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Automation domination

Two case studies: Friends of the RA and 25 & Under

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Introductions

Amber Albani Marketing Officer, Loyalty

Rowan Foulkes Marketing Officer, CRM

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Friends Welcome Journey

Where we started

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  • Evergreen
  • Shorter emails, more content
  • Gift Aid
  • A/B testing to measure retention

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Friends Welcome Journey

First Email

Visiting the RA

Initiation day + 1

Second Email

Catering at the RA

Initiation day + 14

Third Email

History of the RA Initiation day + 28

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The set up

Extraction Manager

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The set up

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Results

Email 1

  • Opens: 84%
  • Clicks: 25%
  • Engagement: 29%

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Email 2

  • Opens: 81%
  • Clicks: 10%
  • Engagement: 12%

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Email 3

  • Opens: 76%
  • Clicks: 6%
  • Engagement: 8%

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Previous welcome email

  • Opens: 70%
  • Clicks: 20%
  • Engagement: 28%

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RA Friends average (Q1 FY 22/23)

  • Opens: 57%*
  • Clicks: 10%
  • Engagement: 9%

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*RA email average

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Results: Heat maps

Original welcome email

New welcome email (Own / Gift Ben introduction)

Gift Aid block: new feature

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Conclusion

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  • Improved welcome journey
  • Evergreen content
  • Flexibility to suppress and prioritise audience
  • Expand A/B testing to specific segments
  • Tailor welcome journey to different membership levels

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25 & Under automations

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Sign up creates/updates constituency

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Welcome email

& conditional content in welcome email appears based on user status (new/existing)

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25 & Under offboarding email

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The set up

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Birthday automation

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Conclusion

  • Welcome automation
  • Offboarding email with a Young Friend upsell + evergreen content
  • Birthday automation with a free birthday drink offer

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Thank you

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Amber Albani

amber.albani@royalacademy.org.uk

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Rowan Foulkes

rowan.foulkes@royalacademy.org.uk

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