5 Trends for Designing an Effective Onboarding Strategy

5 Trends for Designing an Effective Customer Onboarding Strategy

August 26st, 2014

#ETWEBINARS

Speakers

David DanielsCEO & Co-Founder, The Relevancy Group

President, Publisher & Founder, The Marketer Quarterly

Joel BookPrincipal, Marketing InsightsExactTarget Marketing Cloud

@EmailDaniels @joelbook

#ETWEBINARS

The Marketer QuarterlyA digital magazine for marketers

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Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.

http://www.marketerquarterly.com/

We Are An Instant Gratification On Demand Society


MULTI-TASKING THEN

Hair dryer

Not an iPad

Manicure

An Actual Conversation



MULTI-TASKING TODAY

While The Future is NowSoon, We May Have More Time In Our Day To Multi-task


And Remember Safety First


The Marketer’s Common Struggle

#ETWEBINARS

Stay Relevant or Lose Subscribers

Adjust The Message Frequency

If Not, Lack of Relevance and Intolerable Frequency Can Create Deliverability and Performance Woes


Marketers Must Focus on Frequency, Relevancy & Rendering to Win on Mobile

None of the above

It is redundant to what the brand has already pushed me through the application that I have on my phone

I have their App, they should message me this way

Message is jumbled and not well formatted on my mobile phone

When I click through it is too hard to see their full web-site on my mobile phone

Too small to read and interact with

They are not relevant to me

Sent too often, I get too many of them

0% 10% 20% 30% 40% 50%

18%

9%

9%

21%

26%

32%

37%

44%

Inhibitors to Email Marketing on Mobile Phones

Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only


Often We Blast Away Into a Ghost TownsCopyright © 2014 The Relevancy Group, LLC. All Rights Reserved.

Do You Fly A Plane, Advertising Over Ghost Towns?

NO LONGER RELEVANT! (it’s me it’s not you)


Trend 1 – Listening, and reacting requires data organization


Creating 1:1 Customer Journeys

Effective Onboarding Requires Listening and Reacting to the Customer Across Their Journey

First OnlinePurchase

Post PurchaseSocial Activity

Second Web-Site Visit

Disparate Data-Sources

Marketer Actions


None of the above

We practice data house holding to understand multiple customer/accounts within a single household

We utilize predictive customer analytics

We store our client data in the same schema for all marketing channels

We centralize customer data from across channels to recognize the customer in a single record

We use email address as a unique customer identifier

0% 10% 20% 30% 40%5%

16%

17%

20%

20%

23%

27%

28%

29%

30%

36%

38%

Email Marketer Customer Data Management

Question Asked: Please select the statement or statements that best describe how you manage your customer data?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Successful Customer Onboarding Requires Effective Data Management and Centralization

None

Less

than 1%

1% to 5%

5.1% to 10%

10.1% to 15%

15.1 to 20%

20.1% to 25%

25.1% to 30%

30.1% to 35%

35.1% to 40%

40% or gre

ater

Not sure

0%

5%

10%

15%

20%

25%

1%

7%

21%

16%15%

10% 10%

5%3% 2%

3%5%

Percentage of Overall Revenue Attributed to Email Marketing - 2014

Question Asked: What percentage of your overall revenue is attributed to your email marketing initiatives?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Improved Data Management and Measurement Will Drive Better Email Revenue Attribution

Data Management Tactics

• Data centralization – Store customer behavioral events, even if you are not utilizing them immediately.




• Map behaviors to actions – Begin building and mapping customer journeys to the available centralized data.





• Discover conversion and pain points – After studying customer behaviors, depict the channels and potential message to move the customer through the marketing journey.






• Know the value of your email addresses – Determine the value of email subscribers. This is your currency to gain more budget dollars. Download The Relevancy Group’s Free Email Address Value Calculator.


http://blog.relevancygroup.com/2013/02/22/email-address-value-calculator/





• Know the value of your email addresses – Determine the value of email subscribers. This is your currency to gain more budget dollars. Download The Relevancy Group’s Free Email Address Value Calculator.

• Decide your unique customer identifier – Understand and create the link to email address, device ID, cookie, customer ID.


http://blog.relevancygroup.com/2013/02/22/email-address-value-calculator/

Trend 2 – Onboarding requires understanding and automating around behaviors and attitudes



Effective Onboarding Requires Listening and Reacting to Retain Customers Across The Journey

Engaged

Not Engaged

Context and Time

Disparate Data-Sources


Automate For Positive and Negative Journeys

Question Asked: Which of the following customer data attributes has your company used to segment audiences for email marketing campaigns within the last six months?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Customer profitability

Open rate on previous email marketing offers

Frequency of purchase regardless of channel, conversion rate

Transaction activity/Purchase behavior

Frequency of customer service contacts

Customer spending

Click-throughs on previous email marketing offers

Customer satisfaction survey data

Geographic data

Demographic data

0% 10% 20% 30% 40% 50% 60%22%

22%

22%

28%

29%

26%

28%

39%

43%

44%

26%

31%

31%

32%

33%

36%

40%

45%

51%

51%

Data Attributes Used For Segmentation - 2014

Enterprise Mid Market

Leverage Behavioral and Attitudinal Data

Subscriber is dormant, shows no behavior after a certain period of time

Shopping cart abandon or other type of abandon message

Post purchase offer

Post purchase survey

Customer contact at offline locations, store, call center, etc.

Customer offers based on coupon redemption and or non-redemption

Messages based on rules related to customer value

Messages triggered based off criteria of web-site behaviors

Customer changes or updates preference center

Welcome campaign (a series of triggered messages after opt-in)

Welcome message (triggered after subscriber opts-in)

0% 10% 20% 30% 40% 50% 60%15%

16%

16%

16%

21%

25%

29%

28%

32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

Email Marketer Trigger Campaign Utilization - 2014


Question Asked: From the following list please select which types of automated trigger campaigns that you currently utilize.Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Automate Campaigns Across Specific Behaviors That Define The Customer Journey

Leverage Journey Behaviors and Attitudes

• Leverage all behavior – Email click data is imperative to utilize and fashion journeys and events based on that data.




• Attitudes define relationships – Iterative surveys, profile development via polls.




• Attitudes define relationships – Iterative surveys, profile development via polls.• Define winback campaigns – Offer surveys and items of value to regain attention.




• Attitudes define relationships – Iterative surveys, profile development via polls.• Define winback campaigns – Offer surveys and items of value to regain attention.• Integrate with service and sales – Using simple attitude thumbs up/down meter

after calls will provide the marketer with useful data.




• Attitudes define relationships – Iterative surveys, profile development via polls.• Define winback campaigns – Offer surveys and items of value to regain attention.• Integrate with service and sales – Using simple attitude thumbs up/down meter

after calls will provide the marketer with useful data.• Transactional data – Returns data is as important as sales data, particularly in

some verticals and industries.


Trend 3 – Developing a proper onboarding program requires organizational alignment



Effective Onboarding Requires a Holistic Marketing Organization, Centralize the Effort Across Channels

CMO

Digital

Social

Mobile

Email

Online

Offline

Sales

Service

Measure

Implement Matrix Management – Utilize The Same Customer Focused Goals, Rewards and Measures For All


None of the above

My compensation and incentives are tied only to the marketing performance of the channels that I am responsible for

We practice marketing response attribution to ensure that offline response is attributed back to the appropriate marketing channel

Each marketing channel operates independently with no central or common collaboration

Our marketing department is rewarded with common personal incentives

Our marketing programs are tightly coordinated across all marketing channels

We manage customer contact frequency to ensure customers get a limited set of messages across all marketing channels

There is central ownership of our marketing programs across all marketing channels

Our marketing department shares common goals

0% 10% 20% 30% 40% 50%

4%

15%

17%

18%

19%

24%

32%

32%

45%

Marketing Department Organizational Structure - 2014

Question Asked: From the following list, please select the statement or statements that best represent how your marketing organization operates?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Marketing Must Be Organized Holistically, Just as the Marketer Presents its Brand to the Customer

Resource Constrained Marketing Departments Need to Better Utilize Automated Messaging

Less than 10%

11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than 60%

0%

5%

10%

15%

20%

25%

30%

35%

31%

25%

21%

10%

5% 4% 3%

Percentage of Automated/Triggered Messages - 2014

Question Asked: What percentage of the messages that you send are automated, as in triggered messages based upon customer behavior?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents


Align Teams, Invest In Collaboration & Automation• Create the same goals and success measures – Get the marketing, sales, service

and operational elements on the same sage – rowing in the same direction.



and operational elements on the same sage – rowing in the same direction.• Get familiar with the front lines – Marketing must hear service, sales calls weekly,

create an embedded team culture.



and operational elements on the same sage – rowing in the same direction• Get familiar with the front lines – Marketing must hear service, sales calls weekly,

create an embedded team culture.• Promote from within – Offer mechanisms for people to advance on their own

journey within your organization.



and operational elements on the same sage – rowing in the same direction.• Get familiar with the front lines – Marketing must hear service, sales calls weekly,


journey within your organization.• Listen for onboarding hits and misses – Measure, but listen to calls, social

commentary – hear what the outliers have to say.



and operational elements on the same sage – rowing in the same direction• Get familiar with the front lines – Marketing must hear service, sales calls weekly,


journey within your organization.• Listen for onboarding hits and misses – Measure, but listen to calls, social

commentary – hear what the outliers have to say.• Automate the workflow – Utilizing the journey approach, changes production

elements; schedule and automate which will drive efficiencies.


Trend 4 – Developing a proper onboarding program requires testing and life- stage/cycle understanding



Marketers Must Embrace Automated Testing Across Customer Segments and Journeys

Desired JourneyTest A

Test B


None of the above

We utilize an SMS short code for mobile opt-in

We measure lift vs. control

We utilize triggered, multi-wave, lifecycle marketing across multiple channels

We conduct multi-variant testing

We use paid search to grow our marketing database

We have launched a mobile application for our clients (e.g. iPhone, iPad, Android, etc.)

We target our customers utilizing life-stage marketing tactics

We conduct A/B testing for email marketing

We have begun utilizing QR (Quick Response) codes

We utilize dynamic content

We use video in email campaigns

We target our customers based on web-site behavior

We place offers or ad content in transactional email marketing messages

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%11%

10%

11%

17%

18%

23%

18%

21%

23%

21%

21%

27%

25%

29%

8%

19%

20%

18%

22%

25%

33%

31%

28%

32%

36%

31%

35%

38%

Email Marketing Tactics - 2014


Question Asked: Please select the statement or statements that best describe the email marketing tactics that you regularly utilize? Selected Response = Currently UtilizeSource: The Relevancy Group, LLC/Executive Marketer Survey n=3741 1/13, US Only, Mid-Market & Enterprise Respondents


Marketers Largely Fail To Leverage Testing, Lifecycles, and Dynamic Content

Test and Understand Customer Life-stage/Cycles• Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the

WSJ.com are mastering this.



WSJ.com are mastering this.• Test, test, test – Seek solutions to automate testing when the desired KPI’s are

met, the winning journey materializes.




met, the winning journey materializes.• Understand the customer life stage – In an on-demand economy, consumers seek

solutions that are appropriately timed and valuable – see Pley.com and Uber as examples.






• Don’t stray far – Keep your marketing and merchandising plan intact, but adjust that through lifecycle and journey learnings.






• Don’t stray far – Keep your marketing and merchandising plan intact, but adjust that through lifecycle and journey learnings.

• Automate the measurement – Don’t wait, demand solutions with custom dashboards, push notices for aberrant results and seek the ability to share insight holistically across the organization.


Trend 5 – Developing a proper onboarding program demands that marketers practice omnichannel connected relevancy



Foursquare

Flickr

Tumblr

Google Plus +

LinkedIn

Pinterest

Twitter

Instagram

YouTube

Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%2%

3%

5%

16%

39%

8%

27%

10%

35%

86%

2%

3%

14%

18%

20%

27%

30%

30%

45%

90%

Social Networks Actively Engaged – By Gender, 2014

Female Male

Question Asked: Which of the following social networks do you actively (in the last 30 days) participate in? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only


Consumer Attention Remains Fragmented Across Channels

47%

24%

12%

7%

4%

2% 1% 2%

Consumer Time Spent on Social Networks – Overall (2014)

Less than 1 hour 1 to 2 hours 2 to 3 hours 3 to 4 hours4 to 5 hours 5 to 6 hours 6 to 7 hours 7 hours or longer

Question Asked: How many hours a day do you spend on the previously named social networks? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only


Outliers Spend Over 3 Hours A Day on Social Networks

Age Patterns of Internet Access Highlight a Tectonic Shift Towards Mobile Access

13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older

0%10%20%30%40%50%60%70%80%90%

100%

24% 24% 20%28% 30% 30%

38%46%

60% 64%

42%56%

49% 33%44% 49%

43%38%

30% 25%13%

8%

9% 23%14%

14%17% 16% 10% 12%

20%12%

23% 16% 12% 8% 3%

Primary Internet Access Device by Age - 2014

Desktop Laptop Tablet Mobile Phone

Question Asked: What is the primary way that you use the Internet and visit web-sites? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only


Mobile Email Adoption is Mainstream Across Nearly Every Age Group

13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older

0%10%20%30%40%50%60%70%80%90%

100%

73% 81%90% 93%

84%73% 69%

59%42%

21%

27% 19%10% 7%

16%27% 31%

41%58%

79%

Mobile Email Adoption by Age - 2014

Yes No

Question Asked: Do you currently access one or more of your personal email accounts on a mobile device such as a cell phone, smart phone? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only


Marketers Must Focus on Frequency, Relevancy & Rendering to Win on Mobile

None of the above

It is redundant to what the brand has already pushed me through the application that I have on my phone

I have their App, they should message me this way

Message is jumbled and not well formatted on my mobile phone

When I click through it is too hard to see their full web-site on my mobile phone

Too small to read and interact with

They are not relevant to me

Sent too often, I get too many of them

0% 10% 20% 30% 40% 50%

18%

9%

9%

21%

26%

32%

37%

44%

Inhibitors to Email Marketing on Mobile Phones

56

Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only


Be Relevant Implement an Omni-Channel Customer Journey• Understand subscribers across channels – Listen to and find where the seducible

moments occur across channels.



moments occur across channels.• Be relevant – Content remains king, capture and delight customers with

meaningful content that delivers value.




meaningful content that delivers value.• Listen to the advocates – Zero in on social advocates, reward them, recognize

them, replicate and ride that subscriber’s experience.





them, replicate and ride that subscriber’s experience.• Don’t recreate the wheel – Stick with what works, but change the tires and treads

via subject lines, frequency, and other levers that drive relevance.





them, replicate and ride that subscriber’s experience.• Don’t recreate the wheel – Stick with what works, but change the tires and treads

via subject lines, frequency, and other levers that drive relevance.• Context and new beacons – Leverage location from subscriber phones, test APP

push messaging, find the best new way to keep the customer relationship alive and well.


Trend 1 – Listening and reacting requires data organization


And Remember, a Summary to Connect Customer Journeys













Trend 4 – Developing a proper onboarding program requires testing and life-stage/cycle understanding






Trend 4 – Developing a proper onboarding program requires testing and life-stage/cycle understanding

Trend 5 – Developing a proper onboarding program demands that marketers practice omnichannel connected relevancy



Thank-you! Questions?

David DanielsThe Relevancy GroupCEO & Co-Founder

The Marketer QuarterlyPresident, Publisher & Founder

[email protected](877) 972-6886Twitter @emaildaniels

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