5 Trends for Designing an Effective Onboarding Strategy

#ETWEBINARS
5 Trends for Designing an
Effective Customer
Onboarding Strategy
August 26st, 2014

Speakers
David Daniels
CEO & Co-Founder, The Relevancy Group
President, Publisher & Founder, The Marketer Quarterly
Joel Book
Principal, Marketing Insights
ExactTarget Marketing Cloud
@EmailDaniels @joelbook
#ETWEBINARS

The Marketer Quarterly
A digital magazine for marketers
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Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.

We Are An Instant Gratification On Demand Society

Hair
dryer
Not an
iPad
An Actual
Conversation
Manicure
MULTI-TASKING THEN

MULTI-TASKING TODAY

While The Future is Now
Soon, We May Have More Time In Our Day To Multi-task

And Remember Safety First

#ETWEBINARS
The Marketer’s Common Struggle

Stay Relevant or Lose Subscribers
Adjust The Message Frequency
If Not, Lack of Relevance and Intolerable
Frequency Can Create Deliverability and
Performance Woes

Marketers Must Focus on Frequency, Relevancy &
Rendering to Win on Mobile
Inhibitors to Email Marketing on Mobile Phones
18%
9%
9%
21%
26%
32%
37%
44%
Sent too often, I get too many of them
They are not relevant to me
Too small to read and interact with
When I click through it is too hard to see…
Message is jumbled and not well formatted…
I have their App, they should message me…
It is redundant to what the brand has…
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None of the above
Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all)
Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only

Often We Blast Away Into a Ghost Towns

Do You Fly A Plane, Advertising Over Ghost Towns?

Creating 1:1 Customer Journeys
Trend 1 – Listening, and reacting requires
data organization

Effective Onboarding Requires Listening and Reacting to the
Customer Across Their Journey
Post Purchase
Social Activity
First Online
Purchase
Second
Web-Site Visit
Disparate Data-Sources
Marketer Actions

Successful Customer Onboarding Requires Effective Data
Management and Centralization
Email Marketer Customer Data Management
5%
23%
20%
17%
16%
20%
30%
29%
28%
27%
38%
36%
We have a centralized data repository for our client…
We use email address as a unique customer identifier
We know the value of our email subscribers/value of…
We centralize customer data from across channels to…
We measure lifetime customer value
We store our client data in the same schema for all…
We track acquisition costs by channel
We utilize predictive customer analytics
We use multiple channel specific databases to store…
We practice data house holding to understand…
We have robust data hygiene and de-duplication…
0% 5% 10% 15% 20% 25% 30% 35% 40%
None of the above
Question Asked: Please select the statement or statements that best describe how you manage your customer data?
Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Improved Data Management and Measurement Will Drive
Better Email Revenue Attribution
1%
7%
21%
16%
15%
10% 10%
5%
3% 2% 3%
5%
25%
20%
15%
10%
5%
0%
None Less
than
1%
1% to
5%
5.1% to
10%
10.1%
to 15%
15.1 to
20%
20.1%
to 25%
25.1%
to 30%
30.1%
to 35%
35.1%
to 40%
40% or
greater
Not
sure
Percentage of Overall Revenue Attributed to Email
Marketing - 2014
Question Asked: What percentage of your overall revenue is attributed to your email marketing initiatives?

Data Management Tactics
• Data centralization – Store customer behavioral events, even if you are not utilizing
them immediately.

them immediately.
• Map behaviors to actions – Begin building and mapping customer journeys to the
available centralized data.

them immediately.
• Discover conversion and pain points – After studying customer behaviors, depict the
channels and potential message to move the customer through the marketing journey.

them immediately.
• Know the value of your email addresses – Determine the value of email subscribers.
This is your currency to gain more budget dollars. Download The Relevancy Group’s
Free Email Address Value Calculator.

them immediately.
• Know the value of your email addresses – Determine the value of email subscribers.
This is your currency to gain more budget dollars. Download The Relevancy Group’s
Free Email Address Value Calculator.
• Decide your unique customer identifier – Understand and create the link to email
address, device ID, cookie, customer ID.

Trend 2 – Onboarding requires understanding
and automating around behaviors and
attitudes

Effective Onboarding Requires Listening and Reacting to Retain
Customers Across The Journey
Engaged
Context and Time
Not Engaged
Disparate Data-Sources
Automate For Positive and Negative Journeys

Leverage Behavioral and Attitudinal Data
Data Attributes Used For Segmentation - 2014
28%
26%
22%
22%
22%
33%
29%
32%
28%
43%
31%
40%
51%
Demographic data
Geographic data
Customer satisfaction survey data
Click-throughs on previous email marketing…
Customer spending
Frequency of customer service contacts
Transaction activity/Purchase behavior
Frequency of purchase regardless of…
Open rate on previous email marketing offers
Question Asked: Which of the following customer data attributes has your company used to segment audiences for email
marketing campaigns within the last six months?
39%
44%
26%
31%
36%
45%
51%
0% 10% 20% 30% 40% 50% 60%
Customer profitability
Enterprise Mid Market

Automate Campaigns Across Specific Behaviors That Define The
Customer Journey
Email Marketer Trigger Campaign Utilization - 2014
16%
16%
16%
15%
31%
28%
25%
21%
32%
32%
29%
49%
23%
23%
32%
30%
31%
30%
37%
33%
46%
56%
Welcome message (triggered after subscriber opts-in)
Welcome campaign (a series of triggered messages…
Customer changes or updates preference center
Messages triggered based off criteria of web-site…
Messages based on rules related to customer value
Customer offers based on coupon redemption and…
Customer contact at offline locations, store, call…
Post purchase survey
Shopping cart abandon or other type of abandon…
Subscriber is dormant, shows no behavior after a…
0% 10% 20% 30% 40% 50% 60%
Post purchase offer
Question Asked: From the following list please select which types of automated trigger campaigns that you currently utilize.

Leverage Journey Behaviors and Attitudes
• Leverage all behavior – Email click data is imperative to utilize and fashion
journeys and events based on that data.

• Attitudes define relationships – Iterative surveys, profile development via polls.

• Define winback campaigns – Offer surveys and items of value to regain attention.

• Integrate with service and sales – Using simple attitude thumbs up/down meter
after calls will provide the marketer with useful data.

• Integrate with service and sales – Using simple attitude thumbs up/down meter
after calls will provide the marketer with useful data.
• Transactional data – Returns data is as important as sales data, particularly in
some verticals and industries.

Trend 3 – Developing a proper onboarding
program requires organizational alignment

Effective Onboarding Requires a Holistic Marketing Organization,
Centralize the Effort Across Channels
Implement Matrix Management – Utilize The Same Customer Focused
Goals, Rewards and Measures For All

Marketing Must Be Organized Holistically, Just as the Marketer
Presents its Brand to the Customer
Marketing Department Organizational Structure - 2014
4%
19%
18%
17%
15%
24%
32%
32%
45%
Our marketing department shares common goals
There is central ownership of our marketing…
We manage customer contact frequency to ensure…
Our marketing programs are tightly coordinated…
Our marketing department is rewarded with…
Each marketing channel operates independently…
We practice marketing response attribution to…
My compensation and incentives are tied only to the…
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None of the above
Question Asked: From the following list, please select the statement or statements that best represent how your marketing organization operates?

Resource Constrained Marketing Departments Need to Better Utilize
Automated Messaging
31%
25%
21%
10%
5% 4% 3%
35%
30%
25%
20%
15%
10%
5%
0%
Less than
10%
11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than
60%
Percentage of Automated/Triggered Messages - 2014
Question Asked: What percentage of the messages that you send are automated, as in triggered messages based upon
customer behavior?

Align Teams, Invest In Collaboration & Automation
• Create the same goals and success measures – Get the marketing, sales, service
and operational elements on the same sage – rowing in the same direction.

• Get familiar with the front lines – Marketing must hear service, sales calls weekly,
create an embedded team culture.

and operational elements on the same sage – rowing in the same direction
• Promote from within – Offer mechanisms for people to advance on their own
journey within your organization.

• Listen for onboarding hits and misses – Measure, but listen to calls, social
commentary – hear what the outliers have to say.

and operational elements on the same sage – rowing in the same direction
• Listen for onboarding hits and misses – Measure, but listen to calls, social
commentary – hear what the outliers have to say.
• Automate the workflow – Utilizing the journey approach, changes production
elements; schedule and automate which will drive efficiencies.

program requires testing and life- stage/cycle
understanding

Marketers Must Embrace Automated Testing Across Customer
Segments and Journeys
Desired
Journey
Test
A
Test
B

Marketers Largely Fail To Leverage Testing, Lifecycles, and Dynamic
Content
Email Marketing Tactics - 2014
11%
10%
11%
18%
18%
17%
21%
21%
25%
23%
23%
18%
21%
29%
27%
8%
22%
20%
19%
25%
31%
33%
28%
32%
36%
31%
35%
38%
We place offers or ad content in transactional email…
We target our customers based on web-site behavior
We use video in email campaigns
We utilize dynamic content
We have begun utilizing QR (Quick Response) codes
We conduct A/B testing for email marketing
We target our customers utilizing life-stage marketing tactics
We have launched a mobile application for our clients (e.g.…
We use paid search to grow our marketing database
We conduct multi-variant testing
We utilize triggered, multi-wave, lifecycle marketing across…
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
We measure lift vs. control
We utilize an SMS short code for mobile opt-in
None of the above
Question Asked: Please select the statement or statements that best describe the email marketing tactics that you regularly
utilize? Selected Response = Currently Utilize

Test and Understand Customer Life-stage/Cycles
• Plot marketing journeys - Align journeys to product lifecycles. Microsoft and the
WSJ.com are mastering this.

• Test, test, test – Seek solutions to automate testing when the desired KPI’s are
met, the winning journey materializes.

• Understand the customer life stage – In an on-demand economy, consumers seek
solutions that are appropriately timed and valuable – see Pley.com and Uber as
examples.

examples.
• Don’t stray far – Keep your marketing and merchandising plan intact, but adjust
that through lifecycle and journey learnings.

examples.
• Don’t stray far – Keep your marketing and merchandising plan intact, but adjust
that through lifecycle and journey learnings.
• Automate the measurement – Don’t wait, demand solutions with custom
dashboards, push notices for aberrant results and seek the ability to share insight
holistically across the organization.

program demands that marketers practice
omnichannel connected relevancy

Consumer Attention Remains Fragmented Across Channels
5%
3%
3%
2%
18%
16%
39%
8%
30%
30%
27%
10%
35%
86%
2%
14%
20%
27%
45%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook
YouTube
Instagram
Twitter
Pinterest
LinkedIn
Google Plus +
Tumblr
Flickr
Foursquare
Social Networks Actively Engaged – By Gender, 2014
Female Male
Question Asked: Which of the following social networks do you actively (in the last 30 days) participate in? (select all)

Outliers Spend Over 3 Hours A Day on Social Networks
Consumer Time Spent on Social Networks – Overall (2014)
47%
2%
1% 2%
24%
12%
7%
4%
Less than 1 hour 1 to 2 hours 2 to 3 hours
3 to 4 hours 4 to 5 hours 5 to 6 hours
Question Asked: How many hours a day do you spend on the previously named social networks? (select one)

Age Patterns of Internet Access Highlight a Tectonic Shift Towards
Mobile Access
13% 30% 25%
24% 24% 20%
28% 30% 30%
38%
46%
60% 64%
42%
56%
49% 33%
44% 49%
43%
38%
8%
9% 23%
14%
14%
17%
16% 10% 12%
20%
12%
23%
16% 12% 8% 3%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or
older
Primary Internet Access Device by Age - 2014
Desktop Laptop Tablet Mobile Phone
Question Asked: What is the primary way that you use the Internet and visit web-sites? (select one)
Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only

Mobile Email Adoption is Mainstream Across Nearly Every Age
Group
73%
81%
90% 93%
84%
73% 69%
59%
42%
21%
27%
19%
10% 7%
16%
27% 31%
41%
58%
79%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or
older
Mobile Email Adoption by Age - 2014
Yes No
Question Asked: Do you currently access one or more of your personal email accounts on a mobile device such as a cell phone,
smart phone? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only

Marketers Must Focus on Frequency, Relevancy & Rendering to
Win on Mobile
Inhibitors to Email Marketing on Mobile Phones
18%
9%
9%
21%
26%
32%
37%
44%
Sent too often, I get too many of them
They are not relevant to me
Too small to read and interact with
When I click through it is too hard to see their…
Message is jumbled and not well formatted on…
I have their App, they should message me this…
It is redundant to what the brand has already…
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None of the above
Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all)
5
6

Be Relevant Implement an Omni-Channel
Customer Journey
• Understand subscribers across channels – Listen to and find where the seducible
moments occur across channels.

Customer Journey
• Be relevant – Content remains king, capture and delight customers with
meaningful content that delivers value.

Customer Journey
• Listen to the advocates – Zero in on social advocates, reward them, recognize
them, replicate and ride that subscriber’s experience.

Customer Journey
• Don’t recreate the wheel – Stick with what works, but change the tires and treads
via subject lines, frequency, and other levers that drive relevance.

Customer Journey
• Don’t recreate the wheel – Stick with what works, but change the tires and treads
via subject lines, frequency, and other levers that drive relevance.
• Context and new beacons – Leverage location from subscriber phones, test APP
push messaging, find the best new way to keep the customer relationship alive
and well.

And Remember, a Summary to Connect
Customer Journeys
Trend 1 – Listening and reacting requires data organization

Customer Journeys
Trend 2 – Onboarding requires understanding and automating around
behaviors and attitudes

Customer Journeys
Trend 3 – Developing a proper onboarding program requires organizational
alignment

Customer Journeys
alignment
Trend 4 – Developing a proper onboarding program requires testing and life-stage/
cycle understanding

Customer Journeys
alignment
Trend 4 – Developing a proper onboarding program requires testing and life-stage/
cycle understanding
Trend 5 – Developing a proper onboarding program demands that marketers
practice omnichannel connected relevancy

Thank-you!
Questions?
David Daniels
The Relevancy Group
CEO & Co-Founder
The Marketer Quarterly
President, Publisher & Founder
david@relevancygroup.com
(877) 972-6886
Twitter @emaildaniels
Register for the free digital magazine
www.marketerquarterly.com

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5 Trends for Designing an Effective Onboarding Strategy

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