Society for Neuroscience Case Study from Personify 2014
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Transcript of Society for Neuroscience Case Study from Personify 2014
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Target Marketing for Enhanced Engagement
Society for Neuroscience
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About Society for Neuroscience
• Largest base of scientists & physicians understanding the brain & nervous system
• 42,000 members• 90 countries• 130 chapters
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Fast Facts of SfN Email Program
• 230,238 subscribers• Heavy email sending calendar• Using promotional & transactional
message sending platforms
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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
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Challenges
• How to radically increase the targeting & relevance to members while lowering the workload for staff?
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SfN’s Road to Relevance
• Get the Right: – Data– People– Content– Experience– Messaging Process
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Road to Relevancy: 1) Right Data: Segmentation Sync
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Road to Relevancy: 1) Right Data: Marketing Module
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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
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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
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Road to Relevancy:2) Right People
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Road to Relevancy:2) Right People
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Road to Relevancy:Hyper-personalization
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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
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Road to Relevancy:3) Right Content (Member Portal)
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Road to Relevancy:3) Right Content (Personify)
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Road to Relevancy:3) Right Content (CMS)
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Road to Relevancy:3) Right Content (Hyper-personalized)
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Road to Relevancy:4) Right Experience
• Ensure that email can be read on any device
• Responsive screenshot
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Road to Relevancy:5) Right Messaging Process
Transactional:Many-to-Many
Promotional:One-to-Many
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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
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Road to Relevancy:5) Right Messaging Process
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Results of Relevancy
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Results of Relevancy
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Results of Relevancy
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Results of Relevancy
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Results of Identifying theRight People for Relevancy