Oxfam GB Digital Case Study -

Transcription

1 Oxfam GB Digital Case Study - Friday 19 th July Lizzie Williams Marketing Manager Holly Bolter Senior Analyst Mark Lumby Selections & Analysis Manager

2 Emergencies Get Together Campaigns Regular giving Running Trailtrekker TrailWalker Unwrapped Online Shop Oxfam Collects Digital Communications Team Team Oxjam New events Community Fundraising Tag your bag Events Volunteering Financial Partnerships Youth & Education Water Week Festivals Page 2

3 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun No. of s sent Page 3

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8 Challenges Manual exports for results: - No consistent channel wide reporting - Time Consuming - Little understanding from overall channel perspective: - No of s sent overall - No of s received per recipient - Levels of unsubscribe/complaints - Lack of awareness of supporter experience - Broken supporter journeys Page 8

9 Initial Analysis Daily data feeds from our service provider meant that we could... Create an in-house report Allows people to monitor their own activity Can view accurate unsubscribe rates Can see results down to supporter segment level Analyse overall data activity: Volume Frequency Response rates Page 9

10 In-house Report Challenges: Huge data file: Every action = 1 row Started with approx. 65 million rows Could not use usual reporting platform Needed to restrict the time period to 2 months Page 10

11 In-house Report: Output Page 11

12 Analysis Unresponsive Recipients 54% of recipients had not opened any s % Opened % of Total 0% 54% 0%-10% 19% 10%-20% 8% 20%-30% 4% 30%-40% 4% 40%-50% 3% 50%-60% 1% 60%-70% 2% 70%-80% 1% 80%-90% 1% 90%-100% 4% Total 100% Exceeding the quota has an overage charge attached. Stripping out non-responsive addresses could: reduce/eradicate overage spend Increase Open and Click rates reduce our no.s of Unsubscribes Page 12

13 Analysis Frequency of Sends Page 13

14 Analysis Impact of frequency on performance open and unsubscribe Page 14

15 All this data million rows Frequency Affects on opens & unsubscribes Lots of s going unread Need to reduce number of s supporters are receiving / non responsive s Page 15

16 Educate communications teams away from is free Overage charges Time to produce Impact of sending too many s / non relevant s Supporter champions Example of highest number of s received Mrs D 209 s over 15 months Opened 17 of these On average 14 s a month Page 16

17 Maximum frequency rules Retrospective analysis of 9 different rules Across 2 months of s Varying frequency of sent, frequency of opens, time since last open Interim measure Flood barrier Can receive an if you have received no more than 3 in the previous 14 days or if you have opened 1 in the last 28 days Page 17

18 Cross divisional newsletter Can support Oxfam in many different ways Supporters received uncoordinated journeys Still receive specific s to how they support Oxfam But also cross divisional newsletter to allow multiple messages in one i.e. Cross sells Page 18

19 Supporter view Looked at results at a supporter level instead of per Individual results will look fine, when they are grouped together completely different view Page 19

20 How has this worked? Through greater understanding of the channel and affects of frequency, better planning, cross divisional newsletter, max frequency rules, more joined up approach Jan 12 July 12 compared against Jan 13 july 13 25% reduction in volume of s Supporters receiving on average 33% less s Unsubscribe rate 24% lower Number of supporters opening an 7% higher Sending to similar volume of supporters Page 20

21 What next? Engagement rules to replace Maximum frequency Automated welcome journeys Integrating web data with data Preference centre Further analysis of specific segments & types of s Page 21

22 Thank you & any Questions? Lizzie Williams Holly Bolter Mark Lumby Page 22