If you've got a free trial of your product and aren't using email nurturing then you're missing a huge opportunity to convert those users into paid customers. I'll share some of the marketing automation tools I've used, the structure of a successful campaign, and how to measure and increase conversion rates and product usage.

1. free trial nurturing
erincolbert.com
linkedin.com/in/erincolbert
facebook.com/erincolbert
twitter.com/erincolbert

3. no fancy wizards...
we work at
startups!

4. gather data
steps to success
how long each step takes
documentation needed

5. start with
a manual
process
create email templates
schedule reminders for sales
reps

6. send emails from real people

7. follow the trial progression

8. start free trial
install tracking code
add form tracking
integrate with google analytics
setting watch lists for
prospects

9. ask for feedback

10. measure what you can
open rates
click-through-rates
email replies
phone calls

11. automate the process

13. Free Trial Signup
Welcome Email variations based on usage
{
v1 - using A, not added B, C or D
purchased not purchased
v2 - using A, added B or C
v3 - using A, added D
Day 3 Email v4 - not using A
v5 - not using A, but added D
purchased not purchased
Day 14 Review personalized account review
purchased not purchased
prompt for purchase or
Day 28 Expiration sales assistance
purchased not purchased
survey &
feedback
Remove from Flow Day 33 Closed/Lost

15. 21% trial to close
rate
18% increase in product usage

16. questions?
erincolbert.com
linkedin.com/in/erincolbert
facebook.com/erincolbert
twitter.com/erincolbert