|
Kickstart Campaigns: New Customer Follow-up Campaign
Click Here for a quick reference sheet on this kickstart campaign
| |
Overview of Campaign
There are certain things that need to get communicated to people when they become your customer, from sales receipts, shipping info, "Thank You!", to upsells, etc... This is the campaign that handles all of that.
The Intention of this Campaign
To follow up with new customers in a relevant way. This means they're no longer getting "Hey prospect, buy our stuff" type communications, but instead are getting communications that strengthen the relationship, empower them with the knowledge to get the most out of your products, and to set you up to get referrals from them in the future.
What you get
- A generic Landing Page : "New Customer: Landing Page 1"
- A generic Order Form: "New Customer: SmartForm 1" (which MUST be customized per product)
- A generic Thank You Page: where respondents will be landed on after filling out the form: "New Customer: Thank You"
- A Step Sequence (which prospects will be subscribed to automatically upon filling out the form): "New Customer: Step Sequence"
- A generic tag: (for segmenting your list automatically based on their source (that prospects will be tagged with upon filling out the form): "New Customer"
What you need to do
- If your account did not come with this campaign, you will first need to install it. Package code: RQVZFOUBpbjPVbr
- Customize your content (emails, postcards, landing pages, etc.)
- Add rules and tags (we show you exactly how)
Minimum Account Level Needed To use This Campaign: Jalapeno
Benefits of having higher account level:
Habanero:
- Ability to use PURLs in your emails and postcards for increased personalization and higher response rates.
- Ability to use Landing Pages which make it far easier for you to provide places for prospects to respond to your offers (without Landing Pages you will have to create the page where people will fill out your forms or purchase your products (using some kind of content management/website building software, rather than our nifty Kickstart pages) and plug the URL's in for those pages in the appropriate places).
SendPepper Pro:
All those listed in Habanero, PLUS...
- Ability to use Task steps in the sequence. This is HUGE as many of the steps in this sequence are offline steps (calls to thank the new customer for their purchase, write and send hand-written 'thank you' cards, etc..)
How long this will take: 55-155 Minutes
|
|
Instructions for Implementing
- Click the 'Pages' tab and open the page called "New Customer: Landing Page 1" and customize with the specifics details of your business and your offer. You can add your own logo, change or add images, text, or even add video or other HTML items.
- The Order Form should already be merged onto the page via javascript. If it is not, simply come back to the landing page after you customize the Order Form and add it in by 'Adding a Form Layer'
- Set hosting for the page.
- Proof read for spelling, punctuation, grammar and content.
- Save it.
- View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
- Make a test purchase and verify that it works.
- Do the same for the New Customer: Testimonial/Feedback-Getting 2 landing page.
- Open up the SmartForm: "New Customer: SmartForm 1"
- Customize it with the product it will be for.
- If people could only get to this form from a SINGLE lead source, then you should set a tag for this purchase form with a tag that indicates their lead source so you can segment your list later on by lead source and accurately track what your most productive and lucrative lead sources are over time. This would look like "Lead Source: X".
- Do any other customizing you'd like to the SmartForm including payment plans, upsells, etc...
- Do the same with Feedback/testimonial SmartForm.
- Click the 'Messages' tab
- Open and customize the postcards that are included: "New Customer : Quick Reference Card" and "New Customer: Thank You!"
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Since these postcards (in many cases) will be driving people to a landing page, you'll want to have already customized your landing page, and set the hosting for it so that you can merge a PURL onto the postcard in the place indicated for greater personalization (and better response).
- "Proof" the card to be certain everything looks as it should.
- Save.
- When you've done all this, the cards are ready to be brought into the sequence (in the next step).
- Open up the Step Sequence called "New Customer: Step Sequence"
- Go through each step and customize each email message, task, and add any others you'd like. If you haven't yet created the free resources/bonuses yet, you can use our handy-dandy "ultimate 'Bait Creator' worksheet and guide" that will walk you through the process of creating them.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Be sure to save each step and save the sequence at the end.
- Change scheduling of email steps as you see fit or leave 'em as is.
- Add corresponding postcards in and set scheduling for postcard steps. Postcards have intentionally been left out of the sequence because you must customize the postcard that belongs in this sequence (which you did in the previous phase), and there's no way to do so within the sequence, as is the the case with emails.
The Sequence: "New Customer Follow-Up"
Sequence Steps
The steps are listed below in the order they're in, within the sequence. You may, however, mix 'em up any way your little heart desires (reschedule/delete/edit certain steps). Whatever floats your boat! We didn't include the actual copy here, because let's face it, that'd just be ridiculous. You can take a look at the corresponding emails, postcards and tasks to see it. You'll need to edit and customize it anyway. Note that the email steps are also available in the message library, however, if you change a message in the message library, you must go into the sequence and pull the new version in as it will not automatically update the version within the sequence. This is of key importance.
We include the name of the email or postcard, the subject (or headline in the case of postcards), and the intent of a given step. We include the intent here to give you a clear picture of WHY the step is there. Every step of every sequence has an intent. Read 'em. You just may learn somethin'!
Step 1: Task
Default Scheduling: Day 0: Immediately
Subject: [First Name] [Last Name] just purchased _____! Send 'em a hand-written Thank You Card (and some other over-the-top yummy gift, too?)!
The Intent: This is a task to send a handwritten Thank You Card (and some other over-the-top yummy gift, too?) to your new customer. It's meant to exhibit the personal touch you're willing to give to your customers which makes you and your company stand out. The personal connection of a handwritten card is meant to leave them feeling glad they've supported you and your business with their purchase. You've gone above and beyond what they expect from you which will likely cause them to like and trust you even more. This strengthened rapport will leave them even more willing to buy from you and refer you in the future. Now, depending on the cost of your product and your volume, it may or may not be appropriate for you to be sending a hand-written card and gifts out to every customer. If you're selling $19/ea Widgets then you might skip it. However, if your product our service is a bigger ticket, considered purchase, you (or someone else on your team) should absolutely be taking the time and effort to do this. Remember, you can set the task options so that another person is responsible for this, and so that you don't actually have to do it yourself.
Step 2: Postcard: New Customer: Quick Reference Card" NOTE: YOU MUST INSERT THIS STEP INTO THE SEQUENCE
Default Scheduling: Day 0: Immediately
Note: Though this step goes out immediately, it will actually arrive 7-10 days after the person is first subscribed to the sequence (after they first fill out the SmartForm in most cases) due to printing and mailing time and weekends.
The Intent: This "Quick Reference" Card is intended to get your new customer going on the right track from the start with your product. It is meant to provide them with the information they'll need to keep handy in order to get the very most out of your ______.
Step 3: Email: "New Customer: Your Order Details!"
Default Scheduling: Day 0: Immediately
Subject: Thank you so much for being our customer!
The intent: To let 'em know their order went through, what to expect, about your guarantee, how to return, how to get in contact with customer service, plus an offer for an upsell and cross sell.
Step 4: Email: "New Customer: Unannounced Bonus 1"
Default Scheduling: Day 3: 9AM
Subject: 25/99/50 Reasons why People Choose [Biz Name]
The Intent: This email is all about knocking people over the head with social proof. It's just a truck-load of testimonials. They should be left with: "HOLY MOLY! Their thing CLEARLY works! How can all these people possibly be wrong?! This must be for me!"
Step 5: Email: "New Customer: Here's the Help/Community Resources Available!"
Default Scheduling: Day 4: 9AM
Subject: : Check out our Forum!
The Intent: This email is meant to make your customer aware of your online forum, or whatever other resources you make available to 'em.
Step 6: Email: "New Customer: Unannounced Bonus 2"
Default Scheduling: Day 5: 9AM
Subject: SURPRISE!
The Intent: This is ANOTHER unannounced bonus meant to surprise, delight, and otherwise engender the good faith of your new customer. They weren't expecting it, so it'll come out of left field and make 'em so glad they bought from you. This should be a content-rich, highly valuable resource the person can put to use immediately. It helps if it's something you can deliver via download in order to get it to 'em instantly (and for free :)).
Step 7: Task
Default Scheduling: Day 6: 10AM
Subject: [First Name] [Last Name] just bought a _____ from you. Call and thank 'em!
The Intent: The Intent: This is a task to have you (or a team member) call the new customer and thank 'em directly for their purchase! It's meant to exhibit the personal attention you give to your customers. The personal connection of a phone call is meant to leave them feeling glad they've supported you and your business with their purchase. You've gone above and beyond what they expect from you which will likely cause them to like and trust you even more. This strengthened rapport will leave them even more willing to buy from you and refer you in the future. Now, depending on the cost of your product and your volume, it may or may not be appropriate for you to be calling every customer. If you're selling $19/ea Widgets then you might skip it. However, it your product our service is a bigger ticket, considered purchase, you (or someone else on your team) should absolutely be taking the time and effort to do this. Remember, you can set the task options so that another person is responsible for this, and so that you don't actually have to do it yourself.
Step 8: Email: "New Customer: How's it goin' over there?
Default Scheduling: Day 14: 10:30AM
Subject: How's it goin' over there, [First Name]? What do you think?
The Intent: This email is just meant to check in on your new customer, find out how they're doing, and if they need anything. It's a total TLC check-in and will engender trust, good faith, and confidence in your biz and leave them feeling like you're there for them. Also, to get 'em to give you some feedback and or a testimonial.
Step 9: Email: "New Customer: Tips and Tricks on your new purchase"
Default Scheduling: Day 20: 9AM
Subject: Here's some Tips and Tricks on getting the most out of _________
The Intent: This is more coaching and training on how to get the most out of your product. It's meant to further engender the good faith and sweet love of your customer, and to empower them to actually use the product you worked so dang hard to create, market, and then get into their hot little hand! Because, after all, nothing makes a customer more likely to get value from something than actually using it! Heh.
Step 10: Task
Default Scheduling: Day 26: 9AM
Subject: Call [First Name] [Last Name] and give 'em some TLC!
The Intent: This is a task to have you (or a team member) call the customer and offer preemptive customer support....to check in to see how they're doing! It's meant to exhibit the personal attention you give to your customers. The personal connection of a phone call is meant to leave them feeling fully supported. You've gone above and beyond what they expect from you so which will likely cause them to like and trust you even more. This strengthened rapport will leave them even more willing to buy from you and refer you in the future. Now, depending on the cost of your product and your volume, it may or may not be appropriate for you to be calling every customer. If you're selling $19/ea Widgets then you might skip it. However, it your product our service is a bigger ticket, considered purchase, and ESPECIALLY if it's got a big learning curve, or it it's complex at all, you (or someone else on your team) should absolutely be taking the time and effort to do this. Remember, you can set the task options so that another person is responsible for this, and so that you don't actually have to do it yourself.
Step 11: Postcard: "New Customer: Have we told you lately that we love you?"
Default Scheduling: Day 35: 6AM
Headline: Have I told you lately, that I love you...have I told you there's no one else above you. You fill my heart with gladness, take away all my sadness, ease my troubles that's what you do-oo-oo.
The Intent: This card is to (you guessed it) deepen the relationship between you and your customer and make a wanton, flagrant show of your gratitude for having their business and to offer 'em a special discount for their next purchase.
Note: You can of course change the offer however you like, we're just giving you a baseline to go off of.
FAQs
Some questions we've heard...
Why are these instructions so long and involved? I thought this was supposed to be done-for-me...
Great question! There's some necessary customizing and putting-together-of-pieces that must happen in order for the campaign to actually reflect YOUR business, your offers, and work in the way that you want. While this may seem like a lot, given it could take you a couple of hours to fully customize and "trick out" your version of this campaign (though it could take as little as 30 minutes), it would take you many many hours, not to mention design skills (or outsourcing), copywriting skills, and so fourth to create something of this depth and caliber from scratch. Or, if you're like a great many small business owners, it may never get done at all.
Relevant Links
Overview of Done-for-You Campaigns
|
Comments (0)
You don't have permission to comment on this page.