Date post: | 19-Feb-2017 |
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Marketing |
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Using Email to Automate Customer Service and Success
#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!
#LITMUSLIVE #AUTOMATE
Customer Success =
Optimizing how our customers use our service, creating lifelong fans
#LITMUSLIVE #AUTOMATE
What do I do?
Customer Success Programs =
Developing scalable strategies for customer service and success
#LITMUSLIVE #AUTOMATE
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
#LITMUSLIVE #AUTOMATE
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
Customer Operations is...WHY EMAIL AUTOMATION?
1 to a few = High-touch
1 to 180,000 = Scalable!
Customer Operations is...WHY EMAIL AUTOMATION?
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.
...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
LEADS
GROWTH
RETENTION EXPANSION
PAYMENT MADE
CUSTOMERS
90-DAY CHURN
REVENUE
RETENTION NPS
Let's focus on this...
STRATEGY
EVALUATION
LEAD ENGAGEMENT ADOPTION
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
PEEK
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
LEAD ENGAGEMENT ADOPTION
ACCOUNT
SIGNUP
LEADS
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
1 DAY
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
Automating the customer journey
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
Automating the customer journey
Each automated journey has 3 components:
● Triggers● Rules● Content
TACTICS
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
● Specific dates● App events● Changes in user status● Upcoming dates...
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
● Signup date● Created a campaign● Plan type● Renewal date...
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
ECOMMERCE
ANALYTICS APP
CRM
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
CRM
ECOMMERCE
ANALYTICS APP
API
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
RULESTRIGGERS
Gather data to trigger an "automated journey"
Define the rules
Automating the customer journeyTACTICS
RULES CONTENTTRIGGERS
Gather data to trigger an "automated journey"
Define the rules Create the content
Automating the customer journeyTACTICS
RULES CONTENTTRIGGERS
Customer makes a payment Send to customer immediately "Welcome!"
Automating the customer journeyTACTICS
RULES
CONTENT
TRIGGERS
Customer makes a payment If more than $500:Send "VIP Email"
Else:Send "Thank you"
"You're a VIP!"
Automating the customer journeyTACTICS
CONTENT
"Thank you."
Different platforms, same ideaTACTICS
RULES CONTENTTRIGGERS
Gather data to trigger an "automated journey"
Define the rules Create the content
What's under the hoodTACTICS
#LITMUSLIVE #AUTOMATE
Takeaways
Takeaways#LITMUSLIVE #AUTOMATE
Can you...
1. Map your customer journey?2. Accelerate the customer journey?3. Link triggers, rules and content?
#LITMUSLIVE #AUTOMATE
Thank you!
Ros Hodgekiss, Campaign Monitor
@yarrcat / @campaignmonitor