Check out what's new with ExactTarget's Welcome Series Playbook! Author, Kim Stratton, Product Marketing Manager for ExactTarget

1. Introduction to Playbooks

2. What Are Playbooks?
Lifecycle marketing tactics are essential
to your brand’s success.
But where do you start?

3. What Are Playbooks?
Step-by-step guides for executing
perfect digital marketing
campaigns throughout the
customer lifecycle.
But where do you start?
Simplify your lifecycle Deliver the right content Create campaigns easily
marketing efforts. at the right time. with a step-by-step wizard.

4. The Customer Lifecycle
With ExactTarget Playbook’s simple steps, lifecycle marketing is easy.
ACQUIRE ONBOARD ENGAGE RETAIN
Invite customers Make a strong first Provide value that Don’t give up on
to connect across impression, and set turns prospects into the unengaged
multiple channels. the stage for ongoing customers and subscriber.
communications. brand enthusiasts.

5. Why Playbooks?
Boost ROI with the efficiency of Playbooks.
RETURN ON INVESTMENT
DIGITAL MARKETING TACTICS

6. Welcome Series Best Practices

7. Overview- Welcome Series
Subscribers stop engaging for a number of reasons:
• Irrelevancy
• Non-personalized messages
• Not enough data about your subscribers
Welcome Series automatically onboard your clients
and reinforces your company’s value proposition.
Setting proper expectations at the beginning of a
customer’s lifecycle, lead to higher retention rates.

8. Microsoft Example
Why does this work?
• Thanks Customer
• Reminder about features and value
• Relevant Calls to Action:
o Link to Welcome Center
o Office Video Training Series
Results?
• Open rate 50% above industry
average
• 63% viewed complete training video

9. Columbia Sportswear Series

10. Walking through a series
Welcome Confirm Reward
Welcome
Day One: DayConfirm
Three: Welcome
Day Five:
Estimates:
Welcome subscriber to the program.
Open Rate 34.65% Estimates:
Email to onboard subscriber into the
Open Rate 35.63% Estimates:
Engage consumers further into the
Open Rate 41.56%
Set Expectations about the types and
Clicks 8.37% brand experience. Gain customer
Clicks 7.89% brand experience via community,
Clicks 10.76%
frequencies of email communications. information. Track profile information relevant offers and product/service
Educate on HOW subscribers were while including an incentive for full insights.
opted-in. completion.

11. Introducing
the Welcome Series Playbook

12. Onboarding
ACQUIRE ONBOARD ENGAGE RETAIN
Invite customers Make a strong first Provide value that Don’t give up on
to connect across impression, and set turns prospects into the unengaged
multiple channels. the stage for ongoing customers and subscriber.
communications. brand enthusiasts.

13. Step 1 – Choose your List

14. Step 2 – Choose your Emails

15. Step 3 – Set the Cadence

16. Step 4 – Review and Go!

17. Welcome Series Success
Staying connected creates customers that last.
ENGAGMENT
TIME

18. Appendix

19. Playbook Catalog

20. Choose your Emails

21. Playbooks Path-to-Value
ESTIMATED BUSINESS VALUE
(SCOPE x RATE)
DIFFICULTY OF IMPLEMENTATION
(CR x ACV) TIME