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Academy Level 2-Section 2

Related Content and Products

If you’re investing in blog or web content as a strategy, using “related content” campaigns can help increase readership and page views. Based on what someone is already reading or viewing, build in suggestions for what they're likely be interested in, which will keep them engaged with you and your brand longer.

Here are two examples that we’ve used ourselves at Privy:

Targeting Squarespace Readers

We noticed that one of our most read blog posts each month was about how to install Privy on a Squarespace website.  Since we offer cart value targeting for Squarespace as well, this seemed like a natural place to tell people about it and encourage them to read more.

We know that anyone reading the initial blog post is likely to have interest in how we work with Squarespace, so we targeted the URL of the initial blog post with a flyout that linked to the second blog post.

Related Content In-App

Our goal is to make Privy as easy as possible to use, but some sections may require a little bit of orientation, especially while onboarding users. We wanted to help anyone looking at our Reporting feature for the first time by adding a little more explanation.

By targeting anyone who was looking at the Reports Dashboard for the first time, we used a flyout that linked to a page in our help docs that proactively offered a resource for them to view.

style="background-color: transparent; letter-spacing: 0px;">In both cases, we were able to look at what we knew about the visitor and offer them a resource that would be helpful without using a form.

Related Content on a Blog

Another great example of using related content is from a company called Nested Bean that sells a sleep system for newborns. Besides selling baby products, they run a blog that provides new parents with tips to help them in the early days of parenthood.

This type of campaign suggests a product that speaks directly to the topic of the article and the problem parents are likely trying to solve. Smart!

Next, we'll tackle a few ways you can grow your social following using a "no-form" campaign.

Academy Level 2-Section 2

Grow Your Social Following

Social media is pretty important to your business: It helps build your brand and drives people back to your site. But most of us rely on some subtle social buttons at the bottom of our sites to encourage people to join our social following.

Instead of hoping they'll find those buttons, you can be proactive. Using a flyout to encourage people to follow you is a great way to drive interest among your visitors without spending money on social advertising.

How to Build a Social Following Campaign

In general, these campaigns work best when you have someone who has already shown real interest in what you do.

One way we've used this at Privy is through the flyout display type. We set up a flyout campaign that is only shown to people who have signed up through a prior campaign and have visited the site 3 or more times.

That way we know that they care and that they are ready to invest more in a relationship with our brand. 

Keep these designs really simple, basically bringing those same follow buttons in your website's footer up front and center for your visitor to actually take action on them.

Messaging like, "Let's get social!" or, "Come say hello on social," are easy asks for people that are already pretty interested in your brand.

Next, we'll talk about ways you can use other display types to make announcements or other campaigns relevant to your entire  audience.

 Move on to Part 4

Academy Level 2-Section 2

Make an Announcement

Announcement campaigns can let your entire audience know about something important going on for your brand. Using a simple bar at the top or bottom of the page can get your message in front of everyone who needs to see it. Just use these sparingly so that frequent visitors don’t tune them out.

How to Set Up an Announcement Campaign

To set this up in Privy:

  1. Turn off the option to use forms.
  2. Choose a bar campaign as your display type.
  3. Set your audience targeting to show to everyone (if applicable), timing as immediately, and no limit to the amount of times a user would see it.
  4. Schedule the campaign to run as long as the announcement is relevant.

When to Use Announcements

If something out of the ordinary is happening, use announcements proactively inform them before it becomes a support issue. For example, you might want to let people know if a product is out of stock, your support team is not available, or you are planning for some system downtime.

Next, we'll talk about another "no-form" campaign that's only relevant for a specific period of time: Promoting your events.

Academy Level 2-Section 2

Promote an Event

Another great way to use “no-form" campaign is to create a flyout or banner that promotes upcoming events—like a webinar or an in-store tasting—where you want people to register in advance.  

What to Think About When Promoting an Event

Make it easy

The key here is very similar to what we talked about for flash sales. You’ll want to make it easy for people to know why they should attend and how to register using a clear call-to-action button that links directly to your registration page.

Be intentional with timing and targeting

You’ll also want to think about the most appropriate time to promote the event. Generally, someone on their first visit hasn’t been “sold enough” to commit to a block of time, but people who have come back a few times are a great target. Similarly, you don’t want to interrupt someone who has come to accomplish a task or is in the process of making a purchase (don’t lose sight of the ultimate goal!)

How to Implement an Event Promotion Campaign

At Privy, we recently wanted to promote an upcoming webinar to our users but didn’t want to interrupt anyone who was in the process of creating a campaign from accomplishing their task.

With audience targeting, we excluded any URL where someone could be doing one of those critical actions and only showed the flyout to people who had been to our site at least 4 times. That way, we knew they were invested in our brand enough that they'd probably want to hear more and wouldn't be annoyed by our message.

The message itself led with the title, included the date and had a large button that told people how to register and linked right to the registration page. Nice and clean, but not overwhelming. And we re-sized the flyout background so we could easily re-use an image that was promoting the event elsewhere.

Now that we've covered everything you need to know about "no-form" campaigns, it's time to turn our attention to what to do after you send out your campaign. In Section 3, we'll tackle putting together a cohesive email series that will increase conversion without annoying your newfound subscribers.

Academy Level 2-Section 3

The Art of the Email Series

In Level 1, we gave a brief overview of Autoresponders and how you can use them to engage new subscribers, but now let’s go a little bit further to talk about what comes next.  While it would be nice to send a personal note to everyone who signs up, the reality is that for most us that is just not a possibility.  

Good news! Automation is your friend and using basic automated email series can be an incredibly powerful way to drive purchases from your ecommerce store, warm your sales leads up for a rep, or to tell your brand’s story over an extended period of time. In fact, companies using marketing automation see 53% higher conversion rates than non-users, and an annualized revenue growth rate 3.1% higher than non-users, according to consulting firm the Aberdeen Group.

So, while marketing automation may sound complicated, it actually doesn’t need to be. Anyone can set up an email series directly in Privy in just a few minutes.

For each campaign you're running, you're likely using a clear call to action encouraging people to sign up. In some cases, it’s general interest. In others, it’s a coupon or special deal. And in still others it’s an exclusive series of content.  Those offers are a great starting point to start thinking about what would be included in an email series.

In this section, we’ll look at three kinds of email series you can use to grow your business and make the most out of your new contacts.

We'll start with our first type of series, a reminder to redeem a coupon.

Academy Level 2-Section 3

The Welcome Email Series

When someone signs up for your email list, they're basically saying they want to get to know you and your business. Even if they have signed up to get a coupon or an exclusive piece of content, they still are giving you permission to introduce yourself and what you are all about. While you could do this all in a single email, or assume that they will read your entire website, we find that a Welcome Series is a much more effective way to build a relationship from the outset instead of waiting for that first email newsletter to arrive. 

What to Include in a Welcome Series

Just like a coupon reminder series, your emails should be easy to consume (i.e. short and single column). And they should be spaced out so you don’t overwhelm people into unsubscribing.  

Before you launch your series, it’s worth planning out the whole thing and thinking about a goal, such as driving at least one return visit to your site or coming into a physical location if you have one. It’s also a great way to learn about what they might want to hear from you down the line.

To that end, here is a basic framework you can adapt to your business:

*There are lots of free or low-cost survey tools you can try like SurveyMonkey or ConstantContact Survey.

Next, we'll talk about another email series that's worth creating to give your subscribers a gentle nudge toward redeeming their coupon.

Academy Level 2-Section 3

The Coupon Reminder Email Series

Every good marketing activity starts with the goal in mind. You’ve gotten a visitor to your site to sign up for your emails in exchange for a discount of some kind and now you want to drive them to their first purchase. While it’s tempting to do the email version of screaming,  “Buy Now! Buy Now!” at them, that’s not generally a winning strategy.  

Instead, pace yourself. Build out a series of four emails designed to drive to that first purchase.

What to Include in a Coupon Reminder Series

Your emails should be easy to consume (think short and single column) and have a clear call to action as well as the coupon code that they originally signed up for. And they should be spread apart by a few days to make sure you’re not overwhelming them with too much, too soon.

Before you send any email, it’s worth planning out the whole series. Here is a basic framework you can adapt to your business:

Note: You’ll want this series to end once the coupon is redeemed. This happens automatically if you are sending your reminder series from Privy.

Next, we'll look at another email series that is worth your while if your visitors aren't quite ready to buy: The Content Nurture Email Series.

Academy Level 2-Section 3

The Content Nurture Email Series

Offering exclusive content is a great way to generate sign ups for your email list. And it’s a great way to qualify leads. A content download means that the reader is probably interested in the topic that you're writing about. They've given you the opportunity to earn their trust as a thought leader.

For businesses with a sales team, it is very tempting to have a rep reach out directly to everyone who downloads a piece of content right away. But there is a strong argument for creating a content nurture series of emails that go further to build credibility and warm up a prospect before ever talking to a sales rep. It also demonstrates that you care about delivering valuable education and advice and aren’t going to aggressively sell them products or services before they're ready.

What to Include in a Content Nurture Email Series

Below is a suggested series of emails you can customize for your business that helps build the road from cold lead to ready to talk:

Now that you've set up various email series, it's time to really optimize your website. In Lesson 3, we'll dive deeper into the world of ecommerce to give you a set of frameworks and tools to make sure your online store is ready for the big leagues.

eCommerce

Cart Value Based Messaging Overview

The express aisle at the supermarket. The high roller area at a casino. The premium member lounge at the airport.

What do they all have in common?  

They all offer something different based on how much a consumer spends. And they are very effective at creating a positive experience, even if each is decidedly different.

  • The express aisle for shoppers with only a few items creates a fast and efficient experience for small orders that brings customers back for larger orders in the future.

  • The high roller area creates a more luxurious, personalized experience that keeps you gamblers playing and spending beyond what they had planned. And the longer they play, the more likely casinos are to make money.

  • The premium flyer lounge is provided primarily as a thank you for spending more money with an airline over a long period of time. The lounge is chock full of amenities, but not designed with a specific goal of immediate sales.

So, how does that apply to ecommerce?

The important thing to take away is that you have different types of customers who should be treated differently based on their value to your business. Some people will buy something small, but if they have a good first experience, they'll come back for more. Others will be comfortable making a major purchase. And yet another group will come back over and over again. Each of these customer types will likely respond to a different offer once your recognize them.

For example, new shoppers with a small cart value may really appreciate free shipping or a small percentage discount to help them feel comfortable buying from a new store. Bigger spenders may want a dollar amount discount that looks and feels more significant. Frequent visitors may appreciate a non-financial reward such as a bonus product or free sample of a new item.

In the next section, we’ll talk about how to target and build those offers.

A Key Question: To Use Exit Intent or Not?

That’s a little bit of a trick question. Of course, cart value based messaging works great when combined with exit intent to save a sale from vanishing into thin air. The question is really whether that is the only time to use cart value messaging.

The answer is definitely not.

Regardless of the goal or the value, you want to keep people on the happy path to making a purchase. Once someone has decided not to buy, you’re fighting against momentum. But if you give them a special offer that entices them to complete the purchase before they change their mind, your conversion rate will surely go up.

Now, some people might say that you’re giving away something unnecessarily. But if the goal is happy, repeat customers, a token of appreciation is never a waste of money.

Next, we'll put this theory into action and show you exactly how to build a cart-value based campaign.

eCommerce

Building Cart Value Based Campaigns

In the last section, we talked about how you can more effectively convert visitors to customers using cart value based messaging. Next, we'll show you how to build a great campaign that targets shoppers as they go through the buying experience.  

How to Build a Cart Value Based Campaign

Step 1: Choose Your Display Type

Create a new campaign with a flyout display type. 

Step 2: Customize

Customize the pop-up or flyout text to speak to the type of shopper you're targeting and what you're offering them. In this case, let's build an offer for a low-value, first-time shopper who you want to make their first purchase. Using a free shipping offer, you can get them to complete the sale once they have added a product to their cart.  

Step 3: Choose Your Timer

Choose timer as your popup trigger so that once they meet the criteria, the campaign will launch five seconds after the page loads.

Step 4: Choose Your Audience

Set your audience targeting to show the campaign only when the visitor has viewed three or more pages, has between $0 and $50 worth of products in their cart, and are viewing the cart review page.

(Using Shopify? You may need to install some additional code if you want to launch a campaign on the checkout page itself.)

Step 5: Add a Coupon

Add a Master Coupon Code or set of Unique Coupon Codes to your campaign.

Step 6: Say Thank You

Customize the thank you page so that it shows your coupon code and includes a button to complete the purchase.

Examples of Other Cart Value Based Campaigns

In the previous article, we talked about how a small cart value shopper or returning shopper may respond to different offers. 

 

Want to combine cart value targeting with a cart saver campaign? Just add cart value as a criteria to this article.

From here, we'll move on to a key way ecommerce stores should be driving traffic: Social media.

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