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?