10 Trigger Based Marketing Programs to increase your Conversion Rate

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In 2010, the average focus of a web visitor was 12 seconds, but in 2014 it had already dropped by over 30% to 8 seconds. This is because there keep arriving many new distractions browsing, because the number of emails we receive daily is greater than the amount of time spent reading them or maybe because our modern multitasking society penalizes the ability to focus on a single thing.

Whatever the reason, all this noise distracts the customer, affecting the conversion rate and sales.

In this article you will see 10 trigger-based marketing programs you can use to improve the conversion rate, used by B2C marketers.

Trigger-based marketing consists in creating automated programs that are triggered by users’ actions or behaviors or by occasional or recurrent events.

Welcome programs

This programs allows you to introduce your product, service, or simply help promote your brand, therefore, it’s usually the first programs to run. You will start sending emails as soon as the user opts-in. The programs of emails generally consists of special offers for new user, info about what you do, links to social networks and to free content download. The Welcome programs has results in the immediate-short term and it’s shown to shoot conversions up to 200%.

 

Abandoned carts

Forrester Research estimates that 59% of all the carts of an e-commerce is abandoned. This programs allows you to intervene with specific call-to-actions, with an email to the user listing the product he left unbought and possibly offering a limited time discount. This programs can increase conversions up to 150%.

Win-back

This programs (also called Re-engagement) focuses on the inactive users and helps marketers to reactivate them by providing them a good reason to do so. After the user does not come back to visit your website or make a purchase after a specific period of time (that you can set), you start a programs that begins with the sending of a limited time special offer. With good copy and a good offer you can get the email open rate up to 67% and an increase in conversions up to 15%.

 

Special events

This programs focuses on special events like a birthday or anniversary of a single user. This is a great opportunity to express appreciation on the part of your company. A special offer or a gift is a simple action that increases the level of engagement and create new sales opportunities. A customized email sent on a special date can increase sales up to 200% compared to an everyday email.

 

Lead Nurturing

This programs is crucial to convert a lead to sales. It reviews the actions that the user completed during a purchase phase and starts a customized (yet fully automated) dialogue, encouraging the lead to go through with the purchase. It is one of the hardest forms of digital marketing, and it’s widely used by B2B marketers too. It leads to high medium to long term conversion rate and redemption rate. In fact, the user is motivated to choose a company that is able to interact with him  “personally” (he may not even know the emails are automated, if you are that good…) considering his actions and needs.

 

Cross-selling and Up-selling

These two programs have interchangeable structures. Choosing the right time for cross-selling and up-selling activities means improving the conversion rate and the customer experience. It’s paramount to consider only those contacts who are interested and have the opportunity to purchase a product or service complementary or greater to the one they already possess. A customer who has already purchased and who’s satisfied of his choice, will buy again most likely. For this reason, cross- and up-selling programs should start as soon as the previous purchase is through.

 

Products available notice

Sometimes a user visiting you website will encounter a product or service he is interested in but that can not be bought (at the time). It may be out of stock or a service not yet available in that area. This programs is then to be implemented with users who have visited these pages or, better, that have have specifically requested to be notified as soon as the product can be purchased. In that moment, the user is literally begging you to sell him your product, and presenting it to means getting an immediate impact on sales.

 

Refill reminder

This programs works for many companies that offer consumable goods or product to be recharged or refilled. A great automated programs will calculate the average duration of use for the individual customer and start with an email reminder to be sent just before the user’s product ends its lifecycle. If once the programs it’s over the client still hasn’t purchased the item, you can send a limited time special offer to encourage him to go through with the new order.

 

Renewal

This programs regards a service renewal and it’s pretty similar to the programs previously shown. This is only simpler to implement since you don’t have to do any guesswork, since the user has already used the product, didn’t cancel the subscription, and you know exactly when his current service will expire, so you can act at the correct time. A good practice is to offer a discount or a gift if the renewal is made before the deadline. Titles such as “Renew Before …” or call-to-action such as “Act Now!” or “Renew Now” are widely used by marketers in these programs.

 

Feedback programs

This programs is used to check the level of customer satisfaction after he made a purchase. This allows you to improve customer service, provides input to improve product quality and impact on customer retention. Sending a questionnaire asking for a review on the product (or service) strengthens your brand awareness, and leaves you with valuable information that could be used in future programs that affect the customer life cycle.

22 A/B tests to improve your Lead Generation

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Campaign Automation

  1. Test different wait times between two actions

  2. Try different combinations of user’s behavior steps combining simpler steps and more advanced step.

  3. Test different programs to achieve the same result (ie coupon vs. discount to buy one product)

  4. Test different touchpoints (email opens/clicks or visit time) to see which performs better

 

Call to Action and form

  1. Test different colors, sizes and positions of your CTA

  2. Test a moving CTA (that follows the user while he checks the page) vs. a static CTA

  3. Change the text of your CTA (ie Buy now! vs. Add to Cart)

  4. Try using different fields to ask for different information

  5. Vary the number of required fields in forms

  6. Find out which info users are more reluctant to provide varying which fields are mandatory

 

Email

  1. Change the length and copy of the title

  2. Test graphic email vs. text only

  3. Test changing the position of images

  4. Test personalized email (with references to user’s name or personal data) vs. generic emails (impersonal)

  5. Try communicating differently with users who have a high level of engagement (more personalized one-to-one emails) vs. disengaged users (focused on engaging the user through graphics, copy and CTA)

  6. Change delivery times sending on different days and at different hours

 

Landing Page & Website

  1. Test several titles and headlines

  2. Change the graphic setup of the page

  3. Test different menus configurations (horizontal vs. vertical) and the order of menu items

  4. Don’t stop at email, you can test two completely different landing pages for users with a high level of engagement vs. disengaged users

  5. Try different versions of your mobile website, changing the size and position of text and graphics

  6. Try a landing page with a live chat (either active or inactive) vs. a page with no support

 

WATCH OUT

To improve the effectiveness of your lead generation campaign don’t just test, but check whether to the type of campaign you are proposing is appropriate to your target.

Deliverability: 7 ways to increase your Email Reputation

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For years now, major email providers like Gmail and Hotmail have been waging “the War on spam”.

 

However, real progress has only been achieved recently, thanks to the involvement of the final user – who receives the emails – in the anti-spam algorithms: the latter get more and more refined every time a message is labeled as undesirable by the user.

 

Therefore, simple technical optimization cheats and tricks aren’t enough anymore to have a good email reputation: what you need instead is a strategy where content has value instead of using emails as a tool to harass the customer. Finally, commercial offers should be sent only when the user shows interest in receiving them.

 

A sender with low reputation can easily end in a blacklist. But getting out out of a blacklist is not as easy: it can take several days, during which the email marketing suffers a partial or total block on emails. Here is a tool to check if your domain is in a blacklist.

 

Here at wixab we decided to collect 7 tips to help you improve your email reputation, reducing the number of users who decide to label your email as spam, avoiding (or at least minimizing) the chance of ending up blacklisted.

 

1. Build a relationship

If a subscriber is contacted too often without him getting value in return, he can get annoyed and blacklist you as “sender non grato”. But, on the other hand, if a subscriber is contacted too rarely he will forget who you are, what your company does, why he subscribed in the first place. And he ends up blacklisting you just the same. That’s why building a relationship with the user is the first step to have a high level of email reputation. You have to not only pay attention to the gap between two emails but also to the type of content you send.

 

2. Double Opt-In

Double opt-in consists in sending the user who opted-in your list an opening email with a confirmation link. Through this link he can confirm his registration, and only then will be able to receive emails. This system minimizes bounces and prevents unauthorized user registrations. To ensure that the registration process will be completed, make it so the user has value in actually opting-in: offer a coupon, a report or other material useful to the user.

 

3. Do not include attachments

Many vendors that offer email marketing services consider the ability to add attachments to an email a value added service. What they completely ignore is that sending emails with attachments means increasing your chances of ending up in a blacklist.

 

4. Ask the user to add you in his whitelist

On many providers the user plays a vital role in the process of spam rating. Actively ask users to add your email to their whitelist, as this means increasing your reputation and thus reducing spam risk. If you send content that has value, you will see that many users are happy to comply with your request in order to receive your emails.

 

5. Check your reputation constantly and intervene right away

Constantly checking your email reputation allows you to take action rapidly when you start to see signs of trouble. With Wixab this activity becomes easy: you will be notified in time, will be able to see the causes and act accordingly.

 

6. Do not use all-caps titles and risky words

Do not use all-caps titles or even sentences inside the email, even more so if associated with risky words like “free”, “porn”, “viagra”, “win”, etc. If you use these words you are paving your way to the blacklist.

 

7. Send what your user wants, not what your company wants

For this, it’s crucial to segment customers in order to send content closer to the individual user’s preferences. An example: you sent a series of four emails, the first two on a specific topic and the last two on another topic. Using your metrics, you discover that a user has opened the first two emails but did not open the last two. This means that the user belongs to the first segment but not the second, and you will keep sending him content regarding his own preferred segment. A customer who keeps receiving content that interests him can easily add you to their whitelist, and he won’t blacklist you.

 

With Wixab, thanks to behavioral marketing, you can implement automated series and increase the email reputation and your open rate.

 

8 B2B Lead Nurturing Email Programs

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A good lead nurturing strategy, over time leads to loyal customers and leads more likely to buy.

 

 

Here are eight nurturing programs you can use in the short and medium-long term.

 

Short Term

 

Welcome Program

 

This programs helps you to acquire information and communicate effectively with first time users. These are the users who interact for the first time with your company and what you have to say. The first step is to create a form for visitors to receive something of value (a report, video, infographics, etc ..) that talks about issues for which your company can offer specific solutions, in exchange for their email address. In the days following the programs you will provide emails with links to blog articles and other promotional material. This way the user will learn about the services you offer and your level of expertise, and at the same time you will gain useful information such as what interests the user the most and by the end of the Welcome programs, which shouldn’t be that long, measure the leads’ level of engagement. Usually, leads with higher levels of engagement are moved to the Active lead sales programs, while all the others end up in the Long term nurturing programs (see below).

 

Active lead sales

This programs uses a high level of engagement. It’s important to remember that not all active leads are qualified for sale and all the necessary info must be checked before assigning them to commercial. You can quickly acquire the missing data by giving the user the chance to access, through a second form, to more advanced content such as a webinar or a whitepaper. The next steps should be used to direct the lead to your offer and, once again by checking the users’ level of engagement, decide when to pass each contact to the sales force. Paying attention to align marketing and sales is key: finding the correct time to start a negotiation means turning more leads into customers.

 

Event management

This programs consists in the promotion, registration and planning of followup activities linked to events, webinars or fairs. In the organizational and promotional phase reminders are key to increase the number of participants. Once the event ended, a thank you email is sent to the participants from which they can access, for example, registrations of the sessions and download the speakers’ slides. In the following days you can send emails in which the event topics are discussed even more in depth, from a different perspective, or other general material regarding the event. This is done to keep the engagement high and focused on the event even after the sessions are over.

 

Trial version

Companies that can offer a service for free for a limited period, or send the sample to the potential customer of a product, are proven to convert leads into sales more easily. This programs encompasses all the phases, which generally are:

• request trial form

• sending data necessary to use the service or product testing (access info or instructions)

• suggestions on the best use of the service or product

• feedback request on the users’ level of satisfaction

• reminder in case the trial version has been requested but not actually tried

• reminder to subscribe to the regular service at the end of the trial version or to place an order for the product delivery

• followup with promotional offer (or extension of the trial period) if the regular service is not renewed

 

MEDIUM-TERM

 

Long term nurturing

This programs is to be used when a lead isn’t very responding and won’t give you enough information to kickstart marketing plan for him. When this happens, sending frequent communications can harm your marketing. Instead, this programs has the purpose to keep the relationship alive without being actively “annoying”, and consists in sending 2 to 6 communications every 3 months waiting for the lead to qualify to enter into other programs.

 

Recovery Program

This programs covers all the leads that have chosen one of your competitors: you can communicate professionally and with educational purpose what are the benefits of your solutions and why they should give up their current provider and choose your company. If at the end of the programs you have not achieved tangible results you can go back using a Long term nurturing programs.

 

Renewal

This programs regards a service renewal and it’s pretty similar to the programs previously shown. This is only simpler to implement since you don’t have to do any guesswork, since the user has already used the product, didn’t cancel the subscription, and you know exactly when his current service will expire, so you can act at the correct time. A good practice is to offer a discount or a gift if the renewal is made before the deadline. Titles such as “Renew Before …” or call-to-action such as “Act Now!” or “Renew Now” are widely used by marketers in these programs.

 

Feedback

This programs is used to check the level of satisfaction of a customer after he made a purchase. This allows you to improve customer service, provides input to improve product quality and impact on customer retention. Sending a questionnaire asking for a review on the product (or service) strengthens your brand awareness, and leaves you with valuable information that could be used in future programs that affect the customer life cycle.

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