The document discusses best practices for converting new email subscribers into customers. It recommends segmenting subscribers based on their stage in the buying process and sending relevant content. The welcome email should introduce the brand, set expectations, and offer helpful resources. Follow-up messages can highlight products of interest, promote events, and provide educational content tailored to where subscribers are in the buying process. The goal is to guide subscribers along a "path of success" through relevant messaging until they have their "AHA moment" of understanding the value.

1. Nurturing New Sign-ups: Subscriber to Customer Megan Buell Conversion Marketing Manager, VerticalResponse Hashtag #VRwebinar

2. Agenda The Buying Process The “Welcome Email” Why? What? How? Relevant Messaging Products of Interest Events Stage of Buy Process Educational Content Using Segmentation to Your Advantage Page | VerticalResponse, Inc.

3. The Buying Process – First Date to Wedding Bells Recognition/Interest Consideration Research Evaluate Purchase The Buying Process Put yourself in your recipients shoes. What do you do when you’re in the process of buying something? What steps do you take? Think about what message you should be sending during the different stages. Get them to the “AHA” moment

4. Your Welcome Email – Why? First impressions are everything Don’t you want the first email to be special? Provide them with the information they need as a potential customer Show your brand off and let them know how great you are

5. Your Welcome Email – What? Friendly & Welcoming Tone Consistent Branding Set Expectations Reestablish Credibility Remove Obstacles Resources/Tips Offer Call to Action

6. Welcome Email - Example Page | VerticalResponse, Inc.

7. Your Welcome Email – How? Create a standard welcome email Pull a list from your account using the segmentation tool Send the list your welcome email Copy your sent welcome email and repeat on a regular basis – daily, weekly, monthly Continue to send your new audience newsletters

8. You’ve sent your welcome email – now what? Page | VerticalResponse, Inc. Provide potential customers with relevant content Products/Services of Interest Use the clicks from your newsletters to your advantage Events Event Invitations Follow up from events Stage of Buying Process Where are they? Consider sending a welcome “series” of emails Educational Content Educate them on your product service Segment your list and make the most of the information you have

9. Page | VerticalResponse, Inc. Example: Products of Interest & Educational

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. Page | VerticalResponse, Inc. Example: Stage of Buying Process

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. Subscriber to Customer - Recap Understand the buying process and put yourself in their shoes Create a standard welcome email and put a process in place The more relevant, the more engaged (ring, ring) Take advantage of the information you have available to you & start collecting information that could benefit you and your recipients. Use the segmentation tool in your VR account – help site videos and recorded webinar

14. Resources VR Helpsite – Segmentation Tool www. Help.verticalresponse.com - Segmentation section (under lists) VR Marketing Blog: http://blog.verticalresponse.com/ FREE Marketing Guides: http://www.verticalresponse.com/education-support/guides/

15. Page | VerticalResponse, Inc. Q&A