic's resident email marketing experts, Beth Arritt and Vivian's Swertinski, you've heard them on the show before, recently joined us for a webinar where they shared 30 email tips in 30 minutes, definitely a fast- paced session. And today we're going to bring it to the podcast. They cover email tips that you might already know about, but don't always do, and things that you may never have heard of before, maybe totally brand new. Before we jump in, you might hear Beth and Viv referred to specific designs or emails during the show. So we link those slides in the episodes resources. There's some pretty cool examples in there, so make sure you check them out. Without further ado, I'll turn it over to Beth and Viv.

Beth: Hi everybody. Welcome, I'm Beth Arritt. I am an association strategist here at Higher Logic, but in my past life, I spent a lot of time in associations, including the last seven years at AAAE before coming over to Higher Logic a few months ago. Today we're going to be taking a speed course through 30 tips that you may or may not know how to use in email marketing. We're going to cover 30 tips in close to 30 minutes, give or take a few. I can talk a lot. It's going to be very quick. Some of them have more details than others, and I'm here with my colleague, Vivian Swertinski. Viv, do you want to give them a quick intro on your background?

Vivian: Absolutely. Some of you may know me. I've been around for a little bit, came into the Higher Logic family about seven years ago. And before that had a career in email marketing, working with a lot of for- profit and non- profit brands, which you'll probably see sprinkled throughout this session today. So really excited to be here, excited to go through these tips, jot notes down as we go through them on things that you want us to expand on at the end of the webinar in the question area.

Beth: So we're going to get started. So as it says, 30 email tips in 30 minutes, let's go. So tip one, this is one is really obvious and yet sometimes gets lost as emails go through revisions and approvals and more people. Everybody wants to add something. So we all recognize this whole classic, do you like me note from Childhood inaudible. Do you like me? Check yes or no. So when you're writing your emails, keep that in mind when all is said and done, clearly and succinctly as possible demonstrate what you want to say or ask and what are the options for the response? And by the way, just keep it short and simple, that includes the subject line. Keep in mind a lot more people are reading on their email on their phone than used to, and you have a very short window for your subject line.

Vivian: All right? Yeah. So pre- headers. So friendly from, your subject line and your pre- header. Those are the three things that you're going to see in your inbox. And I think of them as working together. You have three opportunities to write, make a good first impression. And I love pre- headers, because I can really expand on your subject line. So," Hey, here, we've got this event," and then you can really dial in using pre- header in this example to call out exactly when the event is. Now, you can choose to have that pre- header, which is the first line of text in your message, be visible when someone actually clicks through the message, or if you say," I really just want that to support the subject line in the inbox, but I'd really rather not have that." Just make the font the same color as your email background and it'll just wash out and won't be visible in the HTML when you're actually looking at the email itself. It still could be visible in the text version. But the fact is that if you'd rather not have that part there, when they actually click it open, you can have it. So it's the best of both worlds.

Beth: Yeah. Just keep two things in mind. One, if somebody is using Dark Mode on the computer, it may or may not work. It may still show up. I see them sometimes, because I tend to use Dark Mode on my email. The other is that it will show up in the text message or the text version of the message, if you have anybody getting text versions, particularly in, I think all.mil. Yeah. all. mil addresses should be defaulting to text, because that is the only thing that will get through, for example. So just keep that in mind when you put it in there that some people still will see it. So then we have test everything and I do mean everything. Look at all of the personalization, click every single link. If you look on here, 27 different links on here. Should you test them all? Yes. Even the ones that you think they're fine, because you're in your template. Did you make the template? When was the last time you checked it? It was kind of like when you get to the airport and they used to ask you," Did you pack your own bag? Has anyone touched it since?" Same type of thing, test every single one of your links. Every phone number, I definitely have a phone number horror story. I once copied and pasted something that sales director sent to me and sent it out and found out that he had done 800 instead of 888, and 800 number was actually an advertisement for a, let's just say a 900 phone number that we didn't want to send our... Was not really consistent with the family values of our product, let's just put it that way. So yeah. Test your phone numbers, call the phone number, make sure that somebody didn't make a mistake typing it in. So yeah, and though same thing happens with. gov versus. com. If you haven't heard about the whitehouse. com horror story, don't Google it on a work computer. So next, Viv.

Vivian: Yeah, continuity between email and website. Not only is it super- important to be recognizable and have brand continuity throughout, but if your website is designed a specific way of using icons, if you're using images or colors or folks, you're training your audience to be able to," Oh, I'm looking for this, I know where to find it." And so, this is an example of in the fermentor is actually the email. And then, the brewing knowledge and the home brew recipes and the types of things that you're seeing is mimicking the website. And so, that continuity can do a lot for having your audience be able to drill right to the specific content that they're looking for.

Beth: So then color and text can do the same type of thing. It can definitely help you keep your content organized and accessible as well. This one, I think Viv this was one of yours yeah, where they were using different colors on their website, the same way as they use them in the email, right?

Vivian: Yeah, absolutely. And so, again, you're training your audience to be able to self- serve so easily. Hey, if I'm looking for professional development and I know that that's kind of purple, because I've seen it, my eyes are naturally going to go to the purple. If I'm looking for more leadership content, it's kind of that, it's matching all of the ways in which we remember information both in colors and contacts and whatnot. And so, it's familiar ground and that's the point is to be able for that continuity between website and email, is that people can seamlessly come from one to the other and dive into exactly what they're looking for.

Beth: So it's always good to include at least two calls to action, sometimes it's more, but don't just give them one option. For example, in this case, it was a membership email and you had the option to learn more for those people who weren't quite ready to buy, or you needed more information, or for the people who were like," Oh yeah, no, I want to go ahead and join." You had an option for that. And something that people don't always think about is even if those go to the same thing, the same page, you know how many people wanted to learn more, which is how many people were already ready to join, just because you know what they clicked on. So even if you have multiple links going to the same page, it helps to name the link, label it just a little bit different, so you know where they actually clicked from, gets you a lot of information on what they're looking for.

Vivian: Yeah. And another thing I'd like to add, but one other thing is that for what is someone's next best step, right? So I might need a little bit more information before I'm ready to make a decision. So whenever you have an opportunity to," Hey, is that the right course for me?" We just want to go for the register, right? The conversion, but there's a decision that needs to make, to happen. And so, if you can provide a way to," I need more info, but I'm ready to make a decision." Both people have a play there. That's it.

Beth: This is one of my favorites, I love this one. We did this at AAAE, because we had the ability to do the personalization, to make the badge and look like the person's badge. And that whole idea that personalization brings visualization. The whole idea of psychology is you could picture yourself there in the room. It's one of the reasons why I like to use pictures taken from looking like from the vantage of someone sitting in a seat, because judiciously, you don't always want to be looking at the back of somebody's head. Sometimes you want to see them engage and things like that. But I always like to do at least one or two things for a conference where you look like you're sitting in the seat pretty much, because it just gives you that visualization, and so does having your badge. Fun story about this. The first time we did it a guy showed up to registration with that email, thinking that he was already registered and it was his badge.

Vivian: He didn't pay?

Beth: He did pay. Onsite, he paid, but he's like," Yeah, no, I'm already registered. See I've got my badge." So he didn't read the fine print is what he didn't do. He did however pay onsite though. So, it worked out fine.

Vivian: That's right. And I love, Beth this is one of yours, but it landed on my turn, so I'm going to speak to it. So if I love the fact that put justification letters and whenever you can, when someone needs to get business approval to partake in what you're asking them to partake in, the onus has been really left on them. How will they present this to their own organization? How well would they present this to their leadership to be able to get funding to do this? So I love the idea of creating a justification letter where it's just a form letter and you've kind of done all the hard work for them, and they can just plunk in their specific information, download it, make it downloadable in each and every time you're inviting them to something, right? And then they can fill it out and do it. So I love that. I love this whole idea and it works well for not only conferences, but anytime someone's got to spend money and they need approval to do so.

Beth: Membership, it works great for membership. Justify my membership. Why am I paying for this? And it even works for sponsors have been exhibits in a slightly different way. A couple of years ago at AAA, we actually went out to the sponsors exhibitors and said," What do you actually use this prospectus for that we spent so much time building?" A nice, big, long marketing prospectus for the annual conference that we all tend to have. And we'll really just cut and paste some pieces and put it in a PowerPoint. And we're like," Well, what would be more useful is the PowerPoint." So we stopped doing this expensive, long process with the designed book, and we actually gave them a PowerPoint that they could download and just slide in to get approval for the money, and it was hugely successful and led to a whole campaign that we did too. That was amazing, that was really helpful. So, sometimes you have to think about, what's going to be the best marketing piece to give the person in order to get what you need, which is their money. Let's face it, that's what you need. I love this one. I loved their whole branding for this. And I saw the website when it was first done, because a friend of mine at a company they had designed it, and it was just absolutely beautiful, but I love the idea of instead of a bulleted list, they communicated in color. They've got the whole three easy registration options. Three- day conference pass, a one- day conference pass, a one- day expo pass. It's very easy to read. It's very easy to understand exactly what you're looking at. So it's a gorgeous email. Love the design of it too. So it's beautiful.

Vivian: I love it, because it conveys so much information and with so little text.

Beth: Yep. Yep. And I'm assuming, correct me if I'm wrong, but I'm assuming you could click on any one of those so they could immediately tell on the backend, which one, people were interested.

Vivian: Absolutely.

Beth: Because I could see it triggering entire campaigns off of that.

Vivian: Oh yeah. So much pretense.

Beth: Yeah. Viv I love this-

Vivian: Yeah. One of my old customers are Renault bears are so cool. They were so good about recognizing inactivity and when someone had gone, and for them, it may have only been 60 days, 90 days maybe. But it was pretty tight. If someone was not opening, they were more interested in just really communicating to people who were engaging with their messages. So it wasn't about the size of the list for them, it was really about engagement. This, I love it. It speaks to their audience, looks like a text message. It was a full- fledged email. And these are marketers who maybe this isn't the way they talk, but this is the way their audiences is, really knowing your audience and delivering something that just resonates with them. So this always was a very popular one in... I mean, this turned people around, now I'm back in, I'm back in. So that you would all enjoy this one.

Beth: I love that one. It's just the whole look of it is just so perfect for the audience at the time too.

Vivian: Exactly.

Beth: Yeah. So then, when it comes down to subscribing, unsubscribing, do you want to just make that the only option? Is the only thing at the bottom unsubscribed? Is that really what you want to do? There are so much more you could do. You could do it," Certainly Kim, goodbye." How about if I say, I want an email, I want every email you send just to digest, just like you would with a newsletter or with a community. I want one email newsletter a week, I want one a month or just completely unsubscribe me for everything except transact. I do love the sad faces on this one.

Vivian: I know. I just love the human element of it.

Beth: Yeah. It's good. I mean, again, you've got that visualization, because you're picturing somebody on the other end reading this going," Oh, you're leaving. Okay." So, it's a lot harder to hit that unsubscribe me button, unless you're in a mood for some reason, it's a lot harder to hit that button if you've got those sad faces staring at you, right? You might as well just put four puppy dogs pleading eyes on there.

Vivian: Yeah. So if you can offer cadence, offer cadence. If you can offer preferences, offer preferences. So you're going to honor whatever you can do. So, it's really up to you to say," It doesn't have to be goodbye, but this is what I could offer. We could manage this." So is it different topics? So is there a preference about the different topics? So offer what you can and what you can honestly honor and manage.

Beth: Yeah, definitely, either by interest. I love how this one has the different images. That sort of helps you, your eye go to exactly what you're interested in. I think that's super- cool. Not always something that's possible, but in this case, obviously it works.

Vivian: Right, right. Yeah. In this space it worked. Could have been many images that you can have that represent the different topics that you cover, it could still be a more playful way to conveying for me.

Beth: So the other piece is trust but verify. This is an email from Mute Campaign, which is another way to offer options instead of unsubscribing or even changing your preferences, just mute only the annual conference, just mute only this year's Giving Tuesday, but only for that year. It's a great option to offer it on a micro- level, in a relatively easy way to manage. But it's a fact of life that people will often forward promo emails to their colleagues. Sometimes those colleagues will click on mute, they'll click on update preferences, they'll click on unsubscribes. So depending on your system, you might not be able to send a confirmation email of an unsubscribe, but on mute some preference updates you absolutely can in almost every situation. And it's a nice confirmation for those who did mute to say," Yep, see, got it. Not sending you another one," but it's also a nice way to make sure that the people who had others do it for them by accident, are aware. We've had people come back before and say," I didn't change my preferences, or I didn't do this. Somebody else must have done that." And they would have never known otherwise, and they would've never gotten the message, the rest of the messages. So I find that trust, but verify. Just make sure that the person who unsubscribed or muted is actually the person who meant to do it.

Vivian: Right. But that was a real choice.

Beth: That it wasn't a hoot.

Vivian: Yeah. So, this, oops. So this has happened, right? This has happened and it'll probably happen again. And you're like," Ah, man, I hit the Send button, I can't believe it said first name," and the cringe factor, right? People will get over it. If it's a mistake that is going to be obvious, just own it, carry on, but own it. If it's a mistake that only you know," Oh, that wasn't the image we had selected." No one knows that, okay? So just the ones that you have to speak to speak to, but remember that if you do make a mistake with something like a tracked link, you can fix it. There you go.

Beth: You could easily change that. Say the tickets are now on sale went to last year by accident, you could easily fix that and change it to the correct link. I will say one thing about this one, it almost looks like those three women were laughing that they made this mistake and they don't actually care so much. So I don't know that I would have chosen that picture, but I also, I'm probably overthinking it.

Vivian: All right.

Beth: Go for it.

Vivian: Okay. Keep them engaged. So when folks are downloading information and you do have a form and you're capturing that download, a followup with," Hey, thank you for downloading this, we hope that that was providing you with a lot of value. You also may be interested in this. Here's our newest, our latest blog or our latest guide or whatnot." So being able to thank them, but offer them a next best step to take, that's helpful, right? I know that I've read a blog and then got another blog, and then it was like," Ooh, now that I see other, I want to read that, I want to read that." And I thought I was going to read one thing, I read three things in one sitting. So if you're not, this might be a missed opportunity if you're just collecting the name, but not doing anything with it, offer them their next best step.

Beth: Yeah. And you can do it immediately with a response or you can drop them to a campaign that just sort of gives them breadcrumbs over a period of time to try and lead them down a path. There's the quick rabbit hole and then there's the breadcrumbs. So both are incredibly effective. So the other thing you could do is you can automate reminders to complete transactions. As you can see this one, inaudible has your cart selections are waiting, be sure to complete your shopping today. I've gotten some from some retailers where they tell me exactly what's in my cart, which frankly, even as a marketer, kind of creeps me out a little bit. And I know for example, at AAAE, one thing we couldn't see was what someone had in their cart, a way of knowing what was in there. We just could tell if somebody had something in their cart or they didn't, so doing it this way would be really effective for that. Your cart selections are waiting. Want to do that as if you're doing web tracking. I know for at least for Real Magnet and Informs, and I think I did this with inaudible too, when I was back there years ago, you could tell what pages somebody had visited and you could do sort of automated campaigns based around that even if you couldn't see for sure what was in the cart, or if they were in the cart. You could kind of see," Oh, they went to five pages on the annual conference site they're clearly interested." And you could treat that as an abandoned cart and treat it in the same way.

Vivian: Yeah. And along with next step recommendations. Based on what I've done, what would be my next step. Based on what I purchased, what might be a complimentary item based on the courses that I've taken, what would be my next professional development opportunity? So you can think about this in a lot of different ways in the retail sense. It's like," Hey, you bought this, you might also like that." But think about it in terms of providing value and helping someone along their career path, or to reach some accreditation or something. You can definitely think about," How could I point out what their next step is and it's coming this fall?" That type of thing.

Beth: Yeah. And a lot of times you have the data to actually figure out what that path looks like. So what their next step would be. And you're probably even already pulling those lists periodically to promote those products. But if you think about that and you really do it strategically and about the steps of it, you can automate that. So all year long, 24/7, 365, that's just running underneath, just automatically doing it, when somebody hits a certain point or they buy something in particular. It's a great way to, I like to jokingly call it print money, but it's not really that. It's just, it's a great way to have marketing support that's just an AI running the programming, you gave it. And then you also want to recognize milestones. If somebody has an anniversary, a membership anniversary, if you've got their birthday information, things like that, you can absolutely send a quick note, automate this," Hi there," obviously you need some sort of marketing automation or process automation just to be clear. But yeah, but no," Hi there, we heard it's your anniversary. Here's a birthday, celebrate your birthday." And this is the one that actually shows how they collected it, as well as the little birthday they made with them. And that's not just external either. It should play. We actually had an automated campaign that sent everybody a birthday message on their birthday. The admin person had been doing it manually each time. And I'm like," I can just automate that for you." So it took hours she'd been spending in some weeks, especially in February, because at the time about one third of the employees at AAAE were all born in February. It took all of that time that she'd been spending on it and allowed her to do other things while this just worked in the background. Automation, Viv.

Vivian: Yeah. I love automated flows, right? And as we just mentioned, it could be for milestone- type things. It could be anytime you want to recognize somebody, it could be sending one message. It doesn't need to be a big automated flow as hosts series. You can automate that," Hey, when this behavior happens, I want to respond in this way," and you could set that up so it's not something you have to keep remembering to do. Obviously, any type of nurture which is more of a drip campaign. Like I just want to periodically I'll have outreach to this audience. Anything that you're doing in a manual fashion, I would challenge, does it have to be done that way, or is there an easier way to do it? And get the work off your plate whenever you can.

Beth: So, so helpful. And I will say that one and done where you're like, if somebody takes this activity, or it takes this action, I want to send them an email, that works internally as well. Just as an example, we would send the sales team or the exhibit sales team and sponsor sales team emails internally when somebody visits certain things on the conference site about exhibiting and sponsoring. It would pull them in, it would check to see if they were somebody who probably wasn't interested and kick them out, but then it would send an email saying," Hey, the person below just went to this site and they knew..." Oh, okay, this is somebody who might be interested, so somebody I might want to call or," Hey, here's the list of people who clicked on the sponsor and exhibitor link in the last email." So, oh, okay. Here are all the people I probably want to call. So information like that, even for things that aren't direct response, click on it, buy it right then and there, can be huge help. Subject lines. Numbers can be so effective. I know we're all used to the whole clickbait of Buzzfeed or something about where 10 reasons why you shouldn't wear this bathing suit, number six will shock you. But the reason you're used to it, is because they are. You can have this one, 17 sessions, one low price register today, effective$ 25 in your pocket. I know I'm opening that one. Seven plus reasons to attend this year. Okay, I know I'm going get a list of at least seven reasons. It's not going to just be one reason. Vivian, two steps and your back. That's the two steps forward, that you take to go back or is it two steps back? I'm confused.

Vivian: Hey, I'm a lapsed member, but you're telling me just two steps and I'm back, first step is to renew, but the second step, hey, I'm sitting back at my class where I need to be, so it's awesome.

Beth: I know this story. This is based on a true story for Vivian too. And it's a great story, because it worked right?

Vivian: Yeah, yeah, absolutely, lapsed members where do they need to be? Don't stop at renewals, that's not where they need to be, they need to be beyond that. That's why renewing was just one of the two steps. The second step is where the real destination needs to be.

Beth: Yeah, because in your case it was classes.

Vivian: Yes. It was classes to keep certification up so that you can continue working in the field.

Beth: Tell us about the do's and don'ts Viv.

Vivian: Yeah, contents do's and don'ts make sure everything's legit, right? Copyright laws, doing the right thing. It could be the best photo ever, but make sure that you're legitimately can use that photo and go license things so that you actually can do that. So just a quick, because you might have folks that interns come in, people come in. Sometimes question what you've been handed. Sometimes it's curated from other people who are like," Hey, we want to put this in," but that's not what they do day in and day out. And they might be handing you something that you really wouldn't want to be using. So just be mindful of content where it comes from and is it legit for you to use?

Beth: My words that just put terror in my heart and sadness in my eyes. I found this great image on Google. Okay, and something like it. And I will say I've had my copies stolen more than once and put on people's websites. So just don't do it. Your content however, also must focus on your audience, not on you. I did an example. I basically took an actual email, sales email what I got from somebody that was not customer- centric. And over the years here, one of things we've had to learn, I've surveyed hundreds. The answer I get, as I like to say, as someone who runs a lead generation company, I want to show you, I took it this long email about what he thought of himself and I wrote it to be much more customer- centric and much shorter. Need more leads? Yeah, alone. The most common answer to what you need to grow your agency is, more leads. However, if you're not doing enough with your current leads, more leads isn't going to help. So how can you go beyond more leads to doing more with your leads? Shorter, all focused on you and what you need. All you need to do.

Vivian: Yeah. Love that. So AB testing. What to test? I mean, most people are like," Oh, I test subject lines," and that's the standard answer, but it's amazing how you could get a little pop in and engagement with just a different friendly from. If it's coming from a team or department, could it come from an individual? Can you test those things? Test friendly froms, when you're depending on what message, if your subject line is unimportant update from our CEO, well then let that message come from the CEO versus just the organization. Length of message. Worked with an executive director who was going after lapsed members and thought in her words, short and snappy little message would be far more effective, but in reality, this audience needed to be talked to a little bit and nurtured a little bit. And the longer message actually resonated and connected with the things that they were most needing to hear. So if we wouldn't have known that, if we didn't do a testing on short versus the longer message. And certainly calls to actions, you can always test those button, hyperlink, banner, placement, all kinds of things. Plenty of things to test.

Beth: You can test until the cows come home. The one thing to remember about testing though, is at some point, you need to make a decision about which one works and stick with it most of the time. So then there's RSS and I could do entire series on RSS, but it stands for really simple syndication. Web feed users can add these two readers to follow your site, your blog, your podcast. That was the old school method of using it, but it is regaining popularity, because it can be everywhere, and there are all these ways to turn it back into content. So you can use it to create and populate newsletters, to bring people to community, by putting a community if you have one, putting your RSS feed in your newsletter, turning it into tweets, all kinds of things. And there's so much you can do with it. But just to give you a newsletter example, this is what a newsletter would look like when I set it up in Informs. And it's basically for RSS feed, that's it. Well, there's a banner at the top, but other than that, that's pretty much it. When I actually send it, it looks like this over here on the right, because it's pulling the RSS feeds. So this section is, is this right here. This section is this right here, I ran out of the room for those, each of those. And then these are two different RSS feeds that show up down here at the bottom. And then I've put a little note at the bottom, but everything from here to here is just RSS feeds. And I could even set this up. If I curated the feed well enough, I could set it up and just let it run itself every day at noon, for like a nice little lunchtime newsletter, which would be, or you could even set it up to run at noon for each zip code, if you want to, or not zip code, each time zone, if you wanted to get that granular. So every day at noon, somebody gets their lunch feed, lunch news feed definitely. Yeah, their lunch feed.

Vivian: All right, web tracking capabilities. So in marketing automation platforms, certainly in Real Magnet and Informs, you can enable the web tracking capability, which moves beyond some group of anonymous people visited my page to," Hey, Beth visited the page. Vivian's back on the page," because you're sending email, you know the email address, connecting through. So we can associate that web behavior back to your permissioned group of audiences. So now you can use that for targeting and giving. And the reason for web tracking is not just where are people going? If they were in front of me and I saw that they were interested in this, and they looked like they were toying and trying to make a decision, I would absolutely step up in hand and make a connection with them and say," Oh, I see you're looking at this, you might also be interested in this. Here's the difference between this." I would engage if I could see somebody doing that. So when you see somebody doing it digitally, what are the things that are worth helping them out with? Those are the things that you will want to do with using web tracking.

Beth: Web tracking is amazing. So helpful. So the other thing you obviously want to be mobile- friendly. You want to make sure that your site, your email looks good on Gmail. If your computer screen is 27 inches, or if it looks good on a little tiny, teeny tiny phone, that's about this big. So you want to have a version that is got a mobile display. So you have a side- by- side in the regular email, but on the mobile display, it actually stacks them. So there are a lot of systems actually allow you to do either. So you want to kind of make sure you're making the right choices. I really do appreciate everyone joining us today too, I know Viv does as well. We love to talk to people. So this is fun. It has definitely been a blast talking about a topic that both of us are just so intimately familiar with and spent so many years doing, let alone, helping other people with. We live and breathe it. And we could definitely spend way more than 30 minutes talking about all the different tips you could use.

Alex: That's all for today. Everyone hope you enjoyed it and picked up a tip or two. If you have any questions after today's episode, feel free to reach us at hlpodcastathigherlogic. com, and we'll get back to you as soon as we can. We'll see you next week.


Want to improve your association’s email performance and boost member engagement?

Email inboxes are overflowing now more than ever, and the competition is stiff. So how do you cut through the noise?

Higher Logic’s resident email marketing experts Beth Arritt and Vivian Swertinski share a fast-paced walkthrough of our top 30 email tips. They cover things you might know about (but don’t always do) and items you may not know about at all.

In this session, you’ll learn common email mistakes to avoid, content strategy and targeting tactics, and best practices for copywriting and copy placement.