making a great first impression: unforgettable onboarding techniques
DESCRIPTION
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.TRANSCRIPT
Making a Great First Impression: Unforgettable Onboarding Techniques
September 4th, 2014
#ETWEBINARS
Speakers
#ETWEBINARS
Kandice Carlson Senior Marketing Consultant ExactTarget Marketing Cloud
@kandicecarlson
Matt Fleckenstein Vice President, Journey Management
ExactTarget Marketing Cloud
@matflec
Today’s Topics
Why is Onboarding Important?
Best Prac8ces to Ensure Success
ExactTarget Tools for You
WHY? Why does
onboarding matter?
WHY? Why does
onboarding matter?
You will never get a second
chance to make a first
impression -- Will Rogers
>50% Of customer
interactions happen during a multi-event,
multi-channel journey. Source: McKinsey Research: Customer Journey
Transformation, September 2013
Create a bubble experience for your new subscribers. Give them the most important relevant information you can before the bubble pops.
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
Onboarding Best Practices
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.
Your subscribers are unique – is your messaging?
What Else Do You Know About Your Subscriber?
Don’t tell them to create an account if they’ve already created an account…
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
Onboarding Best Practices
Think about your best welcome experiences.
Set Expectations Now for Future Success
What content will be in your messages?
Set Expectations Now for Future Success
What content will be in your messages? How often will a subscriber receive your communications?
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?
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?
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
Onboarding Best Practices
Find the Right Message…
89% 73%
41% 13% 11% 11% 10%
6% 5%
Included Value Proposi8on of Email Program Promoted Social Media
Sent Incen8ve with Welcome Email Asked to Update Preferences Marketed Rewards Program
Used First Name Promoted App Promoted SMS
Recommended Products
ET Blog - Content of Welcome Emails from 80 major online retailers
Find the Right Message…
89% 73%
41% 13% 11% 11% 10%
6% 5%
Included Value Proposi8on of Email Program Promoted Social Media
Sent Incen8ve with Welcome Email Asked to Update Preferences Marketed Rewards Program
Used First Name Promoted App Promoted SMS
Recommended Products 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
…And Use Your Unique Voice
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
Onboarding Best Practices
What should they do next? Provide more info about themselves
What should they do next? Provide more info about themselves Use an exclusive discount/coupon
What should they do next? Provide more info about themselves Use an exclusive discount/coupon Interact in other channels
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
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
Onboarding Best Practices
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
• Create Triggers based off of clicks in Welcome Series
Evolve the Series Based on Behavior
• Create Triggers based off of clicks in Welcome Series
• Creates an Account • Gets a Thank You email
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
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
Evolve the Series Based on Behavior
Move from a standard series to a 1:1 onboarding experience.
Understanding the Tools in Your ExactTarget Toolbox
Step 1 – Choose Your List
Step 2 – Select Your Emails
Step 3 – Set Your Cadence
Step 4 – Review and Go!
ENGAG
MEN
T"
TIME"
Staying connected creates customers that last.
Welcome Series Success
Journey Builder is a customer journey management platform that enables companies to plan, personalize and optimize every interaction across the customer lifecycle.
Chart & manage a customer’s entire journey
Leverage x-channel touches to drive business goals
Track & optimize goal performance over time
PLAN PERSONALIZE OPTIMIZE
Maps Interactions Metrics
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.
Step 1 – Drag a new stage onto the Journey Map
Step 2 – Pick a color and give it a name (maybe something super original like “onboard” J)
Step 3 – Drag an Interac8on into the Onboarding Stage
Step 4 – Configure your Interac8on (Give it a name and click “OK” to set up your cross channel messages)
Step 5 – Set Up the Trigger Event (which users flow into this interac8on?)
Step 5 – Set Up the Trigger Event (which users flow into this interac8on?)
Step 6 – Set Up the Goal for Your Interac8on
Step 6 – Set Up The Goal for Your Welcome Interac8on
Step 7 – Drag & Drop Your Cross-‐channel Welcome Messages on the Interac8on Canvas
Onboarding Sets The Stage
Follow The Best Practices
Use the Appropriate Tools 3
Questions?
Kandice Carlson Senior Marketing Consultant ExactTarget Marketing Cloud
Matt Fleckenstein Vice President of Journey Management
ExactTarget Marketing Cloud
@kandicecarlson @matflec
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