Onboarding Campaign Optimization Checklist
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- Kerrie Miles
- 8 years ago
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1 Onboarding Campaign Optimization Checklist Understanding New Member Psychology Study main reasons for subscriber drop-off Study typical actions/behavior of long-term subscriber Target actions/content to highlight for newbies during onboarding Thank-You Page Include link to view receipt/account info Provide 3-4 links to high-impact content Provide next steps to begin using membership Provide personalized/interactive tools to let members specify their No. 1 goal/next step Transactional Message/Receipt Determine if delivery platform allows modification Include links to high-impact content Provide next steps to begin using membership Welcome Series Select Engagement vs. Education approach
2 2 Establish triggers/data sources for engagement sends Identify content/resources for educational sends Develop personalization strategy Set total number of s in series Establish send schedule Mobile Measure % of s being viewed on mobile devices Create design template with px width Develop single-column format for messages Identify single link/article/cta for each mobile onboarding send Refine subject-line strategy for shorter character limit Telemarketing Analyze outsourced vs. in-house call center options Identify customer-service personnel to conduct calls Create scripts/engagement tactics for outbound calls Implement software/alerts system to trigger outbound calls Create follow-up message templates and schedule
3 3 Direct Mail Price options e.g., postcards vs. larger mailers Create Welcome Package materials Identify cross-sell opportunities to include Develop third-party advertising inserts Determine how to download postal mail addresses/labels Set up fulfillment process On-Site Tools & Activities Create site tour or new-user overview video Create shorter, how-to videos for discreet actions Choose high-profile executive/contributor for personalized welcome Choose delivery method (on site, live webinar, included in welcome series) Create welcome page for new user logins with useful links/recommend actions Private Social Media Determine if social is a good fit for your product/demographic Create member discussion board/ list
4 4 Offer member personal profiles Offer contest/bribe for participation Create editor s picks discussion feature Implement member ratings/leaderboard Include discussion board promotions in On-site promotions Customer-service mentions Create members-only LinkedIn group Create members-only, private, Yahoo Group New member welcome Tweets Onboarding Campaign Segmentation Identify new member starts by source/offer Develop onboarding messaging to match acquisition offer Develop onboarding messaging to match demographics/behavior Develop onboarding messaging for affiliate channels Develop onboarding campaign for gift-subscriptions Develop client-branded campaign for large site-license customers
5 5 Referral Campaigns Review Referral Marketing on-demand video at Subscription Site Insider. Add referral-at-birth step to new-member signup Enable automatic upload Include referral promotion in onboarding s Measurement and Metrics Flag members who have received onboarding vs. those who haven t Compare retention pre- and post-onboarding implementation Segment database by specific onboarding campaign Measure impact on customer service calls Measure impact on cancellations Measure impact on metrics Calculate financial impact of increased retention rate Determine if new user volume supports A/B testing opportunities Study testing resources in the Improve Conversions section of SubscriptionSiteInsider.com
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