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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 ...

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 Presentation Transcript

  • 1. Getting the Relationship Started Right How Leading-Edge Marketers Are Evolving Their Onboarding Programs Peter Bergen, Dan Caro,TeyaTuccio-Flick @whereoware
  • 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. A few of our clients
  • 4. The stats Why onboarding programs are so important
  • 5. Welcome emails have 4x the open rate and5x the click through rate of bulk mailings
  • 6. 57.7% of companies send a welcome email to new subscribers
  • 7. Companies with a welcome email series saw a 13% increase in revenue compared to the original welcome email
  • 8. Only 1% of retailers on the Internet Retailer 500 (yep that is only 5) send a series of automated welcome messages
  • 9. Case studies How we implemented onboarding programs with our clients
  • 10. giftware + décor b2b e-commerce company (American + Canadian (French-speaking) customer base)
  • 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. Welcome Social Best sellers Opens an account or is approved for a web account immediately 2 weeks 2 weeks beginner
  • 13. Dynamic call-to- action based on how the customer enters the database
  • 14. Dynamic location based on customer’s location French- and English-speaking versions
  • 15. French- and English-speaking versions of email advertising GIFTCRAFT’s brands’ social networks
  • 16. French- and English-speaking versions of “What’s hot” email advertising GIFTCRAFT’s brands
  • 17. Home décor b2b e-commerce company
  • 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. 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. Download Credentials Form Thanks for registering Need business credentials before accessing website
  • 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. 153% increase in active registrations
  • 23. A suite of do-it-yourself digital catalog + animation products
  • 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. 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. 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. smartcookie@gmail.com
  • 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. 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. 14.8% increase paid customer conversion
  • 31. Windchimes b2c e-commerce
  • 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. 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. 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. 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. 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. 256% increase in revenue
  • 38. gift b2c e-commerce
  • 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. 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. 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. 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. 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. 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. 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