Turn Your Tired Opt-In into a Well-Oiled Machine with Workflows
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As a tool, Bronto is most commonly seen by users as a medium to deliver effective outbound eCommerce messaging. This presentation looks to challenge the status quo of email and share some of our company’s learned secrets to using Bronto as a development and engagement tool. Using Bronto’s workflows and what most of you probably already know about your customers, it is easy enough to identify interests and market niches while keeping prospects interested until they are ready to buy. This presentation, focusing on workflow development, planning and implementation, will share some of the methods that have been effective in lead generation and customer retention for our company. As a bonus, it will also shed some light, especially for lead generation businesses, on ways to use customer segmentation and Bronto to learn more about your customers while finding new opportunistic markets that elude everyone else in your industry.
Transcript of Turn Your Tired Opt-In into a Well-Oiled Machine with Workflows
Turn Your Tired Opt-In into a Well-Oiled Machine with Workflows Who Flows There?
Who are we? …And what do we want?
The Who’s and What’s
Who I am:
Joe Stickney, Leads and Customer Data Manager
Lazydays: Tampa, FL, Tucson, AZ
What I want:
Know our customers better than our competitors
Engage and maintain engagement of our prospects
Know our market and market opportunities
Communicate relevantly and efficiently in email
Understanding lead and customer fallout
What is Lazydays?
One of the Largest RV Dealers in the US
RV Sales – 5,000+ annually
RV Service – 300+ Service bays
3 Restaurants & Cafeteria
2 Campgrounds – Full Service
2 New Parts Stores
Full Detail Service & Remodeling Shops
RV Seminars and RV Driving Classes
Finance and Insurance
RV Purchasing – We buy them too!
Our Goal is to Make Customers for Life!
Don’t treat your leads like a one-night stand Nurturing and understanding builds quality relationships
Bronto for Lead Generation
Date me first, jerk...
ecommerce is promiscuous, lead generation is prude
Speed to lead
Talk to the prospect before the other guy does: Engage prospects quickly and have something to say
Know the buying cycle
The prospect is in this for the long haul: Maintain engaging conversation and relevant information
Know your prospect
What’s your prospect’s favorite color? Dog’s name? Birthday? Interests? Put in the work to find out.
Lead Generation. Cont.
Post-Purchase Relationship
Ok, you got em’, now keep it up: Continue to keep the customer engaged after the sale and beyond. Continue to add value to the relationship.
Lost-opportunity
So, they checked out the competition… time to send in Rico Suave: Build re-engagement to take advantage of lost opportunities and sales
Data… the eharmony of customers. Or match-matching for nerds
Data collection and segmentation
Is the single-most important part of building quality targeted messages and workflows
Identify your goal or problems
Identify your KPI’s
Create your buckets (demographics, psychographics, actions or activities, purchase info)
Design your emails and workflows to solve problems
Measure the KPI’s and goals
Analyze the data and make adjustments
Follow-up with your customers
Continue to test and adjust
Data collection and segmentation
What’s on your bucket list?
We use lists to cycle people and identify stages in a process
We use segments to break-down our lists by properties
Fields are your friends
Once you know what’s important to your business, determine how to consolidate and make the data consistent
Create a field for each data set
Ex: Field= Married, data = 1,0 or Y,N
Field= Special Powers, data = 1,0 or Y,N
Field= Vehicle Type, data = Bat mobile, Avenger Jet
How do we flow? Some of real life workflows in practice
How do we flow?
DRAW FPO
Steps 1 – 67…
How do we flow? Why draw my workflow when I have a perfectly good tool in Bronto?
Erasing is easier than angry customers
Identify problems and bottle necks
Make notes
Remember where you left off
You look a lot smarter than you are with this on your wall
How do we flow? On My Wall
(add pic)
How do we flow?
Develop a problem statement and a hypothetical solution before you develop a workflow and metrics to track it.
What is the business problem?
What are the possible solutions?
What are the possible outcomes?
Will your workflow provide a solution to the problem with a favorable outcome?
How do we flow?
Our business problem:
High cost products mean small amounts of customers can greatly swing profits and market share
Purchase cycles can be years
Competition online and email sales processes are becoming increasingly fierce
Internet lead engagement must be better than the competition, and every lead is a potential customer
How do we flow?
Business Problem Stated:
How do we differentiate our business online while maintaining engagement with online prospects while they move through the business cycle better than our competition?
Proposed Solution:
Fast communication
Engaging, timely emails
Interest in the customer
Show our differentiated approach
How do we flow?
Possible Outcomes:
Automated welcome series increases engagement by increasing open rates and click rates resulting in more sales conversions
Automated workflows disconnect the lead process resulting in lower open rates, click rates and less sales conversions
How do we flow? The Welcome Series – Starts at submit
How do we flow?
The Welcome Series:
Welcome Message
§ Immediate response § Need identification § Acknowledgement § Calls out additional business
segments § Contains an offer to engage
How do we flow?
How do we flow?
The Welcome Series:
24 hour responder
§ Adds human element § Allows a response channel § Identifies with product
management tool
How do we flow?
The Welcome Series:
Added Value
§ Significantly differentiates our brand
§ Shows other business segments § Adds value to our dealership § Engages customer with multiple
destinations
How do we flow?
The Welcome Series:
Manage Preferences
How do we flow?
The Welcome Series:
betterRVing.com Subscribe
§ Continues engagement, even after sale
§ Grows our contact list § Adds value
How do we flow?
Brand Header
§ Keep it consistent
How do we flow?
Brand Footer
Well, does it work? Real life results from real life workflows.
Well, Does it work?
200,000
160,000
120,000
Nov. 2012Oct. 2012
80,000
40,000
-
Dec. 2012 Jan. 2012 Feb. 2012 Mar. 2012
1 3 8.6 K
1 5 9.6 K1 6 3.9 K 1 6 7.5 K 1 6 7.9 K
1 7 6.9 K
21.7% growth in 6 mo.
Active Contacts
Well, Does it work?
Nov. 2012Oct. 2012
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
0.45%
-
Dec. 2012 Jan. 2012 Feb. 2012 Mar. 2012
0.2 5%
0.3 9%
0.1 6%0.1 5% 0.1 5% 0.1 3%
Average Unsubscribe Rate
Well, Does it work?
200,000
160,000
120,000
Nov. 2012Oct. 2012
80,000
40,000
-
Dec. 2012 Jan. 2012 Feb. 2012 Mar. 2012
1 3 8.6 K
1 5 9.6 K1 6 3.9 K 1 6 7.5 K 1 6 7.9 K
1 7 6.9 K
21.7% growth in 6 mo.
Active Contacts
FPO – CONVERSION RATES
We keep flowing. After the sale, NPS and Thank You
How do we flow?
The NPS & Thank You Series:
The Sales NPS
§ Our customer service end-all be-all § Use scores to track business performance
How do we flow?
The NPS & Thank You Series:
Thank You from Randy
§ Personalization § Allows a response channel
How do we flow?
The NPS & Thank You Series:
Post-purchase survey
§ Gather/ retain marketing data
How do we flow?
Cont. engagement
Newsletter
Thank You. Questions?
