We designed a sophisticated journey that sent multiple emails to track donor engagement and programmatic interests—this journey aimed to improve interaction and engagement over time.
Key components included:
- Building visually appealing email templates to present marketing content effectively.
- Creating Data Extensions for targeted audience segmentation, ensuring UWMC's messages were tailored to specific donor groups.
- Collecting metrics to track campaign success and shape future initiatives. Metrics included open rates, click-through rates, donation amounts, and engagement with specific content.
We adopted a phased approach to journey creation, recognizing that learning from the segmented audience(s) was crucial. Like any marketing campaign, the initial journey might not be perfect. With minimal engagement on the first journey, we knew the next phase had to occur. This emphasis on learning and adaptation reassured UWMC about the project's flexibility and ability to improve over time.
After analyzing the initial phase, we implemented strategic tweaks, such as adding hero images and call to action buttons, to the emails. These changes significantly improved both open and click rates, with an increase of at least 8% in each metric. This successful second phase in our approach demonstrated our ability to engage more recipients effectively.
UWMC's journey was a testament to the power of focused strategy and adaptive execution. By starting with a single, complex journey and iterating based on detailed metrics, we set the foundation for sustained engagement and increased donations. Our strategic tweaks and ongoing analysis ensured that UWMC could achieve its mission within budget, setting the stage for future successes. The lessons learned and successes achieved in this initial phase provided a roadmap for further enhancing donor engagement and maximizing the impact of their mission-driven initiatives.
As we progress in our work with UWMC, we intend to develop engagement programs for their audiences. We will use their existing and newly acquired data to construct audience profiles, understand their interests, tailor marketing efforts to suit their preferences, and contribute to a more prosperous future for UWMC and its Salesforce systems.