Client Overview:
Compassion Australia, a prominent non-profit organisation, embarked on a mission to elevate its email experience by overhauling the Sponsor Child letter notification process through the implementation of Salesforce Marketing Cloud. The primary goal was to deliver compelling and dynamic content to financial supporters, particularly those serving as correspondents for multiple children.
Challenges:
- Existing letter notification process was over complicated and ineffective.
- Accommodate dynamic content variations for financial supporters, correspondents, and a combination of both, based on multiple letters from various children.
Objectives:
- Revitalise the Letter Notification process.
- Implement dynamic content variations catering to different scenarios.
- Increase supporter engagement by providing personalised and impactful communications.
Solutions:
Refreshed Email Letter Notification:
- Dynamically populated inspiring communications.
- Tailored content for unengaged sponsors and correspondents.
Custom Dynamic Content Variations:
- Relevant & engaging personalised Data Driven content using a combination of AMPScript and Javascripting.
- Dynamically displayed child names, email subject lines & images.
Under the Hood:
- Routed emails to correspondents.
- Initiated journeys for eligible financial supporters and correspondents.
Outcomes:
- Streamlined the communication flow with clear reporting.
- Higher level of supporter satisfaction.
- Enhanced engagement.
- Increased supporter involvement.
Hard Stats:
First 90 day snapshot of email letter notification engagement:
- 54.6K emails sent with 99.68% delivery rate
- 33.5K Total clicks
- 37.26K Unique opens at 68.4% of delivered
- 16.05K opens at 29.47% of delivered or 43% of opened
Conclusion:
The implementation of Salesforce Marketing Cloud played a pivotal role in transforming Compassion Australia's Sponsor Child Letter Notifications, creating a more personalised and impactful experience for financial supporters and correspondents. The project demonstrated the organisation's commitment to leveraging technology for enhancing donor interactions and fostering a deeper connection with their cause.