Society for Neuroscience Case Study from Personify 2014

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Society for e

Business Technologie

Target Marketing for Enhanced
Engagement
Society for Neuroscience

About Society for Neuroscience
• Largest base of scientists & physicians
understanding the brain & nervous
system
• 42,000 members
• 90 countries
• 130 chapters

Fast Facts of SfN Email Program
• 230,238 subscribers
• Heavy email sending calendar
• Using promotional & transactional
message sending platforms

SfN Email Portfolio
– The Journal of Neuroscience
– Advocacy Network Newsletter
– Friends of SfN Fund
– Exhibitor Sales
– Neuroscience Nexus (News)
– Special Programs (Brain Awareness Video Campaign)
– Job Updates
– Event Marketing (webinar, conferences, etc)
– Renewals & Membership
– Chapter Emails
• On average, have a send scheduled 4 days per week

Challenges
• How to radically increase the targeting &
relevance to members while lowering the
workload for staff?

SfN’s Road to Relevance
• Get the Right:
– Data
– People
– Content
– Experience
– Messaging Process

Road to Relevancy:
1) Right Data: Segmentation Sync

Road to Relevancy:
1) Right Data: Marketing Module

Results of Using
Right Data for Relevancy
• Integration Provided SfN with:
– Pre-segmentation mailing groups that are
automatically updated based on dates, opt-in/out
and manual staff updates
– Provided mechanism for staff to do queries in
Personify Marketing Module that will automatically
create/update new segments in email database
– Highly targeted lists based on demographic and
behavioral criteria

Road to Relevancy:
2) Right People
• Give People Content Choices:
– Only want to talk to people that want to
listen!
• Driven by interest areas in Person record

Road to Relevancy:
Hyper-personalization

Road to Relevancy:
3) Right Content
• Implemented a taxonomy in the content
management system that perfectly matches the
interest areas in the Personify Customer record
• Integration automatically matches content to
member and dynamically populates email
template
• Email template includes logic to decide how
many articles are served up to each user, what to
display and more

Road to Relevancy:
3) Right Content (Member Portal)

Road to Relevancy:
3) Right Content (Personify)

Road to Relevancy:
3) Right Content (CMS)

Road to Relevancy:
3) Right Content (Hyper-personalized)

Road to Relevancy:
4) Right Experience
• Ensure that email can be read on any
device
• Responsive screenshot

Road to Relevancy:
5) Right Messaging Process
Transactional:
Many-to-Many
Promotional:
One-to-Many

Road to Relevancy:
5) Right Messaging Process
• Move from manual creation of emails to
automation
• Focus organization on content creation &
curation and not delivery
• Focus on how to measure and improve

Road to Relevancy:
5) Right Messaging Process

Results of Identifying the
Right People for Relevancy

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