a warm welcome - crafting your perfect email welcome experience

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

BSD+ ECF 2016 Kick-ass welcome journeys

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Today, we’re going to talk about:1. Introductions (5 mins)2. A word about email… (15 mins)3. Welcome journeys: the good, bad + ugly (15 mins)4. Mapping your welcome journey (30 mins)5. Review (15 mins)

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© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 3

1. Introductions

© Blue State Digital | Proprietary and Confidential

Introductions1. My name is….

2. I’m from….

3. My favourite email list is…

4. In the next 1.5 hours I want to...

© Blue State Digital | Proprietary and Confidential 4


1. My name is Ali Walker Davies

2. I’m from Blue State Digital

3. My favourite email to receive is (and secretly )

4. In the next 1.5 hours I want to help y’all get inspired about email journeys.



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


Email drives action.During the 2012 presidential campaign, Obama for America raised $690 million online.

70% of it came from email.


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 MP

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


Marco Bertini, Elie Ofek, and Dan Ariely:

Predictably Irrational

http://danariely.com/the-books/

http://danariely.com/the-books/


What would you be happy to receive in a welcome journey?3 mins answers on post-it - 1 per post-it

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

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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Shelter 1



Shelter 2



Shelter 3



Chubbies Shorts: Welcome journey

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12 3


Chubbies Shorts: Sign-up journey



Chubbies Shorts 1



Chubbies Shorts 2



Chubbies Shorts 3



The ok...



Graze



Google+



The bad...



American Consumer’s Union


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American Consumer’s Union 2



The ugly



Yelp



4. Mapping your welcome journey


What do you want new sign ups to know?3 mins answers on post-it - 1 per post-it

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


What do you want new sign ups to feel?3 mins answers on post-it - 1 per post-it

Think about:• What’s the emotional response you’re looking to create?





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What do you want new sign ups to do?3 mins answers on post-it - 1 per post-it

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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User signs up to your mailing list!

What action have they just taken?

Where did they hear about you - what platform / organic / paid / warm / cold?

User should think:

User should feel:

User should do:

Email core message:

Call to action:

Landing page:

Any segmentation?

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User should think:

User should feel:

User should do:

Email core message:

Call to action:

Landing page:

Any segmentation?

2

User should think:

User should feel:

User should do:

Email core message:

Call to action:

Landing page:

Any segmentation?

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Ask me anything.

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a warm welcome - crafting your perfect email welcome experience

Government & Nonprofit