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

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

Published on July 7, 2016

Author: purplevisionslides

Source: slideshare.net

1. Page 1 Email: From big bang to personal engagement • Mags Rivett, Director of Marketing • Ian Fairhurst, Senior Consultant (Non Profit)

2. About Purple Vision 2003 2010 2015 2016 • Merged with Appssential • Europe-wide operations from UK base • Works across UK and Eire

3. Page 3Page 3 Charities of all sizes & focus InternationalProfessional, Membership & Regulatory

4. Page 4Page 4 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

5. Page 5Page 5 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’

6. Why even bother?

7. 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

8. 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)

9. The science bit …

10. Broederlijk Delen donor trends

11. A big piece of work and lots of analysis later …

12. 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

13. 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 Newsletters Personalise d cover letter Appeal feedback 4 gifts = Call Challenge registratio n. 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 Committe d Givers Lapse communication Legacy pledgers

14. 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 Newslette rs Personalis ed cover letter Appeal feedback Phone/ response request Jan appeal reminder & progress 4 gifts = Call Challenge registratio n. On-line. Food test pack/ lobbying/ survey Hi/ Med value 2nd mail (and chase) Ad hoc multi- media notices re. campaign news Reassuranc e 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 Remind er 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 Committe d 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

15. 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

16. The Purple Vision theory of ‘where to even start with all this’?

17. Page 19Page 19 Example of Normal Distribution Early Adopters Laggards The Majority

18. Page 20Page 20

19. Page 21Page 21 • 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

20. Page 22Page 22 Time + Effort = Reward

21. Page 23Page 23 Un-engaged Small value donations Partially-engaged Regular givers Engaged Infrequent but significant Monthly Newsletter Personalised

22. Page 24Page 24 Un-engaged Small value donations Partially-engaged Regular givers Engaged Infrequent but significant Monthly NewsletterPersonalised

23. Page 25Page 25 Data What are they interested in? • What they click on in emails? • What they supported? • Social? • Other interactions How/where you store data

24. Page 26Page 26 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

25. • 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?

26. What’s stopping you from doing this already?

27. The idea of journeys is not new … …why aren’t they happening?

28. • 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

29. People Don’t allow your email activity to happen in isolation

30. Process Compare the journey you want supporters to take with the journeys supporters are choosing

31. Segmentatio n Searchfor Commonality 1:1personal Unknown Known Are 1:1 journeys really possible at scale?

32. Source: G2 crowd Technology

33. CRM EPOS WWW ? ? Single Customer View 360 Data Data DataData Data EMAIL The high tech approach to making it happen Mobile & SMS SOCIAL WEB ADS

34. • 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

35. Downloads App or Resource Welcome Email 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?

36. Our 4 take-home and try summary points

37. 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 success b) the tool you use c) other technologies

38. Page 42 Stand 31 in the expo @purple_vision www.purple-vision.com mags.rivett@purple-vision.com ian.fairhurst@purple-vision.com

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