@ActiveCampaign Product Marketing Getting More Out of ... · User Onboarding Customer Lifecycle Before: 6+ years at Sprout Social @ZacharyHanz | @ActiveCampaign ... Growth metrics

Getting More Out of Every Message You SendWith Automation

@ZacharyHanz | @ActiveCampaign

Product Marketing

@ActiveCampaign






An average day of emails

● 34 in Promotions tab● 11 in Social tab● 24 preheader text issues● 21 image-off issues● 6 emails were a single image● 7 personalization mistakes● 0 mobile issues

~53 marketing emails across work and personal accounts


But I don’t even open most of them.

Why not?

Relevance. Personalization. Targeting. Whatever you call it.


Who am I?

● Product Marketing at ActiveCampaign● Email Marketing● User Onboarding● Customer Lifecycle● Before: 6+ years at Sprout Social


ActiveCampaign helps growing businesses meaningfully connect and engage with their customers.

We go beyond marketing automation to enable businesses to optimize their customers’ experiences.

90,000+Customers

500+Employees


What is Lifecycle Marketing? The process of providing your audience the kinds communications and

experiences they need, want, or like as they move from prospects to customers then, ideally, to advocates.


But it’s not quite like Bozo Buckets...

Yes, you want to get prospects from one bucket to the next. But, people can start in any of the buckets, and it’s about what happens in the bucket.


It’s literally what marketing automationwas built for.


Why is it important? Every stage of the funnel (or infinity loop) has people entering it at any given

moment. They need relevant, timely content to keep them engaged – otherwise you’re missing opportunities and risk being forgotten.

Lead Nurturing

Trial

Expired Trial / Customer 1

Customer 2

Customer 3


What’s it look like?

Free resources, thought leadership, why to try

Focused education and

onboarding, social proof, addressing needs and questions

Bought: Broader education and

onboarding, thanks, support

Didn’t: Feedback, targeted

winback, offers

Expansion, upsell,

cross-sell, offers

Rewards and loyalty programs,

referral offers, early access


Identifying gaps in the lifecycle

Do an audit. If nothing exists at a particular stage, build it! Then, look for trends or cases of users not getting emails (or getting irrelevant ones)

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Further segmentation As you dig in, each stage can be broken down even further. For example, we know that in Consideration, many abandon the trial signup process before

getting into their account. It’s a unique experience we need to speak to.

Trial

Incomplete Signups

Indu

stry

Inte

rest


So, you just set it and forget it, right?Not quite.


So how do you measure performance?

Copy and paste, it’s that simple@ZacharyHanz | @ActiveCampaign

Growth metrics

Lead > Trial

Product Usage, Demos, etc. (leading indicators for Trial >

Customer)

Trial > Customer, Revenue,

Product Usage

Upgrade, Revenue

Retention, Referrals


But, like, what’s our open and click rate?


“%&#@¡”

Copy and paste, it’s that simple

● Which stage of the lifecycle?● What types of emails?● Click > open more telling● Engagement > email goal even more telling

(Did they do what we wanted them to do?)● Engagement > program goal most telling


Oh, I get it. That makes sense!



“Nice.”


Testing & Optimization


Proactive Reactive Industry Goals/Interests

Message Do this. You did a thing! How X businesses use our product.

You said you want to do this. Here’s how.

Positive What we know ties to conversion / retention.

What we know they’re doing. Rewarding. Go deeper.

More relevant. Social proof. Tangible ideas.

Sell the toaster, not the kitchen. More targeted.

Negative What have you done for me lately?

Limiting. What about if/when they don’t take action?

Is their use case different enough? Do we have content to support?

Limiting. Do people truly know what they want?




Awareness

Evaluation

Interest

Action

EVERY PROGRAM, EVERY EMAIL


That’s great. How do I do it?


Understanding your customers

Understanding your customers

Before & After

Tips for Success


Email is a channel for action.

KEY TO SUCCESS # 1

It’s NOT a place to consume content.



It’s all about the CTA.

KEY TO SUCCESS # 2

Every email goes like this:

“Here’s some you want to do.”

Do the


Mind your real estate.

KEY TO SUCCESS # 3

Compelling copy and CTA must always be above the fold.


Learn to VENT.

KEY TO SUCCESS # 4

Is it…

● Valuable?● Engaging?● Necessary?● True?


KEY TO SUCCESS # 4

Valuable

Engaging Necessary

True


this is you.

ResultsMore targeted, actionable emails that you can actually measure.


Questions?


Documents

@ActiveCampaign Product Marketing Getting More Out of ... · User Onboarding Customer Lifecycle Before: 6+ years at Sprout Social @ZacharyHanz | @ActiveCampaign ... Growth metrics