Plan International UK and Wood for Trees

As Plan International UK had no existing welcome journey as a starting point, workshops were held with users to define the required solution and benchmark. As performance data on the new journey was gathered (using the power of Apteco PeopleStage reports, FastStats analysis and Orbit dashboards) the journey could then be optimised based on this new data. The journey consisted of nine emails, where each email is sent a number of days after the supporter has taken their initial action. From here the data then enters Plan International UK’s CRM system and subsequently enters an Apteco PeopleStage journey the following day.

To simplify audience selection, Plan International UK calculated the days since each supporter's first action, using the power of Apteco's "On the Fly Aggregations" to create a virtual variable for future use. Innovatively, Wood for Trees employed a "Global Skip" mechanism, controlled by an Apteco virtual variable, to bypass sending certain emails, giving Plan International UK flexibility in content delivery. Since launch the results from the journey have been remarkable, with 13% of participants becoming highly engaged, taking multiple actions within 6-12 months. The journey significantly increased the pool of active campaigners, accounting for 56% of supporters taking campaign actions in the past year, with 21% of multi-action supporters having participated in the Campaigner Email Welcome journey. The programme's success lies in nurturing committed campaigners, evident in the high number of supporters completing multiple actions, including writing to MPs and participating in campaigns. The engagement has also been impressive, boasting over 30% open rates and less than a 2% unsubscribe rate. These statistics indicate strong engagement among new campaigners. The journey has not only fostered engagement but also expanded the pool of active campaigners, driving meaningful actions and promoting Plan International UK's mission. This journey will help Plan International UK foster a community of dedicated supporters, aligned with their values and ready to make a difference in the lives of girls worldwide.

As a result of designing and implementing their first welcome journey using Apteco software, Plan International UK have seen the true power of the toolset that they have invested in. This is evident in the results that have been seen off the back of this journey.