Triggered emails drive better conversion rates Triggered emails have 50% higher open rates than non- triggered emails. 82% of web shoppers say they’d likely buy more items from a retailer if its emails were more personally relevant. “Spray and Pray” will hurt your subscriber list in the long run Personalize your nurture series with behavioral data Downloaded e-book/ infographic Browsed product pages, watched demo Competitive comparisons, viewed pricing page In trial, onboarding Used features Recommended your product to a peer Actions that users take on your website Emotional Impact Play with emotions: Testing for subject lines CONSIDERATION: Hopeful PREFERENCE: Confused PURCHASE: Overwhelmed ADVOCACY: Happy but sometimes Frustrated LOYALTY: Excited AWARENESS: Optimistic Awareness: Identify where users drop off Awareness •  How are people getting to my site? •  Who are the people that come to my site, but do not interact further? •  Who are the people that are interacting with my assets (watching a video, reading a blog post, etc) but do not return? Don’t be afraid to ask users to choose their own adventure •  Register for Webinar •  Download PDF •  Sign up for newsletter Adventure 1: How to increase conversions? Adventure 2: How to increase customer retention? Topic interest Consideration: Identify where your bottlenecks are Consideration •  Who’s getting stuck and where are they getting stuck? •  Who’s engaging with our product content? Signed up for free trial Activated account Used Feature A Used Feature B Did not activate Reminder email Consideration: monitor actions and deliver a consistent message Day 1: Welcome email Day 7-14: Triggered emails Preference: Find users that are engaged Preference •  Who’s looking for validation information on your site? •  Are your trialists making it through the trial process? •  What features are your trialists getting stuck on? Preference: Show your users what’s in it for THEM Read case study Product knowledge based on the case study they read and how it applies to THEIR business Purchase: Keep those that are interested…engaged Purchase Purchase: use personalized offers to re-engage Rate your trial experience No time No resources No budget Free trial ending soon Extend trial Implementation offer Special discount Loyalty: Find heavy users Loyalty •  Who has logged in consistently in the past month? •  Who is using our most advanced feature? •  Who are the users that have just recently upgraded? Ratings of NPS: 8-10 AND Have been a customer for more than 6 months AND Logged in within the past 7 week Refer a friend! Get paid Loyalty: Reward your active users Advocacy: Find your fan boys advocacy •  Who has been a customer for at least 1 year and log in consistently? •  Who is spending the most time in your app? •  Who are your power accounts that started off with 1-2 users and grew to more?

4. We’re going to show you…
How to nurture your leads with
segmentation based on your
user’s behaviors so you can better
personalize your content

5. Triggered emails drive better conversion rates
Triggered emails have 50% higher open rates than non-
triggered emails.
82% of web shoppers say they’d likely buy more items
from a retailer if its emails were more personally relevant.

6. “Spray and Pray” will hurt your subscriber list in the long run

8. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

9. Personalize your nurture series with behavioral data
Downloaded e-book/
infographic
Browsed product pages,
watched demo
Competitive comparisons,
viewed pricing page
In trial, onboarding
Used features
Recommended your product
to a peer
Actions that users take on your website

10. Emotional Impact
Play with emotions: Testing for subject lines
CONSIDERATION:
Hopeful
PREFERENCE:
Confused
PURCHASE:
Overwhelmed
ADVOCACY:
Happy but
sometimes
Frustrated
LOYALTY:
Excited
AWARENESS:
Optimistic

13. Awareness: Identify where users drop off
Awareness
• How are people getting to my site?
• Who are the people that come to my site, but do not
interact further?
• Who are the people that are interacting with my assets
(watching a video, reading a blog post, etc) but do not
return?

15. Don’t be afraid to ask users to choose their own adventure
• Register for Webinar
• Download PDF
• Sign up for newsletter
Adventure 1:
How to increase
conversions?
The image cannot be displayed. Your computer may not have enough
memory to open the image, or the image may have been corrupted. Restart
your computer, and then open the file again. If the red x still appears, you
may have to delete the image and then insert it again.
Adventure 2:
How to increase
customer
retention?
Topic interest

17. Consideration: Identify where your bottlenecks are
Consideration
• Who’s getting stuck and where are they getting
stuck?
• Who’s engaging with our product content?

19. Signed up for free
trial
Activated
account
Used Feature
A
Used Feature
B
Did not
activate
Reminder
email
Consideration: monitor actions and deliver a consistent message
Day 1: Welcome
email
Day 7-14: Triggered
emails

21. Preference: Find users that are engaged
Preference
• Who’s looking for validation information on your site?
• Are your trialists making it through the trial process?
• What features are your trialists getting stuck on?

23. Preference: Show your users what’s in it for THEM
Read case study Product knowledge based
on the case study they read
and how it applies to
THEIR business

25. Purchase: Keep those that are interested…engaged
Purchase
• Who has viewed the product or pricing page but left?
• Who has hit the trial form, bounced, but didn’t fill out
a form?
• Who has logged in to the trial several times but have
not purchased?

27. Purchase: use personalized offers to re-engage
Rate your trial
experience No time
No
resources
No
budget
Free trial
ending soon
Extend trial
Implementation
offer
Special discount

29. Loyalty: Find heavy users
Loyalty
• Who has logged in consistently in the past month?
• Who is using our most advanced feature?
• Who are the users that have just recently upgraded?

31. Ratings of NPS: 8-10
AND
Have been a customer for more than 6
months AND
Logged in within the past 7 week Refer a friend! Get
paid
Loyalty: Reward your active users

33. Advocacy: Find your fan boys
advocacy
• Who has been a customer for at least 1 year and log
in consistently?
• Who is spending the most time in your app?
• Who are your power accounts that started off with
1-2 users and grew to more?

35. Advocacy: drive product innovation with customer feedback
Frequent user of
a certain feature
Recruit them for beta tests and
let your customers shape the
future of your product

36. Recap
Uncover insights and find bottlenecks
Personalize your content based on specific actions that your users
have taken
Put the right message/offer in your user’s inbox

37. Caution: