Email Drip Campaigns that Work

@TwitterHandle • #CMWorld

Email Drip Campaigns That Work

Gini DietrichCEO, Arment Dietrich@ginidietrich

@ginidietrich • #CMWorld

PESO Model

CONTENT


?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. ?

?


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.


Email Marketing is Not SPAM


What is an Email Drip Campaign?


Example Drip Campaign

[email protected]

SUBMIT

WHITE PAPER

CLICK?

YES

PRODUCT DEMO

NO

EMAIL WITHVIDEO

OPEN?

YES

NO

VIDEO

STOP DRIP CAMPAIGN


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%


http://blogs.sas.com/content/customeranalytics/2015/11/20/18-fun-and-handy-facts-about-email-marketing/

http://blogs.sas.com/content/customeranalytics/2015/11/20/18-fun-and-handy-facts-about-email-marketing/

http://cdn2.hubspot.net/hub/36315/file-249160529-pdf/docs/emarketer_email_marketing_benchmarks_key_data_trends_metrics.pdf

https://blogs.adobe.com/conversations/2015/08/email.html

http://www.emailisnotdead.com/

https://www.salesforce.com/blog/2014/11/75-digital-marketing-stats-from-salesforce-marketing-cloud-research.html

http://www.lenskold.com/content/LeadGenStudy_2013.html




Email Drip Campaign Types To Consider 15


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




Online Courses



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


7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN

Step 1: Identify Target Audience



Step 1: Identify Target Audience



Step 2: Craft Message



Step 2: Craft Message



Step 3: Identify content to produce or repurpose



Step 4: Plan campaign(s)

WHITE PAPER

CLICK?

YES

PRODUCT DEMO

NO

EMAIL WITHVIDEO

OPEN?

YES

NO

VIDEO

STOP DRIP CAMPAIGN



Step 4: Plan campaign(s)



Step 5: Schedule



Step 5: Schedule



Step 6: Begin



Step 7: Evaluate and Adjust


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


5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN

Using Words That Trigger Spam Filters

#1



Poor Personalization#2


BAD


Poor Personalization#2


GOOD


Bad Timing#3

OUT OF OFFICE!



Mobile Unfriendly Design

#4 @ginidietrich • #CMWorld


BadClipart#5


Tools, Templates, and Tips


Tools, Templates, and Tips

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Gini DietrichCEO, Arment Dietrich

@ginidietrich | spinsucks.com