Embed Size (px)
Citation preview
Moving to a
Campaign Mindset
June 25, 2015
#CampaignMindset
Begin with the end in mind...where do you want to go?
One way communication “triggered” by an action
Multi directional communication strategy
Meet your road trip crew
Chris ScavoDigital Marketing Strategist
Vivian Swertinski
Sr. Digital Marketing Strategist
Anniversary email process flow
Birthday email process flow
Donation Receipt
To be or not to be….trigger or campaign?
Triggers Campaigns
• Is the message initiated by activity?
• Will content differ based on subscriber action?
• Is there a nurture opportunity?
• Is a series of emails required?
Yes Yes
YesNo
YesNo
YesNo
Website activity
Constituent lifecycle
Engagement opportunities
Member action
Where do we
begin?
Plan the journey
PurposeTarget
AudienceMessageTimingTest Plan
Purpose
• Types of campaigns
• Welcome
• Event
• Nurture
• Membership renewal
• Re-engagement
• Win back
• Goals: Organizational and audience
Message
• Content that reflects the campaign goals
• Does each step “move” the subscriber along
• Relevant calls to action at each step
• Personalized content to drive engagement
Target Audience
• Know your audience
• Define the segment criteria
• Understand the journey your subscribers will take
Timing
• When does your audience act?
• When do you need your audience to act?
• Determine timing between touch points
• Think about frequency
• Pay attention to your marketing calendar
Test plan• Test prior to your campaign to know what works
• Friendly From
• Subject Lines
• Day and Time
• Content elements
• Enhance your campaign plan
• Constantly evaluate performance
Campaign Name
Email 1 Email 2 Email 3 Email 4
Purpose Invitation to annual event
2nd Invitation Last Call Attendee Information
Target Audience
All active Members
Non Openers Balance of Non Openers & Non Registrants
Registeredmembers
Message Network with your peers!
Same message We will miss you!
See you there!
Timing July 1st 2 weeks after original
2 weeks afterresend
5 weeks afterinvite
Test Plan Subject Line &Friendly From
Winning Elements
N/A N/A
Event Campaign
Campaign Analysis
