Embed Size (px)
Citation preview
Page 1
Driving Engagement & Income
through Customer Journeys
Mags Rivett,
Head of Marketing & Digital
Purple Vision
@purple_vision
@magsrivett
Page 2
If you were given 20,000 email addresses
and asked to engage the individuals behind
them, where would you start?
We'll share an approach to help you start to
build customer journeys into your work plan
- using low, medium or high tech tools - to
reap the rewards of increased engagement,
personalisation and income.
Introducing Purple Vision
2003 2010 2016
Independent Technology Advice, Signposting & HealthCheck
CRM (Salesforce) Databases (RE, ThankQ etc)
Digital
Data, Analytics & Insight
Charities of all sizes & focus InternationalProfessional,
Membership
& Regulatory
• The clients challenge
• The approach we developed
• - start to think journey
• - why we bother
• - tools to manage and build journeys
• - the people factor
• If there’s time:
• Create a playbook to share
What we’ll cover today
Clients challenge
Start to think journey
Page 9Page 9
Membership Mentoring News
Campaigns Fundraising Resources
Multi-
channel
Multi/Device
Responsive
Training,
Conference,
Seminar
Networking
Personal
or tailored
Wh
at
yo
u s
ell o
r te
llY
ou
r
au
die
nce
exp
ects
When and how I want it About me
Managing audience expectations
Page 10Page 10
Shift in thinking …
Page 11Page 11
t
t
t
t
t
Social
MobileWeb
Physical
Direct Mail/print
Ads
Involve
Page 12Page 12
Where to start?
Basic Complex
• Simple and easy
to complete
• Typically with
one channel
Eg: Thanks for
signing up to the
e-newsletter
• Learning – data
gathering &
joining dots
• Frequently still
one channel
Eg – different asks
in direct mail
letters based on
donation size
Developing
• If this then that rules - triggers
• Dynamic content on web &
email (changes based on
behaviour and interest)
• Integrating multi channels and
multi devices
Learn
+ Observe+ Ask+ Listen+ Watch
Develop
+ Content+ Messaging+ Understand Behaviour+ Response
Test & Listen
+ A vs B vs C+ If x, then y …+ Timing
Transition
+ named to known+ transactional to engaged+ engaged to committed
Step process
Page 14Page 14
Registration
Emily sees a
picture of a
giraffe on
Facebook that
was shared by a
friend.
Emily comments
on her friends
share, and Likes
our page.
Example
Page 15Page 15
Develop
Registration
We send a personal
invite to Emily to sign
up for the newsletter –
there’s an article
about the giraffe she
saw on FB.
Emily registers for
our newsletter
providing her email
address.
Emily’s registration
triggers a series of
welcome emails.
What she clicks on
helps us start to
identify her
interests.
… engage … income … Multi-channel experience
Emily visits Giraffe Aid website
looking for information about
giraffes after liking us on
Facebook and signing up to
the newsletter.
Building knowledge
She downloads the Giraffe
Aid Workbook from the
website – filling in more
details (first name, last
name, location)
Developing Engagement
Emily visits the online
shop and saves Giraffe’s
Rock t-shirt in the basket.
But doesn’t buy.
Prompts an email.
Customer Support
Emily’s ordered the wrong
size. We help her sort it out
– our system triggers not to
ask for shop feedback until
this is resolved
First Purchase
Emily returns to the site
to buy the T-shirt she
wanted. She also makes
a donation via the shop.
Deepening Engagement
Emily asks us about
sponsoring a giraffe after
watching the video. We
reply with our sponsor
pack – she clicked on
several things on the
website which show us
which projects may be
more interesting to Emily.
Regular Giver
Emily sponsors Jemima
Giraffe via monthly direct debit,
and receives regular email
updates. Every now and then
our Rangers text an ‘in the
field’ photo, too. We know
these help to keep Emily
engaged as she always opens
them and responds.
Engaged Advocate
Emily regularly posts on social
media about Jemina Giraffe, and
even takes some selfies for us
wearing her Giraffe’s Rock T-
shirt on holiday. She’s bought
Xmas cards from the shop and
also sponsored a giraffe for her
nephews birthday.
Saying thank you
We sent Emily a thank you
for the donation and invited
her to watch a video about
how her donation has
helped. We know she’s
visited before so tailor the
content to match interests..
Why bother ?
• Improves click-thru by
•14%• Improves conversion by
•10%
Personalisation …
Source: Return Path - Email
• Higher open rates for segmented
content vs undifferentiated
content
•+ 30%
Differentiated content
Journeys are strongly correlated with outcomes
+ 36%customer
satisfaction
+ 19%more likely to renew or
stay
+ 28% more
willing to recommend
+33% Less likely
to cancel or churn
McKinsey & Company From Moments to Journeys (2014)
63% open rate to welcome email sent to all new donors
54% open rate to a welcome programme
Marketing Automation trial for
new donors
62% all existing donors use a mobile device to open their emails
Split test on responsive templates vs standard template
Tools
to help
CRM
EPOS
WWW
?
?
Single
Customer
View
360
Data
Data
DataData
Data
Create a seamless experience
Mobile –pull & push
SOCIAL
WEB
ADS
• A broad plan – what’s the journey? (pen and paper)
• Content planner (calendar)
• Something to say for yourself (content, images, web)
• Tools for delivering messages (email, website, social)
• Analyse results, build next content (pen, paper –spreadsheet?)
• Reminders (calendar) to trigger next steps
• Evidence of success will help build the business case for tech
The low tech approach
Page 29Page 29
Downloads
App or
Resource
Welcome
Triggered Follows us
on social
media
Opts out of
welcome
series
Receives
more about
subject A
Clicks on
article A
Shows
interest in
event
Likes &
Shares
Attends
Event
Multi-channel & multi-device
• Email – Desktop or Mobile
• Offline – Events
• Social – media & engagement
• Web – landing pages for events?
The people
factor
Segm
enta
tion
Sear
ch fo
r Co
mm
onal
ity1:
1 pe
rson
al
Unk
now
nKn
own
Shift in thinking
• Change in the way you’ve been working
• Needs commitment, thought and tenacity
• Try, try, try again – prepare to ‘fail a few’
• Learn, listen and engage
• Think differently
Journeys are a game-changer
What’s
your
challenge?
Everyone’s challenge starts somewhere different:
►engage?
►give more?
►attend events?
►give contact details? (add, phone, email)
►sign up via web?
►?
What’s your challenge
What content do you have?
Examples – Simple
Trigger:
Registered
for
conference
via email
Goal: Download
app to pre-
register for
side trips &
sessions
EmailThanks for
signing up.
Download the
app to register
for side trips:
• Linky 1
• Linky 2
• Linky 3
Link to app
EmailNote you
haven’t yet
registered for
the side trips.
Download the
app – supply
SMS for direct
link to your
phone.
7
days
EmailDon’t want the
app?
Register via
email for your
side trips.
Other benefits
of app – final
push etc …
7
days
Event Registration
Data • Email address
Goal• App
• Gather SMS permission
Channel Email
www.purple-vision.com
@purple_vision
Send me an email or give me your card to receive copies of the slides with bonus journey features – you’ll also receive the Play Book when it’s ready.
Thank you!
