Email - moving away from the big bang theory towards personal engagement

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Email: From big bang to personal engagementMags Rivett, Director of MarketingIan Fairhurst, Senior Consultant (Non Profit)

Page #About Purple Vision2003

20102015

2016

Merged with AppssentialEurope-wide operations from UK baseWorks across UK and Eire

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Charities of all sizes & focus InternationalProfessional, Membership & Regulatory

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Page #What well cover todayWhat we mean by big bang and personalisationWhy it mattersA case study of how digital and offline have integrated to make a differenceMethodology how to start What to consider along the way

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DefinitionsBig Bang Theory Everyone gets the same content, regardless of interestsBatch and blast / spray and pray

PersonalisationContent is relevant to interest, lifecycle and engagement1:1 customer / donor / supporter communicationsIdeally related to a journey

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Page #Why even bother?

Personalisation . Improves click-thru by 14%Improves conversion by 10% Differentiated content Improves open rate by 30%It makes a difference to results Source: Return Path - Email

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 churnMcKinsey & Company From Moments to Journeys (2014)

The first is the why we need to do this. 8

The science bit

Broederlijk Delen donor trends

A big piece of work and lots of analysis later

Finances -Current fundraising mixVHVDHVDMVDDonors Low valueTotalDonors 187805,10013,00020,50039,400Annual value 628,000 Av. Donor value p.a. 48 Var. cost of comms 4 4

Re-balanceBefore4 2 4 4 20 230 31 8 Outcomes15 9 309,000 187,280 728,000 536,000 163,000 943,000 837,069 219,532 9,056 687 143 12,196 1,073 185 Overall Impact60 71 2,813,132 2,364,000

Second gift. [First gift + other source code] Annual campaignBelgium/ oseas challenge. Supporter explanation.New challenge participantRepeat challenge/ event participantNew donor4+ donations to Committed Giving Calling programmeE-mail thanks & update.New sponsorNewslettersPersonalised cover letterAppeal feedback4 gifts = CallChallenge registration. On-line. 40Euro+ Tax Reduction appealNewsletter cycle.Appeals cycleEnd year appealPledgersAnnual thanks and updateChallenge preparation e-mailsOn-line givingRepeat invite & feedbackOn line entry feeNew event participantNon-Fiscal Gift contactVolunteerCommitted GiversLapse communicationLegacy pledgers

Second gift. [First gift + other source code] Annual campaignBelgium/ oseas challenge. Supporter explanation.New challenge participantRepeat challenge/ event participant2nd Giving pack. Hi v Low value?Campaign thank you. Preferred media requestNew donor4+ donations to Committed Giving Calling programmeE-mail thanks & update.New sponsorNewslettersPersonalised cover letterAppeal feedbackPhone/ response requestJan appeal reminder & progress4 gifts = CallChallenge registration. On-line.Food test pack/ lobbying/ surveyHi/ Med value 2nd mail (and chase)Ad hoc multi-media notices re. campaign newsReassurance letter. Once only 40Euro+ Tax Reduction appealNewsletter cycle.Appeals cycleEnd year appeal2 source codesMVD programmePersonalised cover letterFriendsLapsing newsletter8 = Mail12 = Final CallChase CallPledgersAnnual/ biannual upgrade CallReminder mailAd hoc comeback e-mail/ mailCommitted Giving offerHVD/ Legacy eventsChallenge preparation e-mailsOn line givingRepeat invite & feedbackOn line entry feeNew event participantNon Fiscal Gift contactVolunteerLegacy pledgersCommunications preference survey/ update6 wks6 wksCommitted Givers40+Euro & pa annual thanking3+ source codesAdditional action e-mailHVD programmeIntroduction eveningNo add. Activity 15mths18 mths21 mths24 mthsLapse communicationWelcome back letterAnnual thanks and update

Communication CycleDonor-driven Journey

Driven byCharity needsDonor timescalesCampaign decisionsDatabase rulesFrequencyCampaigns and appeals sent to mostTriggered drip communications typically weekly/ monthlyContentNewsletters, appeals, e-commsThanking, reassuring, asking, upgradingNatureDesigned and written for each campaignOff-line pack.Digital personalisation.Priority communication

The Purple Vision theory of where to even start with all this?

Example of Normal DistributionEarly AdoptersLaggardsThe Majority

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Page #Infrequent, small value donations One-off, sponsors event?Regular givers, medium value DD or appeal respondersInfrequent, but significant Major Donors

Monthly Newsletter Un-engagedoften un-opened, few clicks, unsubscribesSort-of engagedMore opens but not setting the world on fireEngaged but on their own termsOpens when its interesting to themDifferent FR askDifferent FR askDifferent FR ask

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Time + Effort = Reward

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Un-engaged Small value donationsPartially-engagedRegular giversEngaged Infrequent but significant

Monthly Newsletter Personalised

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Un-engaged Small value donationsPartially-engagedRegular giversEngaged Infrequent but significant

Monthly Newsletter Personalised

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Data What are they interested in? What they click on in emails?What they supported?Social?Other interactions

How/where you store data

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Page #ContentWhat content do you have?Same article, different image? Same image, different copy?Where you direct them may be different (landing page)

Where and how you store/access content for audiences

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Think about your curves scientific (ask us for help!) or guestimateMap your donors and comms. What are your audience doing? Where to focus your efforts (eg most reward for least effort, easiest to achieve, best results longer term?) What data do you have or need? How to store and capture?What content do you have or need?And an answer to the question What does it look like in your charity?

Whats stopping you from doing this already?

The idea of journeys is not new why arent they happening?

Psychology of free tools

E-mail is seen as cheap and therefore de-valued in comparison to other channels

The functionality of the available technology isnt fully understood and the staff using the tech dont always have access to budget

E-news becomes a task not an opportunity to start a journey

Lack of integration with other channels (social, direct mail, mobile, web)Reasons why journeys arent happening

PeopleDont allow your email activity to happen in isolation

ProcessCompare the journey you want supporters to take with the journeys supporters are choosing

SegmentationSearch for Commonality1:1 personalUnknownKnown

Are 1:1 journeys really possible at scale?

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Source: G2 crowdTechnology

CRMEPOSWWW??Single Customer ViewEMAILThe high tech approach to making it happenMobile & SMSSOCIALWEBADS

A broad plan whats 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 stepsEvidence of success will help build the business case for better techThe low tech approach to making it happen

Downloads App or ResourceWelcome Email TriggeredFollows us on social mediaOpts out of welcome seriesReceives more about subject AClicks on article AShows interest in eventLikes & SharesAttends EventMulti-channel & multi-deviceEmail Desktop or MobileOffline EventsSocial media & engagementWeb landing pages for events?

Our 4 take-home and try summary points

1) Make it a focus have a strategy or just a plan or even somewhere to start.

2) Butterfly effect tiny changes can yield big results

3) Invest in technology to support you to deliver

4) Keep up with whats going on with a) your results - celebrate team successb) the tool you use c) other technologies

Stand 31 in the expo

@purple_visionwww.purple-vision.com

mags.rivett@purple-vision.comian.fairhurst@purple-vision.com

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