Personalize Email Campaigns with Interactive Product Demos

Why email campaigns are crucial for marketing

Everybody checks their emails. Especially the senior level management at companies. For years email marketing has been an effective way for marketing teams to:

• drive more traffic to their website
• create awareness of their product among prospective customers
• reach more potential customers
• nurture prospects to get them to sign up for a trial 
• inform prospects and customers about their products’ latest features
• build and maintain relationships with customers

How the email campaign scene has changed 

Email campaigns have undergone a few changes in the past few years. To ensure your marketing campaigns are on par with these trends, here is how the email marketing campaign landscape is looking:

Personalized experiences convert better

In a report by Salesforce, sixty-six percent of customers want their favorite brands to know what they need. Customers want to feel like they are more than just a number in a company’s books. By offering customized product experiences, you can connect to your customer and prospects on a more personal level, and reduce the friction of applying a generic marketing strategy to win them over. 

This change in customers’ buying patterns is reflected in a recent report by McKinsey – 70% of B2B decision makers say they’re now open to making new, fully self-serve, or remote purchases in excess of $50,000. In comparison, 27% percent would spend more than $500,000.

Chatbots for the win! 

Your website is one of the first places a prospect looks when they want to learn more about your product with chatbots being the most common route. While having a chatbot to answer their questions is great, it is not enough. 

You want to go a level deeper to understand why a prospect has visited your website in the first place. There can be multiple reasons. Those reasons will require precise  answers. 

Chatbots that provide customized responses and recommendations resonate better with prospects. Intercom reports that chatbots increased sales by an average of 67%, with 26% of all sales starting through a chatbot interaction.

When a prospect signs up (with the help of tailored interactions through the chatbot), you need to continue to deliver a personalized experience. One such way is through customized email cadences. 

Customized email campaigns call for more than just adding a prospective customer’s first and last name. Give them an immersive experience of how your product can work to solve their problem(s). 

A sure-shot way is by attaching an interactive product demo in your email campaigns. 

An interactive product demo walks your prospects through all the key features you want to highlight much better than how screenshots or plain text can. You can even use product demos to:

• show a new product update
• explain how to use an existing feature
• demonstrate how your product solves their pain-points
  

How personalized demos can be sent in Email Campaigns‍

Having a good subject line and email content are crucial when you are sending out emails to prospects and customers. Ideally, you also want to show how your product works within the email itself. What will make this product demo more effective is having it personalized for the recipient of the email. Storylane can helps you achieve this effortlessly by creating a custom interactive demo that can be embedded in your email.

Step 1:  Building product walkthrough demo

Without coding, you can create an interactive product demo in 10 mins using Storylane! You can personalize the product demo by adding dynamic tokens such as:

Text-field tokens: You can insert your prospect’s first name, last name, company name, etc., in product demos that you want to share.

Date and time tokens: You can add a zing of newness to your product demos by displaying current date and time when a prospect opens your demo.

Below is a quick tour on how you can insert tokens in your product demo:

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You can also choose the option to add videos, and voice recordings to your product demos to make it easier for prospects to understand your product.  For more details, check out building a product-demo experience using Storylane here.

Step2: Sharing demos via marketing emails

Now that you have built a personalized demo using dynamic tokens, let's see how we can pass the data for these tokens dynamically. Thankfully, we have made it quite simple for you to do just that. All you have to do is simply append the dynamic token data as URL parameter to the product-demo link.  

• Here is a sample demo link from Storylane: https://app.storylane.io/share/jy9dyni6uxgh
• Add URL param "?token[first_name]=Ryan" to the demo link.
• Now, new demo link looks like https://app.storylane.io/share/jy9dyni6uxgh?token[first_name]=Ryan (Try the link and you will see name "Ryan" in guided tour)
• Storylane automatically looks for any instance of provided token data at runtime and updates the demo.

Now, that's perfect for sending to one prospect - how do we automatically construct dynamic URL for 1000's of prospects when sent out as email campaign ? It's quite simple by leveraging the personalization fields provided in email marketing software.

Take Hubspot Email Campaign as example: Storylane can use data from Hubspot’s CRM records and pass it onto the URL parameters. The above link we used can be changed to

• https://app.storylane.io/share/jy9dyni6uxgh?token[first_name]={{contact.firstname}}

Here, the {{contact.firstname}} is hubspot personalize field which automatically pulls lead's first name and builds out a personalized URL for your email. You can add as many token fields in URL params as well.

Not just hubspot, but any marketing automation platform like Marketo, Pardot, Intercom etc. supports inserting personalized tokens into your demo link.

Check out the video below which explains it. 

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Sharing product demos via emails is a powerful way to engage as well as drive home the point of how your product solves their problems. When you take it a step further and personalize product demos, you are able to show exactly how your product fits in their current workflow and fixes the breaks in their system. 

With Storylane, you can do just this, and gain insights into which of your product demos are performing the best! So you’re not only creating killer product demos but also making sure they resonate with your prospects. Schedule a free demo, and we will take care of all the details of your product demo. Get started today!