The document discusses maximizing the consumer journey through digital communications and multi-channel strategies. It provides examples of consumer journeys in retail, charity support, and membership. The key aspects covered are understanding consumer data and segmentation, implementing personalized and dynamic content across channels like email, mobile and web, and measuring success through analytics and testing. A case study example is given of the UK charity Anthony Nolan automating their communications using triggered email campaigns at different stages of a donor's lifecycle.

1. maximising the consumer
journey
digital communications
maximising the consumer journey
Kathryn Hooper, Head of Professional Services
Geoff Burns, Business Partner Manager

2. maximising the consumer
journey
contents
the consumer journey
how do you communicate with your consumers?
the power of digital
implementing a multi-channel communication strategy
best practice advice
measuring success
maximising resources
case study
questions & answers…

3. maximising the consumer
journey
the market

4. maximising the consumer
journey
did you know...
2011 online sales in the UK were 12.0% of UK retail trade (£50.34 billion)
it’s forecasted that UK online will have 13.2% of retail sales in 2012
Britain has the biggest percentage of online shoppers in Europe, with 79% of those with
internet access using the web to buy goods and services
£71 per month - the average British online shoppers spend
Wednesday 4pm – the peak time for online shopping in the workplace
71% of UK online shoppers believe the best deals are online
nearly a third of online consumers prefer the web for holiday shopping
50% of U.S. smartphone owners are using shopping apps each month

5. maximising the consumer
journey
the consumer journey

6. maximising the consumer
journey
example retail customer journey
Sign up for
more
Brand Engagement
advocate with brand
Regular First
purchaser purchase

7. maximising the consumer
journey
example charity supporter journey
Sign up for
more
Engagement
Membership
with brand
One-off
Adoption
donation
Campaign
participation

8. maximising the consumer
journey
example member journey
Sign up for
more
Retired Engagement
member with brand
Professional Student
member member
New qualifier
member

9. maximising the consumer
journey
how do you communicate with
your consumers?

10. maximising the consumer
journey

11. maximising the consumer
journey
the power of digital

12. maximising the consumer
journey
Reaching • Online shopping represents 12% of all UK
shopping
new • £45.5 million raised from text donations
audiences (2011)
Cost • Value of email address is £9.11 (DMA)
• Email: £27 for every £1 spent
effective / • Mobile: £7 for every £1 spent
High ROI (Econsultancy)
• Highly targeted
Data driven • Right message, right person, right time

13. maximising the consumer
journey
implementing a multi-channel
communication strategy

14. maximising the consumer
journey
sign up for more

15. maximising the consumer
journey
make a lasting positive impression

16. maximising the consumer
journey
engagement with brand

17. maximising the consumer
journey
don’t forget…

18. maximising the consumer
journey
unlock the power of data
Segmentation
Personalisation
Dynamic content

19. maximising the consumer
journey
gender based segmentation example
female version male version

20. maximising the consumer
journey
example retail data model

21. maximising the consumer
journey
segmentation by adding a personal touch
past purchase/donation first name in salutation
behaviour, e.g. local store details
last order/donation date recent purchase/donation &
total order /donation value recommendations
number / frequency of
orders/donations
location, e.g.
postcode area

22. maximising the consumer
journey
personalisation in its simplest form

23. maximising the consumer
journey
beyond the email message, to behavioural data

24. maximising the consumer
journey
it’s a hot date!
Postal Account
Email First Name Surname Gender Area Creation Date
1@a.com Jane Smith Female CV6 03/03/2012
2@a.com Paul Jones Male NE2 25/04/2012
3@a.com Pam Stevens Female DL2 14/05/2012
4@a.com Peter Anderson Male DH4 31/05/2012
5@a.com Mary Sharp Female CV6 12/09/2012
6@a.com Mike Knight Male DL3 07/03/2012

25. maximising the consumer
journey
fully dynamic
French intro text detailing the
benefits of signing up and the
likely mailing frequency
Female imagery to reflect my
gender preference
French product area descriptions
which link to the French
translated pages on the site I
originally signed-up on
French social media links
French worded unsubscribe link

26. maximising the consumer
journey
first purchase
online instore

27. maximising the consumer
journey
first campaign

28. maximising the consumer
journey
who are you talking to?
lapsed
customer
one off regular
purchaser purchaser
brand
subscriber retailer advocate

29. maximising the consumer
journey
who are you talking to?
regular new qualifier
donator
one off campaign student professional
donator participant
membership
subscriber retired
subscriber charity member body

30. maximising the consumer
journey
don’t forget…

31. maximising the consumer
journey
design to deliver
Text to image ratio
Responsive design
Calls to action
Subject lines
Testing

32. maximising the consumer
journey
pretty pictures???

33. maximising the consumer
journey
responsive design

34. maximising the consumer
journey
calls to action
the action you want the reader to take
why should the recipient click a link?
the benefit to the reader of clicking through
‘click here’ versus ‘learn more’
the words to use to issue the call
"Find" CTAs: 7.84% e.g. "find out here"
"Learn" CTAs: 6.59% e.g. "learn more"
"Read" CTAs: 5.00% e.g. "read the full story”
its physical appearance
sprinkle links generously
text versus image links
location, location, location

35. maximising the consumer
journey
subject lines

36. maximising the consumer
journey
testing, testing, 123

37. maximising the consumer
journey
regular donator/purchaser
via email… via mobile…

38. maximising the consumer
journey
don’t forget…

39. maximising the consumer
journey
did you know...
over 70% of the world’s population now has a mobile phone.
the average time spent on a mobile by users in the UK
each week is 9.8 hours. This excludes time spent making calls or
texting.
28% of UK smartphone users make purchases on their
mobile devices.
over 30% of digital coupon recipients are more likely to
visit bricks and mortar stores.

40. maximising the consumer
journey
potential at your fingertips
revenue
generation
engage
return on
more
investment
consumers
targeted grow your
messages mobile database
add value to
your
immediacy
relationships
& brand
enhance the
customer
journey

41. maximising the consumer
journey
measuring success

42. maximising the consumer
journey
the all important numbers…
Revenue – purchases; event registrations; renewals
email address valued at £9.11
£27 per £1 spent; 2.9% conversion rate
Opens – brand perceptions
26.23% unique open rate (CC)
15% unique open rate (DMA )
Clicks – engagement with your email
23.03% click to open rate (CC)
20% click to open rate (DMA)
Bounces – how good is your data?
2.15% bounce rate (CC)

43. maximising the consumer
journey
reporting

44. maximising the consumer
journey
maximising resources

45. maximising the consumer
journey
work smart not hard!
80%
80%
20%
20%
Manually working on the Planning & enhancing
Manually working on the Planning & enhancing Campaign
Campaign

46. maximising the consumer
journey
the power of integration…

47. maximising the consumer
journey
…and automation
Welcome
program
Re- Data &
engagement preference
campaigns management
email &
mobile
comms
Transactional Event
messages management
Membership
renewal
program

48. maximising the consumer
journey
NFP
case study

49. maximising the consumer
journey
Anthony Nolan…
UK charity focusing on recruiting suitable stem cell donors to be matched
with blood cancer patients
OBJECTIVE: reduce manual workload while recruiting more donors
Scheduled email program:
Newsletters
Event updates
Automated email programs:
Automated lifecycle campaign targeting stem cell donors
Automated communications to whole database

50. maximising the consumer
journey
…Anthony Nolan…
Emails

51. maximising the consumer
journey
…Anthony Nolan…
Welcome
program
Register Birthday
now email email
Emails
Change of
Direct Debit
address
confirmation
email

52. maximising the consumer
journey
…Anthony Nolan…
Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID
1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 001
2@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 002
3@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 003
4@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 004
5@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 005
6@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006

53. maximising the consumer
journey
…Anthony Nolan…
Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID
1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 001
2@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 002
3@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 003
4@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 004
5@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 005
6@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006

54. maximising the consumer
journey
…Anthony Nolan…
Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID
1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 001
2@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 002
3@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 003
4@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 004
5@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 005
6@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006

55. maximising the consumer
journey
…Anthony Nolan…
Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID
1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 001
2@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 002
3@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 003
4@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 004
5@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 005
6@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006

56. maximising the consumer
journey
…Anthony Nolan…
001 Pre- 006 1 year 007 Donation
registration thank you email anniversary
002 Happy 18th 005 Processing 008 Withdraw
birthday saliva test from register
003 Unreturned
004 Unreturned
medical
saliva test
questionnaire

57. maximising the consumer
journey
…Anthony Nolan…
Daily recurring campaign for each stage of the lifecycle
Refresh of data from CRM
Filter to target recipients:
Campaign ID = 001 AND extraction date is 0 days in the past
Campaign ID
001
002
003
004
005
006

58. maximising the consumer
journey
…Anthony Nolan

59. maximising the consumer
journey
Geoff Burns
geoff.burns@communicatorcorp.com
07826 844 028