Your Guide to Kick-Ass Welcome Journeys - … › wpd-assets › bsd-agency › 2016 › 09 › ...© Blue State Digital | Proprietary and Confidential Email is ubiquitous. 107 trillion

© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential

Your Guide to Kick-Ass Welcome Journeys

May 2016#kickasswelcomes

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Today, we’re going to talk about:1. A word about email… 2. Welcome journeys: the good, bad, and ugly 3. Mapping your welcome journey 4. Making it work in the BSD Tools

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© Blue State Digital | Proprietary and Confidential

1. My name is Ali Walker Davies

2. I’m from Blue State Digital

3. My favourite email to receive is

© Blue State Digital | Proprietary and Confidential 3

© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 4

2. A word about email


Email is ubiquitous.107 trillion emails sent per year

77% of people prefer to receive permission-based communications via email than any other channel.


A word about email


Email is still the most powerful tool for engaging your audience and driving action.


A word about email


More than just money.

Email can help you tell your story, craft your voice, and:


A word about email

Distribute compelling contentPromote and enhance online effortsDrive website trafficBuild relationshipsRespond to new developmentsClose the feedback loop


A word about email

Every email always includes at least one action: unsubscribe. So give them something more productive to do

DONATE SIGN THE PETITION

POST ON FACEBOOK EMAIL YOUR REP

TAKE A SURVEY TWEET

POST A PHOTO SEND A CARD

ATTEND AN EVENT

WATCH A VIDEO

SHARE YOUR STORY

REGISTER TO VOTE


The relationship checklist:


A word about email

Get to know your list

Let them shape their experience

Be a good listener

Give them what they want


Learn as much about your list as you can.

The more you know, the more relevant your communications will be.


A word about email

● Contact info● Geography● Age● Donor history● Volunteer history● Preferred social

networks● Interests and issues


A word about email


Actions and goals are what give your data meaning. Open rates and click rates mean nothing without the context of what you’re trying to achieve, and what success looks like.


A word about email


Before you ask supporters to take action, define your objectives.

If you can’t answer these questions, you shouldn’t send an email:


A word about email

What do you want to accomplish?

What can your list do to help you get there?

What do you want someone to do when they open this email?


3. Why welcome journeys


What would you be happy to receive in a welcome journey?

Think about:• Any interesting welcomes you’ve had from other organisations, whether it’s

over email, via a membership pack, or something else.


The importance of a welcome


They set expectationsA welcome journey is your first chance to let people know what they’ll be receiving, and what they’ll be asked to do.




They pull people inPeople will quickly decide whether to stay on your list or keep reading your emails based on how they respond to your welcome journeys.






They showcase your personality. The tone of your welcome journey will give your audience a better understanding of the people and mindset behind the organisation.




They introduce the organisation.It’s your first chance to give people an inside view of what your organisation does and why it’s important to support you.


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Let’s look at what other organisations are doing...



The good...



Shelter: Welcome journey

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Chubbies Shorts: Welcome journey

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The ok...



Graze



Google+



The ugly



Yelp



4. Mapping your welcome journey


Question: 1. What do you want new sign ups to know?Think about:• What’s the key information that the user needs to know?

Think about:• What actions you want them to take now.

• What actions you want them to take in the future.

• What you want them to feel, think and do when they see your emails, now and in the future.


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Mapping your welcome journey


2. What do you want new sign ups to feel?Think about:• What’s the emotional response you’re looking to create?





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3. What do you want new sign ups to do?

Think about:• What’s the most valuable thing that a supporter can do for your organisation

right now, and in the future?





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Let’s put that all together...





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Now, let’s head to the BSD Tools...


Ask me anything.

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Documents

Your Guide to Kick-Ass Welcome Journeys - … › wpd-assets › bsd-agency › 2016 › 09 › ...© Blue State Digital | Proprietary and Confidential Email is ubiquitous. 107 trillion