Subscriber to customer


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  • Relevant Friendly Educational Content that compliments eachother
  • Subscriber to customer

    1. 1. Nurturing New Sign-ups: Subscriber to Customer Megan Buell Conversion Marketing Manager, VerticalResponse Hashtag #VRwebinar
    2. 2. Agenda <ul><li>The Buying Process </li></ul><ul><li>The “Welcome Email” </li></ul><ul><ul><li>Why? </li></ul></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>How? </li></ul></ul><ul><li>Relevant Messaging </li></ul><ul><ul><li>Products of Interest </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Stage of Buy Process </li></ul></ul><ul><ul><li>Educational Content </li></ul></ul><ul><ul><li>Using Segmentation to Your Advantage </li></ul></ul>Page | VerticalResponse, Inc.
    3. 3. The Buying Process – First Date to Wedding Bells Recognition/Interest Consideration Research Evaluate Purchase The Buying Process <ul><li>Put yourself in your recipients shoes. </li></ul><ul><ul><li>What do you do when you’re in the process of buying something? </li></ul></ul><ul><ul><li>What steps do you take? </li></ul></ul><ul><ul><li>Think about what message you should be sending during the different stages. </li></ul></ul><ul><ul><li>Get them to the “AHA” moment </li></ul></ul>
    4. 4. Your Welcome Email – Why? <ul><li>First impressions are everything </li></ul><ul><li>Don’t you want the first email to be special? </li></ul><ul><li>Provide them with the information they need as a potential customer </li></ul><ul><li>Show your brand off and let them know how great you are </li></ul>
    5. 5. Your Welcome Email – What? <ul><li>Friendly & Welcoming Tone </li></ul><ul><li>Consistent Branding </li></ul><ul><li>Set Expectations </li></ul><ul><li>Reestablish Credibility </li></ul><ul><li>Remove Obstacles </li></ul><ul><li>Resources/Tips </li></ul><ul><li>Offer </li></ul><ul><li>Call to Action </li></ul>
    6. 6. Welcome Email - Example Page | VerticalResponse, Inc.
    7. 7. Your Welcome Email – How? <ul><li>Create a standard welcome email </li></ul><ul><li>Pull a list from your account using the segmentation tool </li></ul><ul><li>Send the list your welcome email </li></ul><ul><li>Copy your sent welcome email and repeat on a regular basis – daily, weekly, monthly </li></ul><ul><li>Continue to send your new audience newsletters </li></ul>
    8. 8. You’ve sent your welcome email – now what? Page | VerticalResponse, Inc. <ul><li>Provide potential customers with relevant content </li></ul><ul><ul><li>Products/Services of Interest </li></ul></ul><ul><ul><ul><li>Use the clicks from your newsletters to your advantage </li></ul></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><ul><li>Event Invitations </li></ul></ul></ul><ul><ul><ul><li>Follow up from events </li></ul></ul></ul><ul><ul><li>Stage of Buying Process </li></ul></ul><ul><ul><ul><li>Where are they? </li></ul></ul></ul><ul><ul><ul><li>Consider sending a welcome “series” of emails </li></ul></ul></ul><ul><ul><li>Educational Content </li></ul></ul><ul><ul><ul><li>Educate them on your product service </li></ul></ul></ul><ul><ul><li>Segment your list and make the most of the information you have </li></ul></ul>
    9. 9. Page | VerticalResponse, Inc. Example: Products of Interest & Educational
    10. 10. Page | VerticalResponse, Inc. Example: Events Follow Ups / Educational Provides the recipients with valuable, usable and helpful content to lead them down a path of success – the “AHA” moment.
    11. 11. Page | VerticalResponse, Inc. Example: Stage of Buying Process
    12. 12. Example: Segment Based on the Information You Have Page | VerticalResponse, Inc. Subject Line: We've Got Your Size: Dresses 8-10, Dana Davis, Laundry… Leading me down a path of success quickly and easily… AHA!
    13. 13. Subscriber to Customer - Recap <ul><li>Understand the buying process and put yourself in their shoes </li></ul><ul><li>Create a standard welcome email and put a process in place </li></ul><ul><li>The more relevant, the more engaged (ring, ring) </li></ul><ul><ul><li>Take advantage of the information you have available to you & start collecting information that could benefit you and your recipients. </li></ul></ul><ul><li>Use the segmentation tool in your VR account – help site videos and recorded webinar </li></ul>
    14. 14. Resources <ul><li>VR Helpsite – Segmentation Tool </li></ul><ul><ul><li>www. - Segmentation section (under lists) </li></ul></ul><ul><li>VR Marketing Blog: </li></ul><ul><ul><li> </li></ul></ul><ul><li>FREE Marketing Guides: </li></ul><ul><ul><li> </li></ul></ul>
    15. 15. Page | VerticalResponse, Inc. Q&A