about nurture campaigns · emails that are driven towards an immediate conver-sion event might be...

Brought to You by Contactually

About Nurture Campaigns

Everything You Need To Know

2 Naughty by Nurture

I. Introduction: What is a Nurture Campaign? 3II. Things to Keep in Mind 5III. The Structure of a Nurture Campaign 8IV. Content Inside the Nurture Campaigns 11V. Metrics to Measure 17VI. Tools to Use to Perform Your Campaign 20VII. Conclusion 22

TABLE OF CONTENTS


Leads, customers, prospects, buyers, users, and subscribers all come from different channels. They also behave in different ways, but as a business you have your own goals in mind to try and get them to convert to your ultimate goals (whether it be more revenue, awareness, and/or evangelizing your service). Get-ting these people in the door is its own process itself and sometimes it’s a longer one than you think.

But let’s say you’ve jumped that hurdle and have this new buyer in the door and/or they’ve expressed interest in what you are selling or marketing. Maybe they downloaded a whitepaper, they signed up for a webinar, or they attended an event...what happens next? How do you get them to buy your product? Or how do you intro-duce them to the next step without pushing them off the cliff?

Enter… the nurture campaign.

I. INTRODUCTIONNurture Campaigns, how can we explain it.

This ebook isn’t just about our love for 90’s hip hop, it’s more about learning the importance of nurture cam-paigns. Nurture campaigns are a series of messages set up in a clear timeline determined by the sender. They may be referred to as email drip campaigns, lifecycle messages, lead nurturing systems, etc, but in this eBook we will be referring to them as nurture campaigns.

Nurture campaigns work by slowly and methodically making your argument in a series of messages, with a healthy (but not extreme) amount of time in between each one. From providing messages educating them on what you do to giving them content that can prove your value to them, nurture campaigns can perform a vari-ety of tasks. To draw an analogy with the nurturing or drip process, think of your total sales & marketing effort for a given customer is a bucket full of water. The drip campaign allows you to slowly expand that effort over time, drip by drip, patiently, consistently, and effectively. Until it overflows and the customer is then clamouring down your door to buy why you are selling and marketing.

What is a nurture campaign?


What is a nurture campaign? (continued)

For example, high value sales, like houses, or big contracts, often take the longest to close. These are big de-cisions for customers, and they aren’t made lightly, or without sleeping on it. Of course, in the real world, that means distractions, other projects, other needs, and plenty of reasons to postpone the sale. This is the classic challenge of staying “top of mind” with leads and contacts — you and your business are NOT the most import-ant thing to customers (even if they’re the most important thing to you). The trick is to space your communica-tion out over time, so that when the time does come where someone is ready to make a purchase, chances are they’ve heard from you recently or have found that they can count on you as a trusted advisor to bring them what they need.

When done well, this is what the nurture campaign provides — a tiny series of positive interactions between you and a prospective customer that keep you (and what you’re offering) in the minds of your audience. At some point, they’re going to make a decision, and a nurture campaign increases the odds that when they do, you’ll be in the middle of it. In terms of productivity and efficiency, nurture campaigns are a scalable way for you to reach all of your segments with timely messages of relevance to help increase your overall goals.

Something to keep in mind: buyers are 57% through the buying process before they ever reach out to a sales person. It’s your job to keep their interest and to continue feeding them with great content in order to prove your value enough for them to purchase.


While the ambition of an individual nurture cam-paign email is less than that of a one time blast, the limitations of the medium aren’t wildly different. You still have — realistically — a chance to make one solid point. Getting people to open an email is hard, getting them to read it is harder, and getting them to absorb the information in any real way sometimes feels impossible.

The trick with a nurture campaign is not losing sight of the battle, and focusing on the larger war. One-off emails that are driven towards an immediate conver-sion event might be difficult, but at least they’re easy to evaluate. If people convert, the email worked. If not, it didn’t. Nurture campaigns are a little differ-

II. Things to Keep In Mind As You are Starting to Structure Your Campaign

Be interesting, original, and add value in order to cultivate trust

ent; while you’ll give users the ability to convert at any time, your true goal is less immediate — you want each successive email to improve the odds of a future conversion. If someone has read ten one- off emails, you probably haven’t increased the effectiveness of the tenth email by sending the other nine. You may have even reduced it.

With a nurture campaign, though, that improved message effectiveness is exactly what you should be aiming for.

With these goals in mind, here are some tips for writing an effective message inside your nurture campaign.

The most important communication resource anyone has is trust, and trust is one of those things that’s hard to build, and easy to burn. The pressure to burn trust in the name of boosting immediate conversion is a constant challenge in marketing, but one that you need to learn to resist if you’re going to benefit from a nurture campaign. If your audience walks away from reading your email with a quick laugh, or a head scratch, that’s okay. The important thing is that after

reading, they feel a little bit better about getting emails from you — stuffing a bunch of “BUY NOW, BEFORE IT’S TOO LATE!!!” links in there is the fastest way to remind people that you don’t really have anything useful to say.


Make something they can look forward to

Think about the length and depth of your campaign

The holy grail of email marketing — and especially email nurturing — is an audience of people who look forward to getting your emails. This is very difficult to measure precisely, so something to try is to include close friends, co-workers, and your parents on campaigns you are writing for. If you get responses like “Why are you sending me these?”, or “How did your company get my address?”, it’s very likely that you’re writing boring, unengaging ma-terial. If these random people enjoy reading your work, don’t worry about conversions; you’re going in the right direction.

Don’t just write four of your five stages in a fun, conversational tone and then drop the purely commercial conversion bomb on your audience in stage five. You have to build things up. Your first email should establish your voice and personality, and provide an interesting piece of information without any overly pushy overtones. The emails that follow need to push people down the road to making the decision you want, without losing that voice. Maybe add some content that would provide some high level knowledge on what you can provide with your services.


Don’t underestimate people’s ability to process complex arguments over time.

While we’re constantly complaining about the fact that our societal attention span has withered to the length of a Facebook post, that’s actually not true at all. Why do you think people love serial television? Because in a world of constant distraction, the writers of things like The Walking Dead, or Scandal, or whatever you’re franti-cally tweeting about tonight, have taken something enormously complex and broken it up into smaller chunks that the audience can enjoy, process, take a break from, and come back to. The value of the series as a whole is greater than the sum of its episodes, and if you can take the long view (and tell an interesting story), the same can be true of almost anything.

Remember, the best kinds of customers — the ones who will pay the most, get the most value, promote you to others, and stick around to renew — aren’t the ones who impulsively click on a shiny object. They’re the ones who actually understand what you’re offering, and see the value in paying you for it. A long term marketing relationship with someone, if used properly, is a great way to find and nurture these people into those kinds of customers.

Use the future to your advantage

Not to turn this into an 8th grade English class, but it never hurts to use a little foreshadowing. Remem-ber, you’re trying to move people in a direction that’s new to them, but you know how this movie ends. Use that to your advantage — highlight the importance of questions you know you’ll have good

answers for in later campaigns. Define the parameters of important arguments. For example “Is it worth buy-ing an expensive TV” and then in the next email pro-vide stats on why owning a new TV is important. Then they’ll come back to you to buy that TV...of course if you are selling TVs…


Remember — it’s nicknamed a “drip” campaign, not “spray your customers with a hose. ” The last thing you want to do is flood people with spam, repeating messages, or anything that’s going to cause resentment. Being annoying is generally not a good business practice, and the point of relationship marketing is to build positive relationships, not ones where everyone hates you and wishes you would go away.

Aside from being annoying, emailing people at unplanned intervals isn’t especially efficient or effective. You know the problems — you forget about people, you repeat yourself, you make mistakes, and basically add lots of human error to what is basically a mechanical process. And it doesn’t scale or provide you a runway for growth. With a good nurture campaign, you make sure that all customers are getting the same information, in the same way, and in the same order. You will be able to optimize these campaigns, send emails at effective times, and ultimately replicate success. When you regulate your marketing efforts like this, it’s a lot easier to learn how your campaign could be more effective, and to implement those changes quickly.

Another key aspect to nurture campaigns is responsiveness. The best nurture campaigns don’t shout into the dark — they’re activated in response to a specific action from a customer, like meeting you at a certain trade show, inquiring about a certain product or service, or connecting with you through a certain channel. If you meet someone at a event about lawn & garden equipment, you may have a whole set of information to con-vey to them about lawn & garden related services you offer, which may be less relevant to people you meet through LinkedIn, or referrals to other parts of your business. That’s the kind of person you put on a lawn & garden focused nurture campaign.

III. THE STRUCTURE OF A NURTURE CAMPAIGN


Different Structure Types

Time Based

Figuring out how to structure your nurture campaign is a huge factor in testing, optimizing, delivering relevant and timely messages, and hitting your goals. You may need to take a close look as to what your goals are and who you are sending this nurture campaign out to, but here are a few different ways in forming your nurture campaign.

You can structure your nurture campaigns all based on time. Most of the timeframes may be set around when you are going to be sending out each email. For example if you are going to send each nurture email once a week, or once every 5 days.

Another time based structure can be around a specific hol-iday or time in your business. Black Friday sale? A perfect reason to start sending them emails a set number of days before to make sure your business is top of mind for the biggest shopping |day of the year. Or if you know the typi-cal sales cycle for your leads is 45 days and your sales team doesn’t speak with them until the last 15 days, you could send the nurture emails to them in those 30 days before.


Lifecycle or Lead Status

Think about the length and depth of your campaign

Not every lead is created equally and every contact that you have in your database shouldn’t be treated all the same. Instead it’s dependent on who they are, what their stage in the buying process is, and how much they are worth in terms of revenue.

Your nurture campaigns can be formed around lifecycle or lead status. Depending on if they are just a subscrib-er to your blog or if they are a marketing qualified lead ready to be passed off to sales, your nurture campaigns should be structured around how these segmented, individual contacts will affect your business.

Don’t just write four of your five stages in a fun, conversational tone and then drop the purely commercial con-version bomb on your audience in stage five. You have to build things up. Your first email should establish your voice and personality, and provide an interesting piece of information without any overly pushy overtones. The emails that follow need to push people down the road to making the decision you want, without losing that voice. Maybe add some content that would provide some high level knowledge on what you can provide with your services.


Now that you have the foundation of what makes a great nurture campaign, you now need to know how to form the content that goes inside. One thing that we need to note...unfortunately, there isn’t a perfect formu-la. We can’t tell you that if you form all of these ideas below into pieces of content that you will hit your goals every time. If anything, we wish there was an exact formula because that would make it easier for you and us! However, it’s entirely dependent on what your goals are and who your audience is. Ultimately, you should test diff erent pieces of content in diff erent orders to really determine what works and what doesn’t, but let’s put a real life example into how you can form this fl ow. Imagine if you were trying to sell someone a TV and they came in “knowing” what they want. How do you make it so they get what they want and buy what you what you are selling. Here’s what the content of that nurture fl ow would look like:

IV. CONTENT INSIDE THE NURTURE CAMPAIGNHow do you form the content that goes inside?

There are a couple of specifi c things to keep in mind with your initial email. First of all, consider about how you got these people on board; if you don’t want to get immediately dismissed, that connection is essen-tial. Unless you’re being a spammer (don’t do that), these people have opted in to this information through one channel or another, so include some branding or an introductory reference to that.

As far as your general topic, don’t overthink things. There are two objec-tives that really matter — the reader’s (fi nd the right TV), and yours (help the reader fi nd the most expensive TV they might want and that you are selling). Your messaging has to take care of both of those things while still adding something valuable to the conversation besides what you are selling, which can be quite the tightrope. But let’s get started with the low-hanging fruit; acknowledging the diffi culty of the decision, and reinforcing respect for the reader’s viewpoint.

First Nurture Email Establish Voice, Raise Eyebrows


First Nurture Email Establish Voice, Raise Eyebrows (continued)“Exceptional TVs are cheaper than you think.” Remember, this isn’t a 30-second commercial. We have time to tie this very high level argument to a transaction later. For now, let’s show some empa-thy by focusing on talking about the challenges of buying a TV (too many models, too many discount brands, too many options), and even highlighting a few that will support our future argument. For in-stance, TV repair is a terrible experience for almost everyone. Embrace that message — it’s honest, direct, and it just so happens to justify considering a more expensive purchase. Add some empathy and establish that you are their trusted advisor in this decision making.

A few final tips for this one. First, stay away from aggressive conversion messages. A link to your site is fine, or helpful content if you have it, but let’s not include sales links to specific models yet — you hav-en’t actually made your point yet, so going commer-cial just looks tacky and undermines our positioning as a helpful source of information. Second, avoid drifting into your talking points or pounding spec-ifications yet. The whole reason we’re doing this campaign is because these things don’t work on this audience. Speak in easily accessible industry gener-alities (“great picture”, “awesome for football”), and stay patient. Finally, don’t hesitate to be funny or personal here. Reading this email should be inter-esting, ideally, but there’s nothing wrong with it just being FUN. Anything to get people a little more excited about email #2.

Example of the 1st Nurture Email

Hi (Insert Name),

We’ve all been there. Stacking up the research, comparing other models, and reading all the re-views we can find on these TVs — the process can get quite overwhelming. Here are the most helpful articles and posts we’ve read about recently…

1. Article #12. Blog post you’ve written3. Article #2

Frankly, we just want to watch all the Game of Thrones we can on a great TV without any hassles. We totally understand how you feel and we just want to let you know we’re here to help you out. Give us a holler if you need anything!

Winter is coming, (Your name)

SUBJECT: Resources to Buy Your Next TV

SEND

FROM: Contactually

TO: You


Second Nurture Email Your first argument “1080p is a great sign of quality”

Time for our first return email. Make sure you in-clude some branding from Email #1, so people will recognize you as the useful, fun-to-read author you established yourself as last time. Then, let’s pick one of our critical arguments, and focus on it. In this case, let’s solve one of the biggest problems that a TV seller might face — what quality really means and how it stacks up with price. For example, a high resolution TV might be seen as a luxury/ gimmick, instead of a sign of true quality.

Well, now that we have someone’s attention, let’s disabuse them of that notion. To do so, let’s talk about the 1080p experience. Instead of just telling you that “you can see the pixels” over and over again, bring up some actual scenarios where this might matter. Show them some information about the most popular televisions, and how all of them are 1080p. Quote some positive, independent reviews about extremely high quality sets, and tie them together under the heading of “The Most Reliable TVs” — and make sure they are all identi-fied as 1080p sets.

@

SEND

$

Make sure you don’t get overly commercial or worry about conversions too much at this point. You can give your readers subtle CTAs, but usually around this time your subscribers are still looking for value from you. Make sure you keep the same tone and voice you used in your initial email, even as you start working more towards a transaction-oriented message. You’re starting a conversation here. Make your point, keep future doors open, but don’t worry about selling the whole box just yet.


Third Nurture Email Second Argument “Bigger TVs are easy to own!

We’ve made a point. Now, let’s make another one. Remember the goals? We want people to consider the most expensive TV they’ll be satisfied with, and our readers want to discover the TV that they feel is right for them, whatever it may be. We already worked to counter the idea that higher resolution TVs (one up-sell) are vanity products — now let’s try get our audience to consider another, that a larger screen might make sense for them.

Think about the timeline of TVs...they are getting bigger and bigger, but skinnier in width with higher quality imaging. Imagine that timeline for your buyers.

In our third email, we’re going to focus on how much better large displays fit in the average home. Screens are thinner, lighter, work with wall mounts, and connect to simple, high quality sound bars without a bunch of extra cords. Plus, bigger televisions allow you to sit further away, which lets you get a little more creative with how you set up your living room. In some ways, you get MORE flexibility from a bigger screen.Is this working? You get the idea. Again, show some examples, remain empathetic to your audiences’ concerns and hang-ups, and quietly present some options. You’re laying down a strong, multiple-idea foundation here though, and that will yield rewards soon enough.


Fourth Nurture Email A negative argument. “Goodbye to plasma.”

We’ve done two positive arguments already. For our fourth message, we’re going to try something a little dif-ferent, and make a negative one. A problem that you could have as the seller with your TVs is that a customer could read really strong reviews about an inexpensive TV from other trusted sources. For every bullet point that you could give, there could be a counterpoint from one of these high quality reviews that went into detail.

Hi (Insert Name),

Just wanted to let you know that we have the TV you’re looking for — quality, performance, and most importantly price.

Because we also know that this process can be difficult and the price matters, we wanted to offer you 10% off on your TV purchase. Just bring in this email or use “Insert Code” at the checkout, and we’ll get you watching your favorite shows or movies in no time.

Happy Watching, (Insert your name)

SUBJECT: Getting Your Own TV

SEND

FROM: Contactually

TO: You

Example Email #5:Fortunately, now we have a nurture campaign, and the bandwidth to make our own nuanced argu-ment. What are the downsides to the highly reviewed plasma TVs? Maybe Plasma TVs are rapidly disap-pearing for variety of reasons, but let’s not get hung up on those. What matters is that they are, in fact, disappearing, which means that the new televisions with the strongest reviews from the most trusted brands aren’t plasma anymore.

That’s what this message is about. We’re here to celebrate plasma’s storied past, but also to clear-ly label it as a relic. After reading this, people shouldn’t necessarily have to feel that plasma TVs are BAD (which is hard to prove and may not even be true), but that if you want to buy old technology, why are you even buying a new TV? It’s also a great opportunity to focus on what new, high quality LCD and LED displays can do, especially the things that plasmas can’t, or can’t do as well (or as inexpensive-ly). If this nuanced argument had been established in the buyers mind before they went into your store, they may be even more receptive to consid-ering one of the bigger ticket TVs.


Fifth Nurture Email Wrap it all up and insert your Call-To-Action. “Buy my TV”

Afterwards

Now, will everyone drop what they’re doing and buy an expensive television? Probably not. But someone might, and more importantly, when the rest of these people do decide to make that purchase, they’re going to come into the decision primed with not just buzzwords and quick facts, but a vision and narrative of “a good TV” that fits what you’re selling. And that gives you a better chance to sell what you’re looking to sell.

Ok, we’re ready to go. We’ve built up the good, dismissed the bad, and now it’s time to present our most di-rect call to action. We don’t want to completely lose our established voice and tone after four emails of hard-earned reader trust, of course. But it’s time to make our larger argument.

You want to buy a new TV? These are the TVs you’ll be happy you bought. They are pretty expensive, but they make sense. They do the things that are important to you. They’re high quality, high performance ma-chines that give you and your home more options. They’re running on modern, established technology, and that gives you more performance for your dollar, as long as you get a good one. Here they are and we’re here to help.


With any email campaign, there are a multitude of metrics to measure to determine how successful your campaigns are. Here’s a list of metrics that are important to analyze to figure out if your nurture campaign is effective and reaches your overall goals for the campaign.

V. METRICS TO MEASUREWhat do you measure?

Deliverability

Bounce Rate

Bounce Rate is a metric that is directly correlated with Deliverability because it is a metric that specifically shows if the email was able to be delivered to the users inbox.

There are two different types of Bounce Rate — a hard bounce and a soft bounce. A hard bounce is when the email marketing provider cannot deliver the email message at all to the email address that was provided. A soft bounce is when the email was unable to be delivered at that point, so the inbox may be full, the servers might have been down, the server may block emails like that, or the server for the user is incompatible with the email that was sent; however, it means that emails still may be able to be sent to them in the future.

With large email campaigns, there will inevitably be some bounces, but what you have to watch for is high numbers in the bounce rate to determine if you have a clean, viable, and current list of active email addresses.

Email Deliverability is the process by which emails are delivered into a subscribers into an inbox and they aren’t blocked or marked as spam. Deliverability is extremely important for marketers and email senders to be aware of because if the content can’t get into the subscribers inbox, then how would they see the email in the first place.

Making sure you have factors like high quality content, words that aren’t spammy in subject lines, and using a trusted email marketing service, in place will allow your nurture emails get into your subscribers’ inbox.


Open Rates

Open rate is the measure of how many people have opened or viewed your email in your contact list that you sent the email out to. It’s an important metric to assess, mainly with your subject lines.

If you are testing different subject lines in your nurture campaigns or you are aiming to get people to open your emails, looking at your open rate can offer a key insight into catching your contacts’ attention.

However, your open rate should not be the only metric you look at for your campaigns as they sometimes may be a little misleading and aren’t 100% reliable. Open rates are not reliable because it doesn’t show the effec-tiveness of the content inside the email — where the real meat of it all is. An email with a high email rate can have a lower conversion rate than an email with an average open rate and a high conversion rate.

CTR

The Click-Through Rate or CTR is the measure how many subscribers clicked on the links in your emails.

Your CTR is a great metric to analyze when you are trying to evaluate if the content in your emails is resonating with your subscriber base enough for them to click-through to the link that you provided in your emails.

Responses

Response rate shows how many users have responded to the emails you sent. This metric can relatively gauge the sentiment of your emails. Maybe your emails mostly illicit the actual reply of “unsubscribe” or people thank you for sending them a great piece of content?

You’ll be able to see in their response if someone took the time to hit reply. If your emails are on the verge of annoying for your subscribers to want to say unsubscribe or if they are so inclined to give you a compliment, you’ll see it in the replies to your email if there is an actual email inbox set up for them to respond to. Response Rate is relative because you won’t always get responses, you may get a variety of positive and negative ones, and/or you get all positive replies, yet your conversion rate is low. This is a good metric to keep a pulse on, but should not be the main determinant of how successful your nurture campaign is.


Unsubscribe

Conversions

Goals

The unsubscribe rate is the number of people opting out of receiving the emails in your campaign or your emails in general depending on your communication options. Regardless of how big or small your email list is, you are bound to get some people who unsubscribe from your communications.

Unless you get large portions of people unsubscribing, it’s not something that you should always draw your attention to, as it will happen no matter what. Now, if there is a significant number of people unsubscribing, it could be a red flag that your emails are striking the wrong chords.

One thing to note is the CAN-SPAM laws that could affect how and where you are putting the unsubscribe link in your email campaigns, especially if it’s a massive list and you are emailing large quantities of subscribers a day.

Conversion rate is arguably the most important metric to measure in your nurture campaigns and of course it’s dependent on what your goals are for your campaigns in the first place. Conversion rate is the measurement of how many people “convert” to customers, leads, prospects, subscribers, etc. after your email campaign is sent.

When you are structuring your nurture campaigns, your first priority should be what goal(s) you want to achieve in the campaign. The metrics above help you determine if you met your goals and how you should move forward in your communication strategies with the contacts you are nurturing.


There are a variety of tools that can help you set up nurture campaigns in order for you to provide the care and feeding of your contacts to achieve your overall goal. Automation doesn’t happen by itself, of course. (Is that ironic?) Here are some tools with varying price points that can get you going on your own campaigns.

VI. TOOLS TO USE TO PERFORM YOUR NURTURE CAMPAIGN

MailChimp

Mailchimp is an email marketing platform that man-ages your contacts, can send massive amounts of email at once to your large contact base, and track the results. They released an automation component that will allow you to “email the right people at the right time.” These automated emails can be triggered based off of customer behavior and will send your relevant content to the segmented customers at the time that you set.

Marketing Automation Platforms

Pardot, Marketo, Eloqua, ExactTarget, Hubspot, ActOn

These marketing automation platforms are some of the big players in the marketing technology industry and will require more dough from your budget. However, they do provide more robust analytics, contact segmenta-tion, lead scoring, and lead nurturing.

Each may have a diff erent name for a nurture campaign, but they all perform almost the same way.


Contactually

Ok, so we’re a little partial to this tool; however, Contactually makes it really easy to get started with nurture campaigns. Without using any other dedicated tools, you can mix your nurture campaigns with your regular email routine.

Contactually’s own nurture campaigns are Programs. Programs allow you to enroll different contact buckets into a series of responses in a certain timeframe in order to stay top of mind with your network and to help close the deals that are in your pipeline.

You can take a closer look at Programs and examples of a Program on our Training Site. Or give Contactually a spin for 30 days to start your own program.


Nurture campaigns aren’t a magic bullet for making a bad argument palatable. But they’re a great way to buy more time, dig deeper, and build a connection with potential customers that feels like trust because IT IS trust. It takes time, planning, and the ability to think past your next sale. But in the end, it’s not only the best way to attract the happiest, most engaged customers — it’s actually the ONLY way to crack those extra tough nuts who simply won’t respond to shouting, explosions, or a guy in an animal costume.

Persuasion is an art, and it’s not simply scrunching up your nose and saying “you want THAT?” when a customer goes down a path you’d rather they avoid. With your nurture campaign skills in tow, you’re ready to do better.

VII. Conclusion Now onto building your own Nurture Campaign

We’re Contactually. And when we’re not writing interesting eBooks, or trying out cool new technologies, we’re building and supporting our own awesome software for building better relationships. It’s especially great for people who deal with a lot of email, or rely heavily on referrals for their business.

Want to learn more about what we do?

Home | Blog \ Demo

First Nurture Email Establish Voice, Raise Eyebrows

about nurture campaigns · emails that are driven towards an immediate conver-sion event might be...

Documents