How Sense used video and email automation to tackle loneliness

Scaling for Success

The outcome from these series so far has exceeded Sense’s expectations. The original objective over three months was to gather approximately 1,700 contacts and to date over 30,000 people have signed up to learn to sign. The feedback that Sense has received about this learning journey has been phenomenal and Sense have also had children posting their sign skills on Twitter. Various stories were run recently in national newspapers, the BBC and ITV and on the back of this Sense have also seen a sharp uptake in people’s interest to sign.

 

“There’s a drive to learning in these extraordinary times and it’s having the right content at the right time”.

 

- Adam O’Riley

Faced with such amazing and positive results, Sense has had to re-assess their email marketing strategies to accommodate the new challenges that have arisen. Armed with new ideas for a captive audience, Sense has now decided to create more post-email journeys based on real-life stories to reach out to an even wider audience to volunteers, donors and supporters and take the journeys to a higher level.

The use of this email technology has allowed Sense to automate a process which we would otherwise have been manual and very time-consuming. The filtering of contacts that go through conditions and decisions gave Sense more clarity to think about how they can use this again to be more targeted with future projects and campaigns and be the most efficient in accomplishing their mission and goals.

A Personalised Experience

We have published guidance on creating successful email communications during COVID-19. Sense’s campaign highlights a number of these principles.

By combining email and video elements, the charity was able to create a more immersive and enjoyable learning journey. Through this combination of user-generated video and email automation, Sense were able to build a personalised experience that adds clear value without appearing intrusive or overzealous.