1. GET RELEVANT PART II:
Integrating Analytics and
Behaviors
Sean Smith
Director – Crown Partners

2. Crown Partners
Who We Are:
• Full-service eBusiness consulting firm
offering a unique suite of marketing
technologies that help clients reach a new
level in digital communication.
• We bring 12 years of experience in a unique
suite of marketing solutions including: digital
messaging, eCommerce, analytics, digital
marketing, content management, and
mobile.

3. The Challenge:
• A nationally known non-profit identified the need to become more
relevant and consistent with donors expectations and touch-
points, especially email marketing (30MM emails a year).
• A shift in generational preferences towards donations and charities.
• Noticeable up-tick of donations online, with larger numbers of donors
giving in smaller amounts.
• Required: An new enterprise-level email marketing solution whose
aim would be to increase online relevance, donations and enhanced
donor experience complete with analytical perspective.

4. The Solution:
• Implement an enterprise email marketing solution
and move beyond blanket list sends to a level of
online communication that can claim relevance.
• Behavioral and even predictive logic both planned
and executed.
• ExactTarget’s enterprise suite is integrated with a
proprietary list of both national and international
donors.

5. The Implementation:
• Crown led a series of strategic planning sessions and live,
interactive “blue-printing” events.
• Mapped existing and required practices, flows and desired
states.
• Implemented ExactTarget Enterprise Solution
• Identified “tracks” of training, given process and tasks
unique to the client
• Adobe Analytics integration to enable measurement and
tracking of all KPIs and progress, including “test-and-
learn.”

6. The Strategy:
Leverage ExactTarget enterprise capabilities to:
• Develop a dialogue with the donor on a much more personal and
engaged level.
• Messaging, timing, personalized landing pages.
• Integration between online vs. offline touches.
• Develop trigger-based historical goals including time of year giving.

7. Integration: Adobe Analytics
Complete Enterprise Marketing Technology System
• Phase I: Site Catalyst
• Better analytic insights.
• Deeper connections with donors through testing and
optimizing website designs, content, and marketing
campaigns.
• Analytic insights prove most valuable when traveling full
circle, impacting the content being rendered within
email campaigns prior to distribution.

8. The Results: One Month Later
• Opt-out rate has decreased
from 1.6% to .08%.
• Deliverability and reputation
management has improved.
• More flexibility with
templates and content
relevancy.

9. The Results:
• Total revenue of donations
related to email
communications INCREASED
45% month-over-month.
• The number of emails sent
per month decreased from 80
to 25.