The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


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Best Associations Online Newsletter Campaign

CPAs are the audience for “The AICPA Insiders” – a marketing oriented newsletter group
Goal : Strengthen value of AICPA membership and generate revenue by attracting new members, boosting product sales and providing an effective advertising vehicle for others marketing to CPAs. We achieve this through original news commentary, advertising banners, links, videos and related content suggestions.
In 2010, the Insiders were significantly redesigned to provide a great reading experience while positioning our promotional content to be relevant, attractive, effective and nonintrusive. Key changes were:
- Reorganized editorial content into buckets of categories (Tax, Practice Management, etc)
- Added category quick links in top navigation to save readers’ time
- Placed promotional editorial in the same category buckets. This increased relevance for readers, resulting in an 186% CTR growth for promoted content
- Placed links to professional resources like AICPA CPE, conferences, webinars, etc. in category box to increase product sales
- Added author photos to make the newsletter personable since in tests readers responded well to pictures of people
- Based on reader feedback, increased font size of headlines for easier reading
- Increased size of banners and/or resized to meet IAB standards. Larger banners increased click through rates
- Added editorial and promotional video featuring industry experts speaking on newsletter themes since video did well in past tests
- Removed large image on the email’s first fold and developed unique “i” branding with contemporary background so that more content is visible when email is opened or previewed


Sr. Biz Dev Manager: Shreyas Telang
Managing Editor: Sukanya Mitra
Advertising Production Manager: Nicole Trytell


Location: USA