Triggered emails drive better conversion rates Triggered emails have 50% higher open rates than non- triggered emails. 82% of web shoppers say they’d likely buy more items from a retailer if its emails were more personally relevant.
“Spray and Pray” will hurt your subscriber list in the long run
Personalize your nurture series with behavioral data Downloaded e-book/ infographic Browsed product pages, watched demo Competitive comparisons, viewed pricing page In trial, onboarding Used features Recommended your product to a peer Actions that users take on your website
Emotional Impact Play with emotions: Testing for subject lines CONSIDERATION: Hopeful PREFERENCE: Confused PURCHASE: Overwhelmed ADVOCACY: Happy but sometimes Frustrated LOYALTY: Excited AWARENESS: Optimistic
Awareness: Identify where users drop off Awareness • How are people getting to my site? • Who are the people that come to my site, but do not interact further? • Who are the people that are interacting with my assets (watching a video, reading a blog post, etc) but do not return?
Don’t be afraid to ask users to choose their own adventure • Register for Webinar • Download PDF • Sign up for newsletter Adventure 1: How to increase conversions? Adventure 2: How to increase customer retention? Topic interest
Consideration: Identify where your bottlenecks are Consideration • Who’s getting stuck and where are they getting stuck? • Who’s engaging with our product content?
Signed up for free trial Activated account Used Feature A Used Feature B Did not activate Reminder email Consideration: monitor actions and deliver a consistent message Day 1: Welcome email Day 7-14: Triggered emails
Preference: Find users that are engaged Preference • Who’s looking for validation information on your site? • Are your trialists making it through the trial process? • What features are your trialists getting stuck on?
Preference: Show your users what’s in it for THEM Read case study Product knowledge based on the case study they read and how it applies to THEIR business
Purchase: Keep those that are interested…engaged Purchase Purchase: use personalized offers to re-engage Rate your trial experience No time No resources No budget Free trial ending soon Extend trial Implementation offer Special discount
Loyalty: Find heavy users Loyalty • Who has logged in consistently in the past month? • Who is using our most advanced feature? • Who are the users that have just recently upgraded?
Ratings of NPS: 8-10 AND Have been a customer for more than 6 months AND Logged in within the past 7 week Refer a friend! Get paid Loyalty: Reward your active users
Advocacy: Find your fan boys advocacy • Who has been a customer for at least 1 year and log in consistently? • Who is spending the most time in your app? • Who are your power accounts that started off with 1-2 users and grew to more?