Campaign
Tech team
Year in review
FY24
In this report you'll learn:
01
Team
workload
delivery
🎉
Campaigns launched [1]
Calculated based on the individual
campaign's go-to-market launch date.
130
Campaigns launched1
Breakdown by brand
Cbus1
Media1
Breakdown by team
68
Education
campaigns
57
Comms
campaigns
38
Marketing
campaigns
19
Brand & other
campaigns
Breakdown Multi channel
130 campaigns launched across multiple channels.
259
Emails
Created by Front End
Personalisation
Specialist.
177
SMS
Created by Campaign
Tech Specialists.
47
Journeys
Created by Campaign
Tech Specialists.
38
Web pages
Created by Digital
Campaign &
Personalisation Specialists.
129 emails
68 Journeys
3 SMS
68 Education Campaigns
37 emails
57 Journeys
16 Web Pages
57 Comms Campaigns
85 emails
38 Journeys
38 SMS
20 Web Pages
38 Marketing Campaigns
8 emails
18 Journeys
6 SMS
2 Web Pages
19 Brand & other
Total 259 Emails created
FY24 vs. 23
129
Education emails created
Emails involve higher activity but require less complex updates. They are reusable templates tailored to each event type, designed for easy updates and flexibility.
85
Marketing emails created
Marketing emails are made of all sorts of different designs, some are more complex than others.
37
Comms emails created
Most communication emails are highly personalized and require significant effort designing and testing.
Platform upkeep
The team not only dedicated themselves to delivering campaigns but also handled various platform maintenance tasks. Notably, there has been no change in the number of AJO support cases for FY24. All cases were unique issues.
144
BAU data extracts
Tasks ran from fortnightly to monthly.
Example:
Exclusion updates for Accum. & SIS, Complaints & Death Objections, Member claims, SMS &
Swift Opt-Outs, Global control group.
11
Maintenence & enhancements
Supporting incidents, platform checks and reviews. Including some improvements along the
way.
Example: Unique hash ID in email analytics, Swift platform upgrade, rebuild Media Super pages,
Streaming segments incident, Opt-out/in management review, sending reputation, Adobe suite
renewal review, AJO health check, Data validation, member compensation exclusion.
02
Member
engagement
stats
.
Sent emails
K
Sent SMS
Opens
Breakdown by brand
35% of Opens are impacted by Apple privacy. Not reelected in these stats.[7]
62%
Media only [1]
58%
Cbus only [1]
Opens
Breakdown by team
35% of Opens are impacted by Apple privacy. Not reelected in these stats.[7]
65%
Communication
49%
Marketing
47%
Education
Open & Clicked
Breakdown by team
35% of Opens are impacted by Apple privacy. Not reelected in these stats.[7]
21%
Communication
7%
Marketing
5%
Education
Clicks
FY24 vs FY23
CTR (Click Through Rate), measured by (Delivered/Clicks).
FY24 decreased in clicks, may be due to heightened awareness of scams.
A/B test results
10%
Reduced
bounce rate
Page: Contact us
Experiment:
Featured member
number info at login.
22%
Increased
manual rollovers
Page: Portal login
Experiment:
First time login
with targeted message.
44%
Increased Super-
search rollovers
Page: Portal login
Experiment:
First time login
with targeted message.
Read time
Top inbox mail apps
Top domains
03
Highlights &
Achievments
Personalisation success
There was a total of 22 personalised experiences
carried out through campaign
web pages
and the portal.
New targeting in the Cbus portal
We introduced new data points that enable new targeting for TFN, Age, Account balance, Nominated beneficiary, Consolidation and Contributions.
Personalised portal experience
We successfully personalised member experiences across most of our marketing campaigns by
tailoring messages to align with each campaign.
Despite Media Super operating on a different CMS, we enhanced their member experiences through
the use of UTM tracking links.
Evergreen pages
Rather than creating new landing pages for every campaign, we frequently personalise evergreen pages to align with different campaigns, ensuring best practices and improved SEO.
Team highlights & achievements
✅ 34
Campaigns launched [1]
🎉 New team member
Rich joined the team in December as a Front End Personalisation Specialist.
✅ 30
Campaigns launched [1]
🏆 New hashed ID in email tracking[8]
We worked with analytics team to implement new tracking feature.
🏆 New anniversary logo
We rolled out the new Cbus 40- year logo.
✅ 32
Campaigns launched [1]
🏆 Email Design Guide completed
Completed the new Email Design Guide for both brands, late June.
🎉 New team member
Hari joined the team in April as a Campaign Platform Specialist.
✅ 33
Campaigns launched [1]
1. Team at glance repot:
CT_team___FY24_REPORT.xlsx
2. SMS global report.
Data export:
FY24-SMS-report.xls
3. AJO platform email report:
Data export:
AJO-FY24-Report.xls
4. Email Preso FY23_Trends_updates
https://cbussuper.sharepoint.com/:x:/s/MarketingTechTea
m/EesajsooavRElff7vStpyOoBuAk1XW00qCp0AxsiAsXiow?e =OFZQWc
5. Litmus platform report
https://litmus.com/analytics?start_date=2023-07-
01&end_date=2024-06-30&filter=FY24
6. AJO platform support cases report:
Data export:
AJOsupportCases.csv
7. Litmus Analytics
https://litmus.com/analyze
8. JIRA FY24
JIRA-FY24-MAR24-17.xlsx
9. Campaign web pages FY24 Report:
Report by Digital Campaign & Personalisation Specialist:
Campaign Web pages FY24 Report.docx
Source