making a great first impression: unforgettable onboarding techniques

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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