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Page 1
Driving Engagement & Income
through Customer Journeys
Mags Rivett,
Head of Marketing & Digital
Purple Vision
@purple_vision
@magsrivett
Page 2
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
Driving Engagement & Income with Customer Journeys
Start to think
journey
Page 9Page 9
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
Page 10Page 10
Shift in thinking …
Page 11Page 11
t
t
t
t
t
Social
Mobile
Web
Physical
Direct
Mail/print
Ads
Involve
Page 12Page 12
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
Page 14Page 14
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
Page 15Page 15
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
Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys
CRM
EPOS
WWW
?
?
Single
Customer
View
360
Data
Data
DataData
Data
EMAIL
Create a seamless experience
Mobile –
pull & push
SOCIAL
WEB
ADS
Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys
• 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
Page 29Page 29
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?
Driving Engagement & Income with Customer Journeys
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
Driving Engagement & Income with Customer Journeys
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!

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Driving Engagement & Income with Customer Journeys

  • 1. Page 1 Driving Engagement & Income through Customer Journeys Mags Rivett, Head of Marketing & Digital Purple Vision @purple_vision @magsrivett
  • 2. Page 2 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.
  • 3. Introducing Purple Vision 2003 2010 2016  Independent Technology Advice, Signposting & HealthCheck  CRM (Salesforce) Databases (RE, ThankQ etc)  Digital  Data, Analytics & Insight
  • 4. Charities of all sizes & focus InternationalProfessional, Membership & Regulatory
  • 5. • 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
  • 9. Page 9Page 9 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
  • 10. Page 10Page 10 Shift in thinking …
  • 12. Page 12Page 12 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
  • 13. 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
  • 14. Page 14Page 14 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
  • 15. Page 15Page 15 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.
  • 16. … 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..
  • 18. • Improves click-thru by •14% • Improves conversion by •10% Personalisation … Source: Return Path - Email
  • 19. • Higher open rates for segmented content vs undifferentiated content •+ 30% Differentiated content
  • 20. 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)
  • 21. 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
  • 28. • 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
  • 29. Page 29Page 29 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?
  • 32. • 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
  • 35. 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
  • 36. What content do you have?
  • 37. 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
  • 39. 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!
  • 41. 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
  • 42. 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?
  • 43. 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.
  • 44. 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
  • 45. 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
  • 46. Example Journey trigger points • Events & Seminars • Training • Fundraising Events • Email sign up • Membership • Fundraising/Shop Sales • Social Engagement • Donation thank you • Donor nurturing
  • 47. 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
  • 49. • 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.
  • 50. • 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.
  • 51. Page 51Page 51 Balancing Act Your Org Customer Time Interest Trust Content Insight Data
  • 52. Page 52Page 52 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
  • 53. Page 53Page 53 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!

Editor's Notes

  1. Enter email to download App Complexity about who ‘owns’ the communication chain (version, language, country) 1 country, 1 version only – average 20,000 emails per month What to do with them to steward engagement and ultimately fundraising
  2. Strrategy
  3. Omni channel
  4. Improving performance along each step of this journey will have material impact on NTO’s bottom line.
  5. The first is the “why” we need to do this.
  6. And last, you need to be able to measure the impact of every interaction on your business so you can see what is working, and what isn’t, thereby empowering you to optimize your strategy and tactical plans in real-time.
  7. And last, you need to be able to measure the impact of every interaction on your business so you can see what is working, and what isn’t, thereby empowering you to optimize your strategy and tactical plans in real-time.