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Meet Our Customer
The Australian College of Nursing (ACN) is the national voice of the nursing profession, focused on policy, advocacy and education. ACN keeps nurses informed, connected and inspired and is committed to ‘Shaping Health, Advancing Nursing’ to enhance health care for all Australians. They use iMIS as their association management system.
Braden Hon is Digital Content Coordinator for the Australian College of Nursing and received Higher Logic’s Most Valuable Digital Marketer Award at Super Forum. We caught up to hear about how he’s using Higher Logic’s marketing automation software to deliver exceptional experiences for members.
Higher Logic Products & Services
Opportunity
Reduce the Number of Emails Members Receive
Originally, multiple departments within ACN used Higher Logic to share important communications with members. As a result, members received up to three disconnected individual emails a week. Brad saw a clear opportunity to streamline communications using one cohesive email and story-level targeting.
Strategy
Aggregate Content Into Customised Email Newsletters
Brad worked with the various departments to gather all the content they wanted to promote to members. He built a newsletter that he now sends out once a week, each story targeted to specific segments of the overall target group.
Now, not only is the information being communicated, but it’s also personal to the interests of each recipient. Members receive a single comprehensive newsletter vs. multiple, single-topic, inbox-crowding emails. In addition to interests, Brad also uses the story-level dynamic targeting to surface certain stories at the top of the newsletters, based on qualities like a member’s region.
Results
Better, More Effective Email Touchpoints
By reducing email volume, the association doesn’t have to worry that they’re bombarding members with emails. And because emails don’t appear in inboxes as frequently, the emails warrant more attention and engagement when they do.
Open rates have improved from 30% to 35%. And more importantly, click rates have improved from 3% to 9%. When Brad compared those metrics to some comparative industry benchmarks, he found the Australian College of Nursing was beating click benchmarks by 3x the historical rate. Anecdotally, the additional clicks translate to higher engagement, better member experiences and improved satisfaction.
‘For us, aggregating content into a dynamically populated newsletter email once a week was warmly received by our members, as exhibited in higher open and click rates.’
Braden Hon Digital Content Coordinator, Australian College of Nursing
