05/26/2017
THE ANATOMY OF ONBOARDING CUSTOMERS WITH AUTOMATED MARKETING
Creating a business is hard enough, but when you add the task of creating a Potential Customer Onboarding Process that will actually convert users it's never ending. Learning how to utilize technology to handle the day to day will put your business on autopilot while creating a personalized User Experience for your customers.
Below you will find the overall process that many Fortune 500 companies use in the process of launching any new product and enhancing existing user experiences. If you don't know what "User Experience" is that's okay, just think of every time you go to Ikea, Starbucks, or even Target. You subconsciously walk through the store on autopilot and follow the same exact process without really putting any thought into what you are doing. That process my friend cost hundreds of thousands and in many cases millions of dollars to perfect. So do not underestimate the value of sitting down and thinking about how you want your future customers to see & interact with your business.
The Welcome:
Sample Copy: HELLO, WELCOME TO OUR….
- Your 1st point of contact besides the signup confirmation email
- Sets the tone of your business
- Have a single call to action
- Get customers to see value in our product
The Motivation:
Sample Copy: WE CAN SOLVE YOUR PROBLEM
- Get new users pumped about using our product
- Show them you understand them
- Demonstrates that we can solve their problem
Remove Barriers:
Sample Copy: HEY, HAVE YOU TRIED…???
- Send triggered email of support
- Show how to use features
- Send emails that reflect where customer is in the onboarding process
Test Timing:
Sample Copy: THREE DAYS LATER…
- Send one a week or 5 an hour?!?
- Experiment with when to send them to get the highest conversions
Add Value:
Sample Copy: FREE! HERE IS A COPY OF OUR EBOOK
- Give a gift to add unexpected value
- Build a connection to your business
- Customers psychologically feel the need to return the favor
The Ask:
Sample Copy: YOUR FREE TRIAL IS ABOUT TO END
- After getting them motivated, removing barriers, and demonstrating value
- Make is as specific and personal as possible
- Use interaction history to up/down the ask
- Make is time bound (your free trial is about to end. Next 3 days).
The Win-Back:
Sample Copy: WE MISS YOU
- Be persistent with contact
- Don’t be afraid to annoy
- Target users depending on how far someone made it
- Make use of free trials, extensions
