Onboarding Fixes: How to Improve Welcome Tactics to Extend Subscriber Lifetime Presented by: Bill Baird Owner Baird Direct Marketing Presented by: Sean.

Onboarding Fixes:How to Improve Welcome Tactics to Extend Subscriber Lifetime

Presented by:Bill BairdOwnerBaird Direct Marketing

Presented by:Sean DonahueEditorSubscription Site Insider

Part I: Why Onboarding – Quick Overview

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The Critical First 30 Days

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Highest email open rates

+Highest interest in your site______________________

Best time to engage new users and turn them into long-term subscribers

…Or Even Fewer

Typically, new users who do not return within 3-5 days will never return again

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Impact of Good Onboarding?

10%-20% increase in retention

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© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Onboarding’s Lifetime Value Impact

Year 1

Year 2Year 3

Part II: Understanding the Psychology of New Subscribers

Why Do New Members Drop Off?

• Forgetfulness• Don’t understand full benefits• Can’t find what they want• Don’t know how to use the site• Competition

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EXIT

Actions of Long-Term SubsWhat tends to keep subscribers around?• Write a review• Create member profile• Participate in message

boards• Engage with high-value

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The SecretOften NOT the same reason they joined initially!

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Part III: 10 Tactics to Improve Onboarding Campaigns

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#1. Thank-you Pages

The Welcome Page is Your Top Priority

Viewers / New Starts100%

50%30%

20%

WelcomePage

Email 1 Email 2 Email 3

Okay “OKAY”

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• Speeds User to Value?

• Easy to Understand?

• Simple and Short?

• Restates Benefits?

Better

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“BETTER”

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Best!

“BEST”© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

#2. Transactional Emails

Email Receipts

• Your second best contact point

• Top open rate of lifetime (50%-100% higher)

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Typical Autoresponder

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• Sent by a separate system• Check the default:

– Can you modify?– What benefits can you

add?

#3. Email Welcome Series

Broad Approach: Education

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Broad Approach: EngagementHighly relevant data triggered by activity to tease subscribers to return ….

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Day 1: Confirmation + Video

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1 Confirmation + Training Video

Day 3: Live Training Session

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1 Confirmation + Training Video

3 Live Training Session

Day 4: Calls to Action

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1 Confirmation + Training Video

3 Live Training Session

4 Action + Email Us

Day 5: Deadline and Wizard1 Confirmation + Training Video

3 Live Training Session

4 Action + Email Us

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5 Deadline + Help Wizard

Day 27: “Call Us”1 Confirmation + Training Video

3 Live Training Session

4 Action + Email Us

5 Deadline + Help Wizard

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27 Call Us

#4. Mobile

Email = Majority of Mobile Time

May need to optimize email for mobile viewing

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% of Mobile Users?• Check with your ESP

• Email Analytics -- Litmus, MailboxIQ, CampaignCog

• Web analytics for mobile device usage

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Design for Mobile Viewing

• 480-500 pixels wide• One column, not several• Fewer links – one article or

action vs. five• Even shorter subject lines –

15-20 characters

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#5. Telemarketing

Adding a human touchMore often used by B2B

Typical Strategies:– Site tour– Immediate help– User Survey– Personal connection

NOT a typical sales rep

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Phone Center or call rep picture here

Timely calls

Tactic #1. Call Immediately

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Tactic #2. Use tracking software to call when members are on the site

B2C Example: Angie’s List

• In-house call center

• New subs receive calls to encourage reviews

• Email follow-up

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#6. Direct Mail

Welcome Packages

• Something tangible makes an impression

• Deliver long content not suited for website

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Costs and Options

• Postcards ~$0.25

• 6 x 9 or 9 x 12 envelopes ~$1.00

• Offset costs via cross-sell/upsell or advertising inserts

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#7. On-Site Tools/Activities

Video Tours & How-to• Explain features/benefits

for people who prefer to watch vs. read

• Complex sites – complete a specific task

• Welcome from a famous contributor/founder/guru

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New Member Welcome Screen

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#8. Private Social Media

Discussion Boards

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Key activity that gets members to stick:

• Predominantly female user-base

• Love to interact and communicate

• Artistic Thread Works = 30 month avg. member lifetime

Encouraging Participation

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SM Must be Promoted to Engage1. On-Site and eNewsletter Promotion2. Email Confirmation3. Event-Driven Emails4. Login Messaging5. Member ratings

Private LinkedIn Group

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Twitter Shout-outsHighlight/thank new members:

• “Ego” appeal

• Show who’s joining

• Need a Twitter-friendly niche – e.g., marketers, journalists, consultants, younger subs, etc.

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#9. Onboarding Segmentation

Source of New SubsReflect the messaging or channel that attracted the new subscriber:

• Major affiliates

• Partner sites

• Telemarketing

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Nature of Acquisition OfferWhat made them sign up?

• Discount

• Bonus free content resource

• Gift subscription

50% off!

#10. Referral Campaigns

Referral-at-Birth

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Ask for referrals as part of the new sub signup process

Automatic email address uploaders increase names 8x

Referral requests during email series

Additional Resources

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On Demand Training: Referral and Word-of-Mouth Marketing for Subscription Sites

Part IV. Measuring the Impact

Quick Analysis• A/B split: Members who’ve

seen the campaign vs. those who have not

• New retention rate vs. retention a few months ago.

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Look for Changes in Key Metrics• Fewer cancels?• Fewer customer service

calls/emails? • Better email metrics – open

rates, CTR• Upgrades from free-to-paid,

monthly to annual• Increased avg. subscriber

lifetime

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Live Q&A

Thank You!

Bill Bairdbill@bairddirect.com(203) 838-5444http://bairddirect.com/

© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Sean Donahueseand@subscriptionsiteinsider.com(401) 354-7555Twitter: @SubSiteInsider

Additional Resources

Marketing Samples Library

Membership/Subscription Site Business Model & Workbook

On-Demand Training: How to Raise Renewal Rates