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The most crucial phase of the relationship is the first – onboarding. You've gotten someone to create an account, buy a product or simply agree to receive your communications. How do you get the relationship off to the right start? Through a strong onboarding program you have the chance to set the right tone and drive future purchase behavior. In this session you'll learn how leading-edge marketers are evolving their onboarding programs.
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Getting the Relationship Started RightHow Leading-Edge Marketers Are Evolving Their Onboarding Programs
Peter Bergen, Dan Caro, Teya Tuccio-Flick
@whereoware
Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:15 years in the business
Silverpop Platinum Partner2013 consulting partner of the year
2011 agency partner of the year
18 Silverpop-certified email specialists
3 fulltime email designers
Over 50 email clients
1100 individual marketing campaignssent by Whereoware last year
certified partner
A few of our clients
The statsWhy onboarding programs are so important
Welcome emails have 4x the open rate and5x the click through rate of bulk mailings
57.7% of companies send a welcome email to new subscribers
Companies with a welcome email series saw a 13% increase
in revenue compared to the original welcome email
Only 1% of retailers on the Internet Retailer 500 (yep that is only 5)
send a series of automated welcome messages
Case studiesHow we implemented onboarding programs with our clients
giftware + décor b2b e-commerce company
(American + Canadian (French-speaking) customer base)
Welcome (fr)
Social (fr)Best
sellers (fr)
Opens an account or is approved for a web
account 2 weeks 2 weeks
Beginner: basic welcome with a twist
English or
French? French, 0 days
Welcome (en)
Social (en)Best
sellers (en)2 weeks 2 weeks
English, 0 days
Welcome SocialBest
sellers
Opens an account or is approved for a web account
immediately
2 weeks 2 weeks
beginner
Dynamic call-to-
action based on
how the customer
enters the database
Dynamic
location
based on
customer’s
location
French- and English-speaking versions
French- and
English-speaking
versions of email
advertising
GIFTCRAFT’s
brands’ social
networks
French- and English-speaking versions of “What’s hot” email advertising GIFTCRAFT’s brands
Home décor b2b e-commerce company
Credentials 1 /Designer 1
Credentials 2 /Designer 2 Welcome
emailCredentials 3 /Designer 3
Credentials 4 /Designer 4
Registered for site
10 days
8 days
6 days
Credentials?Yes
No
3 days
Intermediate: collecting credentials for web access
Credentials 1 /Designer 1
Credentials 2 /Designer 2 Welcome
emailCredentials 3 /Designer 3
Credentials 4 /Designer 4
Registered for site
10 days
8 days
6 days
Credentials?Yes
No
3 days
Download
Credentials
Form
Thanks for
registering
Need business
credentials
before
accessing
website
Credentials 1 /Designer 1
Credentials 2 /Designer 2 Welcome
emailCredentials 3 /Designer 3
Credentials 4 /Designer 4
Registered for site
10 days
8 days
6 days
Credentials?Yes
No
3 days
153% increase in active registrations
A suite of do-it-yourself digital catalog + animation products
Congrats
Need help?
Did you know 1
Did you know 2
Free trial ending
Free trial ending
Did you know 3
Signed up for free trail immediately
3 days
3 days 7 days 7 days
Free trial 23 days old
+ no account?
Free trial 29 days old
+ no account?
Free trial 31 days old
+ no account?
Free trial ended
yes
yes yes
Intermediate: educational welcome program
Congrats
Need help?
Did you know 1
Did you know 2
Free trial ending
Free trial ending
Did you know 3
Signed up for free trail immediately
3 days
3 days 7 days 7 days
Free trial 23 days old
+ no account?
Free trial 29 days old
+ no account?
Free trial 31 days old
+ no account?
Free trial ended
yes
yes yes
Congrats
Need help?
Did you know 1
Did you know 2
Free trial ending
Free trial ending
Did you know 3
Signed up for free trail immediately
3 days
3 days 7 days 7 days
Free trial 23 days old
+ no account?
Free trial 29 days old
+ no account?
Free trial 31 days old
+ no account?
Free trial ended
yes
yes yes
smartcookie@gmail.com
Congrats
Need help?
Did you know 1
Did you know 2
Free trial ending
Free trial ending
Did you know 3
Signed up for free trail immediately
3 days
3 days 7 days 7 days
Free trial 23 days old
+ no account?
Free trial 29 days old
+ no account?
Free trial 31 days old
+ no account?
Free trial ended
yes
yes yes
Congrats
Need help?
Did you know 1
Did you know 2
Free trial ending
Free trial ending
Did you know 3
Signed up for free trail immediately
3 days
3 days 7 days 7 days
Free trial 23 days old
+ no account?
Free trial 29 days old
+ no account?
Free trial 31 days old
+ no account?
Free trial ended
yes
yes yes
14.8% increase paid customer conversion
Windchimes b2c e-commerce
WelcomeEmail
preference
Registered or signed up for email
immediately
Made a purchase
2 days
Loyalty intro
Write review
Yes, 3 weeks
TYD orders =
$300-$749
SilverYes
TYD orders >$750
GoldYes
Advanced: welcome program w/ loyalty
8 days
WelcomeEmail
preference
Registered or signed up for email
immediately
Made a purchase
2 days
Loyalty intro
Write review
Yes, 3 weeks
TYD orders =
$300-$749
SilverYes
TYD orders >$750
GoldYes
8 days
WelcomeEmail
preference
Registered or signed up for email
immediately
Made a purchase
2 days
Loyalty intro
Write review
Yes, 3 weeks
TYD orders =
$300-$749
SilverYes
TYD orders >$750
GoldYes
8 days
WelcomeEmail
preference
Registered or signed up for email
immediately
Made a purchase
2 days
Loyalty intro
Write review
Yes, 3 weeks
TYD orders =
$300-$749
SilverYes
TYD orders >$750
GoldYes
8 days
WelcomeEmail
preference
Registered or signed up for email
immediately
Made a purchase
2 days
Loyalty intro
Write review
Yes, 3 weeks
TYD orders =
$300-$749
SilverYes
TYD orders >$750
GoldYes
8 days
256% increase in revenue
gift b2c e-commerce
Welcome v1
Important dates
Email preference
Birthday request
Refer a friend
Registered or placed an order
immediately
Signed up for email
Welcome v2
immediately
Welcome email v2 +
no purchase
Coupon reminder
Birthday data?
2 days
2 days3 days yes
7 days
4 days no
Advanced: important dates, coupon incentive, refer a friend, and birthday request
Welcome v1
Important dates
Email preference
Birthday request
Refer a friend
Registered or placed an order
immediately
Signed up for email
Welcome v2
immediately
Welcome email v2 +
no purchase
Coupon reminder
Birthday data?
2 days
2 days3 days yes
7 days
4 days no
Welcome v1
Important dates
Email preference
Birthday request
Refer a friend
Registered or placed an order
immediately
Signed up for email
Welcome v2
immediately
Welcome email v2 +
no purchase
Coupon reminder
Birthday data?
2 days
2 days3 days yes
7 days
4 days no
Welcome v1
Important dates
Email preference
Birthday request
Refer a friend
Registered or placed an order
immediately
Signed up for email
Welcome v2
immediately
Welcome email v2 +
no purchase
Coupon reminder
Birthday data?
2 days
2 days3 days yes
7 days
4 days no
Welcome v1
Important dates
Email preference
Birthday request
Refer a friend
Registered or placed an order
immediately
Signed up for email
Welcome v2
immediately
Welcome email v2 +
no purchase
Coupon reminder
Birthday data?
2 days
2 days3 days yes
7 days
4 days no
Key takeaways
• Start off small
• Map out your campaigns
• Identify your triggers
• Make it easy to add emails to your campaigns
• Integrate your email with your website
Bill Haskitt
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
get in touch
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