This session was presented at the LOCALOGY ENGAGE 19 event in Washington, D.C., June 3-4, 2019.

1. aweber.com
CASE STUDY:
ONBOARDING
PROFILES

2. AWeber
AWeber is a platform that has helped over 1,000,000 entrepreneurs and small
businesses accelerate their growth through powerfully-simple email marketing
tools and expertise.
Our customers use AWeber to grow and manage their audience, send
newsletters and automated emails, and analyze and optimize results.

3. aweber.com
“Growing and managing their audiences,
sending newsletters and automated emails,
and analyzing and optimizing results...”
…is easier said than done.

4. CS is a Big Part of Onboarding at AWeber
We love email marketing; but we don’t expect our customers to love it too.
They love their businesses.
It’s important for us to bridge the gap, help them along, and
create remarkable experiences.
Scaling in-person onboarding
is difficult and expensive.

5. What are the benefits of in-person onboarding?
● Humanizing the platform and forming a personal connection.
● Personalized support and onboarding experience.

6. aweber.com
The challenge:
To personalize, you have to
know things about the
individual person.

7. Defining our profile:
Start with the problems you want to help solve, then work back to the
information required to solve them.
Problem Data Needed Onboarding Improvement
When is a good time to communicate
with them?
● Location (Timezone). ● Emails and communication at
appropriate times.
How do we get them to success
fastest?
● Goals.
● How they initially use the
platform.
● Their experience level with
email marketing.
● Existing technology workflow.
● Personalized onboarding
dashboard.
● Personalized onboarding email
series.
Who are our high-potential trial users? ● Business information.
● Social followings.
● Alexa ranking.
● Personal outreach to high-
potential trial users.

8. Online Presence
Technological
Profile
Filling our profile:
Trial
Signup
Data
Enrichment
Onboarding
Emails
New User
Experience
Location Goals
Website
Experience
with Email
Marketing
In-app Task
Completion
Progress
Touchpoints
Data

9. Active Profiling:
Information is manually provided by someone
inputting data or making a selection.
● Location.
● Goals.
● Website.
● Experience with Email Marketing.
Two Types of Profiling:
Passive Profiling:
Information is inferred from observing actions or
enriching existing data.
● Actions taken within the platform.
● Online Presence.
● Technological Profile.

10. Online Presence
Technological
Profile
Passive Profiling:
Order
Data
Enrichment
Onboarding
Emails
New User
Experience
Location Goals
Website
Experience
with Email
Marketing
In-app Task
Completion
Progress

11. Technological
Profile
Online Presence
Trial
Signup
Data
Enrichment
Onboarding
Emails
New User
Experience
Location Goals
Website
Experience
with Email
Marketing
In-app Task
Completion
Progress
Touchpoints
Data
Customized
onboarding
dashboard.
Personal
outreach.
Email
onboarding
notifications.
Onboarding
Customization

12. Online Presence:
Understand which new customers are likely to have larger businesses or
followings and quickly pair them with our CS team for personal outreach.
Results:
Increase in the percentage of customers we identify as high-potential and pair
with CS. This cohort has a significantly lower churn than our average customer.
● Business size ($, employees)
● Industry
● Alexa ranking
● Social media followings

13. Technology Profile:
Understand what technologies customers are using to promote relevant
migration guides and services, and integrations with products that are already in
their workflow.
Results:
● Contributed to an increase in customers activating integrations in their first
30 days.
● Higher email engagement rates.

15. Technology-personalized
emails result in a
20% increase in open rates
compared to unpersonalized
onboarding emails sent to
subscribers at the same
point in onboarding.

16. Building your own profiles:
1. Define the problems you’re trying to solve for customers in onboarding.
a. Ask the people who talk to your customers what questions they ask to help better
onboarding.
2. Define the improvements you’ll make to onboarding to solve the problems
above.
3. Define the data you’ll need to bridge the problem and solution.
4. Ask your customers your questions.

17. One Really Easy Way to Get Started

18. Beginner Series
Advanced Series

19. aweber.com
Thank You!
Stop by the AWeber booth if you to talk about the power of
email marketing.
Reach out to me directly @clickpop on Twitter.