Transcript
Introduction to Playbooks
What Are Playbooks?
Lifecycle marketing tactics are essential
to your brand’s success.
But where do you start?
What Are Playbooks?
Step-by-step guides for executing
perfect digital marketing
campaigns throughout the
customer lifecycle.
But where do you start?
Simplify your lifecycle
marketing efforts.
Deliver the right content
at the right time.
Create campaigns easily
with a step-by-step wizard.
The Customer Lifecycle
With ExactTarget Playbook’s simple steps, lifecycle marketing is easy.
Invite customers
to connect across
multiple channels.
Make a strong first
impression, and set
the stage for ongoing
communications.
Provide value that
turns prospects into
customers and
brand enthusiasts.
Don’t give up on
the unengaged
subscriber.
ACQUIRE ONBOARD ENGAGE RETAIN
Why Playbooks?
Boost ROI with the efficiency of Playbooks.
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DIGITAL MARKETING TACTICS
Welcome Series Best Practices
Overview- Welcome Series
Welcome Series automatically onboard your clients
and reinforces your company’s value proposition.
Setting proper expectations at the beginning of a
customer’s lifecycle, lead to higher retention rates.
Subscribers stop engaging for a number of reasons:
• Irrelevancy
• Non-personalized messages
• Not enough data about your subscribers
Microsoft Example
Why does this work?
• Thanks Customer
• Reminder about features and value
• Relevant Calls to Action:o Link to Welcome Center
o Office Video Training Series
Results?
• Open rate 50% above industry
average
• 63% viewed complete training video
Columbia Sportswear Series
Walking through a seriesWelcome RewardConfirm
Day One:Welcome subscriber to the program. Set Expectations about the types and frequencies of email communications. Educate on HOW subscribers were opted-in.
Day Three:Email to onboard subscriber into the brand experience. Gain customer information. Track profile information while including an incentive for full completion.
Day Five:Engage consumers further into the brand experience via community, relevant offers and product/service insights.
Welcome
Estimates:Open Rate 34.65%
Clicks 8.37%
Confirm
Estimates:Open Rate 35.63%
Clicks 7.89%
Welcome
Estimates:Open Rate 41.56%
Clicks 10.76%
Introducing
the Welcome Series Playbook
Onboarding
Make a strong first
impression, and set
the stage for ongoing
communications.
Invite customers
to connect across
multiple channels.
Provide value that
turns prospects into
customers and
brand enthusiasts.
Don’t give up on
the unengaged
subscriber.
ACQUIRE ONBOARD ENGAGE RETAIN
Step 1 – Choose your List
Step 2 – Choose your Emails
Step 3 – Set the Cadence
Step 4 – Review and Go!
Welcome Series Success
Staying connected creates customers that last.
EN
GA
GM
EN
T
TIME
Appendix
Playbook Catalog
Choose your Emails
Playbooks Path-to-ValueE
ST
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US
INE
SS
VA
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(SC
OP
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RA
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)
TIME
DIFFICULTY OF IMPLEMENTATION
(CR x ACV)
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