5 Trends for Designing an Effective Onboarding Strategy

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Why do you need a good onboarding strategy? A successful onboarding program can drive adoption, resulting in lower customer attrition and higher customer satisfaction. No matter what a customer’s first touchpoint with your brand is, focus on using the momentum of that first experience to deepen the relationship and future success.

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5 Trends for Designing an Effective Onboarding Strategy

  1. 1. #ETWEBINARS 5 Trends for Designing an Effective Customer Onboarding Strategy August 26st, 2014
  2. 2. Speakers David Daniels CEO & Co-Founder, The Relevancy Group President, Publisher & Founder, The Marketer Quarterly Joel Book Principal, Marketing Insights ExactTarget Marketing Cloud @EmailDaniels @joelbook #ETWEBINARS
  3. 3. The Marketer Quarterly A digital magazine for marketers Subscribe For Free Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  4. 4. We Are An Instant Gratification On Demand Society Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  5. 5. Hair dryer Not an iPad An Actual Conversation Manicure MULTI-TASKING THEN Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  6. 6. MULTI-TASKING TODAY Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  7. 7. While The Future is Now Soon, We May Have More Time In Our Day To Multi-task Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  8. 8. And Remember Safety First Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  9. 9. #ETWEBINARS The Marketer’s Common Struggle
  10. 10. Stay Relevant or Lose Subscribers Adjust The Message Frequency If Not, Lack of Relevance and Intolerable Frequency Can Create Deliverability and Performance Woes Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  11. 11. Marketers Must Focus on Frequency, Relevancy & Rendering to Win on Mobile Inhibitors to Email Marketing on Mobile Phones 18% 9% 9% 21% 26% 32% 37% 44% Sent too often, I get too many of them They are not relevant to me Too small to read and interact with When I click through it is too hard to see… Message is jumbled and not well formatted… I have their App, they should message me… It is redundant to what the brand has… 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None of the above Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  12. 12. Often We Blast Away Into a Ghost Towns Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  13. 13. Do You Fly A Plane, Advertising Over Ghost Towns? Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  14. 14. Creating 1:1 Customer Journeys Trend 1 – Listening, and reacting requires data organization Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  15. 15. Effective Onboarding Requires Listening and Reacting to the Customer Across Their Journey Post Purchase Social Activity First Online Purchase Second Web-Site Visit Disparate Data-Sources Marketer Actions Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  16. 16. Successful Customer Onboarding Requires Effective Data Management and Centralization Email Marketer Customer Data Management 5% 23% 20% 17% 16% 20% 30% 29% 28% 27% 38% 36% We have a centralized data repository for our client… We use email address as a unique customer identifier We know the value of our email subscribers/value of… We centralize customer data from across channels to… We measure lifetime customer value We store our client data in the same schema for all… We track acquisition costs by channel We utilize predictive customer analytics We use multiple channel specific databases to store… We practice data house holding to understand… We have robust data hygiene and de-duplication… 0% 5% 10% 15% 20% 25% 30% 35% 40% None of the above Question Asked: Please select the statement or statements that best describe how you manage your customer data? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  17. 17. Improved Data Management and Measurement Will Drive Better Email Revenue Attribution 1% 7% 21% 16% 15% 10% 10% 5% 3% 2% 3% 5% 25% 20% 15% 10% 5% 0% None Less than 1% 1% to 5% 5.1% to 10% 10.1% to 15% 15.1 to 20% 20.1% to 25% 25.1% to 30% 30.1% to 35% 35.1% to 40% 40% or greater Not sure Percentage of Overall Revenue Attributed to Email Marketing - 2014 Question Asked: What percentage of your overall revenue is attributed to your email marketing initiatives? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  18. 18. Data Management Tactics • Data centralization – Store customer behavioral events, even if you are not utilizing them immediately. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  19. 19. Data Management Tactics • Data centralization – Store customer behavioral events, even if you are not utilizing them immediately. • Map behaviors to actions – Begin building and mapping customer journeys to the available centralized data. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  20. 20. Data Management Tactics • Data centralization – Store customer behavioral events, even if you are not utilizing them immediately. • Map behaviors to actions – Begin building and mapping customer journeys to the available centralized data. • Discover conversion and pain points – After studying customer behaviors, depict the channels and potential message to move the customer through the marketing journey. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  21. 21. Data Management Tactics • Data centralization – Store customer behavioral events, even if you are not utilizing them immediately. • Map behaviors to actions – Begin building and mapping customer journeys to the available centralized data. • Discover conversion and pain points – After studying customer behaviors, depict the channels and potential message to move the customer through the marketing journey. • Know the value of your email addresses – Determine the value of email subscribers. This is your currency to gain more budget dollars. Download The Relevancy Group’s Free Email Address Value Calculator. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  22. 22. Data Management Tactics • Data centralization – Store customer behavioral events, even if you are not utilizing them immediately. • Map behaviors to actions – Begin building and mapping customer journeys to the available centralized data. • Discover conversion and pain points – After studying customer behaviors, depict the channels and potential message to move the customer through the marketing journey. • Know the value of your email addresses – Determine the value of email subscribers. This is your currency to gain more budget dollars. Download The Relevancy Group’s Free Email Address Value Calculator. • Decide your unique customer identifier – Understand and create the link to email address, device ID, cookie, customer ID. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  23. 23. Creating 1:1 Customer Journeys Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  24. 24. Effective Onboarding Requires Listening and Reacting to Retain Customers Across The Journey Engaged Context and Time Not Engaged Disparate Data-Sources Automate For Positive and Negative Journeys Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  25. 25. Leverage Behavioral and Attitudinal Data Data Attributes Used For Segmentation - 2014 28% 26% 22% 22% 22% 33% 29% 32% 28% 43% 31% 40% 51% Demographic data Geographic data Customer satisfaction survey data Click-throughs on previous email marketing… Customer spending Frequency of customer service contacts Transaction activity/Purchase behavior Frequency of purchase regardless of… Open rate on previous email marketing offers Question Asked: Which of the following customer data attributes has your company used to segment audiences for email marketing campaigns within the last six months? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. 39% 44% 26% 31% 36% 45% 51% 0% 10% 20% 30% 40% 50% 60% Customer profitability Enterprise Mid Market
  26. 26. Automate Campaigns Across Specific Behaviors That Define The Customer Journey Email Marketer Trigger Campaign Utilization - 2014 16% 16% 16% 15% 31% 28% 25% 21% 32% 32% 29% 49% 23% 23% 32% 30% 31% 30% 37% 33% 46% 56% Welcome message (triggered after subscriber opts-in) Welcome campaign (a series of triggered messages… Customer changes or updates preference center Messages triggered based off criteria of web-site… Messages based on rules related to customer value Customer offers based on coupon redemption and… Customer contact at offline locations, store, call… Post purchase survey Shopping cart abandon or other type of abandon… Subscriber is dormant, shows no behavior after a… 0% 10% 20% 30% 40% 50% 60% Post purchase offer Enterprise Mid Market Question Asked: From the following list please select which types of automated trigger campaigns that you currently utilize. Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  27. 27. Leverage Journey Behaviors and Attitudes • Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  28. 28. Leverage Journey Behaviors and Attitudes • Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data. • Attitudes define relationships – Iterative surveys, profile development via polls. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  29. 29. Leverage Journey Behaviors and Attitudes • Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data. • Attitudes define relationships – Iterative surveys, profile development via polls. • Define winback campaigns – Offer surveys and items of value to regain attention. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  30. 30. Leverage Journey Behaviors and Attitudes • Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data. • Attitudes define relationships – Iterative surveys, profile development via polls. • Define winback campaigns – Offer surveys and items of value to regain attention. • Integrate with service and sales – Using simple attitude thumbs up/down meter after calls will provide the marketer with useful data. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  31. 31. Leverage Journey Behaviors and Attitudes • Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data. • Attitudes define relationships – Iterative surveys, profile development via polls. • Define winback campaigns – Offer surveys and items of value to regain attention. • Integrate with service and sales – Using simple attitude thumbs up/down meter after calls will provide the marketer with useful data. • Transactional data – Returns data is as important as sales data, particularly in some verticals and industries. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  32. 32. Creating 1:1 Customer Journeys Trend 3 – Developing a proper onboarding program requires organizational alignment Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  33. 33. Effective Onboarding Requires a Holistic Marketing Organization, Centralize the Effort Across Channels Implement Matrix Management – Utilize The Same Customer Focused Goals, Rewards and Measures For All Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  34. 34. Marketing Must Be Organized Holistically, Just as the Marketer Presents its Brand to the Customer Marketing Department Organizational Structure - 2014 4% 19% 18% 17% 15% 24% 32% 32% 45% Our marketing department shares common goals There is central ownership of our marketing… We manage customer contact frequency to ensure… Our marketing programs are tightly coordinated… Our marketing department is rewarded with… Each marketing channel operates independently… We practice marketing response attribution to… My compensation and incentives are tied only to the… 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None of the above Question Asked: From the following list, please select the statement or statements that best represent how your marketing organization operates? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  35. 35. Resource Constrained Marketing Departments Need to Better Utilize Automated Messaging 31% 25% 21% 10% 5% 4% 3% 35% 30% 25% 20% 15% 10% 5% 0% Less than 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than 60% Percentage of Automated/Triggered Messages - 2014 Question Asked: What percentage of the messages that you send are automated, as in triggered messages based upon customer behavior? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  36. 36. Align Teams, Invest In Collaboration & Automation • Create the same goals and success measures – Get the marketing, sales, service and operational elements on the same sage – rowing in the same direction. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  37. 37. Align Teams, Invest In Collaboration & Automation • Create the same goals and success measures – Get the marketing, sales, service and operational elements on the same sage – rowing in the same direction. • Get familiar with the front lines – Marketing must hear service, sales calls weekly, create an embedded team culture. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  38. 38. Align Teams, Invest In Collaboration & Automation • Create the same goals and success measures – Get the marketing, sales, service and operational elements on the same sage – rowing in the same direction • Get familiar with the front lines – Marketing must hear service, sales calls weekly, create an embedded team culture. • Promote from within – Offer mechanisms for people to advance on their own journey within your organization. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  39. 39. Align Teams, Invest In Collaboration & Automation • Create the same goals and success measures – Get the marketing, sales, service and operational elements on the same sage – rowing in the same direction. • Get familiar with the front lines – Marketing must hear service, sales calls weekly, create an embedded team culture. • Promote from within – Offer mechanisms for people to advance on their own journey within your organization. • Listen for onboarding hits and misses – Measure, but listen to calls, social commentary – hear what the outliers have to say. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  40. 40. Align Teams, Invest In Collaboration & Automation • Create the same goals and success measures – Get the marketing, sales, service and operational elements on the same sage – rowing in the same direction • Get familiar with the front lines – Marketing must hear service, sales calls weekly, create an embedded team culture. • Promote from within – Offer mechanisms for people to advance on their own journey within your organization. • Listen for onboarding hits and misses – Measure, but listen to calls, social commentary – hear what the outliers have to say. • Automate the workflow – Utilizing the journey approach, changes production elements; schedule and automate which will drive efficiencies. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  41. 41. Creating 1:1 Customer Journeys Trend 4 – Developing a proper onboarding program requires testing and life- stage/cycle understanding Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  42. 42. Marketers Must Embrace Automated Testing Across Customer Segments and Journeys Desired Journey Test A Test B Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  43. 43. Marketers Largely Fail To Leverage Testing, Lifecycles, and Dynamic Content Email Marketing Tactics - 2014 11% 10% 11% 18% 18% 17% 21% 21% 25% 23% 23% 18% 21% 29% 27% 8% 22% 20% 19% 25% 31% 33% 28% 32% 36% 31% 35% 38% We place offers or ad content in transactional email… We target our customers based on web-site behavior We use video in email campaigns We utilize dynamic content We have begun utilizing QR (Quick Response) codes We conduct A/B testing for email marketing We target our customers utilizing life-stage marketing tactics We have launched a mobile application for our clients (e.g.… We use paid search to grow our marketing database We conduct multi-variant testing We utilize triggered, multi-wave, lifecycle marketing across… 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% We measure lift vs. control We utilize an SMS short code for mobile opt-in None of the above Enterprise Mid Market Question Asked: Please select the statement or statements that best describe the email marketing tactics that you regularly utilize? Selected Response = Currently Utilize Source: The Relevancy Group, LLC/Executive Marketer Survey n=3741 1/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  44. 44. Test and Understand Customer Life-stage/Cycles • Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the WSJ.com are mastering this. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  45. 45. Test and Understand Customer Life-stage/Cycles • Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the WSJ.com are mastering this. • Test, test, test – Seek solutions to automate testing when the desired KPI’s are met, the winning journey materializes. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  46. 46. Test and Understand Customer Life-stage/Cycles • Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the WSJ.com are mastering this. • Test, test, test – Seek solutions to automate testing when the desired KPI’s are met, the winning journey materializes. • Understand the customer life stage – In an on-demand economy, consumers seek solutions that are appropriately timed and valuable – see Pley.com and Uber as examples. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  47. 47. Test and Understand Customer Life-stage/Cycles • Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the WSJ.com are mastering this. • Test, test, test – Seek solutions to automate testing when the desired KPI’s are met, the winning journey materializes. • Understand the customer life stage – In an on-demand economy, consumers seek solutions that are appropriately timed and valuable – see Pley.com and Uber as examples. • Don’t stray far – Keep your marketing and merchandising plan intact, but adjust that through lifecycle and journey learnings. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  48. 48. Test and Understand Customer Life-stage/Cycles • Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the WSJ.com are mastering this. • Test, test, test – Seek solutions to automate testing when the desired KPI’s are met, the winning journey materializes. • Understand the customer life stage – In an on-demand economy, consumers seek solutions that are appropriately timed and valuable – see Pley.com and Uber as examples. • Don’t stray far – Keep your marketing and merchandising plan intact, but adjust that through lifecycle and journey learnings. • Automate the measurement – Don’t wait, demand solutions with custom dashboards, push notices for aberrant results and seek the ability to share insight holistically across the organization. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  49. 49. Creating 1:1 Customer Journeys Trend 5 – Developing a proper onboarding program demands that marketers practice omnichannel connected relevancy Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  50. 50. Consumer Attention Remains Fragmented Across Channels 5% 3% 3% 2% 18% 16% 39% 8% 30% 30% 27% 10% 35% 86% 2% 14% 20% 27% 45% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook YouTube Instagram Twitter Pinterest LinkedIn Google Plus + Tumblr Flickr Foursquare Social Networks Actively Engaged – By Gender, 2014 Female Male Question Asked: Which of the following social networks do you actively (in the last 30 days) participate in? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  51. 51. Outliers Spend Over 3 Hours A Day on Social Networks Consumer Time Spent on Social Networks – Overall (2014) 47% 2% 1% 2% 24% 12% 7% 4% Less than 1 hour 1 to 2 hours 2 to 3 hours 3 to 4 hours 4 to 5 hours 5 to 6 hours Question Asked: How many hours a day do you spend on the previously named social networks? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  52. 52. Age Patterns of Internet Access Highlight a Tectonic Shift Towards Mobile Access 13% 30% 25% 24% 24% 20% 28% 30% 30% 38% 46% 60% 64% 42% 56% 49% 33% 44% 49% 43% 38% 8% 9% 23% 14% 14% 17% 16% 10% 12% 20% 12% 23% 16% 12% 8% 3% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older Primary Internet Access Device by Age - 2014 Desktop Laptop Tablet Mobile Phone Question Asked: What is the primary way that you use the Internet and visit web-sites? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  53. 53. Mobile Email Adoption is Mainstream Across Nearly Every Age Group 73% 81% 90% 93% 84% 73% 69% 59% 42% 21% 27% 19% 10% 7% 16% 27% 31% 41% 58% 79% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older Mobile Email Adoption by Age - 2014 Yes No Question Asked: Do you currently access one or more of your personal email accounts on a mobile device such as a cell phone, smart phone? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  54. 54. Marketers Must Focus on Frequency, Relevancy & Rendering to Win on Mobile Inhibitors to Email Marketing on Mobile Phones 18% 9% 9% 21% 26% 32% 37% 44% Sent too often, I get too many of them They are not relevant to me Too small to read and interact with When I click through it is too hard to see their… Message is jumbled and not well formatted on… I have their App, they should message me this… It is redundant to what the brand has already… 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None of the above Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only 5 6 Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  55. 55. Be Relevant Implement an Omni-Channel Customer Journey • Understand subscribers across channels – Listen to and find where the seducible moments occur across channels. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  56. 56. Be Relevant Implement an Omni-Channel Customer Journey • Understand subscribers across channels – Listen to and find where the seducible moments occur across channels. • Be relevant – Content remains king, capture and delight customers with meaningful content that delivers value. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  57. 57. Be Relevant Implement an Omni-Channel Customer Journey • Understand subscribers across channels – Listen to and find where the seducible moments occur across channels. • Be relevant – Content remains king, capture and delight customers with meaningful content that delivers value. • Listen to the advocates – Zero in on social advocates, reward them, recognize them, replicate and ride that subscriber’s experience. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  58. 58. Be Relevant Implement an Omni-Channel Customer Journey • Understand subscribers across channels – Listen to and find where the seducible moments occur across channels. • Be relevant – Content remains king, capture and delight customers with meaningful content that delivers value. • Listen to the advocates – Zero in on social advocates, reward them, recognize them, replicate and ride that subscriber’s experience. • Don’t recreate the wheel – Stick with what works, but change the tires and treads via subject lines, frequency, and other levers that drive relevance. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  59. 59. Be Relevant Implement an Omni-Channel Customer Journey • Understand subscribers across channels – Listen to and find where the seducible moments occur across channels. • Be relevant – Content remains king, capture and delight customers with meaningful content that delivers value. • Listen to the advocates – Zero in on social advocates, reward them, recognize them, replicate and ride that subscriber’s experience. • Don’t recreate the wheel – Stick with what works, but change the tires and treads via subject lines, frequency, and other levers that drive relevance. • Context and new beacons – Leverage location from subscriber phones, test APP push messaging, find the best new way to keep the customer relationship alive and well. Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  60. 60. And Remember, a Summary to Connect Customer Journeys Trend 1 – Listening and reacting requires data organization Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  61. 61. And Remember, a Summary to Connect Customer Journeys Trend 1 – Listening and reacting requires data organization Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  62. 62. And Remember, a Summary to Connect Customer Journeys Trend 1 – Listening and reacting requires data organization Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes Trend 3 – Developing a proper onboarding program requires organizational alignment Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  63. 63. And Remember, a Summary to Connect Customer Journeys Trend 1 – Listening and reacting requires data organization Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes Trend 3 – Developing a proper onboarding program requires organizational alignment Trend 4 – Developing a proper onboarding program requires testing and life-stage/ cycle understanding Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  64. 64. And Remember, a Summary to Connect Customer Journeys Trend 1 – Listening and reacting requires data organization Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes Trend 3 – Developing a proper onboarding program requires organizational alignment Trend 4 – Developing a proper onboarding program requires testing and life-stage/ cycle understanding Trend 5 – Developing a proper onboarding program demands that marketers practice omnichannel connected relevancy Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
  65. 65. Thank-you! Questions? David Daniels The Relevancy Group CEO & Co-Founder The Marketer Quarterly President, Publisher & Founder david@relevancygroup.com (877) 972-6886 Twitter @emaildaniels Register for the free digital magazine www.marketerquarterly.com
  66. 66. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections
  67. 67. exacttarget.com

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