Phoenix 3 sixty live playbooks

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Check out what's new with ExactTarget's Welcome Series Playbook! Author, Kim Stratton, Product Marketing Manager for ExactTarget

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Phoenix 3 sixty live playbooks

  1. 1. Introduction to Playbooks
  2. 2. What Are Playbooks? Lifecycle marketing tactics are essential to your brand’s success. But where do you start?
  3. 3. What Are Playbooks? Step-by-step guides for executing perfect digital marketing campaigns throughout the customer lifecycle. But where do you start?Simplify your lifecycle Deliver the right content Create campaigns easilymarketing efforts. at the right time. with a step-by-step wizard.
  4. 4. The Customer LifecycleWith ExactTarget Playbook’s simple steps, lifecycle marketing is easy. ACQUIRE ONBOARD ENGAGE RETAIN Invite customers Make a strong first Provide value that Don’t give up on to connect across impression, and set turns prospects into the unengaged multiple channels. the stage for ongoing customers and subscriber. communications. brand enthusiasts.
  5. 5. Why Playbooks? Boost ROI with the efficiency of Playbooks.RETURN ON INVESTMENT DIGITAL MARKETING TACTICS
  6. 6. Welcome Series Best Practices
  7. 7. Overview- Welcome SeriesSubscribers stop engaging for a number of reasons:• Irrelevancy• Non-personalized messages• Not enough data about your subscribers Welcome Series automatically onboard your clients and reinforces your company’s value proposition. Setting proper expectations at the beginning of a customer’s lifecycle, lead to higher retention rates.
  8. 8. Microsoft ExampleWhy does this work?• Thanks Customer• Reminder about features and value• Relevant Calls to Action: o Link to Welcome Center o Office Video Training SeriesResults?• Open rate 50% above industry average• 63% viewed complete training video
  9. 9. Columbia Sportswear Series
  10. 10. Walking through a seriesWelcome Confirm Reward WelcomeDay One: DayConfirm Three: Welcome Day Five: Estimates:Welcome subscriber to the program. Open Rate 34.65% Estimates: Email to onboard subscriber into the Open Rate 35.63% Estimates: Engage consumers further into the Open Rate 41.56%Set Expectations about the types and Clicks 8.37% brand experience. Gain customer Clicks 7.89% brand experience via community, Clicks 10.76%frequencies of email communications. information. Track profile information relevant offers and product/serviceEducate on HOW subscribers were while including an incentive for full insights.opted-in. completion.
  11. 11. Introducingthe Welcome Series Playbook
  12. 12. OnboardingACQUIRE ONBOARD ENGAGE RETAIN Invite customers Make a strong first Provide value that Don’t give up on to connect across impression, and set turns prospects into the unengaged multiple channels. the stage for ongoing customers and subscriber. communications. brand enthusiasts.
  13. 13. Step 1 – Choose your List
  14. 14. Step 2 – Choose your Emails
  15. 15. Step 3 – Set the Cadence
  16. 16. Step 4 – Review and Go!
  17. 17. Welcome Series Success Staying connected creates customers that last.ENGAGMENT TIME
  18. 18. Appendix
  19. 19. Playbook Catalog
  20. 20. Choose your Emails
  21. 21. Playbooks Path-to-ValueESTIMATED BUSINESS VALUE(SCOPE x RATE) DIFFICULTY OF IMPLEMENTATION (CR x ACV) TIME

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