Marketing automation has been used in our sector for a long time now with the goal to engage new donors and new email subscribers in preparation for future communications. The problem is, we see the tactic of engaging new donors and subscribers as being underutilized and, much of the time, the strategy and content is under-planned resulting in less-than-interesting engagement and results.
In this session, Matt will take you through a few best practice engagement and nurturing email series examples focusing on the strategy and planning for each and how these related to of the nurturing series of emails. He’ll look at real-world case studies of different email engagement and nurturing being used for new donor acquisition, new monthly donor acquisition and new lead generation.
Finally, we will look at what enhanced engagement looks like, using a recent case study of how an organization used AI with a facebook messenger bot in tandem with Engaging Networks marketing automation. The goal was to deepen the understanding around an ongoing refugee crisis while providing an opportunity to instantly interact with the organization and to therefore improve the conversion of these newly acquired email addresses in Facebook.