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Introduction to Playbooks
21
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Page 1: Phoenix  3 sixty live playbooks

Introduction to Playbooks

Page 2: Phoenix  3 sixty live playbooks

What Are Playbooks?

Lifecycle marketing tactics are essential

to your brand’s success.

But where do you start?

Page 3: Phoenix  3 sixty live playbooks

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.

Page 4: Phoenix  3 sixty live playbooks

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

Page 5: Phoenix  3 sixty live playbooks

Why Playbooks?

Boost ROI with the efficiency of Playbooks.

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DIGITAL MARKETING TACTICS

Page 6: Phoenix  3 sixty live playbooks

Welcome Series Best Practices

Page 7: Phoenix  3 sixty live playbooks

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

Page 8: Phoenix  3 sixty live playbooks

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

Page 9: Phoenix  3 sixty live playbooks

Columbia Sportswear Series

Page 10: Phoenix  3 sixty live playbooks

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%

Page 11: Phoenix  3 sixty live playbooks

Introducing

the Welcome Series Playbook

Page 12: Phoenix  3 sixty live playbooks

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

Page 13: Phoenix  3 sixty live playbooks

Step 1 – Choose your List

Page 14: Phoenix  3 sixty live playbooks

Step 2 – Choose your Emails

Page 15: Phoenix  3 sixty live playbooks

Step 3 – Set the Cadence

Page 16: Phoenix  3 sixty live playbooks

Step 4 – Review and Go!

Page 17: Phoenix  3 sixty live playbooks

Welcome Series Success

Staying connected creates customers that last.

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Page 18: Phoenix  3 sixty live playbooks

Appendix

Page 19: Phoenix  3 sixty live playbooks

Playbook Catalog

Page 20: Phoenix  3 sixty live playbooks

Choose your Emails

Page 21: Phoenix  3 sixty live playbooks

Playbooks Path-to-ValueE

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(SC

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TIME

DIFFICULTY OF IMPLEMENTATION

(CR x ACV)