Automating Customer Journeys for American Lung Association

phone mockups with email on a background image of LUNG FORCE Walk participants

Challenge

It had been three years since The American Lung Association had decided to make the switch to Salesforce Marketing Cloud, and yet its key email campaigns had yet to move over. Lack of a clear vision, process and necessary resources had caused the transition to stall.

On top of that, inconsistent email campaigns were being sent all over the country with mixed results and a lot of staff time being devoted to internal operations instead of external relationship building.

IdeaMode’s previous experience in leading the National MS Society through the decision-making, change management, and migration to Marketing Cloud made IdeaMode a valuable augmentation of ALA’s internal team to help achieve this goal.

Solution

After evaluating the opportunities available, we started by piloting an automated event retention journey for one of ALA’s signature events. We analyzed the performance of 30 unique past campaigns across the country to find the trend lines, including when people were most likely to engage with emails and register/convert.

Based on the data insights, we developed one overarching journey with one set of modern creative, tailored to four different audience types, personalized to the individual, dynamically driven with data for each event and triggered by each event’s date.

Results

Halfway through the campaign, performance (click through rate) has doubled from the previous year, and local staff will refocus 800 hours of work toward fundraising and relationship development. Based on the early indications, we’re moving on to more campaigns while we await promising registration and fundraising results.

Services

  • Project leadership
  • Change management
  • Email analytics
  • Resource assessment
  • Email strategy & creative oversight
  • Technology coordination