Getting the Relationship Started Right
How Leading-Edge Marketers Are Evolving Their Onboarding Programs
Peter Bergen, Dan...
Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:
15 years in the business
Silver...
A few of our clients
The stats
Why onboarding programs are so important
Welcome emails have 4x the open rate and5x
the click through rate of bulk mailings
57.7% of companies send a welcome email to new subscribers
Companies with a welcome email series saw a 13% increase
in revenue compared to the original welcome email
Only 1% of retailers on the Internet Retailer 500 (yep that is only 5)
send a series of automated welcome messages
Case studies
How we implemented onboarding programs with our clients
giftware + décor b2b e-commerce company
(American + Canadian (French-speaking) customer base)
Welcome
(fr)
Social (fr)
Best
sellers (fr)
Opens an account or
is approved for a web
account 2 weeks 2 weeks
Beginner: bas...
Welcome Social
Best
sellers
Opens an account or is
approved for a web account
immediately
2 weeks 2 weeks
beginner
Dynamic call-to-
action based on
how the customer
enters the database
Dynamic
location
based on
customer’s
location
French- and English-speaking versions
French- and
English-speaking
versions of email
advertising
GIFTCRAFT’s
brands’ social
networks
French- and English-speaking versions of “What’s hot” email advertising GIFTCRAFT’s brands
Home décor b2b e-commerce company
Credentials 1
/Designer 1
Credentials 2
/Designer 2 Welcome
email
Credentials 3
/Designer 3
Credentials 4
/Designer 4
Regi...
Credentials 1
/Designer 1
Credentials 2
/Designer 2 Welcome
email
Credentials 3
/Designer 3
Credentials 4
/Designer 4
Regi...
Download
Credentials
Form
Thanks for
registering
Need business
credentials
before
accessing
website
Credentials 1
/Designer 1
Credentials 2
/Designer 2 Welcome
email
Credentials 3
/Designer 3
Credentials 4
/Designer 4
Regi...
153% increase in active registrations
A suite of do-it-yourself digital catalog + animation
products
Congrats
Need
help?
Did you
know 1
Did you
know 2
Free trial
ending
Free trial
ending
Did you
know 3
Signed up
for free tr...
Congrats
Need
help?
Did you
know 1
Did you
know 2
Free trial
ending
Free trial
ending
Did you
know 3
Signed up
for free tr...
Congrats
Need
help?
Did you
know 1
Did you
know 2
Free trial
ending
Free trial
ending
Did you
know 3
Signed up
for free tr...
smartcookie@gmail.com
Congrats
Need
help?
Did you
know 1
Did you
know 2
Free trial
ending
Free trial
ending
Did you
know 3
Signed up
for free tr...
Congrats
Need
help?
Did you
know 1
Did you
know 2
Free trial
ending
Free trial
ending
Did you
know 3
Signed up
for free tr...
14.8% increase paid customer conversion
Windchimes b2c e-commerce
Welcome
Email
preference
Registered or
signed up for email
immediately
Made a
purchase2 days
Loyalty
intro
Write
review
Ye...
Welcome
Email
preference
Registered or
signed up for email
immediately
Made a
purchase2 days
Loyalty
intro
Write
reviewYes...
Welcome
Email
preference
Registered or
signed up for email
immediately
Made a
purchase2 days
Loyalty
intro
Write
reviewYes...
Welcome
Email
preference
Registered or
signed up for email
immediately
Made a
purchase2 days
Loyalty
intro
Write
review
Ye...
Welcome
Email
preference
Registered or
signed up for email
immediately
Made a
purchase2 days
Loyalty
intro
Write
review
Ye...
256% increase in revenue
gift b2c e-commerce
Welcome
v1
Important
dates
Email
preference
Birthday
request
Refer a
friend
Registered or
placed an order
immediately
Sign...
Welcome
v1
Important
dates
Email
preference
Birthday
request
Refer a
friend
Registered or
placed an order
immediately
Sign...
Welcome
v1
Important
dates
Email
preference
Birthday
request
Refer a
friend
Registered or
placed an order
immediately
Sign...
Welcome
v1
Important
dates
Email
preference
Birthday
request
Refer a
friend
Registered or
placed an order
immediately
Sign...
Welcome
v1
Important
dates
Email
preference
Birthday
request
Refer a
friend
Registered or
placed an order
immediately
Sign...
Key takeaways
• Start off small
• Map out your campaigns
• Identify your triggers
• Make it easy to add emails to your cam...
Bill Haskitt
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook....
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
Getting the relationship started right
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Getting the relationship started right

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The most crucial phase of the relationship is the first – onboarding. You've gotten someone to create an account, buy a product or simply agree to receive your communications. How do you get the relationship off to the right start? Through a strong onboarding program you have the chance to set the right tone and drive future purchase behavior. In this session you'll learn how leading-edge marketers are evolving their onboarding programs.

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Getting the relationship started right

  1. 1. Getting the Relationship Started Right How Leading-Edge Marketers Are Evolving Their Onboarding Programs Peter Bergen, Dan Caro,TeyaTuccio-Flick @whereoware
  2. 2. Whereoware: who we are Creating engaging emails, websites,+ mobile applications The stats: 15 years in the business Silverpop Platinum Partner 2013 consulting partner of the year 2011 agency partner of the year 18 Silverpop-certified email specialists 3 fulltime email designers Over 50 email clients 1100 individual marketing campaigns sent byWhereoware last year certified partner
  3. 3. A few of our clients
  4. 4. The stats Why onboarding programs are so important
  5. 5. Welcome emails have 4x the open rate and5x the click through rate of bulk mailings
  6. 6. 57.7% of companies send a welcome email to new subscribers
  7. 7. Companies with a welcome email series saw a 13% increase in revenue compared to the original welcome email
  8. 8. Only 1% of retailers on the Internet Retailer 500 (yep that is only 5) send a series of automated welcome messages
  9. 9. Case studies How we implemented onboarding programs with our clients
  10. 10. giftware + décor b2b e-commerce company (American + Canadian (French-speaking) customer base)
  11. 11. Welcome (fr) Social (fr) Best sellers (fr) Opens an account or is approved for a web account 2 weeks 2 weeks Beginner: basic welcome with a twist English or French? French, 0 days Welcome (en) Social (en) Best sellers (en)2 weeks 2 weeks English, 0 days
  12. 12. Welcome Social Best sellers Opens an account or is approved for a web account immediately 2 weeks 2 weeks beginner
  13. 13. Dynamic call-to- action based on how the customer enters the database
  14. 14. Dynamic location based on customer’s location French- and English-speaking versions
  15. 15. French- and English-speaking versions of email advertising GIFTCRAFT’s brands’ social networks
  16. 16. French- and English-speaking versions of “What’s hot” email advertising GIFTCRAFT’s brands
  17. 17. Home décor b2b e-commerce company
  18. 18. Credentials 1 /Designer 1 Credentials 2 /Designer 2 Welcome email Credentials 3 /Designer 3 Credentials 4 /Designer 4 Registered for site 10 days 8 days 6 days Credentials? Yes No 3 days Intermediate: collecting credentials for web access
  19. 19. Credentials 1 /Designer 1 Credentials 2 /Designer 2 Welcome email Credentials 3 /Designer 3 Credentials 4 /Designer 4 Registered for site 10 days 8 days 6 days Credentials? Yes No 3 days
  20. 20. Download Credentials Form Thanks for registering Need business credentials before accessing website
  21. 21. Credentials 1 /Designer 1 Credentials 2 /Designer 2 Welcome email Credentials 3 /Designer 3 Credentials 4 /Designer 4 Registered for site 10 days 8 days 6 days Credentials? Yes No 3 days
  22. 22. 153% increase in active registrations
  23. 23. A suite of do-it-yourself digital catalog + animation products
  24. 24. Congrats Need help? Did you know 1 Did you know 2 Free trial ending Free trial ending Did you know 3 Signed up for free trail immediately 3 days 3 days 7 days 7 days Free trial 23 days old + no account? Free trial 29 days old + no account? Free trial 31 days old + no account? Free trial ended yes yes yes Intermediate: educational welcome program
  25. 25. Congrats Need help? Did you know 1 Did you know 2 Free trial ending Free trial ending Did you know 3 Signed up for free trail immediately 3 days 3 days 7 days 7 days Free trial 23 days old + no account? Free trial 29 days old + no account? Free trial 31 days old + no account? Free trial ended yes yes yes
  26. 26. Congrats Need help? Did you know 1 Did you know 2 Free trial ending Free trial ending Did you know 3 Signed up for free trail immediately 3 days 3 days 7 days 7 days Free trial 23 days old + no account? Free trial 29 days old + no account? Free trial 31 days old + no account? Free trial ended yes yes yes
  27. 27. smartcookie@gmail.com
  28. 28. Congrats Need help? Did you know 1 Did you know 2 Free trial ending Free trial ending Did you know 3 Signed up for free trail immediately 3 days 3 days 7 days 7 days Free trial 23 days old + no account? Free trial 29 days old + no account? Free trial 31 days old + no account? Free trial ended yes yes yes
  29. 29. Congrats Need help? Did you know 1 Did you know 2 Free trial ending Free trial ending Did you know 3 Signed up for free trail immediately 3 days 3 days 7 days 7 days Free trial 23 days old + no account? Free trial 29 days old + no account? Free trial 31 days old + no account? Free trial ended yes yes yes
  30. 30. 14.8% increase paid customer conversion
  31. 31. Windchimes b2c e-commerce
  32. 32. Welcome Email preference Registered or signed up for email immediately Made a purchase2 days Loyalty intro Write review Yes, 3 weeks TYD orders = $300- $749 SilverYes TYD orders >$750 Gold Yes Advanced: welcome program w/ loyalty 8 days
  33. 33. Welcome Email preference Registered or signed up for email immediately Made a purchase2 days Loyalty intro Write reviewYes, 3 weeks TYD orders = $300- $749 SilverYes TYD orders >$750 Gold Yes 8 days
  34. 34. Welcome Email preference Registered or signed up for email immediately Made a purchase2 days Loyalty intro Write reviewYes, 3 weeks TYD orders = $300- $749 SilverYes TYD orders >$750 Gold Yes 8 days
  35. 35. Welcome Email preference Registered or signed up for email immediately Made a purchase2 days Loyalty intro Write review Yes, 3 weeks TYD orders = $300- $749 SilverYes TYD orders >$750 Gold Yes 8 days
  36. 36. Welcome Email preference Registered or signed up for email immediately Made a purchase2 days Loyalty intro Write review Yes, 3 weeks TYD orders = $300- $749 SilverYes TYD orders >$750 Gold Yes 8 days
  37. 37. 256% increase in revenue
  38. 38. gift b2c e-commerce
  39. 39. Welcome v1 Important dates Email preference Birthday request Refer a friend Registered or placed an order immediately Signed up for email Welcome v2 immediately Welcome email v2 + no purchase Coupon reminder Birthday data? 2 days 2 days 3 days yes 7 days 4 days no Advanced: important dates, coupon incentive, refer a friend, and birthday request
  40. 40. Welcome v1 Important dates Email preference Birthday request Refer a friend Registered or placed an order immediately Signed up for email Welcome v2 immediately Welcome email v2 + no purchase Coupon reminder Birthday data? 2 days 2 days 3 days yes 7 days 4 days no
  41. 41. Welcome v1 Important dates Email preference Birthday request Refer a friend Registered or placed an order immediately Signed up for email Welcome v2 immediately Welcome email v2 + no purchase Coupon reminder Birthday data? 2 days 2 days 3 days yes 7 days 4 days no
  42. 42. Welcome v1 Important dates Email preference Birthday request Refer a friend Registered or placed an order immediately Signed up for email Welcome v2 immediately Welcome email v2 + no purchase Coupon reminder Birthday data? 2 days 2 days 3 days yes 7 days 4 days no
  43. 43. Welcome v1 Important dates Email preference Birthday request Refer a friend Registered or placed an order immediately Signed up for email Welcome v2 immediately Welcome email v2 + no purchase Coupon reminder Birthday data? 2 days 2 days 3 days yes 7 days 4 days no
  44. 44. Key takeaways • Start off small • Map out your campaigns • Identify your triggers • Make it easy to add emails to your campaigns • Integrate your email with your website
  45. 45. Bill Haskitt bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog get in touch
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