subscriber to customer

Nurturing New Sign-ups: Subscriber to Customer

Megan Buell

Conversion Marketing Manager, VerticalResponse

Hashtag #VRwebinar

Agenda

The Buying Process

The “Welcome Email”Why?What?How?

Relevant MessagingProducts of InterestEventsStage of Buy ProcessEducational ContentUsing Segmentation to Your Advantage

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The Buying Process – First Date to Wedding Bells

Recognition/Interest

Consideration

Research

Evaluate

Purchase

The Buying ProcessPut yourself in your recipients shoes.

What do you do when you’re in the process of buying something?

What steps do you take?

Think about what message you should be sending during the different stages.

Get them to the “AHA” moment

Your Welcome Email – Why?

First impressions are everything

Don’t you want the first email to be special?

Provide them with the information they need as a potential customer

Show your brand off and let them know how great you are

Your Welcome Email – What?

Friendly & Welcoming Tone Consistent Branding Set Expectations Reestablish Credibility Remove Obstacles Resources/Tips Offer Call to Action

Welcome Email - Example

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Your Welcome Email – How?

Create a standard welcome email

Pull a list from your account using the segmentation tool

Send the list your welcome email

Copy your sent welcome email and repeat on a regular basis – daily, weekly, monthly

Continue to send your new audience newsletters

You’ve sent your welcome email – now what?

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Provide potential customers with relevant contentProducts/Services of Interest •Use the clicks from your newsletters to your advantage

Events•Event Invitations•Follow up from events

Stage of Buying Process•Where are they?•Consider sending a welcome “series” of emails

Educational Content•Educate them on your product service

Segment your list and make the most of the information you have

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Example: Products of Interest & Educational

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Example: Events Follow Ups / Educational

Provides the recipients with valuable, usable and helpful content to lead them down a path of success – the “AHA” moment.

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Example: Stage of Buying Process

Example: Segment Based on the Information You Have

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Subject Line:We've Got Your Size: Dresses 8-10, Dana Davis, Laundry…

Leading me down a path of success quickly and easily…AHA!

Leading me down a path of success quickly and easily…AHA!

Subscriber to Customer - Recap

Understand the buying process and put yourself in their shoes Create a standard welcome email and put a process in place The more relevant, the more engaged (ring, ring)

• Take advantage of the information you have available to you & start collecting information that could benefit you and your recipients.

Use the segmentation tool in your VR account – help site videos and recorded webinar

Resources

VR Helpsite – Segmentation Tool

www. Help.verticalresponse.com - Segmentation section (under lists)

VR Marketing Blog:

http://blog.verticalresponse.com/ FREE Marketing Guides:

http://www.verticalresponse.com/education-support/guides/

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Q&A