Automation can be used to ensure subscribers receive timely and relevant content, increasing engagement and ROI. The webinar focused on developing supporter journeys through marketing automation, emphasizing a customer-first approach of nurturing contacts through different lifecycle stages from welcome to loyalty. Case studies showed how charities like NSPCC and Breast Cancer Care automated journeys to increase open and click-through rates. Testing was also discussed as important to learn about audiences and make incremental improvements.

2. 2
• You can hear us, we can’t hear you
• There will be time for questions at the end
• We are recording the webinar and we’ll send you a follow-up
• Join the conversation on Twitter: @adestra #adestrawebinar
Welcome

3. 3
About Adestra
• 13 years in the email and
marketing automation space
• Empowering marketers to
achieve their goals and
maximize their ROI
• Founded on the principle that
marketing success takes more
than great technology
• Software AND a Service®

4. Claire Barnes
Content & PR Manager
Katie Evans
Key Account Manager
4
Meet the speakers

5. Katie Evans, Adestra Account Manager
Industry Experience:
• 6 years digital marketing
experience
• Adestra Account Manager 4 years
• Working with a number of charities
including Oxfam and NSPCC
• @katieatadestra

6. Automation
6
Ensure subscribers receive timely and relevant content;
increasing engagement, improving ROI and reducing workload.
• Automation Program Builder
• Automated Campaigns
• Abandon Basket/Cart
• Dynamic Content

7. From Broadcast to Conversation
7

8. 1. Create a profile
2. Design an experience
3. Communicate with
them in a relevant and
timely way
1. Come up with an
offer
2. Design a campaign
3. Send it to everyone
Campaign-First Customer-First

9. Focus on nurturing stages of lifecycle…
9
Post-purchase
satisfaction/
cross-sell
Nurture program
Ratings &
Reviews
Develop
abandon basket
programs
Anniversary of
purchase
Replenishment
Personalised
BAU emails
Welcome
Program
Favourites
Program
Welcome Convert Nurture Loyalty Re-activation
Browse abandon
£
Winback
Re-engagement
Re-permission
Editorial/blog
content

10. Events Marketing
Automation
10

11. Welcome
Pre-show countdown
At risk
Advocate
At show engagement
Daily update
Session follow up
No shows
Thank you
Highlights
Survey / Review
No shows
Newsletter
Between show
engagement
Nurture
Targeted nurture
Abandon form
Advocate
What you’re
missing
Sorry you couldn’t
make it
Highlights
Survey
Newsletter
Between show
engagement
Re-activation
Re-activation
Re-permission
Engaged
Registered
Disengaged
Pre-Event During Post-Event Between Events

12. • 1 master journey
• 7 truncated
journeys
• Good luck
programme
• Time dependent
• Conditional
content
• Giving training and
fundraising tips
and advice

13. 39%
AverageCTOR
Automation and dynamic content to increase
engagement
Aware of the benefits of automation, NSPCC fully
automated their participants’ journey, achieving
46% average open rates and 39% average CTOR.
View Full Case Study

14. Automation – The Big Pink stewardship journey (work)
14
Wait
1/2/3
weeks
Wait
1/2/3
weeks

15. 15
View full Campaign
Simple design with targeted content and timing
proves beneficial for engagement rates
To make registrants for the Pink Ribbonwalk feel
supported in their undertaking, Breast Cancer Care
developed a welcome strategy, which resulted in 81%
open rate and 93% increase in click-to-open rates
93%
Increase in CTOR

16. Testing

17. Why test?
• Learn about your audience
• Incremental results add up to make a big difference over time
• You can really make a difference to the bottom line
Page 17

18. Testing basics
Test one thing at a time
Create a testing plan
Record and analyse results – schedule time to do this
Keep testing – small improvements will add up over time
Use the automatic winner selection functionality
Page 18

19. Testing: Programs
Contacts Cadence
Entry point
Selected data
Segmentation
Context
Number of emails
How far apart
Order of emails
Ongoing journey
Other channels
Inclusion/Exclusion
from other
campaigns
Page 19

20. Summary

21. Final thoughts…
• Put your supporter first in your planning process
• Use automation to nurture your contacts from sign up to completion
• Segment based on whether your supporters are registered, engaged or
disengaged
• Test Test Test!
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22. Questions

23. 23
Wednesday 23rd May
Developing supporter
journeys through
marketing automation
14:20 – 15:00