Make new members feel like they’re part of the family, getting the inside scoop on each and everything your brand has to offer.

1. Customer Journey: Masterclass
Strategies to Onboard
Derek Laney
Director Product Marketing
@derektweets
#ETmasterclass

2. chance favors
the connected
mind
#ETmasterclass

3. Meet Derek
How my customers
see me
How my family
see me
How I
see myself

4. STAGE ACQUIRE ONBOARD ENGAGE
ac·quire [uh-kwahyuhr]
why: to convert potential and existing customers
into CRM / database subscribers, increasing the
likelihood that they’ll become actual purchasers.
RETAIN
Cost Per Click (CPC) / Cost Per Acquisition (CPA) / Revenue Per Subscriber

5. STAGE ACQUIRE ONBOARD ENGAGE
on·board [awn-bohrd]
why: to make new members feel like they’re
part of the family, getting the inside scoop on
each and everything your brand has to offer.
RETAIN
Open Rate / Click Through Rate / Time on Site / Time to Purchase

6. welcome to
the party

7. 1. Onboarding
2. Current State
3. Example Journeys
4. Key Strategies
5. Future State
6. Next Week
Today’s Agenda

8. welcome series
consistently
outperform
other programs
42% use today
33% plan to use
Source: ExactTarget State of Marketing Australia Report, 2014

9. Source:
Marke/ng
Sherpa
Benchmark
Report,
2013
Email
Marke/ng

14. Mailbox Inbox Edit

15. STAGE ACQUIRE ONBOARD ENGAGE RETAIN
Key Onboarding Strategies
Set Expectations: Articulate your program’s benefits
Provide Value: What’s In It For Me
Gather Preferences: Prioritize requirements
Suggest Next Action: App Download, Social, Loyalty Signup

16. Tech
Tracey
-
Media Journey
with Mashable
-
(Web Acquisition)
Banking
Ben
-
Banking Journey
with CommBank
-
(Mobile Acquisition)
Social
Sally
-
Retail Journey
with GlueStore
-
(Social Acquisition)

17. Remember
Sally
• Female, 25 years
• Lives in Glebe
• Uni student, Art major
• Works part time
• Loves to buy clothes

18. Retail Customer Journey – Social Opt In
Browse
Retargeting &
Registration
Registration
& Welcome
In-store
Redemption
Social
Engagement
Social
Engagement

19. Messages CommBank Contact
Sets expectations as to what the subscriber will
receive from Glue. Email is dynamic based on
opt-in source.
Customise based on where opt-in originated
Incentive to complete purchase
Call to action drives implicit profiling
Sets expectations for the program
Welcome

20. Welcome Best
Practices
Personalise
Set Expectations
Gather Preferences
Next Action

21. Learn Today.
Execute Tomorrow.
Send a personalised
automated welcome email
after registration

22. Mailbox Inbox Edit
Focus on the value of the
Brand’s communications
Soft ask for preferences
Sanitary needs addressed
Mobile aware
Customized Preheader

23. Welcome RewardConfirm
Day Three:
Email
to
onboard
subscriber
into
the
brand
experience.
Gain
customer
informa/on.
Track
profile
informa/on
while
including
an
incen/ve
for
full
comple/on.
Day Five:
Engage
consumers
further
into
the
brand
experience
via
community,
relevant
offers
and
product/service
insights.
Day One:
Welcome
subscriber
to
the
program.
Set
Expecta/ons
about
the
types
and
frequencies
of
email
communica/ons.
Educate
on
HOW
subscribers
were
opted-­‐in.

24. 1 – Welcome & Preferences
3 - Education
2 - Incent
Open Rate: +233.31%
Click Rate: +550.48%
Open Rate: +250.18%
Click Rate: +450.99%
Open Rate: +169.51%
Click Rate: +224.79%

25. Learn Today.
Execute Tomorrow.
Learn how to use a playbook
to setup a welcome series in
Automation Studio

26. Retail Customer Journey – Social Opt In
Browse
Retargeting &
Registration
Registration
& Welcome
In-store
Redemption
Social
Engagement
Social
Engagement

27. Keep it Real
Later as the weekend rolls
around, the community team has
recorded a followup task in social
studio to followup
Social is about building human
connections
Glue Store
Social Sally
@SocialSally have a great weekend, hope you tear it
up in your new dress - Anna
@GlueStore wow, thanks Anna! I’ll post a pic

28. Techy
Tracey
Media Journey
Banking
Ben
Banking Journey
Social
Sally
Retail Journey

29. Remember
Ben
• Male, mid 20’s
• Post Graduate Student
• Needs a vacation to
de-stress from studying
• Has a bank account with
his girlfriend at Bankwest
• Loves the cricket!

30. Banking Customer Journey – Mobile Opt-In
Above the line
advertising / billboard
SMS opt-in
Preference capture
Education
Series
Appointment
Confirmation
Schedule
Appointment

31. Mobile Opt-in
Ben opted in via a text
competition and opted to learn
more about ‘Student Banking’.
SMS “CommBank”
to 0428 030 701
to enter the competition.
Terms and conditions apply.
All entrants will receive an SMS confirmation with
more information on student banking offers.
Students, you need a
trip to Europe on us!

32. Mobile Opt-in
Ben opted in via a text
competition and opted to learn
more about ‘Student Banking’.
Messages CommBank Contact
You’re one step closer to the
Europe! Complete your entry
by selecting what you would
like to receive more information
about. Reply with your email
and “1” for Student Banking “2”
for No-fee MasterCard or “3”
for Student Loans.
ben@gmail.com 1
Your entry is complete! Check
your inbox for more information
on the competition and your
Student Banking saving tips.
CommBank

33. Mobile Welcome
Provide value first, gather data
second.
SMS = Personal Medium
so set expectations around what
will be communicated.
Messages CommBank Contact
Thanks for entering our
competition - your entry is now
complete! As part of the
competition, we will send you 1
‘saving tip’ per week for the
next 4 weeks – it’s the little
things that count when it comes
to saving. You can opt-out at
any time by replying STOP.
CommBank
Managing your money does not
have to be hard. Book an
appointment to receive a free
financial health check, let us
show you how http://bit.ly/thgy7

34. Mailbox Inbox Edit
STUDENT BANKING?
Sometimes its best to talk things
through with an expert. "
"
Luckily there is one just around
the corner, schedule an
appointment today and we would
be happy to provide a free
financial health check. "
Appointment
Booking
Book an appointment >

35. Appointment
Confirmation
Use mobile communications
to concierge your customer to
high value touch points
Messages Bank Contact
Hi Adam, confirming your
appointment for 3pm tomorrow,
Thursday 17th. Reply C to
confirm or R to reschedule.
Great, see you there
C

36. Banking Customer Journey – Mobile Opt-In
Above the line
advertising / billboard
SMS opt-in
Preference capture
Education
Series
Appointment
Confirmation
Schedule
Appointment

37. Tech
Tracey
Media Journey
Banking
Ben
Banking Journey
Social
Sally
Retail Journey

38. Meet Tracey
• Female, early 30’s
• Very career oriented
• Wants a family soon
• Loves staying up-to-
date on the latest tech

39. Media Customer Journey – Website Opt-In
Implicit
Profiling
Browse Abandon
Personalised
Homepage
Search
Marketing
Personalised
Welcome

40. Web Opt-In
Review
Simplicity is Key
Make the sign-up form easy to find on your
website and minimise the # of fields required
Tech
Gadgets
Software
Hardware
Apps
Social
First Name
Interests
Mobile
Tablets
Tracey
X
X X
Manage Expectations
Describe what subscribers will receive if
they choose to opt-in to your communications.
Get Personal with Preferences
Allow people to select their interests and
honour their preferences – no funny business!

41. What information are consumers giving you?
‣ Where onsite are they spending time
‣ What ad channel did they come from
‣ What actions do / don’t they take
‣ Email address
‣ Name, address, phone number
‣ Preferences, interests, habits
IMPLICIT
WHAT USERS
ARE DOING
EXPLICIT
WHAT USERS
ARE SAYING

45. Personalised
Onboarding
During onboarding regular
communications are supplemented
by programs designed to introduce
Tracey to different features and
programs.
The welcome program can be
adapted based on engagement
and personalisation.

46. Learn Today.
Execute Tomorrow.
Use automation to introduce
advanced logic and
automations

47. Techy
Tracey
Media Journey
Web Acq.
Banking
Ben
Banking Journey
Mobile Acq.
Social
Sally
Retail Journey
Social Acq.

48. STAGE ACQUIRE ONBOARD ENGAGE RETAIN
Key Onboarding Strategies
Set Expectations: Articulate the program benefits
Provide Value: What’s in it for me
Gather Preferences: Prioritize your requirements
Suggest Next Action: App Download, Social, Loyalty Signup

49. Onboarding
Further Reading
• “Growth Hacking”
• Funnel Optimisation
• User Interface Testing
Further
Reading
Academy Training
http://bit.ly/academyapac
http://bit.ly/academyonline
Email Swipe File
http://bit.ly/emailswipes

50. STAGE ACQUIRE ONBOARD ENGAGE
en·gage [en-geyj]
why: to keep your subscribers happy and
interested in your brand by providing what they
want, when they want it, and via what channel.
RETAIN
Average Order Value (AOV) / # Engaged Channels / Frequency of Purchase

51. Next Week: Engagement Strategies
How to give customers the right
message at the right time on the
right channel. How to continuously
tune and optimise your
promotional content to grow
advocacy and activate repeat
usage!