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B2C Lead Nurture Email Opportunities
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B2C Lead Nurture Email Opportunities

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Traditionally, lead nurturing has been the domain of B2B companies due to their longer sales cycles. However, B2C companies are finding that applying a lead nurturing philosophy can drive more …

Traditionally, lead nurturing has been the domain of B2B companies due to their longer sales cycles. However, B2C companies are finding that applying a lead nurturing philosophy can drive more profitable, strategic online and offline customer interactions. Learn key steps and see real-world examples of how B2C companies can deploy effective lead nurturing.

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  • 1. B2C LEAD NURTURE EMAIL OPPORTUNITIES Ideas to Help Your Business Flourish Connie Harrington, Strategist Accende Consulting
  • 2. 2 About Lead Nurturing “Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads.” ~Forrester Research • • Traditionally, lead nurturing has been a B2B approach due to need to cultivate prospect interest throughout long sales cycle Today, B2C companies are applying lead nurturing concepts to develop a emarketing lifecycle management approach to: • Convert prospects • Keep current customers engaged Opportunities • Converts latent demand to drive increased revenues • Facilitates trust-building between brand and customers
  • 3. 3 Example B2B Lead Nurturing Campaigns B2B lead nurturing typically focuses on contacts’ position in the sales cycle and delivers targeted, need-based messaging Welcome Campaign Education Campaign Why Us Campaign Accelerate Campaign New Customer On-Boarding Customer Loyalty/ Retention Welcome new subscribers Get them ready to talk to sales Overlay your solution on top of their need Remove roadblocks, speed purchase decision Welcome new customers Retain and develop • • • • • • • • • • Introduce brand Reiterate subscription benefits Spell out next steps Opt-in to something else • Engage to further profile prospect Educate about value proposition • • Differentiate your brand from competitors Reiterate value proposition Include relevant case studies, testimonials Provide decision tools Thank them Identify next steps • • Reiterate purchase/ relationship benefit Seek feedback Tips/tricks to get most out of product Source: Eloqua
  • 4. 4 Example B2C Lead Nurturing Campaigns B2C lead nurturing can use behavioral criteria to gauge customer engagement and deliver focused, relevant messaging Segment Engaged Behavioral Ranking Criteria • • • • Interested • • • Inactive • • Email Communications Shares emails on social networks Visits website regularly Opens emails and clicks often Has made more than one purchase • Visits website sometimes Opens emails and clicks occasionally Has not yet purchased • • • Educational campaign Lead warming activities Promotions for first transaction Visits website and/or opens emails infrequently or never May have purchased previously but not recently • • Survey to assess needs Incentives for re-engagement • • Special promotions for top customers New product announcements prior to public launch Birthday e-cards with gift certificate Source: Silverpop
  • 5. 5 Engaged Contact Example #1 Features • Shows appreciation for customer loyalty • Offers option to get details on product features • Highlights “exclusive preview” of product offering
  • 6. 6 Engaged Contact Example # 2 Features • Invites customer to members-only rewards club • Details membership benefits • Expresses gratitude for customer loyalty
  • 7. 7 Interested Contact Example #1 Features • Acknowledges email address share • Emphasizes utility of content • Gives subscriber control over participation level – from opt-out to high engagement
  • 8. 8 Interested Contact Example #1 Features • Acknowledges recipient’s website visit • Provides incentive for first order • Highlights convenience features to encourage trial
  • 9. 9 Inactive Contact Example #1 Features • Provides clear “We’ve Missed You” message • Offers “Welcome Back” incentive discount • Includes “shop now” link to direct recipient to website
  • 10. 10 Inactive Contact Example #2 Features • Emphasizes easeof-use of service • Includes simple, step-by-step instructions • Includes clear site links for online account access
  • 11. 11 Key B2C Lead Nurture Email Elements • Content • Keep reader’s needs at core of all a content development • Maintain message consistency • Invite dialog and feedback to deepen insight on contact needs • Tone • Focus on customer service • Use personal, relevant approach that targets “pain points” to motivate action • Rewards • Offer promotion(s) but ensure clear business rules to avoid incentiveseeking behaviors
  • 12. 12 Key B2C Lead Nurture Email Elements (cont’d) • Segmentation • Categorize contacts according to engagement levels and behavioral criteria • Design • Ensure brand-compliant design to reinforce company image • Keep design simple and focus on messaging • Engagement • Send follow-up email to new contacts immediately to capitalize on interest • Target email delivery times and messages based on contact’s identified engagement level
  • 13. 13 ABANDONED TRANSACTION EMAIL OPPORTUNITIES
  • 14. 14 About Abandoned Transactions Campaigns An abandoned transaction occurs when a visitor initiates a transaction but fails to complete it during that visit • • • Delivering triggered “save and retrieve” emails can capture new leads for ongoing interaction Connecting with visitors who abandoned transactions is a prime opportunity to: • Engage directly with visitors who have indicated clear interest in products or services • Salvage lost revenue opportunities Responding immediately helps protect against visitors forgetting about offer or choosing another provider* Opportunity** 69.3% of companies do not send emails when visitors abandon transactions Source: *Marketing Experiments **Epsilon
  • 15. 15 Abandoned Transaction Best Practices • Include customer service messaging • Refer to the abandoned transaction and link to the account • Highlight related products for cross-selling and up-selling • Instill a sense of urgency with a date for completing the transaction • Consider a series to cut through inbox clutter Source: Email Institute and Multichannel Merchant
  • 16. 16 Example Features • Notes potential of “glitch” that caused transaction abandonment • Provides link to complete transaction • Offers option to call customer service vs. finalizing purchase online
  • 17. 17 Email Series – Abandoned Transactions • Research* suggests a two or three-step email series can significantly boost responses following abandoned transactions • Testing is key to determine best approach for specific audience • Include any incentive – if desired – in final message and ensure offer is limited to avoid conditioning visitors to abandon transactions Opportunity** Abandoned transaction e-marketing experts recommend testing a threepart series: 1. Email #1 ~ Sent immediately following abandoned transaction 2. Email #2 ~ Sent 23 hours after first email 3. Email #3 ~ Sent 6 days and 23 hours after first email Sources: *Marketing Experiments **SeeWhy
  • 18. 18 Message sent: August 26, 2011 Message #1 Immediately after abandoned signup All series messages include explanatory messaging: This email has been sent to you because you started but did not complete the Netflix sign-up process. If you would like to stop receiving these emails, please click here to unsubscribe. Please do not reply to this email, as we are unable to respond from this address. If you need help or would like to contact us, please visit our Help Center.
  • 19. 19 Message #2 Two (2) days after abandoned signup Message sent: August 28, 2011
  • 20. 20 Message sent: September 4, 2011 Message #3 Nine (9) days after abandoned signup Seven (7) days after Message #2
  • 21. 21 Email Metrics – Abandoned Transactions • Of the 30.7% of companies that sent abandoned transaction emails to customers • 45.1% included product images • 16.1% included an incentive to influence customer behavior • 32.3% of companies that sent abandoned transaction messages emailed them within 72 hours • 16.1% of companies send multiple abandoned transaction messages Source: Epsilon
  • 22. 22 SUMMARY
  • 23. 23 Recap of Key Opportunities • B2C marketers can apply B2B lead nurturing concepts • Develop lifecycle management approach to lead development • Deliver differentiated messaging to contacts based on engagement level for more personalized communication feel • Abandoned transaction scenarios are a special opportunity for lead capture Opportunity Online lead generation is now responsible for 42% of total B2C sales. • Connect directly with visitors when interest level is high • Foster brand awareness with new contacts Source: Econsultancy
  • 24. 24 THANK YOU