February 24, 2016
How LiveChat Increased Email Engagement 360% (Webinar Replay)
LiveChat is killing it with customer journey marketing. Since adopting Autopilot, the company has seen results like these:
Overall click rates increase by 360%
Open rates on lead generation emails as high as 75%
Reply rates jump from 1% to 21% for similar campaigns
The team has done their homework on their user’s experience, and collaborates across departments (marketing, sales, and success) to make sure they create winning automated journeys. We sat down with LiveChat’s Jacob Firuta (Customer Success Manager) and Filip Jaskólski (Web Developer) to get a behind the scenes look at five journeys delivering results. You can watch the full webinar replay here:
Specifically, you’ll see how LiveChat set up:
Lead generation journey that brought in 400+ leads by offering personalized, irresistible content
Sales follow-up journey that generated 120 high value leads in less than 4 months by triggering after a sales-oriented chat
Support journey sharing helpful insights on specific pain points for users (54% open rate, 24.5% click rate)
Onboarding journey converting free trialists into paying customers
Here’s the slide deck if you’re short on time:
We didn’t have time to get to all the questions asked during the actual webinar, so check out our written answers below.
Answers from LiveChat
1. Does the LiveChat team believe that the whole company collaborating on marketing has led to better results? Has Autopilot helped with that collaboration? Yes, we are certain that the collaboration helped us get better results. Instead of doing the same experiments across different teams we have a shared knowledge pool of the best marketing automation practices all departments can use. Whenever we discover that something is working really well for a particular team, we try implementing it in different parts of the conversion funnel. The Autopilot team helped us to get everyone on board. They showed us what a proper journey should look like and they were available whenever we had questions. 2. Was the popup LiveChat used for its ebook added on clicking, or automatic by scrolling to some section of the site, or after some sections? The popup appears after a person scrolls down to a certain point on the page. This way, the reader has already engaged with content before seeing a marketing message. It’s worth spending time on choosing the right moment for the popup to appear. In our case, we picked a place in the report where we started to offer a lot of detailed information. This is a point where a customized version of the report would really come in handy for the reader. **3. As LiveChat user, can I send leads from LiveChat into Autopilot? ** You definitely can! We prepared a short article on how you can get leads from LiveChat into Autopilot. Once you get an integration like that going, you can start using the same journeys we discussed during the webinar. 4. What journeys will LiveChat work on next? Any ideas for us? A couple of areas include long-term nurture journeys that nurture our pre-sales leads with educational content. Second, journeys that make our customer’s lives easier by improving their user experience. The first one is still in the works – we’ll use drip campaigns to build trust with leads, and then offer call to actions to speak with our sales team so they can learn more about LiveChat. The second is more of a mindset. We’re always looking for journeys that are simple, easy-to-measure, and achieve big wins in a short period of time.
Answers from Autopilot
5. When should I use text-based versus HTML emails? Text-based emails are most effective for transactional messaging, such as account alerts, helpful support links, or for personalized emails such as a sales or success outreach or request for feedback from a CEO. HTML is most effective to extend your brand experience, to prescribe specific actions (e.g. Getting Started), or to preview rich content that you link to (infographics, blog posts, events, videos, etc.). 6. What are general email marketing best practices? Where can I go to learn more? General email best practices include: a) developing content targeted at specific segments, including demographics, payment status, app usage, or content engagement, b) subject line optimization, c) use of dynamic content (including use of fallback variables), d) including highly relevant intro and signoff “hook” phrases (e.g. “I see you haven’t been active in your trial so far…”), d) specifying reply-to names and emails from technical/product experts or executives, e) unsubscribe link optimization, and f) technical deliverability considerations. Check out Autopilot’s Flight School to get a crash course in marketing. 7. Any tips for minimizing email unsubscribes? Also known as “unsubscribe rate optimization”. Yes, Autopilot’s CMO just wrote a post on this: 8 Ways to Minimize Your Email Unsubscribe Rates 8. Can I personalize a specific block on a webpage based on a user attribute (such as “industry”)? Yes, you can offer this type of dynamic content by making an API call to Autopilot’s database that will check the attribute. You can then store the value of the attribute in a cookie and serve content based on that cookie. 9. What CRMs does Autopilot integrate with? Salesforce (natively), which includes full contact data synchronization and workflow integration (e.g. ability to create Leads or Tasks, update Salesforce field values, or check fields in real-time as Conditions prior to taking actions in Autopilot. Autopilot integrates with Pipedrive, Shopify, Insightly, and many more via Zapier – explore integrations here. The Zapier integration enables you to add/update/remove contacts between your CRM and Autopilot. 10. Are there HTML versions you can use for these emails or only text? Autopilot has a number of HTML templates you can modify to your heart’s content. We opted for the text-based emails to add a personal, human touch. 11. Is there any way to connect Autopilot to other apps? Yes, Autopilot natively integrates with popular apps like Slack and Salesforce, and can be integrated with 500+ apps via Segment or Zapier. You can also integrate your own apps, workflow, or contact database directly using Autopilot’s API, as LiveChat has done. Now it’s your turn. What was your biggest takeaway from the webinar? Are you going to create any journeys similar to LiveChat’s? Let us know in the comments.