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9 Ways You Can Put Behavioral Automation to Work for Your Clients Today

www.StreamSend.com

2 // 9 Ways You Can Put Behavioral Automation to Work for Your Clients Today ©2016 StreamSend

The Winning FormulaWhile email marketing is still king, when used in combination with

marketing automation and behavioral insights, it reigns supreme.

EMAILMARKETING

MARKETINGAUTOMATION

BEHAVIORALINSIGHTS

Why?

Automated behavioral marketing increases

sales by delivering targeted and timely

messages based on user behavior, shopping

patterns and more.

This means you send the right message

to the right person at the right time.


Track what they are

looking at, what they are

clicking on and what they

are buying. Then, cross

reference that information

with email opens, clicks and

more to send extremely

targeted, timely and relevant

communications.

Track User Behavior and Stay Relevant

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BEHAVIOR INTERESTS

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The Numbers Speak for Themselves

“ Companies that excel in lead

nurturing generate 50% more

sales-ready leads at 33% lower

cost per lead.”

- Forrester Research

“ Businesses that use

marketing automation

to nurture prospects

experience a 451% increase

in qualified leads.”

- Annuitas Group

“ 21% of abandoners re-engage

and buy.”

- MarketingSherpa

“ Marketing automation drives

a 14.5% increase in sales

productivity and a 12.2%

reduction in marketing

overhead.”

- Nucleus Research

21%

14.5%

SALES &PRODUCTIVITY

MARKETINGOVERHEAD

12.2%

50%

SALES READYLEADS

COST PERLEAD

33%


Behavioral Marketing Benefits Both the Marketer and the Consumer

Benefits to the Consumer:

Behavioral targeting promotes stronger

engagement with your brand - consumers will

receive emails tailored to their interests, creating

a more personalized experience for them.

Benefits to the Marketer:

You’ll gain customer and prospect insights by

tracking their behavior, while also increasing brand

loyalty with relevant and personalized messages.

Most importantly you’ll boost website engagement

and conversions by sending the right message at

the right time.

CUSTOMERINFORMATION

BEHAVIOR

INTERESTS

WEBSITE ENGAGEMENT& CONVERSION


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9 Ways to Put Behavioral Automation to Work for Your Clients

List Growth Campaign

Lead Qualifying Campaign

Subscriber Reengagement Campaign

Resubscription Campaign

Browse Abandonment Campaign

Welcome/Onboarding Series

Shopping Cart Abandonment Campaign

ProductRecommendation

Campaign

Drip Campaign


“ 79% of marketing leads

never convert into sales.

Lack of lead nurturing is

the common cause of this

poor performance.”

- MarketingSherpa

Welcome / Onboarding Series

Problem

Your client offers new users a free trial so

that they can “test-drive” their product. They

need to increase their trial to paid account

conversion rate.

Solution

Configure a workflow that will identify

new trials and send them an educational

onboarding email series with useful

resources such as “how to” videos, user

case studies, success stories and more.


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Home Timesheets Projects Reports Help

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Tuesday 17 Nov

0:15

+ Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total: 10:58

New Entry Email Template DesignProduction - Research

Start

4:25Website DesignDesign - Homepage Directions

Start

Vandelay’sProject Management System

Welcome

to your 30-Day Free Trial!


Vandelay’s Project Management is looking to increase their trial to paid conversion rate by implementing an educational onboarding series.

To this end, they are creating a workflow that will:

Monitor:

- When a new user signs up for a trial account

- Whether the user has logged into the trial account

- Whether the user has created a project

- Whether the user has invited additional team

members to join a project

- Whether the user has watched any “how to” videos

Segment:

- Users who are using their trial account

- Users who are not using their trial account

Engage:

- Send a welcome email each time someone signs

up for a trial with useful information and “how to”

videos to help them get started

- Send a follow up email with sample use cases

providing examples for how the software can

be utilized

- Send a subsequent email with a deadline-driven

offer to upgrade their account

- Send an email offering a personal training session

invitation if someone signs up for a trial but

does not use it


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Home Timesheets Projects Reports Help

Search...

Tuesday 17 Nov

0:15

+ Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total: 10:58

New Entry Email Template DesignProduction - Research

Start

4:25Website DesignDesign - Homepage Directions

Start


Welcome

to your 30-Day Free Trial!

Tu+

De

Tu++ M

WDe

+New Entry Em

Pr

W

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N

++E

+trnnt

Timesheets Projects Help

Dear Jane Brown,

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sed vestibulum lectus. Vivamus varius trristique volutpat. Aenean ullamcorper consequat eros

a pulvinar. Fusce tortor ipsum, sagittis inn sagittis ac, rutrum vel nisl. Nulla ligula mauris, rhonc

us vitae libero a, convallis dignissim semm. Morbi at faucibus elit, a laoreet dolor. Duis cursus

faucibus tortor ac tempus. Nullam conseectetur ligula non lacus tempor varius. Curabitur lacinia,

risus non elementum tristique, libero leoo malesuada nulla, vitae volutpat dolor odio a purus.

Phasellus ut sagittis metus. Vestibulum egeeget lorem tincidunt, congue tellus eu, molestie erat.

Nunc id tellus sed magna porttitor ultricies vel ut augue.

Mauris eu dolor sit amet felis ultricies pellentesque vel at felis. Integer suscipit, nibh eu aliqu

et e�citur, dui massa venenatis diam, ut faucibus tellus lacus dictum felis. Fusce et vehicula

ipsum. Praesent eget orci purus. Cras feugiat urna odio, eu molestie ipsum facilisis eget. Viva

mus ultricies urna at elementum tincidunt. Aliquam laoreet ultrices est pellentesque ullamco

rper. Suspendisse fringilla quam et fringilla euismod. Nam quis urna mollis nunc tristique

condimentum.

Cras feugiat urna odio, eu molestie ipsum facilisis eget. Vivamus ultricies urna at elementum

tincidunt. Aliquam laoreet ultrices est pellentesque ullamcorper. Suspendisse fringilla quam

et fringilla euismod. Nam quis urna mollis nunc tristique condimentum.

GET STARTED

GET STARTED

Vandelay’sProject Management Systemm

Personal TraaininnggSession

Timesheets Projects Help

Dear Jane Brown,

In semper sem ipsum, ut cursus ligula ultricies vitae. Etiam tincidunt mollis bibendum. Nam

sed vestibulum lectus. Vivamus varius tristique volutpat. Aenean ullamcorper consequat eros

a pulvinar. Fusce tortor ipsum, sagittis in sagittis ac, rutrum vel nisl. Nulla ligula mauris, rhonc

us vitae libero a, convallis dignissim sem. Morbi at faucibus elit, a laoreet dolor. Duis cursus

faucibus tortor ac tempus. Nullam consectetur ligula non lacus tempor varius. Curabitur lacinia,

risus non elementum tristique, libero leo malesuada nulla, vitae volutpat dolor odio a purus.

Phasellus ut sagittis metus. Vestibulum eget lorem tincidunt, congue tellus eu, molestie erat.

Nunc id tellus sed magna porttitor ultricies vel ut augue.

Mauris eu dolor sit amet felis ultricies pellentesque vel at felis. Integer suscipit, nibh eu aliqu

et e�citur, dui massa venenatis diam, ut faucibus tellus lacus dictum felis. Fusce et vehicula

ipsum. Praesent eget orci purus. Cras feugiat urna odio, eu molestie ipsum facilisis eget. Viva

mus ultricies urna at elementum tincidunt. Aliquam laoreet ultrices est pellentesque ullamco

rper. Suspendisse fringilla quam et fringilla euismod. Nam quis urna mollis nunc tristique

condimentum.

Cras feugiat urna odio, eu molestie ipsum facilisis eget. Vivamus ultricies urna at elementum

tincidunt. Aliquam laoreet ultrices est pellentesque ullamcorper. Suspendisse fringilla quam

et fringilla euismod. Nam quis urna mollis nunc tristique condimentum.

GET STARTED

GET STARTED


Personal TrainingSession

Sample Campaign:

Vandelay’s Project Management System

Vandelay’s Project Management is a web-based project management system that offers prospects a 30-day free trial to assess its product.


“ Shopping cart

abandonment retargeting

programs can generate

as much as 25%-40%

return of e-mail

program revenue.”


Shopping Cart Abandonment

Campaign

Problem

Visitors place items in their shopping

cart but do not purchase.

Solution

Use Insights to monitor whether a user’s

cart has been abandoned or whether

the user is still actively browsing the

site. When the user has left the site,

send targeted emails based on

that information.


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Home Mobile Desktop Electronics Shopping Cart Sale

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Sample Campaign: Vandelay’s WidgetsVandelay’s Widgets sells an assortment of widgets through its online store.


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Quantity

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Quantity

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Vandelay’s Widgets wants to decrease their shopping cart abandonment rate.


Monitor:

- When someone adds an item to a shopping cart

- When someone leaves the website

- Whether a purchase has been made

Segment:

- Visitors who’ve made purchases

- Visitors who’ve abandoned their carts

Engage:

- Determine whether a shopping cart has

been abandoned

- Send a series of timely reminder emails

dynamically displaying the items left in the

user’s shopping cart


“ 50% of leads are qualified

but not ready to buy.”

- Gleanster

Drip Campaign


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Home Video Listings For Sale For Rent Open Houses New Developments Agents

Search...Vandelay’sReal Estate

Listings

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Problem

Your client’s sales cycle spans several

months. They need to ensure their

firm is the first to come to mind when

the prospect is ready to buy, and further

qualify prospects along the way.

Solution

Monitor your client’s website user behavior

and configure a workflow that sends highly

targeted emails when users engage with

website content, or if they don’t visit your

client’s site for a certain period of time.


Vandelay’s Real Estate is looking to keep their firm’s name top-of-mind so that when their prospects are ready to buy, they will use one of their brokers. In addition, they want to further qualify leads to determine whether they are looking to buy a home or investment property, where they are looking to buy and their price range.


Monitor:

- What listings users view on the website

- The last time a prospect visits their website

Segment:

- Home or investment property

- Where they are looking to buy

- Price range

- People who have not visited their website

for 2 weeks or more

Engage:

- Based on the listings the prospect viewed, they

will receive a highly targeted series of emails with

noteworthy information about the state of the

real estate market, the neighborhoods they are

interested in, and more

- Prospects who have not visited their site in 2

weeks or more will receive an email to determine

whether the prospect is still looking to buy


Search...




First Name

Last Name

Email Address

Home Video Listings For Sale For Rent Open Houses New Developments Agents

Search...Vandelay’sReal Estate

Listings



SAVE THIS HOME

$300,000



SAVE THIS HOME

$450,000



SAVE THIS HOME

$600,000



SAVE THIS HOME

$120,000

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SAVE THIS HOME

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selluserat uvolut

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LEARN MOORE

LEARN MORE

LEARN MORE

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Vandelay’sReal Estate

Recomendaatioonss

For Sale For Rent Agencts



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Vandelay’sReal Estate

Recomendations

Sample Campaign:

Vandelay’s Real EstateVandelay’s Real Estate sells residential real estate throughout New York City’s five boroughs.


“ Only 5% of marketers

implement browse

abandonment campaigns

despite a 6.4% conversion

rate. This is triple the rate

of welcome emails.”

- Infogroup

Browse Abandonment

Campaign

Problem

Your client has noticed that, though

website traffic is strong, many of their

visitors are not being converted

into customers.

Solution

Monitor your clients’ website user behavior

and configure a workflow that engages with

new and returning visitors differently.


Search...


Search...Vandelay’s Apparel

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PURCHASE


PURCHASE


PURCHASE

EXISTING CUSTOMER

NEWVISITOR

CATEGORYVIEWED

PRODUCTVIEWED


Sample Campaign:

Vandelay’s Apparel

Vandelay’s Apparel sells clothing and accessories through its online store.

Vandelay’s Apparel has noticed that while website traffic is strong, only a small portion of visitors are converting into customers.


Monitor:

- Who is visiting the website

Segment:

- Unknown visitors

- Returning visitors

Engage:

- Unknown visitors will receive a pop-up with a

discount coupon to capture their email address,

giving the company the ability to continue

marketing to those new website visitors

- Returning visitors will receive a targeted email

dynamically displaying products they have

viewed - or related products - to bring them

back to the website


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SUBMIT


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First Nam

Last Nam

Email Address


me

me

Email Address

SUBMIT

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www.vandelayapparel.com


“ Research shows that it

can cost up to 30 times

as much to get a new

customer as it does to

keep an existing one.”

- The Chartered Institute of Marketing

Resubscription Campaign

Problem

Due to a glitch in The Vandelay Times system,

an e-newsletter was sent to subscribers

multiple times causing a large number

of subscribers to unsubscribe.

Solution

Configure a workflow that identifies people

who have unsubscribed and serve them a

pop-up featuring an incentive to resubscribe.Home Men Women Catalogue Shopping Cart Shop

Search...

U.S. World Politics Money Opinion Sports U.S. Edition

Search...Vandelay Times

REPORT: Aenean dolor nunc, consequat vel libero vel, gravida hendrerit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec bibendum tellus lacus, id tincidunt lacus convallis ut. Nulla magna massa, egestas non mauris eget, vulputate venenatis magna. Proin sit amet consequat tellus. Integer posuere elit ante, ut auctor eros dictum aurabitur a venenatis lectus. Nam iaculis dolor mi non.

Aenean dolor nunc consequat Cum sociis natoque penatibus et magnis

Donec bibendum tellus lacus

Nulla magna massa, egestas non mauris

Proin sit amet consequat tellus

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Subscribers

Search Advanced

[email protected] Active Feb 13, 2016 Edit

E-mail Status Subscribed

+


[email protected] Unsubscribed Feb 13, 2016 Edit








Subscribers

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+











Sample Campaign:

The Vandelay Times

The Vandelay Times is a news site offering subscribers a series of topical e-newsletters.

The Vandelay Times wants to identify subscribers who have unsubscribed from their list and get them to opt back in.


Monitor:

- Who is visiting the website

Segment:

- Visitors whose status equals “active”

- Visitors whose status equals “unsubscribed”

Engage:

- Once a visitor has been identified as someone

who has previously unsubscribed, they will

receive a website pop-up with a targeted

special offer

- After the user has filled out the form displayed

in the pop-up and opted back into their

list, Vandelays.com can send a product

recommendation email based on the items

they viewed when last on the site


Search...

U.S. World Politics Money Opinion Sports U.S. Edition


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U.S. World Politics U.S. Edition


el libero vel, gravida hendrerit.Cum sociis natoque penatibus et magnis dis parturient montes, nasceturridiculus mus. Donec bibendum tellus lacus, id tincidunt lacus convallis ut.Nulla magna massa, egestas non mauris eget, vulputate venenatis magna.Proin sit amet consequat tellus. Integer posuere elit ante, ut auctor eros dictum aurabitur a venenatis lectus. Nam iaculis dolor mi non.

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First Name

Email Address

Last Name

SUBMIT

SPECIAL OFFERSPECIAL OFFERSPECIAL OFFERSPECIAL OFFER6 months FREE when you re-subscribe!

Brad

[email protected]

Peterson

Subscribers

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+










Subscribers

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+











“ 73% of consumers prefer

to do business with

brands that use personal

information to make their

shopping experiences

more relevant.”- Digital Trends

Product Recommendation Campaign

Problem

You want to get more sales from

existing customers.

Solution

Use Insights to monitor what products

customers are browsing and buying and

include those items (or similar items) in

ongoing product recommendation emails.


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First Name

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Email Address


First NameOur Products













Vandelay’sWidgets

Purchase Purchase Purchase Purchase



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First Name

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First NameOur Products













Vandelay’sWidgets

Purchase Purchase Purchase PurchasePurchase

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Vandelay’sWidgets

Sample Campaign: Vandelay’s WidgetsVandelay’s Widgets sells an assortment of widgets through its online store.

Vandelay’s Widgets is looking to increase sales through their online store by recommending products to visitors who’ve already made purchases there.


Monitor:

- Products purchased

- Products viewed

Segment:

- Visitors who’ve made a purchase

- Items they viewed, but did not purchase

Engage:

- Send emails displaying products that

complement a recent purchase

- Send emails displaying products that the user

has looked at on the site but has not purchased

- Send emails displaying products similar to those

the user viewed on the site


List Growth Campaign

Problem

Your client wants to use pop-up opt-in forms

on their site to help grow their list of qualified

leads. However, they don’t want to bother

existing clients with these pop-ups.

Solution

Set up a workflow that monitors your client’s

website, identifies visitors who are not

subscribers and serves the pop-up.


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VISITOR NOT RECOGNIZED

VISITOR RECOGNIZED


“78% of successful marketers

say that marketing automation

is most responsible for improving

revenue contribution.”

- The Lenskold Group


Sample Campaign:

Vandelay’s CRM

Vandelay CRM is an enterprise web-based customer relationship management system.

Vandelay CRM is looking to increase their websites conversion rate and acquire new qualified leads. However, they want to exclude existing customers from this campaign.


Monitor:

- Who is visiting the site

- Whether they visit both the features

and pricing page

Segment:

- Clients vs. non-clients

- People who visit both the features

and pricing page

- People who download the free best practices

guide they are offering in the pop-up

Engage:

- Prospects who are not currently clients and

have visited both the features and pricing page

are offered a “10 Things to Consider When

Selecting a CRM” guide through an “exit intent”

pop-up before they leave the website

- Those who download the guide receive

an email about the company followed by

a call from the sales team


Search...




First Name

Last Name

Email Address

Home Products Solutions Downloads Store Register

Search...

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Products





Vandelay’s CRM

Learn More Learn More Learn More

Home Products So Register

Search...

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Products

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Vandelay’s CRM

Learn More Learn More Learn More

First Name

Email Address

SUBMIT

FREE REPORTFREE REPORTFREE REPORTFREE REPORTSign Up Now for a FREE Report Focusing

on Website Behavior!

Cindy Jones

[email protected]


[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

NEW LEAD


Lead Qualifying Campaign

Problem

Your client is a sales driven organization but

their sales team is spending too much time

qualifying leads.

Solution

Create a workflow that pre-qualifies leads

based on website and email engagement.


Search...




First Name

Last Name

Email Address

Home About Us Meet Our Team Products Loan Center Research Reports Contact

Search...Vandelay’sFinancial

Investment Strategies



DOWNLOAD

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DOWNLOAD



DOWNLOAD



DOWNLOAD

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“ Companies that excel

at lead nurturing generate

50% more sales-ready

leads at 33% lower cost.”



Vandelay’s Financial is looking to identify leads that are ready to be contacted by their sales team and determine what types of investments they are currently interested in.


Monitor:

- What research reports prospects are

downloading

- How often prospects are downloading them

- How often prospects are clicking on

their emails and on what content

Segment:

- Type of reports being downloaded

- Download frequency

- People that go to the company portfolio

performance page

Engage:

- Send a second report based on the first report

downloaded

- If someone downloads a second report, send

them an email with the company’s portfolio

performance

- If someone clicks on the performance email,

send them a meeting request email followed

by a call from the sales team


Search...




First Name

Last Name

Email Address

Home About Us Meet Our Team Products Loan Center Research Reports Contact

Search...Vandelay’sFinancial

Investment Strategies



DOWNLOAD



DOWNLOAD



DOWNLOAD



DOWNLOAD

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DOWNLOAD

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Meeting Invitatioon

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SCHEDULE MEETING

Vandelay’sFinancial

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Dear First Name,

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Meeting Invitation

About Products Contact

SCHEDULE MEETING

Vandelay’sFinancial

Dear First Name,


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Sample Campaign:

Vandelay’s FinancialVandelay’s Financial is an asset management firm catering to high-net- worth investors. It offers prospects access to financial research reports on investment ideas for lead nurturing purposes.


Subscriber Reengagement

Campaign

Problem

Your client has noticed that fewer

people are reading their newsletter

and they want to reengage readers

who are not opening their emails.

Solution

Using a medium other than email,

learn more about those readers’

interests.


Search...




First Name

Last Name

Email Address

Search... James

Gmail

Inbox

Starred

Important

Sent Mail

Drafts (4)

Circles

Deleted Messages

Primary

COMPOSE Vandelay Travel What’s New Feb 18

Monty’s Credit Services Your Rewards are changing! Feb 17

Platform New Sign in Feb 14

Vandelay Travel What’s New Jan 12

Tix Orders Download Your Tickets Jan 9

Sunrise Bank Credit Card Statement Ready Jan 7

Vandelay Travel What’s New Dec 26

Betty's Bistro Your Electronic Receipt Dec 14

UNREAD

UNREAD

UNREAD

Vandelay Travel What’s New Feb 18

“ Nurtured leads produce, on

average, a 20% increase in

sales opportunities versus

non-nurtured leads.”

- DemandGen Report


Sample Campaign:

Vandelay Travel

Vandelay Travel is a tourism agency specializing in high-end travel. Every month they send an enewsletter to their database.

Vandelay Travel is looking to identify website visitors who receive their enewsletter, have not read it in over three months and reengage them.


Monitor:

- Who is opening the enewsletter

Segment:

- Website visitors who are not opening their enewsletter

Engage:

- When someone who hasn’t opened their email in three months or more visits the site, they will be prompted to fill out a survey about their travel interests through a website pop-up

- Subsequent enewsletters will include articles based on the interests captured in the survey


Search...




First Name

Last Name

Email Address

Home Hotels Pages Places Galleries Packages Contact

Search...VandelayTravel

Start Your Adventure Here



LEARN MORE



LEARN MORE



LEARN MORE



LEARN MORE

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Home Hotels Pages Places Galleries Packages Contact

Search...VandelayTravel

Start Your Adventure Here


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LEARN MORE



LEARN MORE



LEARN MORE



LEARN MORE

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Take Our Survey!

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Time frame for you next trip:

Types of activities you are interested:

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