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Chris Hexton, co-founder and CEO at Vero
How to Send Data-Driven
Onboarding Emails That
Convert Every Time
January 2014
@thuelmadsen#KISSwebinar
Join the conversation on Twitter
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.
@chexton #KISSwebinar
Join the conversation on Twitter
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
WATCH WEBINAR RECORDING NOW
Intro to Successful
Onboarding
1
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.
“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…”
• “Create your first X…”
• “Import your data…”
• “Download the app…”
Welcome Emails
SumAll
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
Basecamp
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
The Quick Win Email
2
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
Pinterest
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
Raven Tools
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
The Milestone Email
3
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
Evernote
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
Canva
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
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
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
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
• 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
Help Scout
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
Sprout Social
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
Questions?
Chris Hexton
Co-founder
Vero
@chexton
chris@getvero.com
Thue Madsen
Marketing Associate
KISSmetrics
@thuelmadsen
tmadsen@kissmetrics.com
THANK YOU
Chris Hexton
Vero co-founder and CEO

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

  • 1. Chris Hexton, co-founder and CEO at Vero How to Send Data-Driven Onboarding Emails That Convert Every Time January 2014
  • 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. @chexton #KISSwebinar Join the conversation on Twitter
  • 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
  • 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. “Having a poor onboarding experience for your customers can pretty much kill your growth … if not your business.”
 — Lincoln Murphy, Sixteen Ventures
  • 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
  • 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
  • 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. The Quick Win Email 2
  • 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
  • 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
  • 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
  • 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
  • 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. Canva
  • 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. 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.
  • 30. 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
  • 32. 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
  • 34. 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
  • 36. 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
  • 37. Questions? Chris Hexton Co-founder Vero @chexton chris@getvero.com Thue Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  • 38. THANK YOU Chris Hexton Vero co-founder and CEO