Getting the Relationship Started Right discusses how leading marketers are evolving their onboarding programs. It provides examples of simple, intermediate, and advanced onboarding workflows implemented for various clients. Onboarding programs that include a series of automated messages saw increased customer retention, engagement, and revenue. Customers who received educational content about product features or loyalty incentives were more likely to convert to paid accounts or increase their spending. The case studies demonstrate how small changes to onboarding programs can make a big impact on business metrics.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
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
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
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
19.
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
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
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
30. 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
32. 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
33.
34. 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
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
40.
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
42.
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
44.
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
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