dotdigital & help for heroes how to inspire action, drive...
TRANSCRIPT
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dotdigital & Help for Heroes
‘How to inspire action, drive
donations & empower
volunteers’
Dominic Kavanagh
Senior Account Manager
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About dotdigital
• Formed in 1999 as dotmailer.
• A global organisation with a UK headquarters
• Employ 340+ people. 14 offices worldwide.
• Now called dotdigital Engagement Cloud
Associations & Partnerships
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Connect
CRMEcommerce
Offline Webhooks
Empower
A.I. Automation Collaboration Personalization
Profiling Reporting Segmentation
Communicate
Ads
Chat
Mobile
SMS Social
Web
Cross-channel marketing platform
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Peoplepower
Learning & ServiceEmpoweringtechnology
The dotdigital difference
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NFP and Charity clients
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#RESPECTTHEINBOX
HELP FOR HEROES
Najmah SalamDigital Marketing Executive
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©HelpforHeroes28/11/2019
Presentation info in footer7
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©HelpforHeroes28/11/2019
Presentation info in footer8
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©HelpforHeroes28/11/2019
Presentation info in footer9
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©HelpforHeroes
ADULTING IS HARD.We expect people tonot just READ our emails,but to DO something too?
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©HelpforHeroes28/11/2019 11
WHAT’S MOST IMPORTANT?
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“ATTENTION AND TRUST ARE BECOMING THE TWO BIGGEST CURRENCIES FOR THE DIGITAL WORLD.”Lubomira Rochet,Global Chief Digital Officer, L’Oréal
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©HelpforHeroes28/11/2019 13
#RESPECTTHEINBOX
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©HelpforHeroes28/11/2019 14
#RESPECTTHEINBOX1. Automate for humans
2. Less is more
3. There’s a time and a place
4. Read the room
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©HelpforHeroes
AUTOMATE FOR HUMANS
Helps you stop the churn.
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Not about robots
Takes manual work away from you so you can be creative, dream and innovate.
Humanise your work
Personalise your important messaging for the perfect time and place.
Humanise the email journey
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AUTOMATIONINSPIRATIONGo beyond saying hello and thank you…
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HELP FOR HEROES’ JOURNEY | AUTOMATION IS OUR NEW BFF
SUPPORTERS BENEFICIARIES
Welcome Programmes
Nurture JourneysFollow-up Journeys
Reactivation Journeys
Surveys & Check-insOffers & Events
Nurture JourneysFollow-ups
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40,000 STRONG
DONATE
Donations to receive Model Force figures
FUNDRAISE
Registrations of fundraising events
VOLUNTEER
Sign-ups to volunteer at TfL
collection
www.40ThousandStrong.com
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40,000 STRONGAUTOMATION PROGRAMS
NURTURE JOURNEY
REMARKETING POST-PURCHASE
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REMARKETING
Targeting subscribers who browsed Model Force pages for five minutes or more but did not convert.
Looked at average session times before supporters converted.
OR: 43.80% | CTOR: 11.40%
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NURTURE JOURNEYSplit into two parts:
NEW SUBSCRIBERS
Three step welcome journey40,000 Strong mission, about Help
for Heroes & beneficiary stories
OR: 31.28% | CTOR: 15.16%
EXISTING SUBSCRIBERS
Single emailSummary of 40,000 Strong mission
and how to support.
OR: 36.65% | CTOR: 27.78%
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1. Lead with eye-catching graphics2. Re-emphasise our CTAs 3. Make it easy to support.4. Provide other ways to support than
time, money or effort.
NU
RTU
RE
JOU
RN
EY
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POST-PURCHASE
Thank you emails with more information on how to support the 40,000 Strong.
OR: 67.97% | CTOR: 16.55%
68% of clickthroughs went to our social shareable assets for supporters to spread theMessage.
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40,000 STRONGAUTOMATION PROGRAMS
• Build journeys for every consideration stage
• Leverage your supporters to be your advocates
• Recapture and inspire
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©HelpforHeroes
LESS IS MORE
Don’t overwhelm with too much information.
The average office worker receives 121 emails a day
People look at their phones 80-150 times in a day28/11/2019 25
Decision fatigue
Strike the right balance – too many emails can have the opposite effect.
Squash the instinct to send more emails than usual before asking ‘WHY?’
Beware of diminishing returns
‘Nuff said.
Condense the most salient points, because your charity counts on it.
K.I.S.S.
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LET FORM FOLLOW FUNCTIONShow, don’t tell.
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BE
FO
RE
AF
TE
R
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©HelpforHeroes
READ THEROOM
Take yourself out of your charity shoes.
How do the public feel about major issues?
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Understand the climate
Take a considered approach –consent should be top of mind.
Practise empathy
Strike while the iron’s hot.
Timeliness = effectiveness
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Asking for consent before sending Father’s Day emails
● Simple and sincere● Empathetic● Promotes goodwill with
subscribers
MORLEYS
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Instead of a straightforward ask, we wanted people to get to know one of our beneficiaries, Carl Shadrakeand his story.
40,000 STRONG ASK
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HELP FOR HEROES’ JOURNEY | GETTING THE SCOOP
• Being there when the news breaks
• Make the path to change frictionless
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HEY FIRSTNAME...
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©HelpforHeroes
THERE’S A TIMEAND PLACE
Don’t be a one trick pony.
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So you have some data…
Pull out your magic tricks at the most opportune moments.
Too much of a good thing
Make sure your showstoppers are where it counts.
Always be testing
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WELL, THAT’S UNFORTUNATE…
Learn from these email fails
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©HelpforHeroes
BE SURE TO PROOFREAD YOUR EMAILS
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©HelpforHeroes
NO SERIOUSLY, PROOFREAD YOUR EMAILS
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©HelpforHeroes
CHECK ON MULTIPLE DEVICES
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THANK YOU
Najmah SalamDigital Marketing Executive
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Dominic Kavanagh, dotdigital
Senior Account Manager
Thank you. Any questions?
Najmah Salam, Help for Heroes
Digital Marketing Executive