We’re going to show you…

How to nurture your leads with segmentation based on your

user’s behaviors so you can better personalize your content

Triggered emails drive better conversion rates

Triggered emails have 50% higher open rates than non-triggered emails.

82% of web shoppers say they’d likely buy more items from a retailer if its emails were more personally relevant.

“Spray and Pray” will hurt your subscriber list in the long run

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Personalize your nurture series with behavioral data

Downloaded e-book/ infographic

Browsed product pages, watched demo

Competitive comparisons, viewed pricing page

In trial, onboarding

Used features

Recommended your product to a peer

Actions that users take on your website

Emotional Impact

Play with emotions: Testing for subject lines

CONSIDERATION: Hopeful

PREFERENCE: Confused

PURCHASE: Overwhelmed

ADVOCACY: Happy but sometimes Frustrated

LOYALTY: Excited

AWARENESS: Optimistic

Awareness: Identify where users drop off

Awareness

•  How are people getting to my site? •  Who are the people that come to my site, but do not

interact further? •  Who are the people that are interacting with my assets

(watching a video, reading a blog post, etc) but do not return?

Don’t be afraid to ask users to choose their own adventure

•  Register for Webinar •  Download PDF •  Sign up for newsletter

Adventure 1: How to increase

conversions?

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Adventure 2: How to increase

customer retention?

Topic interest

Consideration: Identify where your bottlenecks are

Consideration

•  Who’s getting stuck and where are they getting stuck? •  Who’s engaging with our product content?

Signed up for free trial

Activated account

Used Feature A

Used Feature B

Did not activate

Reminder email

Consideration: monitor actions and deliver a consistent message

Day 1: Welcome email

Day 7-14: Triggered emails

Preference: Find users that are engaged

Preference

•  Who’s looking for validation information on your site? •  Are your trialists making it through the trial process? •  What features are your trialists getting stuck on?

Preference: Show your users what’s in it for THEM

Read case study Product knowledge based on the case study they read

and how it applies to THEIR business

Purchase: Keep those that are interested…engaged

Purchase

•  Who has viewed the product or pricing page but left? •  Who has hit the trial form, bounced, but didn’t fill out

a form? •  Who has logged in to the trial several times but have

not purchased?

Purchase: use personalized offers to re-engage

Rate your trial experience No time

No resources

No budget

Free trial ending soon

Extend trial

Implementation offer

Special discount

Loyalty: Find heavy users

Loyalty

•  Who has logged in consistently in the past month? •  Who is using our most advanced feature? •  Who are the users that have just recently upgraded?

Ratings of NPS: 8-10 AND

Have been a customer for more than 6 months AND

Logged in within the past 7 week Refer a friend! Get paid

Loyalty: Reward your active users

Advocacy: Find your fan boys

advocacy

•  Who has been a customer for at least 1 year and log in consistently?

•  Who is spending the most time in your app? •  Who are your power accounts that started off with

1-2 users and grew to more?

Advocacy: drive product innovation with customer feedback

Frequent user of a certain feature

Recruit them for beta tests and let your customers shape the

future of your product

Recap

Uncover insights and find bottlenecks

Personalize your content based on specific actions that your users

have taken

Put the right message/offer in your user’s inbox

Caution: