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Driving Engagement & Income
through Customer Journeys
Mags Rivett,
Head of Marketing & Digital
Purple Vision
@purple_vision
@magsrivett

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If you were given 20,000 email addresses
and asked to engage the individuals behind
them, where would you start?
We'll share an approach to help you start to
build customer journeys into your work plan
- using low, medium or high tech tools - to
reap the rewards of increased engagement,
personalisation and income.

Introducing Purple Vision
2003 2010 2016
 Independent Technology Advice, Signposting & HealthCheck
 CRM (Salesforce) Databases (RE, ThankQ etc)
 Digital
 Data, Analytics & Insight

Charities of all sizes & focus InternationalProfessional,
Membership
& Regulatory

• The clients challenge
• The approach we developed
• - start to think journey
• - why we bother
• - tools to manage and build journeys
• - the people factor
• If there’s time:
• Create a playbook to share
What we’ll cover today

Clients challenge

Start to think
journey

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Membership Mentoring News
Campaigns Fundraising Resources
Multi-
channel
Multi/Device
Responsive
Training,
Conference,
Seminar
Networking
Personal
or tailored
WhatyousellortellYour
audience
expects
When and how I want it About me
Managing audience expectations

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Shift in thinking …

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t
t
t
t
t
Social
Mobile
Web
Physical
Direct
Mail/print
Ads
Involve

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Where to start?
Basic Complex
• Simple and easy
to complete
• Typically with
one channel
Eg: Thanks for
signing up to the
e-newsletter
• Learning – data
gathering &
joining dots
• Frequently still
one channel
Eg – different asks
in direct mail
letters based on
donation size
Developing
• If this then that rules - triggers
• Dynamic content on web &
email (changes based on
behaviour and interest)
• Integrating multi channels and
multi devices

Learn
+ Observe
+ Ask
+ Listen
+ Watch
Develop
+ Content
+ Messaging
+ Understand
Behaviour
+ Response
Test &
Listen
+ A vs B vs C
+ If x, then y …
+ Timing
Transition
+ named to
known
+ transactional
to engaged
+ engaged to
committed
Step process

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Registration
Emily sees a
picture of a
giraffe on
Facebook that
was shared by a
friend.
Emily comments
on her friends
share, and Likes
our page.
Example

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Develop
Registration
We send a personal
invite to Emily to sign
up for the newsletter –
there’s an article
about the giraffe she
saw on FB.
Emily registers for
our newsletter
providing her email
address.
Emily’s registration
triggers a series of
welcome emails.
What she clicks on
helps us start to
identify her
interests.

… engage … income …
Multi-channel experience
Emily visits Giraffe Aid website
looking for information about
giraffes after liking us on
Facebook and signing up to
the newsletter.
Building knowledge
She downloads the Giraffe
Aid Workbook from the
website – filling in more
details (first name, last
name, location)
Developing Engagement
Emily visits the online
shop and saves Giraffe’s
Rock t-shirt in the basket.
But doesn’t buy.
Prompts an email.
Customer Support
Emily’s ordered the wrong
size. We help her sort it out
– our system triggers not to
ask for shop feedback until
this is resolved
First Purchase
Emily returns to the site
to buy the T-shirt she
wanted. She also makes
a donation via the shop.
Deepening Engagement
Emily asks us about
sponsoring a giraffe after
watching the video. We
reply with our sponsor
pack – she clicked on
several things on the
website which show us
which projects may be
more interesting to Emily.
Regular Giver
Emily sponsors Jemima
Giraffe via monthly direct debit,
and receives regular email
updates. Every now and then
our Rangers text an ‘in the
field’ photo, too. We know
these help to keep Emily
engaged as she always opens
them and responds.
Engaged Advocate
Emily regularly posts on social
media about Jemina Giraffe, and
even takes some selfies for us
wearing her Giraffe’s Rock T-
shirt on holiday. She’s bought
Xmas cards from the shop and
also sponsored a giraffe for her
nephews birthday.
Saying thank you
We sent Emily a thank you
for the donation and invited
her to watch a video about
how her donation has
helped. We know she’s
visited before so tailor the
content to match interests..

Why
bother ?

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

• Higher open rates for segmented
content vs undifferentiated
content
•+ 30%
Differentiated content

Journeys are strongly
correlated with outcomes
+ 36%
customer
satisfactio
n
+ 19%
more
likely to
renew or
stay
+ 28%
more
willing to
recommen
d
+33%
Less likely
to cancel
or churn
McKinsey & Company
From Moments to Journeys
(2014)

63% open rate to welcome email sent
to all new donors
54% open rate to a welcome
programme
Marketing Automation trial for
new donors
62% all existing donors use a mobile device to open their emails
Split test on responsive templates vs standard template

Tools
to help

CRM
EPOS
WWW
?
?
Single
Customer
View
360
Data
Data
DataData
Data
EMAIL
Create a seamless experience
Mobile –
pull & push
SOCIAL
WEB
ADS

• A broad plan – what’s the journey? (pen and paper)
• Content planner (calendar)
• Something to say for yourself (content, images,
web)
• Tools for delivering messages (email, website,
social)
• Analyse results, build next content (pen, paper –
spreadsheet?)
• Reminders (calendar) to trigger next steps
• Evidence of success will help build the business
case for tech
The low tech approach

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Downloads
App or
Resource
Welcome
Email
Triggered Follows us
on social
media
Opts out of
welcome
series
Receives
more about
subject A
Clicks on
article A
Shows
interest in
event
Likes &
Shares
Attends
Event
Multi-channel & multi-device
• Email – Desktop or Mobile
• Offline – Events
• Social – media & engagement
• Web – landing pages for events?

The people
factor

SegmentationSearchfor
Commonality
1:1personal
UnknownKnown
Shift in thinking

• Change in the way you’ve been working
• Needs commitment, thought and tenacity
• Try, try, try again – prepare to ‘fail a few’
• Learn, listen and engage
• Think differently
Journeys are a game-changer

What’s
your
challenge?

Everyone’s challenge starts somewhere different:
►engage?
►give more?
►attend events?
►give contact details? (add, phone, email)
►sign up via web?
►?
What’s your challenge

What content do you have?

Examples – Simple
Trigger:
Registered
for
conference
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
Event Registration
Data • Email address
Goal
• App
• Gather SMS permission
Channel Email

mags.rivett@purple-vision.com
www.purple-vision.com
@purple_vision
Send me an email or give me your card to receive copies
of the slides with bonus journey features – you’ll also
receive the Play Book when it’s ready.
Thank you!

Bonus bits!

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

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?

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.

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

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

Example Journey trigger points
• Events & Seminars
• Training
• Fundraising Events
• Email sign up
• Membership
• Fundraising/Shop Sales
• Social Engagement
• Donation thank you
• Donor nurturing

Tools
Email Social
Media
Web Mobile Creative
Email Ads Predictive
Intelligence
Push
notification
Ads
Open Sponsored
Posts
Banner Ads Beacons &
Bluetooth
Contests
Forward Posts Landing
Pages
Apps Quiz
Click thru Shared
content
Blog posts SMS
message
Surveys Call

Pitfalls in
building
online
journeys

• 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.
• Drill down and build profiles based on data and
behaviour, not assumptions and your internal history.
• Integrated systems are your friend. You can do it without
high tech tools though – just have to be very organised!
• To get hold of the awesome tech you may need to prove
you need it with a business case. So just start doing
something to see if it works, and to build the business
case and evidence for investment.

• 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.

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Balancing Act
Your Org Customer
Time
Interest
Trust
Content
Insight
Data

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Videos that help explain
automation and journey building
• The one that explains it all – why, and how:
• https://www.youtube.com/watch?v=b9YW_6y7xVg
• Salesforce Marketing Cloud:
• https://www.youtube.com/watch?v=7gn8vZGklDE
• Non Profit example– Donors Choose:
• https://www.youtube.com/watch?v=E-1w01UvuuU
• Why you need tech to help get it right:
https://www.youtube.com/watch?v=HNaCf_Fnp6E

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Purple Vision Resources
• Purple Vision whitepapers and playbooks
• http://purple-vision.com/whitepapers/
• Membership Journeys Playbook
• http://purple-vision.com/whitepaper/htweb15-playbook/
• This presentation and others we have given in the past:
• https://www.youtube.com/watch?v=E-1w01UvuuU – without
the bonus bits!