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How to Create a Cross-Channel Onboarding Campaign in Iterable

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Savvy entrepreneurs (such as you because you’re studying this text) already know that onboarding is a important a part of the shopper journey, however the knowledge backs up our instincts: manufacturers with cellular apps lose over 70 percent of new users inside the first week of app set up.

And that statistic is probably going even greater for companies that aren’t mobile-friendly and fascinating clients on a number of communication channels.

In our newest information to Unboxing Must-Have Marketing Campaigns, we share the 5 important substances to superb buyer onboarding:

  1. Orient newcomers to your model
  2. Build cross-channel connections
  3. Enable behavioral profiling
  4. Gather self-reported knowledge
  5. Include a bounceback/first buy provide

Whether you might have but to create your first onboarding marketing campaign otherwise you’re trying to optimize your present workflow, you might be questioning how you should use the ability of Iterable to take your onboarding to the subsequent degree.

Read on for a step-by-step walkthrough of a strong onboarding marketing campaign that addresses these 5 important substances by seamlessly integrating email, SMS, and cellular push notifications.

Create a Cross-Channel Onboarding Campaign in Iterable

Using Iterable’s Workflow Studio, you’ll be able to construct an efficient cross-channel onboarding marketing campaign with a just about limitless variety of variations and permutations relying in your buyer’s particular journey. 

To maintain issues easy, we’re going to stroll you thru a template with 5 key phases. In this instance, we’re taking the position of a girls’s style retailer, however this marketing campaign will be tailor-made to any business.

Phase 1: Initial Education

This onboarding marketing campaign, like a lot of its form, begins when a new consumer creates an account. To make sure that your consumer knowledge is correctly populated, we suggest that you just add a node that delays the marketing campaign for one minute.

Then, you’ll be able to add a filter to see whether or not the consumer has signed up for a premium account (maybe one that’s unique for loyalty members).

If they’re a premium account proprietor, then the marketing campaign will ship an SMS affirmation and a bounce-back email that asks the shopper to take a survey about their premium expertise up to now. They can be added to a premium onboarding workflow as a substitute and faraway from this marketing campaign.

If the consumer doesn’t have a premium account, then they’ll proceed via this onboarding workflow. We’ve added an A/B experiment to check two preliminary emails, one which educates the consumer about their particular account advantages and one that provides all of them they want to know in regards to the model.

Between every part, we’ve added delays of two days earlier than continuing to the subsequent step.

Onboarding Campaign Phase 1

Phase 1 begins the onboarding marketing campaign with instructional content material by way of email.

Phase 2: App Download

After the two-day delay, we’ve utilized the identical filter from the earlier part to test whether or not the consumer has signed up for a premium account. 

If they’ve, then they’re routed to the premium onboarding workflow and despatched an email encouraging them to obtain our cellular app. They’ll even be requested to full a survey by way of email earlier than being faraway from this marketing campaign.

Onboarding Campaign Phase 2

Phase 2 encourages downloading the model’s cellular app.

If the consumer didn’t convert in Phase 1, we’ll ship them an email with a hyperlink to obtain our app. 

After a one-day delay till 8:30 a.m. native time, we’ll test to see if that motion has been accomplished. If it has, then we’ll share a related article from our weblog with a cellular push notification.

Edit workflow node screenshot

By clicking into the filter node, you’ll be able to see the parameters we set for this part: discover customers that meet the standards of getting a gadget endpoint (in this case, a cellular app) enabled.

If they haven’t downloaded the app but, then they’ll obtain a morning email with the most recent weblog content material populated by way of a knowledge feed. This email will embody a CTA to obtain the app.

Phase 3: Update User Preferences

After one other two-day delay, we’re going to see whether or not the consumer prefers Tops, Dresses, or Shorts. If they opened the push notification or put in the app in Phase 2, then they’ll set these preferences on cellular. If not, they’ll be set by way of email. 

If no preferences are set on the consumer profile, then they’ll be despatched an email that includes new merchandise in these three classes, and the method will rinse and repeat.

Onboarding Campaign Phase 3

Phase 3 units consumer preferences based mostly on the channel they’ve engaged with. 

Phase 4: Premium Promo

As seen in earlier phases, Phase 4 will filter out customers which have signed up for a premium account by sending them a bounceback email, an app obtain email and a survey earlier than routing them to the premium onboarding workflow.

If a consumer didn’t convert, they are going to be despatched a particular low cost code to incentivize them to join premium. This message can be A/B examined between a 10% off low cost and the identical low cost plus a referral low cost for a buddy.

Onboarding Campaign Phase 4

Phase 4 sweetens the cope with a low cost to join a premium account.

Phase 5: Final Feedback

If by this part, a consumer has not transformed into a premium buyer, then they are going to be despatched an email asking them to full a survey relating to their model preferences so the model can higher serve their style wants.

You can see the template for this message under. It consists of Iterable’s handlebars logic to personalize by first title or default to “Hi there,” if a first title shouldn’t be populated in the consumer profile.

At this level, the onboarding workflow is taken into account full, and all remaining customers can be faraway from this marketing campaign.

Survey Message Template

Phase 5 completes the marketing campaign with a closing email to acquire consumer suggestions.

Evolve Your Onboarding Campaign

You can take your buyer onboarding from underwhelming to astounding just by mapping out necessary touchpoints and speaking with new customers on a number of channels to decide the content material and cadence they like.

And like with any advertising marketing campaign, success comes once you check its effectiveness and iterate on the method.

For a detailed rationalization of the 5 important substances for superb onboarding, and much more superior email techniques, make sure to try our information, Unboxing Must-Have Marketing Campaigns: Onboarding Series.

Unboxing Must-Have Onboarding Email Campaigns

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