profitable customer acquisition & retention strategies_bronto

© 2016 Bronto Software, LLC | Bronto is a NetSuite Company

A Better Way to Say WelcomeJamie Tharp, Channel Manager


Today’s Agenda •Why a welcome series and where to begin.

•Easy 4-step process.

•Suggested cadence.

•Sample 4-part series.

•Powerful tactics to remember.

•Additional content suggestions.

•Customer success stories.

Jamie TharpChannel Manager, Bronto


Who is Bronto?

• Marketing platform for commerce.

• Founded in 2002.• Acquired by NetSuite in June 2015.• Now serving 1400+ brands worldwide.• More than 20 billion emails sent per year.• 310+ employees.• HQ in Durham, NC and offices in London,

Sydney, New York and Los Angeles.

Why A Welcome Series?

22% of annual email marketing revenue comes from

welcome series.

http://www.silverjeans.com/


Where To Start?

2. Identify obstacles to the action you want the reader to take and include ways to overcome them.

3. Create low-key, polite and friendly copy in the welcome messages.

1. Identify the action you want the subscriber to take and the key information you need to convey to drive that action.


Step 1- Collect The Data

• Ask for it during sign up.• Identify sign-up location.• Capture click activity.• Request additional preference.

Data via dedicated messaging.


Step 2 – Create Your Segments

• Decide what information you need to create your segments: Gender, Product Categories, Price Point, or all of the above?

• Your criteria should be based on how you’ve been collecting data

• TIP: If you’re only collecting emails, identify who has clicked

on links, identify contacts who clicked on links in the

welcome message to build additional segments.


Step 3 – Create Stream Of Messages


Step 4 – Analyze & Adapt

• Don’t set it and forget it!

• Analyze performance to determine if they convert better in general but also on specific segments.

• Use this intel to create new segmentation strategies.

• Begin a post-purchase or lapsed-purchase series with this new data.


Suggested Timing & Content

Message 1Fired immediately upon

sign upWelcome Message

Message 2Day 4

Tell us more about you.

Message 3Day 7

Connect with us

Message 4Day 10

Best sellers


Welcome Message 1- Introduce

• Say “Thank you.”• Set expectations.• Whitelisting.• Incentives.• Call to action.


Welcome Message 2 – Get To Know

• Use a "Help us serve you better" approach.

• Make “Update Your Preferences” the main CTA.

• Emphasize birthdate and special gift.

• Consider incentivizing with a contest or a coupon.


Welcome Message 3 - Encourage

• Explain the big wins of each of the social media channels.

• Use easily recognized standard buttons to represent each social network.

• Consider incentivizing with a contest or a coupon.

• Send a dedicated message introducing your blog.


Welcome Message 4 - Inspire

• Highlight most popular products/categories.

• Highlight what others are buying.

• Update the message seasonally.

• Give the subscriber more info about your brand.

• Point out what sets you apart from competitors.


Easy, Powerful Tactics To Remember

When a subscriber opts in, set your workflows to automatically fire the first message in the series.

Use suggested intervals to set up a workflow to send the remaining messages in the series.

Suppress people in the welcome series from receiving standard promotional messages.


Additional Welcome Series Content

Highlight unique services and benefits you provide.

Educate subscribers on why they should buy from YOU!

Offer an incentive in the initial welcome message.

Track where sign-ups came from.


Welcome Series Success

48% year-over-year growth.

Automation personalized based on behavior.

http://www.notonthehighstreet.com/


Welcome Series Success

Generates over 30% of total email revenue


Key Takeaways

When starting, identify actions needed and potential obstacles.

Focus on data collection – the more you have, the more targeted you can be!

Segment! Segment! Segment!

Use the 4 part message series to guide your welcome series creation.

Don’t set it and forget it, analyze the results and continue to improve your tactics!


Email: [email protected]?

profitable customer acquisition & retention strategies_bronto

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