Gen Z and Beyond – Recruiting the Next Generation of Members

If you think the word “Millennial” applies to any young person, then here’s a scary fact: the Millennials will start turning 40 next year.

The current generation emerging from college is Generation Z, a cohort with an entirely different set of goals and values. And for associations, this means a whole new set of challenges. Already, 56 percent of associations say that they’re struggling to engage young professionals.

So how can associations attract younger Millennials, Gen Z, and beyond?

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Published October 9, 2020

Retargeting and Cart Capture: How to Convert with a Friendly Reminder

It’s been a year of uncertainty and instability, and associations are starting to feel the impact. It’s hard to find leads, it’s hard to convert, and it’s hard to hit growth goals. This means that there’s more pressure than ever on the marketing team. You have to use all your ingenuity to find new ways to engage, recruit, and retain members.

Wouldn’t it be great if there were an easy way to drive growth? What if you could increase revenues by over 10% just by sending some automated emails, or dropping a cookie in the right place?

Well, believe it or not, you can. Marketers sometimes neglect the bottom of the funnel, but this is where you’ll find opportunities that are:

  • Quick wins
  • Low lift
  • High impact
  • Easy to automate

Let’s take a look at how you can maximize conversions at the bottom of the funnel.

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Published December 9, 2020

Rethink Association & The Power of Podcasts

Here at HighRoad, our mission is not only to equip associations with the latest and greatest marketing technology solutions but to empower associations with the data and insights that will take their outreach efforts to the next level.

We continually strive to be the go-to source for all things trending in the association world: from marketing best practices to challenges unique to associations, we’re here to help solve problems and innovate solutions.

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Published December 17, 2020

Six Hot Takes for 2021

The beginning of a new year always brings an air of excitement, and we’re not sure there’s ever been a year we’re more anxious to welcome in than 2021. We’ve taken a look back at lessons learned from 2020 and compiled six hot takes for you to consider prioritizing in the new year so that you’re making the most of new opportunities.

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Published January 6, 2021

Exploring HighRoad’s Template Pak

Here’s perhaps the understatement of the century—sometimes email templates can be fussy. Who’s with me on this?

I think it’s fair to say that, regardless of the platform, as marketers we’ve all peeled back the HTML veil to try and retrofit and/or augment our templates.  We know what we want for our organization and our brand. We also know that sometimes technology just doesn’t bend that way.

Understanding that time spent on marketing strategy versus template rewiring is always a better bet, we’ve created what we call the “Template Pak” for one of the leading email automation platforms we offer, Adestra.

If you’re a HighRoad client on Adestra, you now have a tool that can help you  design modern looking emails with minimal time and energy. The template, which should already be sitting in your instance, takes a modular approach to help you build modern, effective, deliverable emails right within your workspace.

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Published January 25, 2021