Getting the relationship started right

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

20. 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

21. Download Credentials Form Thanks for registering Need business credentials before accessing website

24. 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

26. 153% increase in active registrations

27. A suite of do-it-yourself digital catalog + animation products

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 Intermediate: educational welcome program

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

31. smartcookie@gmail.com

36. 14.8% increase paid customer conversion

37. Windchimes b2c e-commerce

38. 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

39. 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

41. 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

43. 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

45. 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

49. 256% increase in revenue

50. gift b2c e-commerce

51. 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

52. 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

64. 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

65. 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

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