My Campaign: Personalized Onboarding by Lead Type
Director of Customer Relations
Lead Onboarding Campaign
We trigger this campaign when a new lead creates a trial account, or schedules a demo. Our goal is to nurture them towards upgrading to a paid plan. We want to engage trial account and demo request leads differently, so we use the Multi-Split Branch to send them down different messaging paths.
We nurture trial account users with platform training, since they are actively using our tool. For demo users, we send educational content related to our value proposition. We have over 2 million users all over the world, so the Time Window feature is crucial to deliver messages in each users’ timezone. We’ve found 4pm-5pm to be a sweet spot.
We learned that 2-3 days between emails drives the most engagement. However, emails frequently get lost in the inbox, so we’ve found that the occasional quick 1 day follow-up helps bring that message back up.
One way I’m able to maximize efficiency is with the ability to use Customer.io to mimic personalized human outreach. Just as a customer success team might send a manual check-in with a lead, we use a Dynamic From Address to automate this, but with the same helpful tone.
Customer.io allows us to set a Custom Conversion Goal, in this case, paid upgrades. As soon as someone upgrades, they are removed from this campaign.
If someone hasn’t upgraded after a couple of weeks we leverage the “fear of missing out. The final message lets them know that we won’t send any more messages.
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