Getting to grips with email automation – a charity’s perspective
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Simon Burrows, Email Marketing Specialist, NSPCC Danielle Woolley, Customer Success Manager, Adestra
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Getting to grips with email automation – a charity’s perspective
- 1. Getting to grips with email automation – a charity’s perspective Simon Burrows, Email Marketing Specialist Danielle Woolley, Customer Success Manager
- 2. We’re the leading children's charity in the UK, specialising in child protection and dedicated to the fight for every childhood. We're the only UK children's charity with statutory powers and that means we can take action to safeguard children at risk of abuse. 2 About NSPCC
- 3. • Reduce necessary resources • Increase engagement with email – real-time performs better than bulk sends • Increase conversions and donor lifetime value • Improve experience of event participants • Monitor & test – find out what’s actually working 3 Our objectives
- 4. • Transactional emails • Content automation • Participation journey • Welcome journey 4 Our automation journey so far…
- 5. Personalised with • Name • Donation type • Amount • DD details Failed donations: • Credit card • Abandoned • Other error Transactional emails – optimising the donation process Av. 63% Open Rate 5
- 6. Abandoned donations Conversion Rate: 3% Average recaptured donation value: £38 6
- 7. 7 Content automation • Autopopulates from the Caspar tumblr (no effort required) • 25% Open Rate • New subscribers feed directly into Adestra
- 8. Objectives • Get participants to set up their fundraising page • Fundraising ideas and encouragement • Increase participation - challenge their friends • Invite feedback • Make processes more efficient & save time 8 Participation Journey
- 10. 10 Average Open Rate 33% Average Click to Open Rate 13.2% 2015: 4,048 opens 2016: 16,746 opens Participation journey - results 21% Higher CTOR Compared to LY
- 11. 11 Welcome Journey Objectives • Say thank you • Explain how donations make a difference • Encourage further donations • Ask for feedback Results Av. Open Rate: 40% Av. Click to Open Rate: 16.3%
- 12. • Using the Email Editor – responsive templates, lock-down elements, quicker campaign creation • Developing automation – welcome journey, volunteer journey • More testing & optimisation of emails - the abandoned donation & donor transactional emails 12 What’s next?
- 13. Thank You!
Editor's Notes
- Higher engagement from real-time messages Monitor & test – find out what’s actually working Automation objectives Resources – most important. 2 people working on email. Previous system automation wasn’t possible – time consuming. Sending manually Checking/proofing
- Talk us through some of the different transactional type emails you send: Donation success Donation declined Donation abandoned Letter from santa – donation optional (whole load of them) Confirmation email for events - Previously these emails were triggered from web platform – couldn’t track – so no trail if hadn’t been received – now we can just re-send. Didn’t have visibility of reporting & Was much harder to make changes (lengthy process to update) & optimise. Now its possible to test variations – intend to make more use of this.
- Abandoned form is triggered using Adestra’s conversion capture functionality More control – update easily, change timings, See results See active people on site in donation process Another level of monitoring – see how much they’re donating. E.g fraudulent activity Are there any other transactional emails you’re planning to automate? Direct debit cancellation
- Weekly email – childcare professionals Replaced bespoke system No contingency Saved money for development & time
- Give us some examples of the types of events you run & get involved with – more than 40 events How did you manage comms before automating? Manual, different creative & template, everytime an email was created we had to get new sign off Even though events were similar, participation team didn’t talk to each other. Siloed.
- Testing some automated journeys around event. This example – 60 minute challenge. New event – test this approach. How far can you run in 60 mins – velodrome in Olympic park Content varied – personalised with supporter data & messaging changed type of participant. Family wave / hardcore wave. – Run faster or Run together. POC – proved that this works according to resource. Challenges Adjusting the journey depending on how close the event they sign up – depending on sign up date they receive a different number of emails Now auto-populated Same journey Much more efficient Simplified to 6 emails
- Now we’re going to take this approach forward & apply to all of our journeys
- This is an area you’re currently developing Currently its partially automated (faststats data selection) Donors receives different emails depending on donation value, subsequent donations, etc. Looking to simplify journey – looking at the journey as a whole & creative) and automate Focus on increasing DD Content strategy Real-life testimonials from support workers and children – personal stories Multi-media content Workspace: IG