supercharging engagement november 2018 · human rights campaign • no complaints, wrong...
TRANSCRIPT
SUPERCHARGING ENGAGEMENTNovember 2018
61m individual data records
1,912,578,331
emails sent in 2017
Ummm… so what’s a Marketing Automation?
When would you use one?
• Welcome series• Birthday• Event attendee• Card expiry update• “Halfway to your goal!”• Training tips• Reactivation series• New donor• New campaigner
7% higher retention year-on-year
Cross-pollination = a good thing!
What does it look like?
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• Violet = R134 G53 B139
What does it look like?
• Use Montserrat Light 24 for body text
• Use Arial Regular if Montserrat Light is unavailable
• Double space between bullets if possible
• Violet = R134 G53 B139
Planning your journeys
Why and how did the supporter come to you
Give people the chance to understand the full scope of your work
Prepare them for what they will be receiving, including cadence
Find out more whilst they are still enthusiastic
What to include
• Your best performing evergreen content
• Continue to test!
• Oh and test again
MONTSERRAT SEMIBOLD 40
• Use Montserrat Light 24 for body text
• Use Arial Regular if Montserrat Light is unavailable
• Double space between bullets if possible
• Cerise = R232 G59 B92
Example: Humane Society International
Survey sent to low-engagement group
Indicate the campaign they support the most
Triggers an action alert specific to that campaign
If they take action, they get a fundraising appeal
Example: Humane Society International
● 7,335 people have taken action so far
● 6% conversion rate
● 20.2% open rate
● 19.4% click rate
Human Rights Campaign
• No complaints, wrong identities, better customer service
• Better welcome series, integrated online & offline (pride
events, galas, membership outreach, volunteering)
• Marketing automation makes it easy to make changes,
test, and respond to results
• Big time saver. Much less moving around of data.
Some cool data 1:
Open rate is 3x higher
Some cool data 2:
Action rate is 6x higher
Some cool data 3:
Survey completion rate
is 16% – massive!
Some cool data 4:
48% of welcome series
donations are…
Some cool data 4:
RECURRING DONORS!
Looking at big data: Engagement Scoring
2015 2016 2017
Last 3 Months 8.23% 6.70% 7.29%
3-6 Months 3.75% 3.60% 3.11%
6-12 Months 4.41% 4.50% 5.04%
Email opened 33.61% 32.45% 34.16%
11 (Inactive) 49.97% 55.20% 50.40%
Looking at big data: Engagement Scoring
B`
Looking at big data: Engagement Scoring
…..50% of top 20 most engaged lists are using
Marketing Automations
Compared to just 25% of those with the lowest engaged lists
But…
What else could we do?
THANKS! ANY QUESTIONS?@[email protected]