Automated selling system for non-profit organizations

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here we go take it away jacqueline thank you all right let's see if we can get this working in debbie okay can you see my title screen marketing automation for non-profits 101 yes awesome all right so first things first hi everyone my name is jaclyn fassett i go by she her hearse i'm located in portland oregon but fun fact i am originally from central texas i was born in austin i went to high school in san antonio and i went to college at texas state in san marcos so texas is my home i didn't even think about it but i grabbed one of my favorite texas cups to grab some tea before this call there's lots of hidden texas things around my house and my parents still live there um currently like i said i live in portland oregon where i am the portland oregon non-profit user group leader i'm also a 2020 salesforce marketing champion and i run the nonprofit practice at circante a pardot and salesforce partner so i really live and breathe marketing automation and non-profits in my free time i garden and i volunteer quite a bit with the junior league of portland i helped on the stock human trafficking committee and community connections committees as a volunteer coordinator and impact lead so non-profits are life before i move forward and jump into what we're going to be talking about today i'd love to learn a little bit about you so if in the chat you could share with me um what you do share with me your title where you currently live and later on we're going to use the chat more to talk about how you're reacting to the content so keep that chat handy while you type in where you're from and your job title i'm going to navigate getting this chat window up so i can see your answers okay great perfect thanks michelle okay so i see we've got marketing operations we got a lot of marketing automation people here which is great we're going to dive deep into different tools and see where you land and then talk about the marketing automation landscape awesome lots of texas oh welcome clark or real quick welcome rex from san francisco wow that's amazing oh we got another person who moved from boston to austin this is awesome oh welcome to texas while i'm not currently there as a expat i will welcome you gladly to texas that is quite awesome okay let's keep going so what we're going to be talking about today is specifically around the topic of marketing automation or martech as we like to call it we'll have a quick overview and history of marketing technology we'll do a quick self assessment so you can see where you and your organization land and then we'll talk through those results um and then finally we'll talk about building your roadmap forward so what do you want to do in 2021 now that you know where you land on the scale of marketing technology any questions about the agenda i'll keep my eye on chat here looks like we're good to go so let's let's hop right in alright so first things first what is marketing automation some of you are going to know this because i've seen the roles you have in your organization you're already marketing automation pros um but for anyone out there who is not familiar with marketing automation it's basically the technology that manages marketing processes and helps automate repetitive tasks like maybe sending sales emails now with marketing automation organizations can basically take all of their repetitive tasks their audiences and their insights and build them out into one tool or many tools one thing to note is that this isn't something new but it is newer um so in the early 2000s marketing technology emerged as businesses moved online so did marketing technology and you'll see here in this next slide that it's grown incredibly fast so in 2010 we had these companies classified as marketing technology notice here you can read their names pretty well you might have to squint for a few um but you can see them we've got pardot right here that lovely salesforce tool that many of us use moving forward into january 2014 the landscape had definitely grown in four years so now it's quite a bit harder to read those names and they've broken it down into different categories four years later it is wild you can't read any of these names there are categories upon categories and it is just a really big landscape fast forward two years later to today you get this uh world map looking marketing technology landscape you can't read anything on here and it has grown exponentially um while this looks a little bit frightening because you have a lot of choices this is actually really great for the landscape as a whole it's bringing new career paths it's bringing lots of jobs and lots of opportunity for you and your organization to grow so let's talk about how you would navigate all of this first things first we want to get clear on our goals and help build a road map so that this year or next year or in five years you're very clear and decisive on what marketing technology you use to grow so before we do anything i want to help you take a quiz do a quick self assessment um so let's talk through um a couple of different things before we get started i want to make sure that this quiz and this presentation are geared towards you so in the chat again could you share with me on a scale of one to five how familiar are you with marketing technology do you feel really confident let's say that's a five do you feel not confident at all and you're brand new let's say that's a one so in chat tell me one through five how confident you are with marketing technology or the concept as a whole laura's a five we all knew that awesome got some fours okay great okay so you have a solid understanding so we'll probably move fairly quickly through some of this self-assessment um and i i'm gonna i'm gonna take a guess that your where your answers may lie and i'll come back to that later and see if i'm correct so let's jump into this quiz so let's think about the organization that you currently work at what's the overall staff size now this is geared specifically towards nonprofits um there is a version online for other organizations that i can share with you later but if you're fairly small that's an a if you're fairly large that's a c keep track maybe grab a pen and paper or your phone to write down what answers you get over the next 10 questions so now let's think about of that organization what are your overall marketing objectives are you driving awareness and just creating revenue are you doing that plus trying to find volunteers long-term partners and building programs are you taking it to the next level and you're really building out this really deep constituent engagement program with major donors and major programs third question here so let's describe the complexity of your marketing so is it simple you've got a core mission super easy to articulate um it's not hard to steer uh to stray from that or is it a little bit more complex you've got maybe multiple programs that you have to cater to maybe if you're in a for-profit organization maybe there's multiple lines of business that you need to sell multiple service offerings or c is it incredibly complex with a wide range of services and then categories underneath those services and you serve many different industries all right so for the organizational complexity so we talked about how hard it is to market let's talk about how hard it is just inside the organization when you think of hierarchy so is it pretty small and local and you maybe share roles you wear multiple hats or is it pretty clear that you have distinct roles and processes but you're not a huge organization you're still pretty streamlined maybe you have one or two physical offices or you're remote and online or is it incredibly large so you've got multiple semi-autonomous chapters and many locations question five so let's describe your current marketing tools and the sophistication of them is it fairly simple and you've got some activities but you're not really looking at reporting or kpis and that's maybe something you want to explore this year or b do you have some strategy down and you're starting to dig into marketing in your kpis but you're still kind of struggling with where to go or c you're pretty well defined you have brand guidelines you've got a clear strategy you've got clear reports that you look at and you're looking to take it to the next level all right we're about halfway through so number six how well-defined is your constituent journey or life cycle if you're in a for-profit organization you'll be asking yourself how well-defined is my customer journey and life cycle so it's pretty simple you have a general view of how people flow to you know from the first time they hear about you to making a donation or making a purchase or b you have a clear defined process and you have some idea of what happens in each step with maybe some action items that also happen or c you have a very complex and well-defined life cycle you could probably write a great blog post and be an inspiration to many where do you fall in that life cycle all right number seven how much could you spend per month on a new product now again this is for non-profits for profits um you probably want to times this by five to ten depending on what kind of industry you're in um but usually if you're less than a hundred dollars a month is your budget you're going to want to go with a or if you can spend more than a thousand dollars you're going to want to go with c for for-profits that may be 500 to 1000 for a for c it may be 5 000 to 10 000. all right question 8 of 10 how much can you spend on your implementation so we're separating the cost from how much can you spend a month how much can you spend for an implementation if you can only use staff time you're an a if you've got a small bucket of time and hours and money you can spend that's b if you have dedicated consultants and you already know you can have more than five thousand dollars towards an implementation or you can hire new staff this year just for that you're a c question nine how many marketing staff can your organization support maybe currently you only have a couple of part-time staff members or someone wears multiple hats and this only takes up maybe 30 percent of their week that's an a if you've got one or two people full-time on staff that's a b and if you've got a team of people so that's two plus maybe you have designated roles like marketing director graphic designer copywriter that's a c all right last question here rate how open and willing your organization is to adopt new technology it's a little different than the rest of our questions but this is a really big component to adopting new technology are you pretty set in your ways that's an a is your organization as a whole as a whole open to change and has lots of conversations about that maybe doesn't always take a leap of faith but they are willing that's a b c if you're the one on the cutting edge always adopting your technology you're definitely a c all right so we're done with our quiz i want to see where did you land so let's throw it in the chat did you mostly get a's b's or c's and i have i have my guess as to what i think you all are but i want to see where you land oh i'm getting mostly bees okay that's actually surprising i thought there'd be more c's cool okay all right so we have mostly b's so i'll make sure to spend a little bit more time on the b section okay so let's talk through your results so if you've got mostly a's you're still in this building your foundation stage what you can expect here is that you might not have all the assets created like landing pages or forms or email templates you might not have the biggest budget or lots of resources but you do know that you've got a plan and a good roadmap ahead of you for how to take advantage of these tools so you'll want to start with free tools and you'll want to move into a clear defined strategy so mass email tools social media tools and website tools are going to be where you need to focus most of your time once you've mastered building out those tools and your marketing and you've really focused on documenting processes you're going to be ready to try a paid version of those tools with the added features and then go up from there once those tools start to break for you those paid tools then you can consider buying something bigger and maybe encroaching into the b territory there's lots of free tools to consider the ones i've listed here are specific to non-profits but we can talk about some for-profit options as well so four non-profits there's lots of different email marketing tools one that i actually use for the junior league of portland is yet another mail merge it's a free tool that allows you to automate sending straight from your gmail inbox and it gives you some really cool reports and it also places a pixel in that email and tracks when someone has opened or clicked on an email and again it is really inexpensive and uses gmail and it also uses google sheets to record and track all of this that's unfortunate when you're using salesforce because you like to get that data in there so if you're using salesforce pretty handily i would also suggest going to eye contact constant contact or soapbox mailer these are really wonderful email mass email tools that you can incorporate with salesforce but you'll want to focus on getting your email marketing strategy down pat you'll also want to focus on social media so hootsuite sprout social or native tools like uh scheduling inside of linkedin twitter or facebook are going to be really handy here i know that's going to get really tricky if you don't have a lot of staff members so consider how you can automate or pre-schedule or plan most of these posts next up is forms and websites so making sure that you've got a clear line of when someone goes to your website and fills out a form and needs that lead generation or that donor acquisition strategy we want to make sure that someone can get a hold of you someone can reach out to you they can purchase your product or they can make a donation fairly easily so focus on your website and that user experience now additionally there's a couple other tools down here that you may find helpful like events i know uh pre-covered the landscape for events in the nonprofit space was huge two tools that i recommend there are meetup and eventbrite and eventbrite can sometimes have some good connections and integrations with salesforce so it might be a tool to grow with as far as ads go for nonprofits there's google grants where you can get up to ten thousand dollars worth of free digital advertising on google um so that may be something you want to consider but google ads and bing ads are never going to hurt you to test the waters i definitely recommend digging in there if you're looking to expand beyond email social and website tools and like i said you'll know when you're ready to move to a bigger platform when you're running into limitations with those tools that you've started to pay for and you're feeling the pain of these repetitive tasks that you're having to slog through every day and then finally you have the budget for going bigger that's going to be really key here that you have enough money and enough staff resources to help support your growth all right let's dig into b and let's spend a little bit of time here because i know most of you got bees so what to expect well you're moving on up but you're not ready for part of our marketing club just yet you do want to find an all-in-one tool though so as much as possible you'll be looking for tools that have lots of different features that maybe stretch across that email social and website that we were talking about earlier with the a's you'll need budget and you'll need content so you can't just move into the tool you do have to make sure you can afford it and you've got enough to fill out the email templates to fill out those social posts you don't want to pay for something and then not be able to utilize it fully so this in the b section is really where the term marketing automation light comes in handy this includes things like email marketing social scheduling tracking people on your website through cookies and automated nurturing or drip campaigns some of these may require additional or separate tools to integrate with salesforce like a middleware solution like zapier so here's a list of tools to consider but since most of you have these i would love to use the chat and see what tools are you currently using so in the chat can you share with me what is the current mass email tool that you're using at your organization i'm getting pardot that's great makes sense we're in the product user group anyone else not using pardot not yet okay so um interesting that most of you got these but you're using pardot that's um that's pretty standard i will say especially with how salesforce positions pardot there's lots of room for growth so you may find yourself somewhere in the middle but you're using pardot and it's got lots of room for you to grow maybe eventually your next goal is to build out pardot and get that highest level edition or maybe you plan to one day move to marketing cloud i can definitely see where pardot will fall into this b category quite often now for those of you who might not be using pardot or who are looking to move to pardot the tools on this screen like predictive response or hubspot are great uh training versions of marketing automation so that you can get your feet wet to see what it looks like to have an all-in-one tool before you move to the heavy hitter-like part on you'll additionally want to think about what else can come into play um how can your social media scheduling insights and reporting be built in here how can you take your website to the next level maybe um if you're not using pardot you use a third-party form solution like form assembly or form stack or maybe you look into improving your landing pages with a tool like unbounce finally you want to think about a more comprehensive event management tool like maybe fontiva events so you'll know when you're ready to move to a bigger platform when you've consolidated some tools but there's still some disparate systems that just won't integrate maybe with salesforce or with your marketing automation tool you're ready to integrate with salesforce your salesforce admin thinks that it's a good time and finally you've subscribed a larger budget again that's going to be key here we want to make sure that you have the resources to move on to the next category so i know no one at least in the chat got a c but let's talk about what that looks like so if you're ready for marketing automation in this category you've got the assets the resources and the budget to make this work you can dedicate significant time and money to an implementation and maybe even a strategy agency to help you continue working within the tool and maintain it and then finally here's a good one your team understands the importance of salesforce reporting and best practices to maintain all of the hard work that you've put into this that's really going to be key you're ready for marketing automation when your team really understands the impacts it's going to bring so tools to consider here's where we see marketing cloud and pardot but there's also marketo eloqua act on and hubspot sometimes and additionally you may want to look at event management tools and analytics tools for pardot this could be b2bma the einstein analytics tool that helps you build out some pretty amazing part out reports so um here even though you are the highest level there's still room to move forward so if you have really complex needs and you require a team to manage your marketing you may want to consider moving to the next edition of your marketing automation tool or moving to something bigger for a lot of my nonprofit hired clients this looks like a move from pardot to marketing cloud and again considering whether or not you have assets and resources and budget are going to be key here okay so there's a full test that you can take um that has 18 questions it gives a little bit more of an insight i have a link right here on the screen to the full quiz but i want to pause and see what did you think of your results i know some of you are for profit so i'd love to see where you landed on this scale and in this quiz even though it's not necessarily made for for profits i'll pause for a second and watch the chat where if you want to unmute go this is laura so i think it was interesting the budget you were putting towards each one in each category um because i definitely worked at really small companies where it's it's a for-profit company but it's a um you know their budget for the sort of thing is like minuscule so it's really interesting to see the breakdown of where you were like you know this is where you might consider moving to the next tool and the next tool and then budget as a factor of that so i really appreciated that insight yeah but it's a tricky one you know everyone's different with how their revenue works how their industries work so it's hard to get the mix just right um i know nonprofits much better so i can guess there which is why the range of five to ten times for each of those sections is kind of my ballpark for for profit but i have seen organizations who are just not ready to use pardot have a lot of money to spend on it so it's one factor but not always the most important what else what other insights um or things popped up for you as you took this quiz what did you think of your results i'll keep an eye on the chat michelle here i think a key for me was um exactly how you said a lot of us scored in the b's but we were already using pardot so so much room to grow and um i i probably did expect my results um even as rex said that for their results i i felt the same where there's so much i want to do and we get limitations just for approvals for processes and things internally before it can be built out so that that's been a good insight and something to keep inspiring you to grow because of scoring in the bees but already having part off to move forward yeah i think that's a great point because this is the part at user group you are already positioned for success um so you've got the tool you just have to dig in a little bit deeper and that's what the next section will talk about um so you know i introduced myself earlier i didn't say necessarily that i'm a pardon consultant but hi everyone my name is jaclyn i'm a part out consultant and so i can go a little bit deeper on the part outside since many of you do have pardon but let's talk about what building a road map for your marketing automation could look like especially since we're in january it's pretty top of mind so we'll jump into that next section here so there's three ingredients that i personally see your roadmap needs first is engagement so how are you planning to engage your constituents or your prospects this coming year what does that look like what are you already doing where do you fall flat where do you exceed what needs to change and what needs to be tweaked um lots of different opportunities here to dig in on what is engagement look like for you now this doesn't just have to be email marketing this could be a chat bot this could be social media this could even be direct mail the amount of direct mail i've gotten this year is still quite astonishing so engagement can look like whatever your audience needs it to be automation um i just got off a call with a client earlier today about the repetitive tasks that they're still doing and they're brand new to pardot so they're trying to think through well what do we do this year to help save our team time so think about what automation are you currently using inside of pardot what do you feel like you take advantage of quite a bit or not enough additionally fold into that sales force what are you doing in salesforce to automate your work and what are you not doing i think when i was a part out admin one of the great things that i really enjoyed was spending time with the sales team and just making note of all the things that they had to do over and over throughout their day and then finding small ways to tweak that or to fold it into part out so they didn't have to do so much of it finally insights um this is one of the coolest ones i think with where salesforce is going um we've seen so much come out of einstein as salesforce has grown you know einstein scoring inside of salesforce or b2bma tools so think about what is your reporting look like right now what reports are you missing what do you use all the time what does your executive team look at do they even look at these reports what would you like to get in front of them and how can you grow there i like to also think about this not as three separate ideas but as three i almost had a venn diagram here as three different bubbles and things may fall somewhere in between here so you may see social scheduling tools um as partly engagement and partly automation so they don't have to live in one camp or the other these things can kind of flow back and forth but touching on each of these topics might be a good starting point for building out how do you want to improve your use of part up this year and then finally a couple of questions to ask yourself so you know where you stand you're thinking about where you want to go next stop is if we're going to buy new technology where what do we what do we really need to do to get through with our goals so how advanced asking yourself how advanced is this technology um or how fast will we outgrow this for many of you it sounds like you got the b results but you you have pardot which can take you um quite a ways so it's an advanced piece of technology what would get you to outgrow the current edition that you're using think about how to answer that question and pursue that additionally how does it integrate with salesforce have all of you moved to salesforce flight or apart out lightning i'd love to see that in the chat how many of you are working in part out lightning just give me a yes or no okay okay we've got some mixed results here so we got a couple of yes and not yet and another we have it but not yet so that might be something that's key to thinking about you know there's lots of amazing ways that salesforce and pardot are integrating and working well and better together but if you're not in part out lightning you're not going to be able to take advantage of that so that might just be one thing to focus on this year additionally and this is a question for my non-profit audiences but how specific are the features to your industry are there things that are lacking are there tools that you could integrate that would bring more of a sense of your industry into your tools maybe there's a third party app on the app exchange that you could fold into pardot and salesforce to take your tool to the next level and finally if you're going to buy something new you want to ask what do my peers say about it so look at those reviews find customers who are willing to talk about it hop into user groups and ask on the success community if anyone's using this tool and how it works for them that's always key okay so there's a couple of places to find resources here um these are very specific to nonprofits on the next two slides so i want to take a moment i'll leave these up but i want to take a moment and start talking through questions what popped up for you and what questions do you have about using pardot and building it out for this year is there anything that comes to mind that you immediately know you want to put on your roadmap for 2021 marco says better campaign recording absolutely using salesforce campaigns with pardot is probably one of the best things that i help clients do i get a lot of joy out of it and they get some fabulous reporting not to mention really cool automation features automate as many items as possible yes you could sew that on a pillow and i would put that on my couch yes michelle what what comes to mind when you're thinking of automating as many items as possible what's the biggest thing that you think about with that automation is it like a sales process or um is there some sort of reporting process what are you thinking of automating and marcos and rex are on the same page here thinking through using salesforce automation in part out automation um i really do like the idea of really integrating salesforce better to be a heavy hitter with automation i was just in the power bus hub which is the non-profit in higher ed community and they have a pardot chat and i was just talking to someone about how they can build out flow and process builder to take ownership over some of these things that pardot just can't do yet or doesn't have insight into like a lot of custom objects inside of salesforce so i think if you're looking for automation this year learning how to use salesforce flow uh lightning flow and process builder are going to be great next steps anything else come to mind for items on your 2021 bucket list for pardot no okay so um i want to also share with you an upcoming event in the community that's non-profit dreaming i've got a link here bitly that you can just jump to and i'll share these slides with laura and team afterwards as well as some key links but if you're interested in digging into more nonprofit specific topics um one really fun session is what the text it is a overview of all the sms or text platforms that you can integrate with salesforce um that session and more will be available at non-profit dreamin which is next week uh january 28th to 29th and it'll be morning sessions um only so from 8 am to 11 30 am you'll have two days of morning sessions and non-profit specific topics okay and that's it i will turn it back over to laura and see if there are any questions i feel like it's a small group so i'm going to turn audio on for everyone and okay rex and jeff you're now set as host so you can do audio if you want to do any talking out loud you don't feel pressured but i just wanted to enable it now that we're done with our presentations but if we have questions or thoughts um yeah so i i did just comment in chat um answering rex but i thought i'd just um talk through it as well when i was a part of admin one of the one of my favorite things and i heard from the person who then took over part out one of their favorite things was the pardot sun setting program that i built so someone is no longer engaged with my organization and i don't want to just delete them especially for non-profits that's actually a really hard heartbreaking thing to do especially if someone's been a donor in the past so instead i want to give them the option to remove themselves from my pardon instance so i built an engagement studio program that tries to re-engage them and then finally sends them an email saying hey i haven't heard from you for three six nine months or you made your last donation at this date i don't want to keep bugging you click this button to stay on my newsletter list otherwise i'm just going to remove you i think marketing like that actually goes a long way in building up your brand and keeping people happy even if they're not on your newsletter list anymore what do other people think is that something you've done before what's worked for you well i appreciate that because i'm having a really difficult conversations with our development officer about just removing these people and archiving them um and she has a really hard time with that but you know because we have a lot of nullable contacts and we're actually reaching our limit of 30 000 and um you know we probably have around eight thousand that have not opened an email in over a year and so i'm like we have no donor history for them we don't really know why they're there they're not opening internet they're not opening emails but they are browsing our website um so we don't know if my case was we don't know if they're just not receiving the emails or going directly to spam or they're just not opening them and my case is either way we should just stop sending them emails because they're not opening them if they are going to our website and they see that we have newsletters they can always sign up again but that is my viewpoint and she holds different a different perspective so um what are your thoughts on how do you um convince them or is there a way to convince them it's i mean i would think it's best to not have them there as multiple prospects because it kind of excuse the numbers of who's actually engaging with you and who you're who you're targeting uh that's good to know a little bit more of your contacts thank you for sharing um and i it is that is a really tricky conversation to have so one thing that i've done in the past is let's just first get clear on who is and is not engaging so let's use a dynamic list to show us who has opened an email and who hasn't in x number of days or after x number of emails and then start to get down to what is is it 8 000 is that really the number that you want to remove or is the development director okay with maybe you know a smaller subset of people who never opened an email or never been on your website maybe you start in smaller chunks so the people who just clearly never engaged maybe we removed them the people who are still on your website maybe we think through how you can get them re-engaged so if you have the budget this is when i'd start to talk about could a tool like qualified really come into play here right so that's a chat bot if you're not familiar with qualified that's a chat bot owned by salesforce that is built for pardot and sits on your website and can engage them on your website it could also get either through a bot or an actual person a conversation going with them um so now we're meeting them where they're at they're on your website and that's where we're going to talk to them because obviously they're not opening anything in their inbox you could also try other tools like social media maybe it's a you know some sort of other tool on your website to entice them to sign up or engage a little bit more as well i appreciate that i was not familiar with uh qualify at all oh oh my gosh this is so exciting uh can marcos or laura put the um a url to the qualified website in chat yes it is so cool the qualified people are also really great so before we went virtual last year i think it was like january or february we had a a meeting uh where they presented to our user group um we i believe i have it recorded so i can pull it out and and send it out along um now jacqueline i haven't used qualified myself although i'm really excited and keep trying to pitch it to my boss um the if if they're on your website and like filling out a form say to download a gated content can qualified leverage the par.cookie and be like in the chat window like hi jacqueline how can we help you today yeah so it can personalize it yeah not only can it personalize that experience by bringing in what it knows from your prospect record in pardot but it can direct you or route you based on that so you can go to that person could immediately go to their assigned user so rex may be for you you have a team of develop development officers right maybe you have someone who's a major gifts officer a major donors officer and that major donor comes onto your website and they immediately get sent into a chat with the major donors development officer and so that way it's not just anyone it's someone they've probably had a conversation with before additionally you could even have a phone call over the website in this chat bot um that's one of my favorite things is basically um and i'm sure qualified would give you an example of this if you went to do a demo with them but they could be chatting this development officer and your donor and they could say hey let's just jump on a quick chat on a call i want to show you what impact we made last year and they could jump right in to having a phone call right over the website so not only can they personalize it but they can engage in such a greater way than just sending an email and all of that gets tracked back into qualified and salesforce and pardot in some way and to talk about the sun setting program so i've never worked for non-profits but i've worked for always for-profit companies of different sizes and um the company where i first implemented pardot was medical device consulting company so definitely for profit um and we had a very very large newsletter list but we started noticing that like the open rate is going down people aren't clicking through it as much and as we dug into it it really was you know we're emailing 60 000 people but only a very small percentage or are engaging with them so we did a sunsetting program where we set up you know an engagement studio program and it simply was you know a dynamic list looking for people who haven't engaged in x amount of time i think we said like two years and um and by by that so we set up a dynamic list of part time last activity days ago greater than and then whatever the time period we decided was um and um with a list of like 30 000 i'd do a smaller list um rex so basically you set that as the recipient list of the program and then you just send them to emails out of the nurture program and yeah it had a custom redirect in it that said like you know looks like you know you're not opening or clicking my emails if you want to continue receiving them click here you know if you don't you know you'll get one more reminder and then we'll stop bothering you basically and we just automated if people ended up going down the note path where no they didn't engage um they would get removed from subscription from the list and i got i tagged them as that happened and so yeah i sunseted you know a whole bunch of prospects and the result was we emailed fewer people you know we're no longer sending to 60 000 people we're sending to 40 000 people now um but our open rates went up and our engagement rate our click-through rate on our emails went up and that's the number that mattered not the number that you're sending to but the number who's engaging with your email the percentage because it gets down to email deliverability and you know gmail and yahoo and all these tools those are free email programs but other tools subscribe to spam filters operated by gmail and that kind of stuff and like these tools watch what people do with the email that you send so they look and they see like oh i'm sending email to jacqueline she never opens it she never clicks through it gmail delivers that to her promotions folder or her spam folder and on the other hand if she opens my email clicks through it um you know gmail looks at that as a trending factor of she wants this she's engaging with this and if she engages with email from this company frequently my emails end up in her inbox not in her promotions folder and so you can kind of train the programs over time but it requires that you send the email that people want and convince them to engage with it so you know my biggest tools in that are as i'm gating content i'm getting a white paper or whatever i don't put a download button right there on the screen or i don't let it auto download right there on the screen i tell them like enter your email address to email yourself a copy of this and so i make a pardot form send off an autoresponder email that says you know click here to download your pdf so i'm telling them up front that they have to get it by email so they have to give me a valid email address my confirmation on screen is going to say thanks check your email address at and then mail merge in the email address they just entered so they're gonna see that they put in you know mickey mouse at disney.com like that's where their email went um and then also by telling them that it's going to their inbox like they have to click it and engage it to actually get that thing that they want it so i'm kind of forcing them to give me a clean list and forcing them to engage with it and it really does amazing things for your open rate for emails overall and your deliverability overall so um sunset program for sure to get the people who are just not interested you know kind of out of there and you'll you'll be surprised people will click through and still want it like yeah they're reading it but they're not clicking it um and you know clicking that link resets their activity date in salesforce and pardot so that's nice but then you know you do get rid of the excess the people who aren't engaging with you who have gone cold maybe they've left their company you know they no longer do that work um you know it's it's really common for 25 to 30 of your email list to go bad each year so um that's high no it's realistic though because okay that's good to know yeah it's it's depressing but it's it's a fact i mean all the people who bounce people who have auto responses that say like i'm no longer with this company or they get promoted and they don't do that job i've had emails where somebody passed away you know all that kind of stuff it's it's the way people move in their careers it's really common for your email list to go bad people their companies get bought by other companies and they sunset those email domains all that kind of stuff so yeah that's i really like that you brought up the statistics of email churn laura there are there's lots of data out there right to validate why we need to um constantly be looking at and removing unengaged prospects um rex it sounds like you are in a non-profit um i can put a link in chat to a non-profit specific marketing report that i love from m r research and they look at non-profit email churn non-profit engagement rates non-profit marketing in general and just really dig deep into you know what people are doing that works or doesn't work and that might be helpful when you're having this conversation with your development director about calling some of those people from your partner instance that'd be great yes i am a non-profit and that would be very helpful i just dropped in the chat i did find the recording of qualified where they gave a demonstration to our user group last year um they they put it on a wistia you know kind of like youtube anyway it's right there for you to to watch anytime you want it's a really great really exciting tool and it can get you know beyond like the personalization stuff it can do stuff like um as somebody submits a form um it can notify the person who owns that record in salesforce that so-and-so just submitted a form do you want to like offer them a call right now and it can do like a voip call like right there on screen with them which is really cool a lot of fancy stuff links thank you awesome absolutely thanks for joining yeah i'm excited about getting involved with the awesome groups here you guys work with me for at least a year i have all intents to move back to san francisco at some point but uh i don't know what it is my root money stretches so much further here so i'm really liking that a lot and i'm also still on my san francisco salary and not paying income tax so that's pretty nice too so the longer i can stretch it out the better yes for sure um yeah texas uh if anybody's watching this later texas doesn't have income tax so um yeah if you're a renter you don't pay an income tax to the state of texas so yeah we're our community is pretty involved here we try and do a meeting once a month we have not hit it reliably during covid times but in real life in meeting times we try and meet uh for happy hour one month and then like a learning topic and other months we try and alternate um and we've tried moving around the city um i live really far up north marcos lives really far down south so we've kind of tried all over um yeah it's hit or miss i think we'll do some mix of virtual meetings and in-person meetings when we get to resume um and then the austin admin group is really active as well as the non-profit user group i believe they're they frequently combine their meetings with the developer user group but um yeah they're they're definitely they're around and then there's a salesforce saturday group of course that's right yeah and i live um right out right off of downtown so next to the oracle complex and i guess riverside slash lakeshore okay i think michelle your office may not be far from there during work days uh yeah just off west 5th street um so yeah not too far from riverside this is the lake and the city skyline so mm-hmm awesome well thanks jacqueline i think if we don't have any questions we'll we'll kind of wrap up and we'll distribute this video once we figure out how to download it and and how to do it we'll distribute this video so watch your email for that um rex feel free to email any of us um connect with us on linkedin if you have more questions jeff i saw you were there um definitely same to you you know feel free to reach out and just you know welcome everybody um hope you really enjoyed the start to the new year and i hope we get to do more fun part out things for the year and if you have topics you want us to cover please let us know you know what do you think would be great for us to cover we might have something in the can or know somebody we can invite to talk um on a fairly short notice even so just you know throw all the ideas at us that you can great thank you so much thanks jacqueline thank you for having me i'm gonna get on camera to wave goodbye to everybody have a good night