dotdigital & Help for Heroes

‘How to inspire action, drive

donations & empower

volunteers’

Dominic Kavanagh

Senior Account Manager

About dotdigital

• Formed in 1999 as dotmailer.

• A global organisation with a UK headquarters

• Employ 340+ people. 14 offices worldwide.

• Now called dotdigital Engagement Cloud

Associations & Partnerships

Connect

CRMEcommerce

Offline Webhooks

Empower

A.I. Automation Collaboration Personalization

Profiling Reporting Segmentation

Communicate

Ads

Chat

Email

Mobile

SMS Social

Web

Cross-channel marketing platform

Peoplepower

Learning & ServiceEmpoweringtechnology

The dotdigital difference

NFP and Charity clients

#RESPECTTHEINBOX

HELP FOR HEROES

Najmah SalamDigital Marketing Executive

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ADULTING IS HARD.We expect people tonot just READ our emails,but to DO something too?

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WHAT’S MOST IMPORTANT?

“ATTENTION AND TRUST ARE BECOMING THE TWO BIGGEST CURRENCIES FOR THE DIGITAL WORLD.”Lubomira Rochet,Global Chief Digital Officer, L’Oréal

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#RESPECTTHEINBOX

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#RESPECTTHEINBOX1. Automate for humans

2. Less is more

3. There’s a time and a place

4. Read the room

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AUTOMATE FOR HUMANS

Helps you stop the churn.

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Not about robots

Takes manual work away from you so you can be creative, dream and innovate.

Humanise your work

Personalise your important messaging for the perfect time and place.

Humanise the email journey

AUTOMATIONINSPIRATIONGo beyond saying hello and thank you…

HELP FOR HEROES’ JOURNEY | AUTOMATION IS OUR NEW BFF

SUPPORTERS BENEFICIARIES

Welcome Programmes

Nurture JourneysFollow-up Journeys

Reactivation Journeys

Surveys & Check-insOffers & Events

Nurture JourneysFollow-ups

40,000 STRONG

DONATE

Donations to receive Model Force figures

FUNDRAISE

Registrations of fundraising events

VOLUNTEER

Sign-ups to volunteer at TfL

collection

www.40ThousandStrong.com

40,000 STRONGAUTOMATION PROGRAMS

NURTURE JOURNEY

REMARKETING POST-PURCHASE

REMARKETING

Targeting subscribers who browsed Model Force pages for five minutes or more but did not convert.

Looked at average session times before supporters converted.

OR: 43.80% | CTOR: 11.40%

NURTURE JOURNEYSplit into two parts:

NEW SUBSCRIBERS

Three step welcome journey40,000 Strong mission, about Help

for Heroes & beneficiary stories

OR: 31.28% | CTOR: 15.16%

EXISTING SUBSCRIBERS

Single emailSummary of 40,000 Strong mission

and how to support.

OR: 36.65% | CTOR: 27.78%

1. Lead with eye-catching graphics2. Re-emphasise our CTAs 3. Make it easy to support.4. Provide other ways to support than

time, money or effort.

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POST-PURCHASE

Thank you emails with more information on how to support the 40,000 Strong.

OR: 67.97% | CTOR: 16.55%

68% of clickthroughs went to our social shareable assets for supporters to spread theMessage.

40,000 STRONGAUTOMATION PROGRAMS

• Build journeys for every consideration stage

• Leverage your supporters to be your advocates

• Recapture and inspire

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LESS IS MORE

Don’t overwhelm with too much information.

The average office worker receives 121 emails a day

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Decision fatigue

Strike the right balance – too many emails can have the opposite effect.

Squash the instinct to send more emails than usual before asking ‘WHY?’

Beware of diminishing returns

‘Nuff said.

Condense the most salient points, because your charity counts on it.

K.I.S.S.

LET FORM FOLLOW FUNCTIONShow, don’t tell.

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READ THEROOM

Take yourself out of your charity shoes.

How do the public feel about major issues?

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Understand the climate

Take a considered approach –consent should be top of mind.

Practise empathy

Strike while the iron’s hot.

Timeliness = effectiveness

Asking for consent before sending Father’s Day emails

● Simple and sincere● Empathetic● Promotes goodwill with

subscribers

MORLEYS

Instead of a straightforward ask, we wanted people to get to know one of our beneficiaries, Carl Shadrakeand his story.

40,000 STRONG ASK

HELP FOR HEROES’ JOURNEY | GETTING THE SCOOP

• Being there when the news breaks

• Make the path to change frictionless

HEY FIRSTNAME...

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THERE’S A TIMEAND PLACE

Don’t be a one trick pony.

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So you have some data…

Pull out your magic tricks at the most opportune moments.

Too much of a good thing

Make sure your showstoppers are where it counts.

Always be testing

WELL, THAT’S UNFORTUNATE…

Learn from these email fails

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BE SURE TO PROOFREAD YOUR EMAILS

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NO SERIOUSLY, PROOFREAD YOUR EMAILS

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CHECK ON MULTIPLE DEVICES

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THANK YOU

Najmah SalamDigital Marketing Executive

Dominic Kavanagh, dotdigital

Senior Account Manager

Thank you. Any questions?

Najmah Salam, Help for Heroes

Digital Marketing Executive