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Making a Great First Impression: Unforgettable Onboarding Techniques

First impressions are important. Our studies show 25% of subscribers never engage with a brand because they are not properly on-boarded. Learn how to begin building a 1:1 customer relationship right from the start.

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Making a Great First Impression: Unforgettable Onboarding Techniques

  1. 1. #ETWEBINARS Making a Great First Impression: Unforgettable Onboarding Techniques September 4th, 2014
  2. 2. Speakers #ETWEBINARS Kandice Carlson Senior Marketing Consultant ExactTarget Marketing Cloud @kandicecarlson Matt Fleckenstein Vice President, Journey Management ExactTarget Marketing Cloud @matflec
  3. 3. Today’s Topics Why is Onboarding Important? Best Prac8ces to Ensure Success ExactTarget Tools for You
  4. 4. WHY? Why does onboarding matter?
  5. 5. WHY? Why does onboarding matter? You will never get a second chance to make a first impression -- Will Rogers
  6. 6. >50% Of customer interactions happen during a multi-event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013
  7. 7. Create a bubble experience for your new subscribers. Give them the most important relevant information you can before the bubble pops.
  8. 8. Onboarding Best Practices 1. Know Your Source 2. Set Expectations 3. Deliver Your Value Prop 4. Prompt a Next Action 5. Set It – But Don’t Forget It
  9. 9. Knowing Your Data is the Key to Success Ensure you are capturing the source of your subscriber so you can tweak the content of your welcome messaging.
  10. 10. Your subscribers are unique – is your messaging?
  11. 11. What Else Do You Know About Your Subscriber? Don’t tell them to create an account if they’ve already created an account…
  12. 12. Onboarding Best Practices 1. Know Your Source 2. Set Expectations 3. Deliver Your Value Prop 4. Prompt a Next Action 5. Set It – But Don’t Forget It
  13. 13. Think about your best welcome experiences.
  14. 14. Set Expectations Now for Future Success What content will be in your messages?
  15. 15. Set Expectations Now for Future Success What content will be in your messages? How often will a subscriber receive your communications?
  16. 16. Set Expectations Now for Future Success What content will be in your messages? How often will a subscriber receive your communications? Can they choose which types of content they’d like to receive?
  17. 17. Set Expectations Now for Future Success What content will be in your messages? How often will a subscriber receive your communications? Can they choose which types of content they’d like to receive? Why should they read your emails?
  18. 18. Onboarding Best Practices 1. Know Your Source 2. Set Expectations 3. Deliver Your Value Prop 4. Prompt a Next Action 5. Set It – But Don’t Forget It
  19. 19. Find the Right Message… 89% 73% 41% 5% 10% 11% 11% 13% 6% Recommended Products Promoted SMS Promoted App Used First Name Marketed Rewards Program Asked to Update Preferences Sent Incen8ve with Welcome Email Promoted Social Media Included Value Proposi8on of Email Program ET Blog - Content of Welcome Emails from 80 major online retailers
  20. 20. Find the Right Message… 89% 73% 41% 5% 10% 11% 11% 13% 6% Recommended Products Promoted SMS Promoted App Used First Name Marketed Rewards Program Asked to Update Preferences Sent Incen8ve with Welcome Email Promoted Social Media Included Value Proposi8on of Email Program What do your customer’s care about? What information can make their lives easier? ET Blog - Content of Welcome Emails from 80 major online retailers
  21. 21. …And Use Your Unique Voice
  22. 22. Onboarding Best Practices 1. Know Your Source 2. Set Expectations 3. Deliver Your Value Prop 4. Prompt a Next Action 5. Set It – But Don’t Forget It
  23. 23. What should they do next? Provide more info about themselves
  24. 24. What should they do next? Provide more info about themselves Use an exclusive discount/coupon
  25. 25. What should they do next? Provide more info about themselves Use an exclusive discount/coupon Interact in other channels
  26. 26. What should they do next? Provide more info about themselves Use an exclusive discount/coupon Interact in Other Channels Learn more about your company/product
  27. 27. Onboarding Best Practices 1. Know Your Source 2. Set Expectations 3. Deliver Your Value Prop 4. Prompt a Next Action 5. Set It – But Don’t Forget It
  28. 28. Analyze & Test Repeatedly Don’t let high engagement prevent you from testing subject lines, pre-headers and alternate content. Email Open Rate Click Rate Content Type 1 50% 13% Welcome 2 42% 7% Store Loca8on 3 32% 5% Educate 4 25% 4% Cross-­‐Channel
  29. 29. Evolve the Series Based on Behavior • Create Triggers based off of clicks in Welcome Series
  30. 30. Evolve the Series Based on Behavior • Create Triggers based off of clicks in Welcome Series • Creates an Account • Gets a Thank You email
  31. 31. Evolve the Series Based on Behavior • Create Triggers based off of clicks in Welcome Series • Creates an Account • Gets a Thank You email • Clicks the Blog Link • Gets a Blog Welcome email with your top Blog content
  32. 32. Evolve the Series Based on Behavior • Create Triggers based off of clicks in Welcome Series • Creates an Account • Gets a Thank You email • Clicks the Blog Link • Gets a Blog Welcome email with your top Blog content • Downloads the Mobile App • Gets a Mobile Welcome with tips for using the app
  33. 33. Move from a standard series to a 1:1 onboarding experience.
  34. 34. Understanding the Tools in Your ExactTarget Toolbox
  35. 35. Step 1 – Choose Your List
  36. 36. Step 2 – Select Your Emails
  37. 37. Step 3 – Set Your Cadence
  38. 38. Step 4 – Review and Go!
  39. 39. ENGAGMENT" Welcome Series Success Staying connected creates customers that last. TIME"
  40. 40. Journey Builder is a customer journey management platform that enables companies to plan, personalize and optimize every interaction across the customer lifecycle.
  41. 41. PLAN PERSONALIZE OPTIMIZE Maps Interactions Metrics Chart & manage a customer’s entire journey Leverage x-channel touches to drive business goals Track & optimize goal performance over time
  42. 42. Everything is an App. Your bank is an app. Your hotel is an app. Your store is an app. Your airline is an app. Apps are essential to every consumer’s life…and every brand’s strategy.
  43. 43. Step 1 – Drag a new stage onto the Journey Map
  44. 44. Step 2 – Pick a color and give it a name (maybe something super original like “onboard” J)
  45. 45. Step 3 – Drag an Interac8on into the Onboarding Stage
  46. 46. Step 4 – Configure your Interac8on (Give it a name and click “OK” to set up your cross channel messages)
  47. 47. Step 5 – Set Up the Trigger Event (which users flow into this interac8on?)
  48. 48. Step 5 – Set Up the Trigger Event (which users flow into this interac8on?)
  49. 49. Step 6 – Set Up the Goal for Your Interac8on
  50. 50. Step 6 – Set Up The Goal for Your Welcome Interac8on
  51. 51. Step 7 – Drag & Drop Your Cross-­‐channel Welcome Messages on the Interac8on Canvas
  52. 52. Use the Appropriate Tools 3 Onboarding Sets The Stage Follow The Best Practices
  53. 53. Questions? Kandice Carlson Senior Marketing Consultant ExactTarget Marketing Cloud Matt Fleckenstein Vice President of Journey Management ExactTarget Marketing Cloud @kandicecarlson @matflec #ETWEBINARS
  54. 54. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections
  55. 55. Power the Customer Journey Text “JOURNEY” to 56237 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
  56. 56. exacttarget.com

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