AAMP Meeting & Presentation

Last week I gave a presentation at the annual AAMP  annual conference (Association for Audience Marketing Professionals) in LA.  My husband Bob Kennedy, who works for Omeda, and I did a joint presentation on Deep Dive into Email Marketing.  We discussed database quality, ways to build your database, and best practices for email today.  The latter might change by 2018, since technology and recipients’ expectations seem so fickle.   This was a first for us–and I think it was a success!

Here is a copy of our final presentation, if you want to learn more about email marketing today: Cardinal-Kennedy AAMP presentation 9-17 V7

I attended and presented at AAMP several years ago, and this year surpassed my expectations. It was great to interact with so many audience marketing professionals and long-time friends, who are facing similar work struggles.  Knowledgeable speakers with fun networking events make for a worthwhile show.

Contact me if you have any questions about our presentation or topics.

The journey continues.

C

P.S. Bob and I  put a lot of time into this presentation. Please don’t “steal” our slides to use as your own, unless you ask expressly for permission to do so.

Email Best Practices–Ideas You can Use Now

Email best practices change as technology, habits, and consumer preferences change. Here are some of today’s best practices for business emails looking for action from the reader (ie. subscribe, renew, download).

  1. Easy to scan and read. Busy people don’t want to read long, bloated messages and fluff. Be concise, clever, with a clear message and offer. Include response buttons in your HTML formats, since people can then jump right to the action.
  2. Responsive design templates.   Recipients are reading your messages on phones, tablets, computers. Does yours look good on all devices? If not, they may be quickly deleted.
  3. Incorporate video, if it makes sense in offer. Might be useful in new product introductions. Video can improve open rates 5x and response rates 8x, according to HubSpot.
  4. Stop sending emails to your entire file thinking it will increase response rates. It won’t. Find the BEST group to target, then send them a specific message. Speaking to the individual has been shown again and again to improve response rates and avoid list fatigue and hurt sender scores.
  5. Test, test, test! Another mantra of mine, most automated email platforms make it simple to test—copy, format, layout, response vehicles, color, message, etc.  A small change can have a big impact on your final effort results.
  6. Track your results and adapt future efforts based on open rates/responses/quality of responses.

By incorporating some or all of these items, hopefully your programs will become more effective, your database more vibrant, your organization more profitable. Many of these ideas can also apply to e-newsletters, shared blog posts, sponsored messages, and other emails geared more for “reading only”.

This is just a snippet of the presentation Robert Kennedy of Omeda and I are giving at the AAMP Conference, in LA on 9/14. There is still time to sign up for the one day event “Own your Audience. Build your Revenue” here.

The journey continues.

C

Holiday Sharing

It is a gifting time of year.  We share sentiments, cards, gifts, money, time.  As a business owner, I think it’s important to show my customers special appreciation each holiday season.  Frankly, I am surprised each year that fewer of my suppliers say “thank you” at all, even via a card.  It is a simple way to strengthen relationships, market our companies, and stay front of mind for our current customers and prospects.

A small gift, for my readers, is a copy of my recent presentation given at both AAMP in LA and MCA in Chicago.  This presentation was on Better Using Customer Touch Points to Build Audience Relationships.  Several people have asked for a copy of the slides, so here they are.

MCA presentation 12-14

Happy Holidays and Merry Christmas to all my readers.

Tune in next time for some of my predictions of what I think the Hot Topics will be for audience development in 2015.

The journey continues.

C

Learning from Others

A couple weeks ago I spoke at and attended the AAMP (Association of Audience Marketing Professionals) conference in LA.  I wrote a synopsis of my presentation for my last blog post.  I wanted to share a couple interesting points I learned from other speakers that marketers can use now.

First, Joyce Neth VP Audience Development & Research at Watt Publishing discussed what she thinks are next for B2B database management, once all data is combined into a single database:

1. Data Visualization

2. Lead Scoring

3. Driving engagement–my big hot button– to increase names in the marketing funnel

4. Improved marketing of online content

And from Dataversity, a mainly events company that has implemented a database to improve their bottom line, 3 practical ideas you you can test.

1. Keep testing what day of the week you are sending your messages.  Friday emails may help boost weekend and Monday online traffic.

2. To increase attendance to online events, try testing sending out registrant reminders the day before the event AND the morning of the event. That second reminder may help.

3. Testing subject lines for them has found that short generic headlines have the best opens.

I think that live events give a great opportunity to meet other industry leaders, learn from our colleagues and competitors.  Listening to webinars often present an easy way to keep abreast of what others are doing, but without the actual conversation you can get at a live event.  I think that even if a small local event can give me 3 good ideas or meet a new face, it is worth my time to attend. So get out there, mingle, learn, and implement.

The journey continues.

C

Improving Use of Customer Touch Points: AAMP synopsis

Last week I was privileged to speak at the AAMP (Association for Audience Marketing Professionals) annual conference in LA.  I had not attended one of their events before; I met, listened to, and networked with many new-for-me industry colleagues. It was enlightening and inspiring.

My presentation had the complicated but very real title of “How to Better Utilize your Brand’s Customer Touch Points to Build Audience Relationships.” As marketers today, I think this truly what we need to do every day as information becomes even more fragmented, email boxes full, our customers’ attention spread across many projects.

We need to build engagement with our current customers, so we become their go-to brand, their go-to website, their go-to media.  We need to continue to show relevance, that we can solve their problem, satisfy a need.  To do this, we need to review and make sure that we are using each touch-point, especially on the web, is enticing.

Our customers want TARGETED offers that show we know where the industry is going, bring knowledge they need.  People are opting out of unfocused messages at an alarmingly high rate.

Internally, departments need to work together to share data, create a common branding message, and stagger sending messages. My presentation gave specific ways to examine your current touch points, improve your  branding and messaging, and why all marketers should be doing this right now.

It’s that simple. And that complicated.

C

P.S. Please comment, email or call if you want a copy of my Power Point presentation.

P.P.S.  Next blog post will include some valuable things I learned from other AAMP presentations.