Using Email to Automate Customer Service and Success

transcript

#LITMUSLIVE #AUTOMATE

Ros Hodgekiss, Campaign Monitor

Who am I?

● Customer Success Programs Manager at Campaign Monitor

● 10 years using email marketing● #TEDC die-hard since 2013!

Customer Success =

Optimizing how our customers use our service, creating lifelong fans

What do I do?

Customer Success Programs =

Developing scalable strategies for customer service and success

What do I do?

Campaign Monitor is loved by over 2 million people at 180,000 companies around the world

1. Why email automation?

2. Planning the customer journey

3. Automating the customer journey

4. Takeaways

What we'll cover today

Why email automation?#LITMUSLIVE #AUTOMATE

● Customer Support● Customer Success● Technical Writing...

Customer Operations is...WHY EMAIL AUTOMATION?

1 to a few = High-touch

1 to 180,000 = Scalable!

Email automation...WHY EMAIL AUTOMATION?

...Is when software automatically sends campaigns to your customers and prospects, behind the scenes, based on the rules you define.

Email automation...WHY EMAIL AUTOMATION?

Why do it?

To send scalable, timely, and relevant messages that result in higher engagement and higher revenue.

Email automation has proven ROIWHY EMAIL AUTOMATION?

50%Conversion rate in B2C*

60%Revenue growth in B2B*

80% of marketers increase leads and conversions with marketing automation, some by 50%

But adoption is lowWHY EMAIL AUTOMATION?

Less than half of all businesses with < $1B revenues use automation

But adoption is lowWHY EMAIL AUTOMATION?

Less than half of all businesses with < $1B revenues use automation

You need specialist knowledge, specialized tools...

… or do you?

Planning the customer journey

STRATEGY

Planning the customer journeySTRATEGY

1. The customer journey mapa. Evaluationb. Growth

2. Measuring success with customer feedback

The customer journey map

● Allows you to view key user milestones, from first touch, to ongoing maintenance

● Summarizes a "perfect path" that a customer will take● Provides a framework for measuring success

STRATEGY

The SaaS customer journey mapSTRATEGY

AWARENESS EVALUATION GROWTH

DISCOVERY INTEREST LEAD ENGAGEMENT ADOPTION RETENTION EXPANSION

AWARENESS

DISCOVERY INTEREST

MILESTONES

METRICS

EVALUATION

LEAD ENGAGEMENT ADOPTION

ACCOUNT

SIGNUP

GROWTH

RETENTION EXPANSION

PAYMENT MADE

CUSTOMERS

90-DAY CHURN

REVENUE

RETENTION NPS

Let's focus on this...

STRATEGY

EVALUATION

ACCOUNT

SIGNUP

CUSTOMERS

MILESTONES

METRICS

EvaluationSTRATEGY

Goal: To guide people from trial to becoming a customer

Metric: Customer conversions

● Call up new signups● Manually send emails● Hire a lot of new people

STRATEGY

The old way...

WELCOMECREATE CAMPAIGN

UPLOAD LIST

SEND CAMPAIGN

MAKE PAYMENT

DID NOT CREATE

DID NOT UPLOAD LIST

DID NOT SENDCAMPAIGN

DID NOT MAKE PAYMENT

A1: CUSTOMER EXAMPLE

B1: HOW-TO GUIDE

C1: FEATUREDVIDEO

D2: PLAN OPTIONS

C2: REPORTING A2: QUICK

LEAD POOL → PRODUCT RELATED ONBOARDING EMAILS FOR UP TO 3 MONTHS POST SIGNUP

D1: ROI OF EMAIL

24 HOURS

5 DAYS

10 DAYS

Evaluation, automatedSTRATEGY

C. MONITOR EMAIL

EVALUATION

AWARENESS

DISCOVERY INTEREST

MILESTONES

METRICS

EVALUATION

ACCOUNT

SIGNUP

GROWTH

RETENTION EXPANSION

PAYMENT MADE

CUSTOMERS

90-DAY CHURN

REVENUE

RETENTION NPS

Let's focus on this...

STRATEGY

GROWTH

RETENTION EXPANSION

PAYMENT MADE

90-DAY CHURN

REVENUE

RETENTION NPS

MILESTONES

METRICS

GrowthSTRATEGY

Goal: To retain and grow paying customers

Metric: Revenue retention

● Setup 1-on-1 training● Email PDF guides...

STRATEGY

The old way...

PAYMENT MADE

WEEK 1 WEEK 2 WEEK 3

8a WELCOME 8d A/B TESTING8e

AUTOMATION

WELCOME WEBINAR

8a PREMIER WELCOME

8b ANALYTICSC. MONITOR EMAIL

3 DAYS

Onboarding, automatedSTRATEGY

8c LIST BUILDING

GROWTH

How do we know we're on the right track…?

STRATEGY

Measuring success with customer feedback

STRATEGY

Customer feedbackSTRATEGY

Goal: To collect, triage and follow up on customer feedback, measure the impact of our strategies

Metrics: Net Promoter Score, Customer Satisfaction

"FEEDBACK MACHINE"

Customer feedback, automatedSTRATEGY

FEEDBACK SURVEY

IN-APP

CUSTOMER SUPPORT

ENTIRE TEAM

PRODUCT TEAM

How can you accelerate the customer journey?

Automating the customer journey

TACTICS

An automated journey is one or more emails designed to move people towards customer journey milestones and fulfilling business goals.

Effective automated journeys are contextual and timely.

TACTICS

Each automated journey has 3 components:

● Triggers● Rules● Content

TACTICS

TRIGGERS

Gather data to trigger an "automated journey"

Automating the customer journeyTACTICS

TRIGGERS

● Specific dates● App events● Changes in user status● Upcoming dates...

TRIGGERS

● Signup date● Created a campaign● Plan type● Renewal date...

TRIGGERS

ECOMMERCE

ANALYTICS APP

TRIGGERS

ECOMMERCE

ANALYTICS APP

TRIGGERS

RULESTRIGGERS

Define the rules

RULES CONTENTTRIGGERS

Define the rules Create the content

Customer makes a payment Send to customer immediately "Welcome!"

CONTENT

TRIGGERS

Customer makes a payment If more than $500:Send "VIP Email"

Else:Send "Thank you"

"You're a VIP!"

CONTENT

"Thank you."

Different platforms, same ideaTACTICS

Define the rules Create the content

What's under the hoodTACTICS

Takeaways

Takeaways#LITMUSLIVE #AUTOMATE

Can you...

1. Map your customer journey?2. Accelerate the customer journey?3. Link triggers, rules and content?

Thank you!

Ros Hodgekiss, Campaign Monitor

@yarrcat / @campaignmonitor

Using Email to Automate Customer Service and Success

Marketing