onboarding fixes: how to improve welcome tactics to extend subscriber lifetime presented by: bill...

Onboarding Fixes:How to Improve Welcome Tactics to Extend Subscriber Lifetime

Presented by:Bill BairdOwnerBaird Direct Marketing

Presented by:Sean DonahueEditorSubscription Site Insider

Part I: Why Onboarding – Quick Overview

© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

The Critical First 30 Days


Highest email open rates

+Highest interest in your site______________________

Best time to engage new users and turn them into long-term subscribers

…Or Even Fewer

Typically, new users who do not return within 3-5 days will never return again


Impact of Good Onboarding?

10%-20% increase in retention



Onboarding’s Lifetime Value Impact

Year 1

Year 2Year 3

Part II: Understanding the Psychology of New Subscribers

Why Do New Members Drop Off?

• Forgetfulness• Don’t understand full benefits• Can’t find what they want• Don’t know how to use the site• Competition


EXIT

Actions of Long-Term SubsWhat tends to keep subscribers around?• Write a review• Create member profile• Participate in message

boards• Engage with high-value

content© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

The SecretOften NOT the same reason they joined initially!


Part III: 10 Tactics to Improve Onboarding Campaigns


#1. Thank-you Pages

The Welcome Page is Your Top Priority

Viewers / New Starts100%

50%30%

20%

WelcomePage

Email 1 Email 2 Email 3

Okay “OKAY”


• Speeds User to Value?

• Easy to Understand?

• Simple and Short?

• Restates Benefits?

Better


“BETTER”


Best!

“BEST”© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

#2. Transactional Emails

Email Receipts

• Your second best contact point

• Top open rate of lifetime (50%-100% higher)


Typical Autoresponder


• Sent by a separate system• Check the default:

– Can you modify?– What benefits can you

add?

#3. Email Welcome Series

Broad Approach: Education


Broad Approach: EngagementHighly relevant data triggered by activity to tease subscribers to return ….


Day 1: Confirmation + Video


1 Confirmation + Training Video

Day 3: Live Training Session



3 Live Training Session

Day 4: Calls to Action




4 Action + Email Us

Day 5: Deadline and Wizard1 Confirmation + Training Video


4 Action + Email Us


5 Deadline + Help Wizard

Day 27: “Call Us”1 Confirmation + Training Video


4 Action + Email Us

5 Deadline + Help Wizard


27 Call Us

#4. Mobile

Email = Majority of Mobile Time

May need to optimize email for mobile viewing


% of Mobile Users?• Check with your ESP

• Email Analytics -- Litmus, MailboxIQ, CampaignCog

• Web analytics for mobile device usage


Design for Mobile Viewing

• 480-500 pixels wide• One column, not several• Fewer links – one article or

action vs. five• Even shorter subject lines –

15-20 characters


#5. Telemarketing

Adding a human touchMore often used by B2B

Typical Strategies:– Site tour– Immediate help– User Survey– Personal connection

NOT a typical sales rep


Phone Center or call rep picture here

Timely calls

Tactic #1. Call Immediately


Tactic #2. Use tracking software to call when members are on the site

B2C Example: Angie’s List

• In-house call center

• New subs receive calls to encourage reviews

• Email follow-up


#6. Direct Mail

Welcome Packages

• Something tangible makes an impression

• Deliver long content not suited for website


Costs and Options

• Postcards ~$0.25

• 6 x 9 or 9 x 12 envelopes ~$1.00

• Offset costs via cross-sell/upsell or advertising inserts


#7. On-Site Tools/Activities

Video Tours & How-to• Explain features/benefits

for people who prefer to watch vs. read

• Complex sites – complete a specific task

• Welcome from a famous contributor/founder/guru


New Member Welcome Screen


#8. Private Social Media

Discussion Boards


Key activity that gets members to stick:

• Predominantly female user-base

• Love to interact and communicate

• Artistic Thread Works = 30 month avg. member lifetime

Encouraging Participation


SM Must be Promoted to Engage1. On-Site and eNewsletter Promotion2. Email Confirmation3. Event-Driven Emails4. Login Messaging5. Member ratings

Private LinkedIn Group


Twitter Shout-outsHighlight/thank new members:

• “Ego” appeal

• Show who’s joining

• Need a Twitter-friendly niche – e.g., marketers, journalists, consultants, younger subs, etc.


#9. Onboarding Segmentation

Source of New SubsReflect the messaging or channel that attracted the new subscriber:

• Major affiliates

• Partner sites

• Telemarketing


Nature of Acquisition OfferWhat made them sign up?

• Discount

• Bonus free content resource

• Gift subscription

50% off!

http://upload.wikimedia.org/wikipedia/commons/2/22/Giftbox_icon.png

#10. Referral Campaigns

Referral-at-Birth


Ask for referrals as part of the new sub signup process

Automatic email address uploaders increase names 8x

Referral requests during email series

Additional Resources


On Demand Training: Referral and Word-of-Mouth Marketing for Subscription Sites

Part IV. Measuring the Impact

Quick Analysis• A/B split: Members who’ve

seen the campaign vs. those who have not

• New retention rate vs. retention a few months ago.


Look for Changes in Key Metrics• Fewer cancels?• Fewer customer service

calls/emails? • Better email metrics – open

rates, CTR• Upgrades from free-to-paid,

monthly to annual• Increased avg. subscriber

lifetime


Live Q&A

Thank You!

Bill [email protected](203) 838-5444http://bairddirect.com/


Sean [email protected](401) 354-7555Twitter: @SubSiteInsider

mailto:[email protected]

Additional Resources

Marketing Samples Library

Membership/Subscription Site Business Model & Workbook

On-Demand Training: How to Raise Renewal Rates

onboarding fixes: how to improve welcome tactics to extend subscriber lifetime presented by: bill...

Documents

anne holland ventures

better slide

exit slide

site competition

transactional emails

email receipts

welcomepage email

new users