subscriber to customer
DESCRIPTION
TRANSCRIPT
Nurturing New Sign-ups: Subscriber to Customer
Megan Buell
Conversion Marketing Manager, VerticalResponse
Hashtag #VRwebinar
Agenda
The Buying Process
The “Welcome Email”Why?What?How?
Relevant MessagingProducts of InterestEventsStage of Buy ProcessEducational ContentUsing Segmentation to Your Advantage
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The Buying Process – First Date to Wedding Bells
Recognition/Interest
Consideration
Research
Evaluate
Purchase
The Buying ProcessPut yourself in your recipients shoes.
What do you do when you’re in the process of buying something?
What steps do you take?
Think about what message you should be sending during the different stages.
Get them to the “AHA” moment
Your Welcome Email – Why?
First impressions are everything
Don’t you want the first email to be special?
Provide them with the information they need as a potential customer
Show your brand off and let them know how great you are
Your Welcome Email – What?
Friendly & Welcoming Tone Consistent Branding Set Expectations Reestablish Credibility Remove Obstacles Resources/Tips Offer Call to Action
Welcome Email - Example
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Your Welcome Email – How?
Create a standard welcome email
Pull a list from your account using the segmentation tool
Send the list your welcome email
Copy your sent welcome email and repeat on a regular basis – daily, weekly, monthly
Continue to send your new audience newsletters
You’ve sent your welcome email – now what?
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Provide potential customers with relevant contentProducts/Services of Interest •Use the clicks from your newsletters to your advantage
Events•Event Invitations•Follow up from events
Stage of Buying Process•Where are they?•Consider sending a welcome “series” of emails
Educational Content•Educate them on your product service
Segment your list and make the most of the information you have
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Example: Products of Interest & Educational
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Example: Events Follow Ups / Educational
Provides the recipients with valuable, usable and helpful content to lead them down a path of success – the “AHA” moment.
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Example: Stage of Buying Process
Example: Segment Based on the Information You Have
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Subject Line:We've Got Your Size: Dresses 8-10, Dana Davis, Laundry…
Leading me down a path of success quickly and easily…AHA!
Leading me down a path of success quickly and easily…AHA!
Subscriber to Customer - Recap
Understand the buying process and put yourself in their shoes Create a standard welcome email and put a process in place The more relevant, the more engaged (ring, ring)
• Take advantage of the information you have available to you & start collecting information that could benefit you and your recipients.
Use the segmentation tool in your VR account – help site videos and recorded webinar
Resources
VR Helpsite – Segmentation Tool
www. Help.verticalresponse.com - Segmentation section (under lists)
VR Marketing Blog:
http://blog.verticalresponse.com/ FREE Marketing Guides:
http://www.verticalresponse.com/education-support/guides/
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Q&A