email - moving away from the big bang theory towards personal engagement
TRANSCRIPT
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Email: From big bang to personal engagement
• Mags Rivett, Director of Marketing• Ian Fairhurst, Senior Consultant (Non Profit)
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About Purple Vision
2003 2010 2015 2016• Merged with
Appssential• Europe-wide operations
from UK base
• Works across UK and Eire
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Charities of all sizes & focus
InternationalProfessional, Membership & Regulatory
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What we’ll cover today
• What we mean by big bang and personalisation• Why it matters• A case study of how digital and offline have integrated to
make a difference• Methodology – how to start • What to consider along the way
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Definitions
“Big Bang Theory” • Everyone gets the same content, regardless of interests• Batch and blast / spray and pray
Personalisation• Content is relevant to interest, lifecycle and engagement• 1:1 customer / donor / supporter communications• Ideally related to a ‘journey’
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Why even bother?
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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
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Journeys are strongly correlated with outcomes
+ 36%
customer satisfactio
n
+ 19% more
likely to renew or
stay
+ 28% more
willing to recommen
d
+33% Less
likely to cancel or
churn
McKinsey & Company From Moments to Journeys (2014)
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The science bit …
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Broederlijk Delen donor trends
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A big piece of work and lots of analysis later …
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Finances -
Current fundraising mix VHVD HVD MVD Donors Low value Total
Donors 18 780 5,100 13,000 20,500 39,400
Annual value €628,000
Av. Donor value p.a. €48
Var. cost of comms €4 €4
Re-balanceBefore
€4 €2 €4 €4 €20 €230 €31 €8
Outcomes
€15 €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 Impact
€60 €71
€2,813,132 €2,364,000
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Second gift. [First gift + other source code]
Annual campaign
Belgium/ o’seas
challenge. Supporter
explanation.
New challenge participant
Repeat challenge/
event participant
New donor
4+ donations to Committed Giving Calling programme
E-mail thanks & update.
New sponsor
NewslettersPersonalised cover letter
Appeal feedback
4 gifts = Call
Challenge registration. On-line.
40Euro+ Tax Reduction
appeal
Newsletter cycle.
Appeals cycle
End year appeal
Pledgers
Annual thanks and update
Challenge preparation
e-mails
On-line
giving
Repeat invite &
feedback
On line entry fee
New event participant
Non-Fiscal Gift contact Volunteer
Committed Givers
Lapse communication
Legacy pledgers
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Second gift. [First gift + other source code]
Annual campaign
Belgium/ o’seas
challenge. Supporter
explanation.
New challenge participant
Repeat challenge/
event participant
2nd Giving pack. Hi v
Low value?
Campaign thank you. Preferred media request
New donor
4+ donations to Committed Giving Calling programme
E-mail thanks & update.
New sponsor
Newsletters
Personalised cover
letterAppeal
feedback
Phone/ response request
Jan appeal reminder & progress
4 gifts = Call
Challenge registration. On-line.
Food test pack/ lobbying/ survey
Hi/ Med value 2nd mail (and
chase)
Ad hoc multi-media notices re. campaign
news
Reassurance letter. Once
only
40Euro+ Tax Reduction
appeal
Newsletter cycle.
Appeals cycle
End year appeal
2 source codes
MVD programme
Personalised cover letterFriends
Lapsing newsletter
8 = Mail
12 = Final Call
Chase Call
Pledgers
Annual/ biannual
upgrade Call Reminder mail
Ad hoc comeback
e-mail/ mail
Committed Giving offer
HVD/ Legacy events
Challenge preparation
e-mails
On line giving
Repeat invite &
feedback
On line
entry fee
New event participant
Non Fiscal Gift
contact
Volunteer
Legacy pledgers
Communications preference
survey/ update
6 wks
6 wks
Committed Givers
40+Euro & pa annual thanking
3+ source codes
Additional action e-mail
HVD programme
Introduction evening
No add. Activity
15mths
18 mths
21 mths
24 mths
Lapse communication
Welcome back letter
Annual thanks and update
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Communication Cycle
Donor-driven Journey
Driven by Charity needs Donor timescales
Campaign decisions Database rules
Frequency Campaigns and appeals sent to most
Triggered ‘drip’ communications – typically weekly/ monthly
Content Newsletters, appeals, e-comms
Thanking, reassuring, asking, upgrading
Nature Designed and written for each campaign
Off-line pack.Digital personalisation.
Priority communication
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The Purple Vision theory of ‘where to even start with all this’?
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Example of Normal Distribution
Early Adopters LaggardsThe Majority
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• Infrequent, small value donations
• One-off, sponsors event?
• Regular givers, medium value
• DD or appeal responders
• Infrequent, but significant
• Major Donors
Monthly Newsletter
• Un-engaged• often un-opened,
few clicks, unsubscribes
• Sort-of engaged• More opens but not
setting the world on fire
• Engaged but on their own terms
• Opens when its interesting to them
Different FR ask Different FR ask Different FR ask
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Time + Effort = Reward
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Un-engaged Small value donations
Partially-engagedRegular givers
Engaged Infrequent but significant
Monthly Newsletter Personalised
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Un-engaged Small value donations
Partially-engagedRegular givers
Engaged 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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Content
What 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 guestimate• Map 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?
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What’s stopping you from doing this already?
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The idea of journeys is not new …
…why aren’t they happening?
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• 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 isn’t fully understood and the staff using the tech don’t 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 aren’t happening
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People
Don’t allow your email activity to happen in isolation
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Process
Compare the journey you want supporters to take with the journeys supporters are choosing
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Segm
enta
tion
Sear
ch fo
r Co
mm
onal
ity
1:1
pers
onal
Unk
now
nKn
own
Are 1:1 journeys really possible at scale?
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Source: G2 crowd
Tech
nolo
gy
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CRM
EPOS
WWW
?
?
Single Customer
View
360
Data
Data
DataData
Data
The high tech approach to making it happen
Mobile & SMS
SOCIAL
WEB
ADS
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• 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
better tech
The low tech approach to making it happen
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Downloads App or
Resource
Welcome Email
Triggered Follows us on social
mediaOpts 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?
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Our 4 take-home and try summary points
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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 what’s going on with a) your results - celebrate team successb) the tool you use c) other technologies
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Stand 31 in the expo
@purple_visionwww.purple-vision.com
[email protected]@purple-vision.com