1. Building Truly Personal
Online Journeys for
Members
Dawn Varley – Lead Consultant
Mags Rivett – Head of Marketing & Digital

2. Charities of all sizes & focus InternationalProfessional, Membership
& Regulatory
Average CSAT
Score 9.8

3. Page 3Page 3
We’ll cover
• What’s personal
• What’s a journey
• Why it matters
• A framework for moving towards personalised content
• A framework for building journeys
• Examples – including a chance to do one for yourself now
• Playbook

4. Page 4Page 4
Subs Mentoring News
How do you manage member expectation & engagement so everyone gets
what they need?
Campaigns Fundraising Resources
Multi-
channel
Responsive
Training,
Conference,
Seminar
Networking
Personal or
tailored
YourofferingExpectation

5. Most interactions are still isolatedInstead, we should think Journey

6. Page 6Page 6
Personalised journeys can be basic or
complex
Basic Complex
• Simple and easy
to complete
• Typically with
one channel
• Learning – data
gathering
• Joining dots
• Frequently still
in one channel
Developing
• Multi device
• If this then that
rules
• Dynamic
content

7. Page 7Page 7
Basic

8. Page 8Page 8
Developing
Anonymous
Browser
Known
User
First
Interaction
Registration
Towards a
Supporter
Emily sees
XYZ on
Facebook
that was
shared by a
member.
Emily shares
the content
and Likes our
page.
We invite to
Emily to sign up
for the newsletter
– there’s more
about XYZ in the
next edition.
Emily
registers for
our
newsletter
providing her
email
address and
full name for
our database.
Emily’s
registration
triggers an
autoresponder
welcome series.
What she clicks
on helps us start
to identify her
interests.

9. Page 9Page 9
… Complex, multi-channel
Anonymous Browser
Customer visits looking
for info on membership
Known User
Downloads resources
from your site – leaves
name and address in
exhange
Create Account
Start of an account – a)
key interest b) email for
communications
Customer Support
Interaction with Customer
Service team – add phone
number.
Buys a Membership
Buys a membership over
the phone
Multi-Brand Purchaser
Downloads app – books
accommodation, buys
books, starts to engage
with attending delegates
Loyal Customer
Use SMS to send links to
event app -
Engaged
Invite to relevant event via
email – send text to get a
special code
Engage
Membership Triggers
Membership Journey
First
Purchase
Registers for
Event Loyal
Customer
Anonymous
Browser
Known
User

10. Page 10Page 10

11. Segment
Send
Capture
data
Learn
Refine
Truly personal, genuine 1:1 is possible
when you have
Top Tech | Masses of Data | Time | £££
Truly Personal?
Starts with a search for commonality and
communications which feel more
personal.
Builds towards truly personal as tech|
training | data & insight develops

12. • Improves click-thru by
•14%
• Improves conversion by
•10%
Personalisation …
Source: Return Path - Email

13. • Higher open rates for segmented
content than undifferentiated
content
•+ 30%
Segmentation

14. Learn
+ Observe
+ Ask
+ Personalise
Understand
+ Content
+ Behaviour
+ Response
Test &
Listen
+ A vs B vs C
+ If x, then y …
+ Timing
Transition
+ named to
known
+ transactional
to engaged
+ engaged to
committed
Steps in to building journeys

15. Create a journey

16. • What is the trigger that starts the journey – will always be
something that happens or a data interaction?
• What’s the end goal?
• What tools do you have to use – only email? social media?
• How do they fit together? Step 1, step 2?
• What end goal stops the journey? – some cycle on until an
action is taken …
Create a Journey
• Most email tools allow some kind of triggered
email (Mailchimp, Campaign Monitor).
• Otherwise, your calendar is your friend!

17. Examples – Simple
Trigger:
Registered
for conf via
email
Goal:
Download
app to pre-
register for
side trips &
sessions
Email
Thanks for
signing up.
Download the
app to register
for side trips:
Linky 1
Linky 2
Linky 3
Link to app
Email
Note you
haven’t yet
registered for
the side trips.
Download the
app – supply
SMS for direct
link to your
phone.
7
days
Email
Don’t want the
app?
Register via
email for your
side trips.
Other benefits
of app – final
push etc …
7
days
Trigger Event Registration
Data • Email address
Goal
• App
• Gather SMS permission
Channel Email

18. Example Journeys
• Event Registration Promotion
• Event registration
• Event – post event eg proceedings, feedback, early bird offer for next year?
• Training – pre course requirements, post event homework
• Welcome journey for email sign ups
• Membership welcome journey
• Membership renewal countdown/cycle
• Shop Sales – abandoned cart
• Social engagement – joining or engaging
• New member enquiry -

19. Tools
Email Social Media Web Mobile Creative
Email Ads Predictive
Intelligence
Push notifications Ads
Open Sponsored Posts Banner Ads Beacons
Bluetooth
Contests
Forward Posts Landing Pages Apps
Click thru Shared content SMS message
Surveys Call

21. Pitfalls in
building
online
journeys

22. • If it ain’t broke, don’t fix it: a lot of people in organisations still
don’t see the harm in ‘batch & blast’ …
• Think of it as customer-driven engagement or the search for commonality
rather than personalisation. That’s may explain it better for
some.
• Segmentation is key. Start big and drill down as you build
profiles based on data and behaviour.
• Integrated systems help. You can do it without high tech tools
though – just have to be more organised for data pulls and
handling data changes.

23. • Evolution not revolution - It is not always easy, so small, simple
steps are by far the best approach.
• Requires attention - this is continuous innovation in real life. A
new way of working.
• Preparation is key – of course. Focus on where you can start,
build out a few, then add some more. Take time to draw
out your tools and resources, data sources and triggers.
• Map out potential journeys and look for ways to automate to save
admin time so you can reinvest it in building on journeys.

24. Next Steps
• Hand in draft journey – real or imaginary
• Playbook of your journeys for you to use
and be inspired
• Slides via purple-vision.com & harnessing
the web site

25. mags.rivett@purple-vision.com
dawn.varley@purple-vision.com
www.purple-vision.com
@purple_vision

26. Resources to help you build
truly personal online journeys

27. Why?

28. Learn
+ Observe
+ Ask
+ Personalise
Understand
+ Content
+ Behaviour
+ Response
Test &
Listen
+ A vs B vs C
+ If x, then y …
+ Timing
Transition
+ named to
known
+ transactional
to engaged
+ engaged to
committed
Steps to build personal journeys

29. Learn
+ Observe
+ Ask
+ Personalise
Learn
• What do we know already? [name, location, interest?]
• What can we find out quite easily? [ask! observe –
analytics, how did they find out about us?]
• What are they interested in? [what do they click on in
emails?]
• How can I use that information to start to personalise
their experience?

30. Understand
Understand
+ Content
+ Behaviour
+ Response
• What content gains comments, likes or clicks?
• Am I more likely to get comments to articles about this
subject via Facebook, or via blogs?
• When do people engage with us – time of day? When we
post on certain topics?
This plus basic learning is the start of building
customer profiles – groups or segments.

31. Test and Listen
Test and
Learn
+ A vs B vs C
+ If x, then y …
+ Timing
+ Content
+ Behaviour
+ Response
• Do I get a better response with this subject line, or that
one? [A/B split]
• ITTT logic rules – if this, then that …[if a customer opens
and clicks on this link, the next email will contain.., if they
don’t then ….]
• Testing is the key! Apply the learning to your groups
or segments

32. Transition
Predict
+ named to
known
+ transactional
to engaged
+ engaged to
committed
• So now we know a name, where they are, what they read
and react to and when … they are known and not
anonymous.
• They’ve moved from being one click transactions – book
this event – to an engaged audience, with interest in what
we have to say …
• An engaged audience is more likely to commit – to
participate, to donate, to share our vision …
• Listen, test, refine to achieve transition

33. Permissions – different devices often require different user permissions
(phone, SMS, email). Factor this in when building your preference centres, and
data pulls.
Advisory notes
SystemIntegration – most effective when systems are integrated. Think
about how you can use what you have now more effectively and how you can
move towards a more integrated future.
Preparation – as with most things in life, preparation is key. Broad personas,
where and how you capture data, building out journeys, pressing send when

34. Page 34Page 34
Balancing Act
Your Org Customer
Time
Interest
Trust
Content
Insight
Data

35. mags.rivett@purple-vision.com
dawn.varley@purple-vision.com
www.purple-vision.com
@purple_vision