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How to Send Data-Driven Lifecycle Emails That Convert Every Time
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Transcript of How to Send Data-Driven Lifecycle Emails That Convert Every Time
Chris Hexton, co-founder and CEO at Vero
How to Send Data-Driven Onboarding Emails That Convert Every TimeJanuary 2014
@thuelmadsen #KISSwebinar
Join the conversation on Twitter
Chris Hexton - Vero - @chexton
Chris is the co-founder and CEO of Vero, a
behavioral marketing platform. Based in
Sydney, Australia, Chris is growing an
international team of developers, marketers and
customer success managers.
@chexton #KISSwebinar
Join the conversation on Twitter
1 The Key to Email Onboarding
The Welcome Email
The Quick Win Email
The Milestone Email
2 Examples You Can Replicate
3 Implementation
Table of Contents
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Intro to Successful Onboarding
1
What is onboarding?
• The process of getting customers from “first touch” to “first
value” as quickly as possible
• A series of small conversions leading to a bigger, more
significant conversion.
• The removal of barriers to entry in your product/service.
Product vs. Marketing
• At it’s core, onboarding is a product challenge. Email helps you
communicate value. It can trigger the “light bulb” for new
users.
• Product and marketing have to work together to ensure new
“Having a poor onboarding experience for your
customers can pretty much kill your growth … if
not your business.”
— Lincoln Murphy, Sixteen Ventures
The Welcome Email
The Purpose of the Welcome Email
• Build of the momentum of the signup
• Move users to the next step, not the final goal
• Set the tone for their experience
Example goals
• “Complete your profile…”
• “Create your first X…”
• “Import your data…”
• “Download the app…”
Welcome Emails
SumAll
Why This Email Rocks
• Simple, clear and bold
• Connecting a new platform to SumAll means they can start
collecting data and therefore create value for users
• Contrasting button, friction-free copy
• Highly focused with a single call to action
SumAll
Basecamp
Why This Emails Rocks
• The email is a simple catalyst to get new people logged in
• Basecamp is confident that the product will sell itself
• It employs social proof to make users feel like they will miss
out if they ignore the email (“You’ve joined over 1,500,000
organizations just like yours…”)
Basecamp
The Quick Win Email
2
The Purpose of the “Quick Win” Email
• Get new users engaged with your product
• Introduce them to features you know people love
• Move them from the inbox to the app as efficiently as possible
Tips for great “Quick Win” emails
• Focus on benefits, not features
• Deep link – If the CTA is to “create a new x”, link them to the
exact page
• Use data – Don’t ask people to do things they’ve already done
Quick Wins
Why This Email Rocks
• Very useful feature (remember, onboarding is largely a
product issue, email is just a catalyst)
• Piques interest with education, which tees up the CTA
• Includes an example and a deep link to create your own
Raven Tools
Why This Email Rocks
• Knowledge is power – the more users understand your
product, the more value they’ll get from it
• Getting users engaged early creates a habit of conversion –
they get used to clicking your emails and engaging with your
brand
• They make it easy – look at the copy:
• “Quick, guided training on your schedule”
• “free, live training”
• “variety of class times to accommodate you”
Raven Tools
The Milestone Email
3
The Purpose of the Milestone Email
• Reward people for good behavior
• Reinforce the value your product is delivering
• Build on the momentum by moving them to the next step
Tips for great Milestone emails
• Use upbeat, positive copy to make users feel great about using
your product
• Use micro CTA’s to deepen your relationship (refer a friend,
follow on Twitter, check out our blog, etc.)
Milestone Emails
Evernote
Why This Email Rocks
• Rewards engagement – makes the user feel good about it
• Moves users to the next step by explaining advanced features
• Arrives with context – it’s triggered as a direct result of my
behavior and comes almost immediately.
Evernote
Canva
Why This Email Rocks
• Gamification is a way turn behavior into habit
• The imagery makes it clear there are move achievements to be
unlocked (“I want the 20 designs trophy!”)
• Micro CTAs – Social media sharing cements a users’
commitment to your product
• Even more micro CTAs – Blogs and social media can inspire
and motivate users to engage more
Canva
How to get started with triggered onboarding emails
• Ask customers to go on a second date, not get married.
• Define success and map out the steps to get users engaged,
committed and 100% onboard
• Track data with tools like KISSmetrics – make your emails as
specific as possible based on their behavior
• Use tools like Vero for dynamic segmentation and highly
personalized emails
• Avoid time-based sequences – the chances of sending an
irrelevant email are very high
Getting Started
Places to learn more about onboarding
• Nir Eyal (nirandfar.com): Behavior engineering, habit-forming
products
• Lincoln Murphy (sixteenventures.com): Churn reduction,
growth strategies and increased engagement
• Vero blog (blog.getvero.com): Examples, swipe files and
inspiration
Getting Started
The “Hail Mary” Email
4
The Purpose of the “Hail Mary” Email
• Get as many trial customers to convert as possible
• It helps improve the ROI of your top-line spend
• Encourage users to try new features and/or experience your
product again.
Tips for great Milestone emails
• Focus on benefits, not features
• Give an offer or share a new experience/feature/story
• Make it EASY
Hail Mary Emails
Help Scout
Why This Email Rocks
• This email actually worked and is how Vero became a Help
Scout customer.
• It was sent 5-6 months after my initial trial expired.
• A decent offer, a simple CTA with a simple next step.
• They use social proof – see quote.
• It’s super clean.
Help Scout
Sprout Social
Why This Email Rocks
• There are clear reasons to come back: Sprout highlight new
features and/or feature I may not have seen.
• The process I have to take is three simple steps and gets me to
log back in (means they didn’t delete my account, that’s nice of
them :)
• It looks and feels ‘personal’. I could definitely hit respond and
ask questions or share concerns: great for both Sprout and
me.
Sprout Social
Questions?
Chris Hexton Co-founder
Vero @chexton
Thue Madsen Marketing Associate
KISSmetrics@thuelmadsen
THANK YOU
Chris Hexton
Vero co-founder and CEO