Matt Warrilow, senior supporter experience manager, Anthony Nolan
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
34. WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR ‘AMBIGUOUS’
SUBJECT LINE
Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything That thing you’ve
always wanted to
know…
Vote email What do you want
in your inbox next?
Decisions…decisions…
37. • 60,000 supporters on the journey
• 160,000 emails sent
• 55% average open rate (peaking at 79%)
• 40,406 returned their samples – 67% return rate
• 2,403 returns from people sent the reminder email (16% of all those
sent it)
• 4 people on journey have gone on to donate stem cells
SO FAR THE JOURNEY HAS SEEN…
49. 82% votes 18% votes
IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK
50. 7.6% CTO 2.2% CTO
IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK
51. WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR
‘AMBIGUOUS’ SUBJECT LINE
Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything That thing you’ve
always wanted to
know…
Vote email What do you want
in your inbox next?
Decisions…decisions…
52. Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything 31% That thing you’ve
always wanted to
know…
38%
Vote email What do you want
in your inbox next?
36% Decisions…decisions… 40%
WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR
‘AMBIGUOUS’ SUBJECT LINE
57. • It’s ESSENTIAL to involve colleagues from day one
• Managing expectations – it won’t be perfect from the start
• Never assume – always test
• Stats aren’t the only way to measure success
OTHER THINGS WE’VE LEARNT
61. • Finish the journey!
• Full review of journey’s impact so far
• Gather more supporter insight and feedback
• Phased updates
• Ongoing testing (content/channels/asks)
• Empower and upskills colleagues to develop their own journeys
NEXT STEPS
63. Optimising your digital
content to improve
supporter journeys
Midlands networking group
13 June 2019
Birmingham
#CCMidlands
Wifi: BTopenzone
64. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk