Activating Engaged Users

The title of this one could have also been “Success Through Microtargeting.”

While not professed often online, there’s no shortage of love for @Mailchimp here in the Advocacy and Engagement department. We leverage their system day in and day out to help our clients reach their stakeholders through newsletters, marketing efforts and more.

That appreciation is what drew us to their latest blog post – Billy Reid Rewards Engaged Customers With Exclusive Sales. The quick summary, a clothing line, Billy Reid, uses the metrics made available by Mailchimp to microtarget specific users, sending them specially targeted emails and generating results, in this case increased revenue from current customers.

The beauty of the concept is that the same methods Billy Reid uses to increase their revenue can apply to your advocacy / community building effort, whatever the goal. The idea is simple, people who are already interested, educated and engaged in what you’re doing are far more likely to get involved again than those coming in for the first time. Whether that’s someone who uses your product or someone who takes part in your advocacy effort, the repeat factor is the same.

So let’s look at it in straight advocacy terms.

  • Let’s say I’m an educated advocate. I know about your effort, I know you’re tracking issues I’m interested in and I read the emails you send me.
  • As an organization, your advocacy software lets you know that I read every email you send, I’ve signed 2 petitions in the last month, shared my story once and have written my legislator in the past year. You also know that I live in California and there’s a town hall in my district next month.
  • This is the overlap we’re looking for. An engaged user or group of users and an action we want them to take. (Hopefully as an organization we have more than 1 user who fits the profile / usage statistics we’re looking for) So, as an organization we reach out to them, phone or email, and see if they want to help our cause by going to the Town Hall and possibly asking questions we provide them.

Like Billy Reid, we find that intersection and we provide opportunity for additional action. And most of the time, these folks will jump at the chance. Better yet, we then capture they’re comments having them “Share their Story” about the event and reuse that information to attract an even larger community to the effort.

In the end, it’s simple. The overlap between marketing and advocacy continues, but it shouldn’t be looked upon with cynicism or in a negative light, the idea is simply that we’re trying to get the most out of the folks who we know want to be part of our effort. In turn we hope that those actions will spread to their friends and we can use their experiences to build our effort, all in the name of building our community of educated and engaged stakeholders.