Market Domination Master Process · Market Domination Master Process Your comprehensive guide to creating a database validation process

Market Domination Master ProcessYour comprehensive guide to creating a database validation process

This process was created to validate the data in your existing database.

The base of your company’s success comes

from having a good quality recipient list;

it’s the core element.

Your database allows you to build the communication with your

current customers and start communication with your potential

customers. This kind of personalised communication can be the

result of a new buyer or a rebuy.

2 // Engage

This automated process will benefit your business for the following reasons:

In this process we do not only want to collect information from the

recipients. We want to give them a reason to provide us with more

personal or business information. To do this, we need to give them a

value in return for their information.

In this particular automated process, the value is a complimentary

voucher. This can be used to purchase something they have shown

interest in. On a psychological level, they will feel the need to give their

information away in return for a voucher.

You can replace the voucher in this process to anything else which you

think provides your recipients with a real value.

Validate the existing data in your current database

Obtain more data from your existing database

Follow up your primer bait processes to do the following

To wake up your existing database and push them to make a conversion.

1

2

3

4

A Gain more information from them.

B 2. Push the recipients which signed up to make conversion.

When they originally signed up, they probably only gave you their email address -

this is your chance to gain more information

3 // Engage

Below is a step-by-step guide describing all of the elements you need in order to implement this process into your

automation software.

4 // Engage

Strategy Overview

This is the process in its entirety. The following pages will describe

each section in more depth so keep reading.

5 // Engage

COUPON DETAILS

Prime Coupon

Unique coupon code format. Fe.: “VC”+random(8)

Name of the coupon goes here

Number of the coupon. Fe.: what to use in the ecommerce store

Discount percentage goes here...

Discount amount goes here...

Coupon description 1 goes here...

Coupon description 2 goes here

COUPON DETAILS

Terms & Conditions

Terms and conditions

6 // Engage

COMMUNICATION ELEMENT

EMAIL DV I/1

This is the first email to send out to your existing database. This will go to

those whose data has not been validated. This email can only be sent to

the existing database, as it’s the only data available on the landing page

we use.

In your automation tool, segment your database sending this email only

to those who have not validated their data. You will use this process later

on in an automated way. As soon as anyone signs up to any of your baits,

you can start this process to gain more information and/or to push the

recipient closer to a conversion.

Create two new segments in your automation tool to track the

movements of your customers. Build segments which allow you to see

the following:

> If someone opens the e-mail

> If someone clicks on the link in the next landing page

Segmenting the data like this allows you to follow if one of these people

makes a conversion because of this process.

FOOTER

HEADER

CALL TO ACTION

First paragraph of the email

Timing

Subject line

Name of Sender

Email of Sender

Title of the email

Second paragraph of the email

Third paragraph of the email

Below call-to-action content

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

7 // Engage


EMAIL DV I/2

This is the second email which you send out to your targeted database.

This will only be sent out to those who did not open the first email or

click on the link in email.

Create two new segments in your automation tool to separate those

who ‘did not open the email’ to those who ‘did not click on the link.’

> Register a separated segment if someone opens the email

> Register a separated segment if someone clicks on the link in

the next landing page

Make a mark in the database to follow if one of these people makes a

conversion because of this process.

FOOTER

HEADER

CALL TO ACTION


Sendout Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

8 // Engage


EMAIL DV I/3

This is the last email in the first section of this process. This is the last

chance you have to encourage those in your existing database to step

into your process.

Again, create two new segments in your automation tool to separate

those who ‘did not open the email’ to those who ‘did not click on the link.’

> Register a separated segment if someone opens the email

> Register a separated segment if someone clicks on the link in

the next landing page

Make a mark in the database to follow if one of these people makes a

conversion because of this process.

If you have any other processes which logically connect here, you can tie

the processes together.

FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

9 // Engage

LANDING PAGE

LP-DV I/1

This page is where you can find the modification form and where we

show a preview of the voucher, as well as asking the recipient to modify

their details. This way, we ask them to verify the details on their voucher,

rather than just asking them to complete a long form.

To achieve this you need a recipient defined landing page within your

automated software. This is a landing page which is connected to a

certain recipient; this automated function will recognise the visitor

landing on the page and display their details. The fields in the form

displayed will be pre typed with the details we already have. The more

details we have, the better the voucher will look.

1. Set up a recipient defined landing page in your automated software. It

must recognise which recipient is on the page. To be able to show individual

client information we have to create merge tags. This way the landing page

can be personalised to every single visitor.

2. Set the common details in your database to build your merge tags.

3. Create dynamic content on the page using your developed merge tags.

4. Insert the modification form for the current client.

5. Design the overall look of this page.

Visits on these pages are very important, not only have they provided

their information, but you are able to recognise who visited. Create

a new segment in your automation platform for those recipients who

visited.

FOOTER

Page title

slogan/motto

Subtitle

First Chapter

Second Chapter

Below Coupon Content

Any URL CTA you want to use

MERGE TAG

MERGE TAG

HARD CODED

HARD CODED

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

LOGO

extra URLs

10 // Engage

MODIFICATION FORM

FORM DV I/2

This is the actual data collector; the validating form. You are collecting

data not only to refresh your database, but to create a benefit for the

recipient. We want to give them a complimentary voucher, something

which provides them with a real value, something they can benefit from.

Therefore when the recipient reaches the validating form, they are

finalising their own voucher rather than just providing us with details.

At this stage in the process we have reached the first conversion

point. Here we have improved your conversion rate from a few simple

elements. To create the modification form, set up the following in your

automation tool:

1. A modification form which is dedicated to the individual visitor of the

landing page.

2. Fill in the known data of the recipient in the form

3. Design this form to look like a voucher

4. Set up the links on this page directing the recipient to the thank you page

once the form is completed.

5. Set the connection to any other database where you might need to

register the fact they have completed the data validation

6. Create a different segment to list these recipients.

This form has to contain all of the possible voucher details, such as;

expiry date, name of the voucher, discount, etc. This way, we can use the

same process to serve different segments. This is a critical point in the

process, and it will save you a lot of time later.

Parallel with the actions above, you need to generate a username and

a password for the recipient. You will need these features later at the

voucher downloading part of the process.

Form title

Form heading

Label for Input

Input field (e.g. email, name etc)

Submit button

Text below submit button

RE

PE

AT

11 // Engage


EMAIL DV II/1

This email will be delivered to the recipients who visited the landing

page, but did not complete the modification form. In this email we want

to push the recipient to go back and fill in the form. You need to highlight

the value they are receiving by filling it in. Inform them that they have

not yet generated their voucher.

Create two new segments to separate the recipients into the following

groups;

> Those who visited the landing page

> Those who did not fill in the modification form

If someone opens the e-mail add them into a separate segment. We

won’t use this information at this stage of the process, but it can be

useful later on.

If someone clicks on the link in the next landing page, create a new

segment and add them. Increase the number visiting the landing

page field by 1. Make a mark in the database to follow if one of these

recipients makes a conversion from this stage in the process. FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

12 // Engage

LANDING PAGE

LP-DV I/2

This is the page where the recipient lands after filling in the modification

form. Here you have the chance to say thank you, as well as explain the

process of how the voucher can be downloaded.

At this stage we want to ensure the provided data is correct. You need

to check they have a valid email address and a valid phone number. To do

this we use a combined process to check the details, before the voucher

can be downloaded.

Firstly we send out an SMS containing a username and password. We

then we send out an email containing a link. When the link is clicked

on, the recipients needs to apply their log-ins. They are then able to

download their voucher. This way the only recipients, who can download

the coupon, are the ones which provided a valid phone number and valid

email address.

Use this thank you page to explain all of this.

To set up this stage in the process, create the following in your

automation tool;

1. Create another recipient defined landing page. At this stage in the

process we have all of the required data which we wanted to collect.

Therefore we now have the chance to use this to personalise this page.

2. Create dynamic content on the page using your predefined and collected

merge tags.

3. Create the all design elements for this page.

4. Set this landing page to work as a trigger. This trigger point will then start

the rest of the process.

Create a new segment to add the receipts that landed on this landing

page.

13 // Engage


SMS DV I/1

This is the text message which contains the password. This goes out

immediately after filling in the modification voucher form.

Here you have to connect an SMS provider to your automation tool.

This then enables you to use this feature to link in your merge tags, for

example; password, first name, etc into the text message.

14 // Engage


EMAIL DV III/1

This email is delivered to the recipients that filled in the modification

form. This communication element contains the link where the recipient

can log in with the password they received via SMS (SMS DV I/1).

This mail has to be sent out immediately after someone filled in the

modification form.

Target this email to go out to the “ordered the voucher” and the “did not

download the voucher” segments.

If someone opens this email, add them to a separate segment. We will

not use this information at this stage in the process, but it may be useful

later on.

If someone clicks on the link in the landing page, you will be notified that

the recipient has downloaded the voucher. Create another segment for

this trigger point. This trigger point starts the next stage in the process.

FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

15 // Engage


EMAIL DV III/2

After the previous two communication elements, you will have some

people who stayed in the process, but did not download the voucher.

This could be for a number of reasons, for example they might not be

interested in going further, or maybe they didn’t receive any of your

previous communication elements (for example, the email might of

landed in the spam folder, or maybe they mistyped their phone number).

Following the original concept, the recipient should not receive the

voucher, however here you can change your previous decision. These

people reached the first conversion point, we received the information

we wanted. If we leave them in this segment, we will miss out on the next

conversion - sales conversion.

If you want to push them further, you can send out this email with all

of the login details, encouraging these recipients to go further into the

process.Target this email to go out to the “ordered the voucher” and the

“did not download the voucher” segments.

If someone opens this e-mail add them into a separated segment. This is

an important indication as it shows you how serious the recipient is.

If someone clicks on the link in the next landing page, you know the

recipient downloaded the voucher. This is another trigger point for you

to begin the next stage in the process.

FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

16 // Engage

LANDING PAGE

LP-DV II/1

This page is where the recipient can see and download their voucher.

This page doesn’t provide you with any beneficial information; however

it is important to satisfy the recipient with this page, this is their first

conversion point.

The idea of this page is to satisfy the customer with the value you have

created for them.

To set up this page, you need to complete the following steps in your

automation tool;

1. Create a client related landing page

2. Create a section in the landing page to hold the coupon

3. Create the current, personalised coupon by using merge tags. You must

understand, the coupon is only a record in your database. Using this data, it

allows you to visualise it to your client.

4. Create JavaScript code to make the voucher printable.FOOTER

Page title

slogan/motto

Subtitle

First Chapter

Second Chapter



MERGE TAG

MERGE TAG

HARD CODED

HARD CODED

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

LOGO

extra URLs

17 // Engage


EMAIL DV IV/1

This email is the first step in the last stage of the process. At this stage

you have achieved your first goal and so has the recipient. In this series

of follow up emails you want to convert the recipient from being a

voucher holder to a customer. You want to remind and convince them

to use their voucher, especially in the first email. Explain how easy the

voucher is to use and how they can benefit from it.

This email goes out immediately after the recipient downloaded their

voucher. Send this email to those recipients in the “downloaded the

voucher” and “did not make a sales conversion” segments.

To complete this stage of the process, in your automation tool you need

to do the following:

1. Create a relative sending schedule. This tracks the time the voucher was

downloaded by the recipient, and sends out the follow up email a certain

amount of time after. How long after the email goes out us up to you, we

suggest no longer than an hour.

2. Track the opening of this email

3. Track if someone visits the sales conversion landing page and makes a

conversion. FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

18 // Engage


EMAIL DV IV/2

This is your second attempt to try and convert the coupon holder to

become a client. This email will be delivered 10 days after the voucher

was downloaded by the recipient.

Here you remind them of the benefits of being one of your clients.

Send this email to those in the “downloaded the voucher” and the “did

not make a sales conversion” segments.

Here you need to create another relative sending schedule. This time

you need to schedule the email to go out 10 days after the voucher was

downloaded.

Track the recipients who open this email, and those who visit the sales

conversion landing page.

FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

19 // Engage


EMAIL DV IV/3

This is the last element in the sales conversion series. This will be sent

out 5 days before the voucher expires. Here we emphasise that they will

miss out if they do not act soon.

Send this email to those in the “downloaded the voucher” and the “did

not make a sales conversion” segment.

Create a final relative sending schedule, and send the email out 5 days

before the voucher expires.

Track the recipients who open this email, and those who visit the sales

conversion landing page.

FOOTER

HEADER

CALL TO ACTION


Timing

Subject line

Name of Sender

Email of Sender

Title of the email




HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

HARD CODED

20 // Engage

LANDING PAGE

LP-DV III/1 - SALES CONVERSION

This is the most important page of the process. This holds all of the

elements you need to get a sales conversion.

Here you need to figure out the exact conversion. Create a form for

this landing page and connect it to your database which you can use for

registering a sale.

This page is a classic sales page - sales letter. Remind them of the benefit

and your USP to push a sale.

To set up this page in the process you need to do the following;

1. Create a landing page connected to the actual client.

2. Create a placeholder to make it possible to fit a form, which belongs to an

other database

3. Design the page to be a classic sales page

FOOTER

Page title

slogan/motto

Subtitle

First Chapter

Second Chapter



MERGE TAG

MERGE TAG

HARD CODED

HARD CODED

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

MERGE TAG

LOGO

extra URLs

21 // Engage

MODIFICATION FORM

FORM DV II/2 - ORDER FORM

This form is the border between your bait and the sales process. By

filling in this form the recipient will follow the steps in the process

resulting in a sale. As we already have their personal data, you need to fill

these fields in, in advance. This saves hassle from the recipient having to

re-type all of their data.

Putting the data into fields will create the connection between your

current bait process and your ordering process.

To create this ordering form in your marketing automation tool, you

need to do the following;

1. Create an ordering and connect this to your sales database

2. Connect this form to your current database using the merge tags on the

landing page as values of the fields in this order form.

3. Add the buyer into a separate segment, both in the order database, and in

this data validation database.

4. Register the purchase in the entire database.

You can then top this current process using segmentation.

Generate a report from this process.

Form title

Form heading

Label for Input

Input field (e.g. email, name etc)

Submit button

Text below submit button

RE

PE

AT

22 // Engage

If there are any elements in this process you do not understand, do not hesitate to

contact us on

0800 131 0707

One of our experts will be happy to explain it to you.

23 // Engage

Documents

Market Domination Master Process · Market Domination Master Process Your comprehensive guide to creating a database validation process