Post on 21-Apr-2017
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© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential
BSD+ ECF 2016 Kick-ass welcome journeys
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© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential
Today, we’re going to talk about:1. Introductions (5 mins)2. A word about email… (15 mins)3. Welcome journeys: the good, bad + ugly (15 mins)4. Mapping your welcome journey (30 mins)5. Review (15 mins)
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1. Introductions
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Introductions1. My name is….
2. I’m from….
3. My favourite email list is…
4. In the next 1.5 hours I want to...
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1. My name is Ali Walker Davies
2. I’m from Blue State Digital
3. My favourite email to receive is (and secretly )
4. In the next 1.5 hours I want to help y’all get inspired about email journeys.
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2. A word about email
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Email is ubiquitous.107 trillion emails sent per year
77% of people prefer to receive permission-based communications via email than any other channel.
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A word about email
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Email is still the most powerful tool for engaging your audience and driving action.
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A word about email
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Email drives action.During the 2012 presidential campaign, Obama for America raised $690 million online.
70% of it came from email.
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A word about email
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More than just money.
Email can help you tell your story, craft your voice, and:
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A word about email
Distribute compelling contentPromote and enhance online effortsDrive website trafficBuild relationshipsRespond to new developmentsClose the feedback loop
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A word about email
Every email always includes at least one action: unsubscribe. So give them something more productive to do
DONATE SIGN THE PETITION
POST ON FACEBOOK EMAIL YOUR MP
TAKE A SURVEY TWEET
POST A PHOTO SEND A CARD
ATTEND AN EVENT
WATCH A VIDEO
SHARE YOUR STORY
REGISTER TO VOTE
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The relationship checklist:
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A word about email
Get to know your list
Let them shape their experience
Be a good listener
Give them what they want
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Learn as much about your list as you can.
The more you know, the more relevant your communications will be.
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A word about email
● Contact info● Geography● Age● Donor history● Volunteer history● Preferred social
networks● Interests and issues
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A word about email
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Actions and goals are what give your data meaning. Open rates and click rates mean nothing without the context of what you’re trying to achieve, and what success looks like.
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A word about email
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Before you ask supporters to take action, define your objectives.
If you can’t answer these questions, you shouldn’t send an email:
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A word about email
What do you want to accomplish?
What can your list do to help you get there?
What do you want someone to do when they open this email?
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3. Why welcome journeys
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Marco Bertini, Elie Ofek, and Dan Ariely:
Predictably Irrational
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What would you be happy to receive in a welcome journey?3 mins answers on post-it - 1 per post-it
Think about:• Any interesting welcomes you’ve had from other organisations, whether that’
s over email, via a membership pack, or something else.
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The importance of a welcome
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They set expectationsA welcome journey is your first chance to let people know what they’ll be receiving, and what they’ll be asked to do.
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The importance of a welcome
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They pull people inPeople will quickly decide whether to stay on your list or keep reading your emails based on how they respond to your welcome journeys.
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The importance of a welcome
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The importance of a welcome
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They showcase your personality. The tone of your welcome journey will give your audience a better understanding of the people and mindset behind the organisation.
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The importance of a welcome
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They introduce the organisation.It’s your first chance to give people an inside view of what your organisation does and why it’s important to support you.
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The importance of a welcome
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Let’s look at what other organisations are doing...
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The good...
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Shelter: Welcome journey
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Shelter 1
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Shelter 2
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Shelter 3
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Chubbies Shorts: Welcome journey
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Chubbies Shorts: Sign-up journey
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Chubbies Shorts 1
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Chubbies Shorts 2
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Chubbies Shorts 3
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The ok...
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Graze
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Google+
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The bad...
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American Consumer’s Union
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American Consumer’s Union 2
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The ugly
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Yelp
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4. Mapping your welcome journey
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What do you want new sign ups to know?3 mins answers on post-it - 1 per post-it
Think about:• What’s the key information that the user needs to know?
Think about:• What actions you want them to take now.
• What actions you want them to take in the future.
• What you want them to feel, think and do when they see your emails, now and in the future.
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Mapping your welcome journey
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What do you want new sign ups to feel?3 mins answers on post-it - 1 per post-it
Think about:• What’s the emotional response you’re looking to create?
Think about:• What actions you want them to take now.
• What actions you want them to take in the future.
• What you want them to feel, think and do when they see your emails, now and in the future.
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Mapping your welcome journey
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What do you want new sign ups to do?3 mins answers on post-it - 1 per post-it
Think about:• What’s the most valuable thing that a supporter can do for your organisation
right now, and in the future?
Think about:• What actions you want them to take now.
• What actions you want them to take in the future.
• What you want them to feel, think and do when they see your emails, now and in the future.
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Mapping your welcome journey
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Let’s put that all together...
Think about:• What actions you want them to take now.
• What actions you want them to take in the future.
• What you want them to feel, think and do when they see your emails, now and in the future.
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Mapping your welcome journey
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Mapping your welcome journey
User signs up to your mailing list!
What action have they just taken?
Where did they hear about you - what platform / organic / paid / warm / cold?
User should think:
User should feel:
User should do:
Email core message:
Call to action:
Landing page:
Any segmentation?
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User should think:
User should feel:
User should do:
Email core message:
Call to action:
Landing page:
Any segmentation?
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User should think:
User should feel:
User should do:
Email core message:
Call to action:
Landing page:
Any segmentation?
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© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential
Ask me anything.
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