their supporters shop online with over 4,000 retailers. Ongoing email communications tended to be one-size fits all. As a result easyfundraising saw an opportunity to pursue a personalisation strategy to boost engagement. Background
fresh messages over time, especially if there has been little recent shopping activity. With the team tight on resources it wasn’t realistic for them to produce unique content for every combination of customer segments each week. Challenges Existing one-size fits all format
them motivated along the way. This was achieved with over 18 initial personalised hero messages, each designed for relevant moments for supporters. Personalised images were used to create high impact designs, including personalised graphics and charts. Approach
best content for each individual on each send. This used rules that included: • Supporter behaviour • Milestones & Anniversarys • What other messages they had been recently sent • Seasonal and time sensitive messaging Who gets what & when?
reignitehq
stephaniewalter
rmw
jnunemaker
eileencodes
nonsquared
hannesfritz
holman
bkeepers
erikaheidi
moore
addyosmani
dougneiner
