Marketero · Entrevistas
Why You’re Onboarding Your Leads Wrong and What To Do About It
24 ideas de marketing sacadas de «Why You’re Onboarding Your Leads Wrong and What To Do About It», de Perpetual Traffic. Sobre todo de retención y…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 41 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 24 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 24 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Creación de públicos similares negativos en Meta Ads a partir de leads descalificados
Canales de adquisiciónEtiquetar a los prospectos que nunca abren ni hacen clic y retroalimentar esa lista a plataformas de anuncios (como Meta Ads) permite generar públicos similares negativos y listas de exclusión, evitando gastar presupuesto publicitario en perfiles desinteresados.
then the only thing is like when they're tagged as subscriber only, you can then feed that back into Meta and your ecosystem to say like this is a negative lookike audience. I don't want tire kickers in my ecosystem. good benefits. But my best benefit because we do so much with paid media, especially on Facebook, is when I can build a negative lookalike audience of people that are actually interested.
Escúchalo en el minuto 39:04
Retención y relación con el clienteIncluir en la posdata (P.D.) del correo de bienvenida una pregunta casual y de baja fricción para que el usuario responda genera señales positivas a los proveedores de correo (como Gmail) y optimiza la entregabilidad a largo plazo.
to include and encourage the user to reply. but we'll always have like a PS to get them to reply. Why? Replies are some of the best ways that you can send positive signs of deliverability. you're showing, especially Gmail, but So again, encouraging a reply can massively help your deliverability. This more. Have a PS. So, what I have an example of a reply to an email is a recommendations. And you want it to be an easy ask. Don't ask someone, hey, why light, something easy, something they're happy to share back because then you can start a dialogue and get to know more
Escúchalo en el minuto 27:25
Retención y relación con el clientePara maximizar la entrega y consumo de un lead magnet, si el contacto no abre el primer correo se debe reenviar el mismo contenido a las 6 horas con un asunto distinto, y repetir el intento una tercera vez a las 18 horas si sigue sin abrirse, multiplicando un solo correo en tres oportunidades de apertura.
is before we send the next email, we're actually going to send this potentially two more times. So, what I have is after I sent the email, I wait six hours. Did they open that email? No. Great. I'm going to resend them that exact same email with a different subject line because it's my second chance, right? I already built a great email. Everything is inside. Good, but you didn't look inside. So, what I'm going to do is send you the exact same email with a different subject line. Do it one more time. If after 18 hours you still did not open the email again, it's least if you didn't open it…
Escúchalo en el minuto 30:14
Canales de adquisiciónIdentifica mediante un campo oculto en el formulario si el usuario se registra desde un móvil o desde escritorio: si completó el formulario en móvil, prioriza el envío inmediato por SMS (donde revisa notificaciones activas); si lo hizo en escritorio, envía primero el email.
signed up on your phone, do you have email notifications as prevalent as you have SMS notifications? Probably not. But if you sign up on desktop, so you're on your laptop or you're on your desktop device, you probably have email notifications on because that's a work then do a question. Are they filling out this form on mobile or SMS? If they're filling it out on mobile, then what we do is we start triage one based on the avatar with the first deliverable, the immediate one being an SMS. And if they sign up on desktop, our first deliverable is then an email. They're still going to get both…
Escúchalo en el minuto 18:04
Canales de adquisiciónIdentifica mediante un campo oculto en el formulario si el usuario se registra desde un móvil o desde escritorio: si completó el formulario en móvil, prioriza el envío inmediato por SMS (donde revisa notificaciones activas); si lo hizo en escritorio, envía primero el email.
signed up on your phone, do you have email notifications as prevalent as you have SMS notifications? Probably not. But if you sign up on desktop, so you're on your laptop or you're on your desktop device, you probably have email notifications on because that's a work then do a question. Are they filling out this form on mobile or SMS? If they're filling it out on mobile, then what we do is we start triage one based on the avatar with the first deliverable, the immediate one being an SMS. And if they sign up on desktop, our first deliverable is then an email. They're still going to get both…
Escúchalo en el minuto 18:04
Desuscripción automática de secuencias de captación al producirse una compra
Retención y relación con el clienteTan pronto como un usuario realiza una compra, debe ser excluido de inmediato de la secuencia de onboarding/captación de leads y transferido a una secuencia postventa, evitando el error de seguir intentando venderle un producto que ya adquirió.
email? It's really important that if they buy from you, this is true with anything. If someone buys from you, you need to remove them from your onboarding sequence. The last thing you want to do is I just gave you money and now you're telling me and selling me on the thing I just bought from you. Oh my gosh, come on. We have the data. We have the technology. Don't be sloppy. remembering you remove everyone from your onboarding when they buy because then you're doing a post-purchase onboarding. This is onboarding someone into your ecosystem as a lead, not as a
Escúchalo en el minuto 34:20
Triaje de emails condicionado a una 'prueba de vida' antes de contar la historia de marca
Retención y relación con el clienteEn la secuencia inicial de captación no se debe pasar a correos sobre la marca, historia del fundador u oferta hasta que el lead muestre una 'prueba de vida' (hacer clic en el recurso solicitado o responder al correo); si no interactúa, la secuencia debe mantenerse enfocada exclusivamente en incentivar el acceso y consumo del recurso inicial.
into email two of your onboarding sequence. I'm like, "Nope, no." Here's where it changes. I am not sending you now, "Let me tell you about my brand. Let me tell you about my story, why I'm the founder, why I created this company." No, we're not getting there yet because I don't have proof of life. 23 hours, we check is there any proof of life? proof of life. It's almost like a drinking game now. It's did they reply or did they click? If they did not, we're gonna continue email triage one, which is only about delivering emails that give you access to the asset. I again, I'm not introducing…
Escúchalo en el minuto 31:08
Retención y relación con el clienteSi un lead no muestra interacción tras varios ciclos de seguimiento multicanal (emails con reenvíos y SMS de rescate), debe descalificarse comercialmente y reclasificarse como simple suscriptor de bajo impacto para concentrar los esfuerzos de ventas solo en prospectos activos.
we're going to ask a question. Is this right? We're going to send them a text I'm going to do? I'm going to recycle them into that entire email triage right? They've gotten 18 emails from us no click. I've just sent you 27 emails. I need to get you out of my system and I triage one, I am sending them a final What I then do is I disqualify this individual in my ecosystem. They're DQed as a lead and I actually tag them as just a subscriber. That's it. You're not a lead anymore. You're just a yourself up for better success so that your sales team and your efforts are only working towards the…
Escúchalo en el minuto 35:52
Espaciado de 23 horas entre correos automatizados para ganar posición en la bandeja de entrada
Retención y relación con el clienteConfigurar un intervalo de 23 horas (en lugar de 24 horas) tras la apertura o envío anterior permite aprovechar la rutina horaria del usuario y situar el correo nuevo en los primeros lugares de la bandeja de entrada justo antes de que vuelva a conectarse a su hora habitual.
or potentially three, I wait 23 hours. That 23-hour clock starts after they But if they open that first email, say they opened it an hour after you sent it, then the 23-hour time limit starts. And the reason why it's 23 hours is because in human psychology, we are creatures of habit, which means if I was online at 3 in the morning, I'm likely going to be online again tomorrow at 3 in the morning. But if I do 23 hours, my goal is to be first in line. So that maybe you log on at 2 in the morning, so I sent it at 2 and I'm first at your inbox. Or maybe you log in at 2:45. I'm very close to being…
Escúchalo en el minuto 31:28
Retención y relación con el clienteAl captar un lead, en lugar de tratarlo con una secuencia genérica, clasifícalo en tiempo real según su relación histórica (nuevo total, cliente existente, fan que ya descargó otros recursos o registro repetido del mismo activo) para personalizar el mensaje de bienvenida y reconocer su contexto previo.
next one. So this is a set of questions to do avatar identification. Then we already signed up to this exact asset, what we know then is they're a stranger to this asset but not to us. Therefore, totally new to this asset, but not new to us and have never given us money and talk to them and be like, "Hey, welcome back." If you have personalization and like teams, you can like list what they've signed up for before and be recognizing for who they are. We have foundational setup work, but these micro moments that you create for that customer or that lead helps them become we ask after they've…
Escúchalo en el minuto 15:31
Retención y relación con el clientePersonaliza únicamente el primer correo o nivel de bienvenida (Triage 1) en función del recurso o formulario específico que el usuario solicitó, y exige una interacción activa («prueba de vida») antes de darle acceso a las siguientes secuencias automatizadas (Triages 2 en adelante). De este modo se evita saturar a contactos desinteresados y se reducen los costos de base de datos en la plataforma de email (ESP).
got on the screen is that triage one, this is on your onboarding series. The only part of the triage that changes every time. So every time someone signs up for anything in your ecosystem, you need to redo triage one for that want to have that first triage level personalized to what they're signing up for. Then what we do in triage 2 and triage three, triage four, those are just built once that they'll unlock access to when they show proof of life. Trash One is no proof of life equals no point. I am being the bouncer. I'm not letting you into my ecosystem. I'm not going to send you all the…
Escúchalo en el minuto 21:03
Retención y relación con el clienteEn lugar de enviar una secuencia de bienvenida estandarizada e idéntica a todos los nuevos contactos, se debe implementar un sistema de triaje previo al primer envío. Mediante preguntas y condiciones que determinan la identidad y contexto del usuario, el primer correo se ramifica en múltiples variaciones altamente relevantes, maximizando el impacto de la primera impresión con la marca.
changed what most people do as their very first email in their onboarding welcome sequence to all new leads. I turned that first email into 27 maybe the most important thing is relevancy. that with AI, you've removed the burden of operations and with this system, it's allowed us to really templatize a personalized email onboarding. So, this interacts with your brand the very first time they sign up sets the tone of your relationship. We all know that first impressions are the hardest to overcome current onboarding system and ask yourself four critical questions. And if We have what we call…
Escúchalo en el minuto 1:24
Exigir «prueba de vida» antes de avanzar en la secuencia de onboarding
Retención y relación con el clienteNo se debe enviar el resto de una secuencia de onboarding ni presentar servicios, propuestas de valor o cupones hasta que el nuevo suscriptor demuestre «prueba de vida» mediante un clic o una respuesta al email de entrega del lead magnet.
about proof of life and email triage one confirming proof of life. That's why the very first email in most onboarding sequence, the whole purpose of this is I'm not actually going to let you see the rest of my onboarding sequence until I get proof of life. Be that a reply or a click. If you're asking for this lead magnet, I'm going to give it to you, but I'm not going to introduce my services, my USPs, tell you all this stuff, give you coupons, if you didn't even click on the darn thing you signed up for. It's
Escúchalo en el minuto 12:56
Evitar el bloqueo silencioso de leads previamente desuscritos en el CRM
Retención y relación con el clienteEs fundamental auditar y configurar las reglas de desuscripción en el CRM/ESP para permitir que usuarios que se dieron de baja en el pasado puedan volver a recibir materiales cuando se registran voluntariamente a un nuevo lead magnet o newsletter, evitando que el sistema los bloquee de forma silenciosa.
is this. Always check if someone's unsubscribed to your system before. Why? Because if you don't have unsubscribe rules, someone might sign up for a lead magnet. Someone might sign up to be on your newsletter list but are blocked because you have a toggle on in your system that says when they've unsubed, they cannot resubscribe. So, I can't tell you how many times we have done email marketing audits and gone into systems where people are like, "Give me this asset." And then they hear radio silence from you. That's like
Escúchalo en el minuto 7:32
Retención y relación con el clienteEn lugar de enviar una secuencia de bienvenida estandarizada e idéntica a todos los nuevos contactos, se debe implementar un sistema de triaje previo al primer envío. Mediante preguntas y condiciones que determinan la identidad y contexto del usuario, el primer correo se ramifica en múltiples variaciones altamente relevantes, maximizando el impacto de la primera impresión con la marca.
changed what most people do as their very first email in their onboarding welcome sequence to all new leads. I turned that first email into 27 maybe the most important thing is relevancy. that with AI, you've removed the burden of operations and with this system, it's allowed us to really templatize a personalized email onboarding. So, this interacts with your brand the very first time they sign up sets the tone of your relationship. We all know that first impressions are the hardest to overcome current onboarding system and ask yourself four critical questions. And if We have what we call…
Escúchalo en el minuto 1:24
Retención y relación con el clienteSi un usuario no abre el correo inicial de entrega de un lead magnet tras aproximadamente una hora, enviar un SMS ligero preguntando si el recurso llegó o cayó en spam permite recapturar la atención e iniciar un diálogo directo.
And then we ask after 69 minutes, did they open the email? If they did not yet but we just check if they haven't opened the email, then we're going to send them that text, which is starting a conversation, a light reminder to the something like, "Hey, just checking back in. saw that you asked for this tool, want to check, did you have access to it or did it potentially land in spam? opportunity for you to start the conversation lightly so that you can start a dialogue because dialogues lead
Escúchalo en el minuto 25:06
Adaptar el mensaje de bienvenida a clientes existentes que se registran a un lead magnet
Retención y relación con el clienteCuando un cliente actual se suscribe a un nuevo recurso gratuito o newsletter, el mensaje debe reconocer su historial y celebrar la relación comercial existente en lugar de presentarse desde cero como si fuera un usuario desconocido.
are we talking to people that are customers signing up as leads the same way? They've already given us money. We don't have to actually introduce ourselves anymore because they know who we are in theory because they've already given us money, right? So, if they've already given us money, let's introduce that asset or that newsletter a little bit differently so that we can again have that personalized relationship." small micro shift. If you know they've already purchased from you, if they've already given you a dollar, let's welcome them. Let's celebrate them a little bit, right? And I…
Escúchalo en el minuto 10:11
Retención y relación con el clienteAntes de activar un correo de bienvenida estándar, se debe evaluar si el lead es completamente nuevo o si ya existía y se había desuscrito. A quienes reingresan se les debe enviar una variación de bienvenida («déjà vu») que reconozca su relación previa y reintroduzca la marca de forma adaptada a su sensibilidad.
it, the first question I always ask communication, is this person brand spanking new to our ecosystem? Now most here. You're assuming that they're brand new to your ecosystem. But is that true? repeating myself, but I'm challenging you that the very first email that someone gets in your ecosystem should be relevant to where they are with your brand and with their customer relationship with you. So, the first question I ask before we send any communications is are they brand want to see have they ever unsubscribed brand new but if they've unsubscribed from us before we have a slightly…
Escúchalo en el minuto 5:05
Disparar alertas comerciales cuando un lead muestra actividad en email
ConversiónConfigurar automatizaciones que notifiquen al equipo de ventas en el momento en que un contacto interactúa o da señales de vida en el email marketing permite intervenir con contexto actualizado y personalizar la llamada de venta.
ecosystems. When someone does show proof of life, you can build out awesome automations that can trigger sales teams notifications. you'll be able to have greater information so that when you're on the phone, it's personalized always.
Escúchalo en el minuto 40:18
Métricas objetivo de rendimiento para secuencias de onboarding
Medición y experimentosEn las secuencias de onboarding por email, los objetivos de rendimiento recomendados son: una tasa de apertura de al menos el 40% (utilizada como línea de tendencia de impacto del asunto), un CTR (click-through rate) de entre 2% y 5%, y una tasa de clic sobre apertura (CTOR / take rate) de dos dígitos (10% o superior).
subject line. So, open rates should be at least 40%. We like our clickthrough rate to be two to 5% and then our take rate which is the clickthrough rate to open rate should be double digits is our
Escúchalo en el minuto 23:11
Puntos de referencia para el correo de entrega de un recurso solicitado
Retención y relación con el clienteEl primer correo que entrega un recurso o lead magnet solicitado debe aspirar a una tasa de apertura mínima del 40% (con meta ideal de hasta 69%) y un CTR objetivo de dos dígitos, típicamente del 25%.
Your open rate should be at least 40%, but we say target 69%. You know why. And then we have a target clickthrough rate on that one is actually 25%. This is like having a double-digit target click-through rate. And we always want
Escúchalo en el minuto 27:06
Mayor intención de compra en usuarios que solicitan el mismo lead magnet repetidamente
Investigación de mercado y clienteUn usuario que se registra más de una vez para obtener el mismo recurso demuestra un nivel de interés y calidad significativamente superior al de un suscriptor nuevo, lo que justifica una comunicación personalizada para recuperar esa oportunidad.
in my system and you've already signed up for this exact asset before and you have asset deja vu, then I'm going to communicate with you in a slightly for you to again have a personalized conversation based off of where they are Why does this matter? Anyone that has signed up for your lead magnet more than once has shown you has demonstrated to you a higher quality of interest in your brand and services or product than someone who signed up for the first graveyards. But when someone signs up again like they wanted it and we always
Escúchalo en el minuto 13:46
Retención y relación con el clienteAl captar suscriptores que provienen de móviles, enviar un mensaje SMS inmediato antes del correo para iniciar una conversación directa (solicitando una respuesta rápida o usando un tono desenfadado) acelera el enganche inicial, partiendo de la premisa de que los diálogos bidireccionales generan ventas.
clean this up. Okay, so we asked mobile or desktop. Like I said, if they're mobile first, we're sending them a text what we like to do on that very first is sending them an SMS, which is like confirming that we've got your contact and starting the conversation. All we want is a dialogue, right? Dialogues lead to dollars. So, we send that their emails. We always want to try to get a reply. And an example of how we on a scale of 1 to 10, how likely is it that you are going to actually look at the email I just sent you? Facts. I hate asset to you here if you ask nicely. live into it. Then you…
Escúchalo en el minuto 23:36
Retención y relación con el clienteAl captar suscriptores que provienen de móviles, enviar un mensaje SMS inmediato antes del correo para iniciar una conversación directa (solicitando una respuesta rápida o usando un tono desenfadado) acelera el enganche inicial, partiendo de la premisa de que los diálogos bidireccionales generan ventas.
clean this up. Okay, so we asked mobile or desktop. Like I said, if they're mobile first, we're sending them a text what we like to do on that very first is sending them an SMS, which is like confirming that we've got your contact and starting the conversation. All we want is a dialogue, right? Dialogues lead to dollars. So, we send that their emails. We always want to try to get a reply. And an example of how we on a scale of 1 to 10, how likely is it that you are going to actually look at the email I just sent you? Facts. I hate asset to you here if you ask nicely. live into it. Then you…
Escúchalo en el minuto 23:36
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.