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How to Send Data-Driven Lifecycle Emails That Convert Every Time

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1 The Key to Email Onboarding The Welcome Email The Quick Win Email The Milestone Email 2 Examples You Can Replicate 3 Implementation Table of Contents
Intro to Successful Onboarding 1
What is onboarding?
“Having a poor onboarding experience for your customers can pretty much kill your growth … if not your business.”
 — Lincoln Murphy, Sixteen Ventures
The Welcome Email
The Purpose of the Welcome Email • Build of the momentum of the signup • Move users to the next step, not the final goal • Set the tone for their experience Example goals • “Complete your profile…”
Why This Email Rocks • Simple, clear and bold • Connecting a new platform to SumAll means they can start collecting data and therefore create value for users • Contrasting button, friction-free copy
Why This Emails Rocks • The email is a simple catalyst to get new people logged in • Basecamp is confident that the product will sell itself
The Purpose of the “Quick Win” Email • Get new users engaged with your product • Introduce them to features you know people love
Why This Email Rocks • Very useful feature (remember, onboarding is largely a product issue, email is just a catalyst) • Piques interest with education, which tees up the CTA • Includes an example and a deep link to create your own
Why This Email Rocks • Knowledge is power – the more users understand your product, the more value they’ll get from it
The Purpose of the Milestone Email • Reward people for good behavior • Reinforce the value your product is delivering • Build on the momentum by moving them to the next step Tips for great Milestone emails
Why This Email Rocks • Rewards engagement – makes the user feel good about it • Moves users to the next step by explaining advanced features
Why This Email Rocks • Gamification is a way turn behavior into habit • The imagery makes it clear there are move achievements to be unlocked (“I want the 20 designs trophy!”)
How to get started with triggered onboarding emails • Ask customers to go on a second date, not get married. • Define success and map out the steps to get users engaged, committed and 100% onboard
Places to learn more about onboarding • Nir Eyal (nirandfar.com): Behavior engineering, habit-forming products
The “Hail Mary” Email 4
The Purpose of the “Hail Mary” Email • Get as many trial customers to convert as possible • It helps improve the ROI of your top-line spend
Why This Email Rocks • This email actually worked and is how Vero became a Help Scout customer. • It was sent 5-6 months after my initial trial expired.
Why This Email Rocks • There are clear reasons to come back: Sprout highlight new features and/or feature I may not have seen.

Published in: Marketing

How to Send Data-Driven Lifecycle Emails That Convert Every Time

  1. 1. Chris Hexton, co-founder and CEO at Vero How to Send Data-Driven Onboarding Emails That Convert Every Time January 2014
  2. 2. @thuelmadsen#KISSwebinar Join the conversation on Twitter
  3. 3. Chris Hexton - Vero - @chexton Chris is the co-founder and CEO of Vero, a behavioral marketing platform. Based in Sydney, Australia, Chris is growing an international team of developers, marketers and customer success managers.
  4. 4. @chexton #KISSwebinar Join the conversation on Twitter
  5. 5. 1 The Key to Email Onboarding The Welcome Email The Quick Win Email The Milestone Email 2 Examples You Can Replicate 3 Implementation Table of Contents
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Intro to Successful Onboarding 1
  8. 8. What is onboarding? • The process of getting customers from “first touch” to “first value” as quickly as possible • A series of small conversions leading to a bigger, more significant conversion. • The removal of barriers to entry in your product/service. Product vs. Marketing • At it’s core, onboarding is a product challenge. Email helps you communicate value. It can trigger the “light bulb” for new users.
  9. 9. “Having a poor onboarding experience for your customers can pretty much kill your growth … if not your business.”
 — Lincoln Murphy, Sixteen Ventures
  10. 10. The Welcome Email
  11. 11. The Purpose of the Welcome Email • Build of the momentum of the signup • Move users to the next step, not the final goal • Set the tone for their experience Example goals • “Complete your profile…” • “Create your first X…” • “Import your data…” • “Download the app…” Welcome Emails
  12. 12. SumAll
  13. 13. Why This Email Rocks • Simple, clear and bold • Connecting a new platform to SumAll means they can start collecting data and therefore create value for users • Contrasting button, friction-free copy • Highly focused with a single call to action SumAll
  14. 14. Basecamp
  15. 15. Why This Emails Rocks • The email is a simple catalyst to get new people logged in • Basecamp is confident that the product will sell itself • It employs social proof to make users feel like they will miss out if they ignore the email (“You’ve joined over 1,500,000 organizations just like yours…”) Basecamp
  16. 16. The Quick Win Email 2
  17. 17. The Purpose of the “Quick Win” Email • Get new users engaged with your product • Introduce them to features you know people love • Move them from the inbox to the app as efficiently as possible Tips for great “Quick Win” emails • Focus on benefits, not features • Deep link – If the CTA is to “create a new x”, link them to the exact page • Use data – Don’t ask people to do things they’ve already done Quick Wins
  18. 18. Pinterest
  19. 19. Why This Email Rocks • Very useful feature (remember, onboarding is largely a product issue, email is just a catalyst) • Piques interest with education, which tees up the CTA • Includes an example and a deep link to create your own Pinterest
  20. 20. Raven Tools
  21. 21. Why This Email Rocks • Knowledge is power – the more users understand your product, the more value they’ll get from it • Getting users engaged early creates a habit of conversion – they get used to clicking your emails and engaging with your brand • They make it easy – look at the copy: • “Quick, guided training on your schedule” • “free, live training” • “variety of class times to accommodate you” Raven Tools
  22. 22. The Milestone Email 3
  23. 23. The Purpose of the Milestone Email • Reward people for good behavior • Reinforce the value your product is delivering • Build on the momentum by moving them to the next step Tips for great Milestone emails • Use upbeat, positive copy to make users feel great about using your product • Use micro CTA’s to deepen your relationship (refer a friend, follow on Twitter, check out our blog, etc.) Milestone Emails
  24. 24. Evernote
  25. 25. Why This Email Rocks • Rewards engagement – makes the user feel good about it • Moves users to the next step by explaining advanced features • Arrives with context – it’s triggered as a direct result of my behavior and comes almost immediately. Evernote
  26. 26. Canva
  27. 27. Why This Email Rocks • Gamification is a way turn behavior into habit • The imagery makes it clear there are move achievements to be unlocked (“I want the 20 designs trophy!”) • Micro CTAs – Social media sharing cements a users’ commitment to your product • Even more micro CTAs – Blogs and social media can inspire and motivate users to engage more Canva
  28. 28. How to get started with triggered onboarding emails • Ask customers to go on a second date, not get married. • Define success and map out the steps to get users engaged, committed and 100% onboard • Track data with tools like KISSmetrics – make your emails as specific as possible based on their behavior • Use tools like Vero for dynamic segmentation and highly personalized emails • Avoid time-based sequences – the chances of sending an irrelevant email are very high Getting Started
  29. 29. Places to learn more about onboarding • Nir Eyal (nirandfar.com): Behavior engineering, habit-forming products • Lincoln Murphy (sixteenventures.com): Churn reduction, growth strategies and increased engagement • Vero blog (blog.getvero.com): Examples, swipe files and inspiration Getting Started
  30. 30. The “Hail Mary” Email 4
  31. 31. The Purpose of the “Hail Mary” Email • Get as many trial customers to convert as possible • It helps improve the ROI of your top-line spend • Encourage users to try new features and/or experience your product again. Tips for great Milestone emails • Focus on benefits, not features • Give an offer or share a new experience/feature/story • Make it EASY Hail Mary Emails
  32. 32. Help Scout
  33. 33. Why This Email Rocks • This email actually worked and is how Vero became a Help Scout customer. • It was sent 5-6 months after my initial trial expired. • A decent offer, a simple CTA with a simple next step. • They use social proof – see quote. • It’s super clean. Help Scout
  34. 34. Sprout Social
  35. 35. Why This Email Rocks • There are clear reasons to come back: Sprout highlight new features and/or feature I may not have seen. • The process I have to take is three simple steps and gets me to log back in (means they didn’t delete my account, that’s nice of them :) • It looks and feels ‘personal’. I could definitely hit respond and ask questions or share concerns: great for both Sprout and me. Sprout Social
  36. 36. Questions? Chris Hexton Co-founder Vero @chexton chris@getvero.com Thue Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  37. 37. THANK YOU Chris Hexton Vero co-founder and CEO

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