Every association executive knows that events drive a significant portion of the organization's revenue, but did you know that 30-40% of all emails that associations send focus on getting members to register? It's clear that associations are currently doing event marketing, but is it as effective as it could be? Join this session as we discuss different ways to target, incent & create buzz about your event through email marketing. We'll show you how to get a much better response & allow you to send smarter & more sophisticated "register now before early bird deadline" ends emails! Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

1. SHORTCUTS
Keys to Email Deliverability

2. Key Takeaways
Control what you CAN control about deliverability:
• DKIM/Sender ID Authentication
• List Hygiene
• Having an Email Preference Center
• Deliver content members or registrants want, when they want it,
how frequently they want it and looks good where they read it
Analyze and learn from past deployments to adjust how you
send future emails:
• Use A/B split testing to learn about what has the best
engagement
• Review creative/content that had the best engagement and do
more of that
• Review bounce logs daily to see if any domains may be blocking
you and reach out to postmaster@ and abuse@ those domains
to ask them to whitelist you
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3. What is Authentication?
Why Do I Care?
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Domain Keys Identified Mail (DKIM) and Sender ID are methods for
authenticating a domain name with an email message, thereby allowing a
person, role, or organization to claim some responsibility for the message. The
association is set up by means of a digital signature which can be validated by
recipients. The verifier recovers the signer's public key using the DNS, and then
verifies that the signature matches the actual message's content.
Why should you care? Without DKIM/Sender ID authentication, your email
recipient’s email server may quarantine your email or bounce the email because
it thinks you are spoofing or phishing an email address and are not who you say
you are.

4. List Hygiene? Sounds
Dirty! What’s Involved?
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Email addresses change quite frequently. When email addresses churn
and burn, you may not know that you need to update an email address
because your members may not think to alert you if their email address
changes. How do you eventually find out? Your email account will see
that the email bounced to that subscriber and resolve that email address
to being invalid.
On the other hand, if you are purchasing a 3rd party datalist, you have no
idea when the email addresses were collected and if they are still valid
email addresses. Never use your email platform to test to see if the email
addresses still exist as you will no doubt damage your email reputation.
If you ever question your list integrity or hygiene, run your file though an
email validation tool like LeadSpend or BriteVerify. Both tools ping the
email address to see if they get a response to see if the email still exists.

5. What’s an EPC?
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An Email Preference Center (EPC) allows email recipients to click a link
either in the message body or the email footer and be brought to a web page
where they can edit what types of emails they’re subscribed to. They can
also globally opt out if they choose to but the objective of an EPC is to give
the email recipient options for managing what they want that they don’t want
to globally opt out of all email communications.

6. Can I include other
content in an EPC? Or
just email?
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If there were more types of communications to choose from (email,
SMS Text, Phone, Direct Mail) then it isn’t an email preference center,
rather it would be a Communication Preference Center (CPC).
Having a CPC means that the application reads/writes from multiple
sending platform types (example: your email platform, fax platform,
SMS Text Messaging platform, etc.) and hopefully integrates to your
AMS.

7. What’s A/B Testing?
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A/B split testing is a concept where you have 2 versions of content: version
A and version B. Then you test to see which version gets the best
response to your call-to-action, highest open rate, the most conversions,
the most clicks or engagement.

8. What’s my bounce log?
Where do I find it? What
does it tell me?
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A bounce log is a file that shows you all the email addresses that could not
be delivered your email for one reason or another.
If you are using the HighRoad Solution Campaign eMail service, the bounce
logs are located in the stats report for that sent message. Next to the bounce
metric, you will see a “Download Bounce Log” link. If you click the link, it will
prompt you to save the file or open it. Either way, open the file in Excel so
you can see a column with the email address, bounce code and the bounce
reason.

9. VISIT THE FOLLOWING FOR MORE GREAT INFO:
HighRoad Solution’s Slideshare Page
HighRoad Solution’s YouTube Channel
www.highroadsolution.com