Free Trial Nurturing

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If you've got a free trial of your product and aren't using email nurturing then you're missing a huge opportunity to convert those users into paid customers. I'll share some of the marketing …

If you've got a free trial of your product and aren't using email nurturing then you're missing a huge opportunity to convert those users into paid customers. I'll share some of the marketing automation tools I've used, the structure of a successful campaign, and how to measure and increase conversion rates and product usage.

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Transcript

  • 1. free trial nurturingerincolbert.comlinkedin.com/in/erincolbertfacebook.com/erincolberttwitter.com/erincolbert
  • 2. no fancy wizards... we work at startups!
  • 3. gather data steps to successhow long each step takes documentation needed
  • 4. start with a manual process create email templatesschedule reminders for sales reps
  • 5. send emails from real people
  • 6. follow the trial progression
  • 7. start free trial install tracking code add form tracking integrate with google analytics setting watch lists for prospects
  • 8. ask for feedback
  • 9. measure what you can open rates click-through-rates email replies phone calls
  • 10. automate the process
  • 11. Free Trial Signup Welcome Email variations based on usage { v1 - using A, not added B, C or Dpurchased not purchased v2 - using A, added B or C v3 - using A, added D Day 3 Email v4 - not using A v5 - not using A, but added D purchased not purchased Day 14 Review personalized account review purchased not purchased prompt for purchase or Day 28 Expiration sales assistance purchased not purchased survey & feedback Remove from Flow Day 33 Closed/Lost
  • 12. 21% trial to close rate18% increase in product usage
  • 13. questions?erincolbert.comlinkedin.com/in/erincolbertfacebook.com/erincolberttwitter.com/erincolbert