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Suzanne Carawan

By: Suzanne Carawan on December 15th, 2015

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HighRoad Solution Announces the Release of ICE, Intelligent Contextual Email

HighRoad News & Events

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ICE Powers Award-Winning Association Newsletters

Ashburn, VA, December 15, 2015---HighRoad Solution, the only digital agency focused exclusively on associations to offer email, automation and inbound marketing services announced the launch of its latest product called Intelligent Contextual Email or ICE. The announcement was made today at the American Society of Technology Executive’s (ASAE) Technology Conference where HighRoad Solution is the only endorsed eMarketing software provider.

ICE is next generation email marketing technology and works in conjunction with the association’s software platforms that hold pertinent user-level data to automate the creation of hyper-personalized email communications. ICE allows organizations to tap into the demographic, transactional and behavioral information stored across their member, prospect, event, product, social and content  databases to create emails that are unique to each person. 

“We first designed and built ICE for the American Society of Association Executives,” explained Ronald McGrath, CEO & Co-founder of HighRoad Solution. “They had a common problem of over-emailing members because they couldn’t effectively target their content through manual methods of email creation. They were creating one email to address the needs of thousands when what they wanted to do was create thousands of unique emails that spoke to the recipient on a personal level. We achieved that through the creation of ICE which we’ve gone on to apply to a variety of common association business challenges to great success.”

The award-winning Associations Now Plus newsletter from ASAE was the first ICE deployment in 2014. The newsletter consolidated 11 different publications to one and now runs completely automated powered by ASAE’s Aptify database and content management system without the need of ASAE staff. The newsletter saves staff more than twenty hours per week and has more than doubled open rates. HighRoad’s ICE software is used by the New Jersey Society of CPA and the Chartered Professional Accountants Society of Canada, both of whom have won awards for their innovative, personalized communications in 2015.

ICE can be employed to take association’s newsletters to the next level, as well as to fully automate programs such as new member & renewal campaigns, ecommerce programs, certification/professional development and event marketing campaigns. “What’s great about ICE is that it is email platform agnostic,” stated Ronald McGrath. “You might use one email marketing platform for your promotional emails, but decide to put one of your email programs on ICE to drive additional business impact and radically increase operational efficiency. We’re finding more ways to use ICE every day to help associations disrupt their current thinking about email marketing and truly help them innovate their business practices.”

About HighRoad Solution 
HighRoad Solution is the only digital marketing agency endorsed & used by ASAE. We combine digital & database platforms to increase revenue, member insight & efficiency. Whether you need email, marketing automation or inbound marketing, we have the subject matter and technical experts to deliver the solution you need.