behold the power of epcs-adam higgins

Powerful EPCs

Adam Higgins, Technical Project Manager

Integrated eMessaging

Solutions

For over a decade, Adam functions as a marketing and

business analyst for non-profits and associations. In 2013,

Adam joins HighRoad Solution as the technical project

manager to manage eMarketing and digital communication

implementations.

Throughout Adam’s career, he bridges the gap between the

business units and information technology department.

Adam began his career at the Los Angeles County

Department of Community and Senior Services where he

developed and managed databases for thousands of

Workforce participants. Moving on to Western Growers in

2006, Adam managed the enterprise association

management system (AMS), and oversaw web

development, design, and analysis for websites.

Adam Higgins is a graduate from California State University,

Dominguez Hills. He’s a Los Angeles native that now

resides in Atlanta, GA with his wife and son. Adam is one of

the few men that enjoys wearing a suit and tie to work.


Solutions

Powerful EPCs


Solutions

Why Email Preference Centers?

• CAN-SPAM Compliance

– Give members a mechanism to opt out of

receiving future emails

– Honor opt-out requests promptly

• CASL Compliance

– Express Consent Form for members with

implied consent


Solutions

Prevent Global Opt Outs

• Members Do The Following

– Unsubscribe

– Report As Spam

– Modify Preferences

• Give Users the Power to Select Interest


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Unleash the Power

• Healthy Membership Marketing Lists

• Segmentation for Target Marketing

Campaigns

• Creative User Experience with AMS Data

• Marketing Automation Strategies

• Hyper Personalized Email Campaigns


Solutions

UX and Design

Not Only is it Powerful, it’s Beautiful


Solutions

Branding

• Cohesive Experience between Your

Website and EPC

• Following the Organization Style

Guidelines


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Branding


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Responsive

• Over 50% of Emails are opened on mobile

phones.

• Create a cohesive experience from mobile

phone to preference center

• Checkboxes, Input boxes, and Buttons

sized properly for mobile


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Desktop


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Mobile

Tablet Devices

Mobile Phones


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Modal Pop Ups


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Asynchronous Functionality

• One Page Applications

• Form Actions without Page Reload

• Efficient User Experience

• Increases Engagement on the Page

• Keep in Mind, Proper Messaging to the

End User


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One Page Application


Solutions

How Many Preferences?


Solutions

How Many Preferences?

• Find the Right Balance

• Too Little

– No Differentiation to the Member

– No Segmentation Strategy

• Too Many

– Inundates the Member

– Too Granular. Difficult to Honor.


Solutions

The Presentation of

Preferences


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Toggle Accordions


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Personalization

• Show and Hide Preferences based on

Member Demographic Data

• Highlight Member Benefits to Non-member

Subscribers


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Personalization


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Language Detection


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Dynamic Preferences

• Use the AMS as a CMS to Preference

Center

• Change Descriptions and Titles

• Add and Remove Preferences


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Glass Half Full (Opt Outs)

• Improve Your Marketing Strategy

• Good Insight on Your Market

• Engaging Correctly With You


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Survey on Opt Out


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Offer Additional Channels

• Email may not be their preferred

communication channel

• Offer Twitter, Facebook, and LinkedIn as

Options

• Collect Channel as Communication Field

in AMS/CRM


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Powerful Data

Let’s Go Beast Mode


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Powerful Data in The AMS

• Increase Engagement and Loyalty

• High Value Content Marketing

• Strong Advocacy Efforts


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Automation The Future

• Triggers Routine Emails and Campaigns

• Campaigns Run While You Work

• One Shared Taxonomy

• Consolidating Communications to Your Constituents


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Frequency

• Key Reason for Opt Outs

• Send Emails on the Members Schedule


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Hyper Personalized Emails


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Hyper Personalized Website

• Personalize Member Web Experiences

• Content Tailor Made with Depth and

Context


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Future Preference Centers


Solutions

Future Preference Centers

• Algorithms to Determine User Interest

Based on Prior Actions and Behaviors


Solutions

Questions?

Any questions regarding today’s topic?

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