2012 Community Conference The tools we give you to get personal Jonathan Purchase: Engaging Networks. October 16 th , 2012. Getting personal. Don ’ t make the mistake of treating everybody like everybody
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The tools we give you to get personal
Jonathan Purchase: Engaging Networks
October 16th, 2012
(email opens, donations completed, actions taken, loyal supporters)
Are only useful if you plan to segment supporters and personalise content. Otherwise what’s the point?
If you’ve decided to segment and personalise, what can you segment against?
Segments can be used to customise content based on supporter interest
Content that’s specific to a supporter’s interest becomes relevant
Whales, seals, street dogs
Engagement (for re-engagement)
No previous donation
You can either send different emails to different segments or use our conditional content software to switch round copy in the same email based on pre-set profiles.
If a person comes into your database after having taken action on a specific issue, you should 'test' for engagement with other issues
Use campaigns to identify your ‘segments’ (arctic, bears, badgers, etc…) and then build profiles based on this information
Ensure your actions are named properly to capture the interests. For example:
Run a profile, looking for everyone who has taken a bears campaign or donation
Send this segment an email asking them to donate to your whalescampaign
Send another email to the rest of your list asking them to donate to your whales campaign excluding the above bears segment.
Compare the results
Why not try email triggers?l triggers?
Email triggers allow you to automatically generate emails to specific supporters, at specific times, and at specific intervals.
A welcome series
don’t wait months to send the first newsletter
Set up your ‘join’ data capture and get supporters to use it
Decide the filter criteria – in this case new supporter but there are many others
Decide how often you want your ‘trigger’ to run in the software, to pick up new supporters (daily, weekly, monthly)
Decide on what your welcome series will be (content and duration)
If your ‘join’ form has a question asking for interests (bears, pandas, etc), different welcome series can be triggered based on interest. Automated segmentation!
Change the message content regularly, or format of the emails, and test open rates, click through, etc…
* Make sure you also pick up supporters who have taken a first action and ‘imports’
If you know who your supporters are and segment based on interest or activity you can get your supporters to climb ‘ladders of engagement’
If you don’t know know who your supporters it could be a slippery slope!