@activecampaign product marketing getting more out of ... · user onboarding customer lifecycle...
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Getting More Out of Every Message You SendWith Automation
@ZacharyHanz | @ActiveCampaign
Product Marketing
@ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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An average day of emails
● 34 in Promotions tab● 11 in Social tab● 24 preheader text issues● 21 image-off issues● 6 emails were a single image● 7 personalization mistakes● 0 mobile issues
~53 marketing emails across work and personal accounts
@ZacharyHanz | @ActiveCampaign
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But I don’t even open most of them.
Why not?
Relevance. Personalization. Targeting. Whatever you call it.
@ZacharyHanz | @ActiveCampaign
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Who am I?
● Product Marketing at ActiveCampaign● Email Marketing● User Onboarding● Customer Lifecycle● Before: 6+ years at Sprout Social
@ZacharyHanz | @ActiveCampaign
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ActiveCampaign helps growing businesses meaningfully connect and engage with their customers.
We go beyond marketing automation to enable businesses to optimize their customers’ experiences.
90,000+Customers
500+Employees
@ZacharyHanz | @ActiveCampaign
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What is Lifecycle Marketing? The process of providing your audience the kinds communications and
experiences they need, want, or like as they move from prospects to customers then, ideally, to advocates.
@ZacharyHanz | @ActiveCampaign
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But it’s not quite like Bozo Buckets...
Yes, you want to get prospects from one bucket to the next. But, people can start in any of the buckets, and it’s about what happens in the bucket.
@ZacharyHanz | @ActiveCampaign
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It’s literally what marketing automationwas built for.
@ZacharyHanz | @ActiveCampaign
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Why is it important? Every stage of the funnel (or infinity loop) has people entering it at any given
moment. They need relevant, timely content to keep them engaged – otherwise you’re missing opportunities and risk being forgotten.
Lead Nurturing
Trial
Expired Trial / Customer 1
Customer 2
Customer 3
@ZacharyHanz | @ActiveCampaign
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What’s it look like?
Free resources, thought leadership, why to try
Focused education and
onboarding, social proof, addressing needs and questions
Bought: Broader education and
onboarding, thanks, support
Didn’t: Feedback, targeted
winback, offers
Expansion, upsell,
cross-sell, offers
Rewards and loyalty programs,
referral offers, early access
@ZacharyHanz | @ActiveCampaign
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Identifying gaps in the lifecycle
Do an audit. If nothing exists at a particular stage, build it! Then, look for trends or cases of users not getting emails (or getting irrelevant ones)
☑
☑
☑
❓
❓
@ZacharyHanz | @ActiveCampaign
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Further segmentation As you dig in, each stage can be broken down even further. For example, we know that in Consideration, many abandon the trial signup process before
getting into their account. It’s a unique experience we need to speak to.
Trial
Incomplete Signups
Indu
stry
Inte
rest
@ZacharyHanz | @ActiveCampaign
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So, you just set it and forget it, right?Not quite.
@ZacharyHanz | @ActiveCampaign
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So how do you measure performance?
Copy and paste, it’s that simple@ZacharyHanz | @ActiveCampaign
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Growth metrics
Lead > Trial
Product Usage, Demos, etc. (leading indicators for Trial >
Customer)
Trial > Customer, Revenue,
Product Usage
Upgrade, Revenue
Retention, Referrals
@ZacharyHanz | @ActiveCampaign
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But, like, what’s our open and click rate?
Copy and paste, it’s that simple@ZacharyHanz | @ActiveCampaign
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“%&#@¡”
Copy and paste, it’s that simple
● Which stage of the lifecycle?● What types of emails?● Click > open more telling● Engagement > email goal even more telling
(Did they do what we wanted them to do?)● Engagement > program goal most telling
@ZacharyHanz | @ActiveCampaign
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Oh, I get it. That makes sense!
Copy and paste, it’s that simple@ZacharyHanz | @ActiveCampaign
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Copy and paste, it’s that simple
“Nice.”
@ZacharyHanz | @ActiveCampaign
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Testing & Optimization
Copy and paste, it’s that simple
Proactive Reactive Industry Goals/Interests
Message Do this. You did a thing! How X businesses use our product.
You said you want to do this. Here’s how.
Positive What we know ties to conversion / retention.
What we know they’re doing. Rewarding. Go deeper.
More relevant. Social proof. Tangible ideas.
Sell the toaster, not the kitchen. More targeted.
Negative What have you done for me lately?
Limiting. What about if/when they don’t take action?
Is their use case different enough? Do we have content to support?
Limiting. Do people truly know what they want?
@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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Awareness
Evaluation
Interest
Action
EVERY PROGRAM, EVERY EMAIL
@ZacharyHanz | @ActiveCampaign
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That’s great. How do I do it?
@ZacharyHanz | @ActiveCampaign
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Understanding your customers
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Understanding your customers
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Before & After
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Tips for Success
@ZacharyHanz | @ActiveCampaign
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Email is a channel for action.
KEY TO SUCCESS # 1
It’s NOT a place to consume content.
@ZacharyHanz | @ActiveCampaign
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@ZacharyHanz | @ActiveCampaign
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It’s all about the CTA.
KEY TO SUCCESS # 2
Every email goes like this:
“Here’s some you want to do.”
Do the
@ZacharyHanz | @ActiveCampaign
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Mind your real estate.
KEY TO SUCCESS # 3
Compelling copy and CTA must always be above the fold.
@ZacharyHanz | @ActiveCampaign
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Learn to VENT.
KEY TO SUCCESS # 4
Is it…
● Valuable?● Engaging?● Necessary?● True?
@ZacharyHanz | @ActiveCampaign
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KEY TO SUCCESS # 4
Valuable
Engaging Necessary
True
@ZacharyHanz | @ActiveCampaign
this is you.
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ResultsMore targeted, actionable emails that you can actually measure.
@ZacharyHanz | @ActiveCampaign
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Questions?
@ZacharyHanz | @ActiveCampaign