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@TwitterHandle • #CMWorld
Email Drip Campaigns That Work
Gini DietrichCEO, Arment Dietrich@ginidietrich
@ginidietrich • #CMWorld
PESO Model
CONTENT
@ginidietrich • #CMWorld
?Why Onboarding is Vital for New Email SubscribersNew subscribers never see the first emails you sent to your list.
Lack context for your new content vs existing subscribers. ?
?
@ginidietrich • #CMWorld
Session OverviewAt the end of this session you will know how to:• Build an email marketing program that
onboards new subscribers
• Create content specific to your email audience that educates and informs, AND drives them to take action
• Segment audiences and deliver specific (and automated) content to each
BONUSTemplates and swipe copy to
get started quickly.
@ginidietrich • #CMWorld
Email Marketing is Not SPAM
@ginidietrich • #CMWorld
What is an Email Drip Campaign?
@ginidietrich • #CMWorld
Example Drip Campaign
jennifer@mydomain.com
SUBMIT
WHITE PAPER
CLICK?
YES
PRODUCT DEMO
NO
EMAIL WITHVIDEO
OPEN?
YES
NO
VIDEO
STOP DRIP CAMPAIGN
@ginidietrich • #CMWorld
Example Drip Campaign
Do Email Drip Campaigns Really Work?The numbers say yes:
of adults check their email first thing in the morning. (Source: Customer Intelligence)
58% B2C marketers who send automated emails see conversion rates as high as50%
(Source: eMarketer)
of Americans believe they check email “way too much”(Source: Adobe)
24% of consumers like to receive weekly promotional emails with 28% wanting to receive them even more frequently.(Source: Email is not dead)
61% of people who have opted in to receive email messages from a brand find these messages somewhat or very useful.(Source: Salesforce)
95% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution.(Source: The Pedowitz Group Lead Generation Marketing Effectiveness Study)
78%
@ginidietrich • #CMWorld
Email Drip Campaign Types To Consider 15
@ginidietrich • #CMWorld
1. Top-of-mind2. Educational
3. Re-engagement4. Competitive5. Promotional6. Training
7. Onboarding8. Courses
9. Confirmation10. Renewals11. Recommendations12. Abandoned
shopping carts
13. New subscriber
14. Lead nurturing15. Welcoming
EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
Educational
@ginidietrich • #CMWorld
@ginidietrich • #CMWorld
EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
Online Courses
@ginidietrich • #CMWorld
EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
New Subscriber
Steps to Set up an Email Drip Campaign7
1. Identify target audience2. Craft message3. Identify content to produce or repurpose4. Plan campaign(s)5. Schedule6. Begin7. Evaluate and adjust
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 1: Identify Target Audience
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 1: Identify Target Audience
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 2: Craft Message
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 2: Craft Message
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 3: Identify content to produce or repurpose
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 4: Plan campaign(s)
WHITE PAPER
CLICK?
YES
PRODUCT DEMO
NO
EMAIL WITHVIDEO
OPEN?
YES
NO
VIDEO
STOP DRIP CAMPAIGN
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 4: Plan campaign(s)
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 5: Schedule
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 5: Schedule
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 6: Begin
@ginidietrich • #CMWorld
7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 7: Evaluate and Adjust
@ginidietrich • #CMWorld
Mistakes That Will Kill Your Email Drip Campaign5
1. Using words that trigger spam filters2. Poor personalization3. Bad timing4. Mobile unfriendly design5. Bad clip art
@ginidietrich • #CMWorld
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Using Words That Trigger Spam Filters
#1
@ginidietrich • #CMWorld
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Poor Personalization#2
@ginidietrich • #CMWorld
BAD
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Poor Personalization#2
@ginidietrich • #CMWorld
GOOD
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Bad Timing#3
OUT OF OFFICE!
@ginidietrich • #CMWorld
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Mobile Unfriendly Design
#4 @ginidietrich • #CMWorld
5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
BadClipart#5
@ginidietrich • #CMWorld
Tools, Templates, and Tips
@ginidietrich • #CMWorld
Tools, Templates, and Tips
Text SPINSUCKS to 44222
@ginidietrich • #CMWorld
Gini DietrichCEO, Arment Dietrich
@ginidietrich | spinsucks.com
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