This document summarizes a webinar about onboarding techniques. The webinar discusses why onboarding is important, best practices for onboarding including knowing your subscribers, setting expectations, delivering value and prompting next actions. It also discusses how to use marketing tools from ExactTarget to create welcome series and journeys to improve the onboarding experience. Speakers Kandice Carlson and Matt Fleckenstein led the webinar and discussed how onboarding sets the stage for engagement and success.

1. #ETWEBINARS
Making a Great First
Impression: Unforgettable
Onboarding Techniques
September 4th, 2014

3. Speakers
#ETWEBINARS
Kandice Carlson
Senior Marketing Consultant
ExactTarget Marketing Cloud
@kandicecarlson
Matt Fleckenstein
Vice President, Journey Management
ExactTarget Marketing Cloud
@matflec

4. Today’s Topics
Why
is
Onboarding
Important?
Best
Prac8ces
to
Ensure
Success
ExactTarget
Tools
for
You

5. WHY?
Why does
onboarding
matter?

6. WHY?
Why does
onboarding
matter?
You will never
get a second
chance to make
a first
impression
-- Will Rogers

7. >50%
Of customer
interactions happen
during a multi-event,
multi-channel journey.
Source: McKinsey Research: Customer Journey
Transformation, September 2013

8. Create a bubble
experience for your new
subscribers.
Give them the most
important relevant
information you can
before the bubble pops.

9. 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

10. 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.

11. Your subscribers are unique –
is your messaging?

12. What Else Do You Know About Your Subscriber?
Don’t tell them to create an
account if they’ve already
created an account…

13. 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

14. Think about your
best welcome
experiences.

15. Set Expectations Now for Future Success
What content will be in your messages?

16. Set Expectations Now for Future Success
What content will be in your messages?
How often will a subscriber receive your
communications?

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?

18. 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?

23. 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

24. 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

25. 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

26. …And Use Your Unique Voice

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. What should they do next?
Provide more info about themselves

29. What should they do next?
Provide more info about themselves
Use an exclusive discount/coupon

30. What should they do next?
Provide more info about themselves
Use an exclusive discount/coupon
Interact in other channels

31. 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

32. 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

33. 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

34. Evolve the Series Based on Behavior
• Create Triggers based off of clicks in
Welcome Series

35. Evolve the Series Based on Behavior
• Create Triggers based off of clicks in
Welcome Series
• Creates an Account
• Gets a Thank You email

36. 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

37. 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

38. Move from a
standard series to
a 1:1 onboarding
experience.

39. Understanding the
Tools in Your
ExactTarget
Toolbox

43. Step
1
–
Choose
Your
List

44. Step
2
–
Select
Your
Emails

45. Step
3
–
Set
Your
Cadence

46. Step
4
–
Review
and
Go!

47. ENGAGMENT"
Welcome Series Success
Staying connected creates customers that last.
TIME"

48. Journey Builder is a customer journey
management platform that enables
companies to plan, personalize and
optimize every interaction across the
customer lifecycle.

49. 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

50. 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.

53. Step
1
–
Drag
a
new
stage
onto
the
Journey
Map

54. Step
2
–
Pick
a
color
and
give
it
a
name
(maybe
something
super
original
like
“onboard”
J)

55. Step
3
–
Drag
an
Interac8on
into
the
Onboarding
Stage

56. Step
4
–
Configure
your
Interac8on
(Give
it
a
name
and
click
“OK”
to
set
up
your
cross
channel
messages)

57. Step
5
–
Set
Up
the
Trigger
Event
(which
users
flow
into
this
interac8on?)

58. Step
5
–
Set
Up
the
Trigger
Event
(which
users
flow
into
this
interac8on?)

59. Step
6
–
Set
Up
the
Goal
for
Your
Interac8on

60. Step
6
–
Set
Up
The
Goal
for
Your
Welcome
Interac8on

61. Step
7
–
Drag
&
Drop
Your
Cross-­‐channel
Welcome
Messages
on
the
Interac8on
Canvas

62. Use the Appropriate Tools
3
Onboarding Sets The Stage
Follow The Best Practices

63. Questions?
Kandice Carlson
Senior Marketing Consultant
ExactTarget Marketing Cloud
Matt Fleckenstein
Vice President of Journey Management
ExactTarget Marketing Cloud
@kandicecarlson @matflec
#ETWEBINARS

65. 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

66. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
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