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CPA Now
Sep 03, 2013

Confessions of an E-mail Marketer

By Lori Braden, Vice President, Strategic Marketing

evilI admit it. I’m the Despicable Me of PICPA’s e-mail marketing strategy. But before you start typing an angry e-mail, I want to share the method to my madness.

I have a lot of exciting things to say!

We’re a 20,000+ member association. When the PICPA introduces a member benefit, invites you to a chapter event, shares important accounting news, or promotes a CPE program, we send an e-mail. As a dues paying member, it’s your right to know what’s going and how you can get involved. But I don’t send every e-mail to every PICPA member.

I’m selective.

With so many events and updates, I consider which members would be most interested and select e-mail recipients based on many criteria:

  • Membership status (member, non-member) 
  • Membership type (student, accounting affiliate, active member, etc.)
  • Geography (city, chapter, county)
  • Position
  • Areas of interest (fraud, insurance, IFRS, retirement and investment planning, etc.)
  • Credentials (ABV, CFA, CFM, etc.)
  • Events you’ve attended
You provide these details to PICPA when you submit or update your member profile, and this helps us find the things you may be interested in.

omg1 I want to tell you what you want to hear.

Maybe you don’t open PICPA e-mails anymore. Or maybe you’ve gone as far as opening a special junk PICPA e-mail account. Gasp!

Well, it’s time you start sharing some of the responsibility in this e-mail relationship we have going.

You can do this by customizing your communications preferences at www.picpa.org.

choices22

 










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