Did you know that by profiling your supporter database and pulling in conditional content you can increase email response rates and participation in online actions?
The idea behind conditional content is that page content can display a different message or brand based on the profile of each supporter.
So, the first step in creating conditional content is to establish profiles within your supporter database. For example: 'inactive supporters' or 'high level donor-activists' are profiles that you might want to build. Filters to build a profile can be based on any campaign activity such as data capture activity, email a friend activity, donor transactions, and so on. You can also include filters for static form data, question responses, or tracking values. You can also set date ranges for profiles (for example, activity going back 100 days).
Once your profiles have been created you can then trigger conditional content to match the profile of each supporter. Active supporters who have done more than six actions a year can view a page with different content to supporters who have done one or no actions. Connecting your message to each supporter's activity level will increase response rates.
Also, if a politician in a certain area has more to say on a campaign and you know that you have a strong list of activists in that area, make the copy on the landing page for these supporters express urgency.
Set up the conditional content for when a supporter clicks on a link through a broadcast email, or when a user enters an email address in an action that matches a profile that has been run (the copy on the 2nd page of the action can then be different).
Once copy blocks are matched to the relevant profiles (e.g. active campaigners copy block to active campaigners profile), when a supporter takes part in an action (from the email or on the website), the relevant copy block will be displayed.
By utilizing this level of personalization, campaigns become more engaged. Give it a try or let us know if you're already using this feature! Feel free to contact our offices with any questions...