3 Drip Marketing campaign Emails With An Above 40% Open Price

After I first constructed my e-mail checklist, I used to be able to create some drip campaigns. Only one little downside: I did not know what to say. I felt like a salesman with this good prospect, however I could not discover the phrases to convey how I might change this particular person’s enterprise.

On this article, we’ll assist make clear precisely what an e-mail drip marketing campaign is, what they will do, and how one can make your personal click-worthy campaigns. And to make issues simpler, you possibly can soar to the information you want with the hyperlinks under.

For instance, if a lead downloads a whitepaper on recruiting finest practices, they is likely to be positioned in a drip marketing campaign sharing related recruiting content material. The ultimate e-mail would possibly embrace a CTA to request a demo on your recruiting software program.

You can also make a drip marketing campaign for something: to nurture a freemium buyer, convert a weblog subscriber, or ship related content material to leads from a sure business. There aren’t any limits to the kind of marketing campaign you possibly can create, though there are a number of widespread varieties.

After a lead submits their e-mail by way of a type, it’s time to welcome them to the enterprise by sending them content material that might curiosity them. An onboarding e-mail sequence ought to present worth, entice results in preserve participating, and immediate them to talk to your gross sales group.

In an onboarding drip marketing campaign, you possibly can ship leads:

• A listing of weblog posts and case research that might curiosity somebody of their area of interest
• A novel welcome coupon they will use for a restricted time
• A curation of merchandise that they’ve already checked out (signaling buy intent)

Onboarding Electronic mail Drip Marketing campaign Instance: Levi’s Crimson Tab

This Levi’s e-mail is available in response to a person subscribing to the Crimson Tab e-newsletter. Not solely is it an acknowledgment of their “onboarding”, but it surely’s a novel welcome message that entices them to affix the Member Program for extra advantages reminiscent of early entry to new clothes releases, free transport, and a restricted low cost of 20% off their first buy.

2. Retargeting Drip Marketing campaign

A retargeting marketing campaign targets customers who’ve engaged meaningfully together with your content material. They downloaded a white paper, visited the identical web page a number of occasions, or downloaded an e book.

To convey them again, you serve them much more particular content material that may assist them make a buying resolution. You may also discover out what they thought in regards to the sources they accessed.

In your lead nurturing emails, you possibly can ship your prospects:

• A fillable workbook for the latest information or e book they downloaded
• An e-mail straight from a gross sales rep asking to arrange a while to speak
• A suggestions request in regards to the useful resource they downloaded

Retargeting Electronic mail Drip Marketing campaign Instance: Litmus

The retargeting e-mail drip marketing campaign is meant for pre-existing e-mail subscribers of the advertising platform, Litmus. It features a name to motion to order a spot for an upcoming seminar. Additionally, it consists of free e book attachments that present worthwhile data for these seeking to optimize the software program for their very own enterprise use.

3. Submit-Demo Drip Marketing campaign

This may apply primarily to the tech business, the place gross sales reps typically present product demos to prospects and leads. However should you supply any product that may be demonstrated stay, this sort of drip marketing campaign would be just right for you, too.

After a demo, it’s necessary to re-emphasize the worth of your product and usher in success tales from different corporations. You may also ship guides on the way to get higher-ups to purchase in.

Listed here are some content material concepts for a post-demo marketing campaign:

• A listing of video testimonials from previous purchasers
• A listing of tutorials on a characteristic that the lead was particularly fascinated with
• Entry to an unique free trial supply that you simply prolonged whereas on the telephone

Professional Tip: In B2C gross sales, you may as well create an deserted cart e-mail marketing campaign to re-emphasize product worth, too.

Submit-Demo Electronic mail Drip Marketing campaign Instance: Away

Picture Supply

On this post-demo drip marketing campaign instance, Away, a baggage firm gives customers with a tutorial on the way to use and exchange the Carry-On ejectable battery. The lead could not have recognized of the battery initially however could turn out to be extra fascinated with buying upon studying extra in regards to the product in this sort of drip marketing campaign.

I began chatting with a number of of my mates in gross sales to be taught extra about their finest secrets and techniques and corresponding open charges, and David Sneider, Sendbloom’s former head of progress and present CEO of Develop, supplied the next quote:

“Introductory e-mail messaging is the ‘tip of the spear’ for beginning enterprise relationships. The copy you write must be sharp but honest, exhibiting that you would be able to present worth with out inundating them. Finally the recipient ought to really feel as if all you need is to enhance their day and their enterprise.”

This made sense to me. If I am extra genuine, then the engagement and longevity of my relationships ought to strengthen. I prodded David additional, and shortly uncovered his high suggestions and finest practices for making a drip marketing campaign — plus his three most profitable e-mail templates.

1. Select a drip marketing campaign software program.

To ship drip campaigns, you’ll first want a gross sales automation device that means that you can schedule the emails prematurely and goal them to completely different segments of your lead base. For instance, you possibly can create and ship e-mail drip campaigns with Sequences, a device in HubSpot Gross sales Hub.

The drip marketing campaign software program ought to combine seamlessly together with your CRM and supply real-time efficiency metrics that may let you tweak and replace your campaigns as wanted. It also needs to allow deep personalization — no two leads ought to obtain the very same e-mail. On the very least, the greeting ought to handle the one who’s receiving it.

Final, your software program needs to be user-friendly and straightforward to undertake for all your gross sales reps.

2. Establish the aim on your drip marketing campaign.

Are you attempting to reengage dormant prospects? Nurture new leads? Cross-sell current prospects?

Determine what motion you need your reader to take on the finish of the drip and decide a highway map to get there.

Ask your self which of the next objectives is most aligned with your personal:

• Promote a brand new services or products
• Improve model consciousness
• Collect buyer suggestions
• Generate income
• Enhance person engagement
• Drive registrations for an upcoming occasion

As soon as you’ve got decided your aim for the marketing campaign, assume by way of who shall be segmented into this drip. Which brings us to our subsequent part …

3. Decide how somebody leads to this marketing campaign.

You wish to be sure that the fitting persons are getting the fitting message on the proper time. So, who shall be opting in or being segmented into this drip marketing campaign? Ask your self the next questions to seek out out:

• What motion did the viewers take to seek out themselves on this e-mail drip marketing campaign?
• What are their ache factors?
• What are their objectives?
• What is going to get their consideration in the course of a workday?
• Why would they delete an e-mail from this marketing campaign?
• What do I hope the viewers will do after studying considered one of these drip emails?

As soon as you’ve got answered these questions, it is best to have a good suggestion of who you may be concentrating on, how you may section this viewers, and the way you may finest attain and supply worth to this viewers.

4. Determine what number of touches your drip marketing campaign could have.

You’ll be able to ship extra emails than you assume it is best to. Prospects wish to hear from you — they simply need the fitting content material delivered after they want it. With that in thoughts, you possibly can schedule one e-mail per week. B2C corporations can get away with sending somewhat extra, however B2B corporations ought to resist sending greater than 5 emails each month.

Your drip marketing campaign can final from 4 to eleven emails which might be despatched 4, seven, or fourteen days aside. Determine what number of touches you want to successfully nurture your viewers and prime them on your supply.

5. Create the content material (and personalize it).

A false impression about drip campaigns is that they are mindlessly despatched mass e-mail that is neither related nor tailor-made to their viewers’s wants. Whereas there are definitely drip campaigns that deserve this classification, this should not be the case together with your drip emails.

It is doable to create related and personalised content material that you would be able to ship to sure segments in your drip marketing campaign.

For instance, for instance, you have got a drip for companies that obtain your organization’s case examine that includes a buyer whose Midwest SMB benefited out of your contract accountants. Arrange your marketing campaign in order that anybody who downloads this case examine is routinely entered right into a drip you’ve got custom-made for Midwest SMBs searching for seasonal accounting assist.

Embody a recent piece of content material on your prospects in every of the drip emails you ship. For instance, you would possibly observe up their preliminary case examine obtain with a pleasant e-mail like this:

6. Know when to take somebody out of the drip.

The worst expertise for a prospect is to take your required motion with out being unenrolled in your drip marketing campaign. For instance a prospect is enrolled in a drip marketing campaign with the aim of getting them to schedule a demo.

In the event that they schedule a demo on a Tuesday and get one other e-mail on Thursday asking them to schedule a demo — that is a horrible buyer expertise.

It appears to be like even worse when the drip marketing campaign has been altered in order that it appears to be like such as you’re sending the emails. This makes it seem that you simply both do not keep in mind who your prospect is or have been a faux the entire time.

Know when to take somebody out of your drip. Arrange a set off that may unenroll a prospect the second they full the motion you’ve got goaled your drip marketing campaign on.

Feeling able to create your drip marketing campaign? I’ve compiled a number of finest practices to make sure every e-mail is in its finest form.

1. Be informative, however preserve it quick.

There are a number of forms of emails the place together with long-form content material is definitely helpful. For instance, in case your lead is particularly fascinated with the way you based your organization, you possibly can create an e-mail drip marketing campaign with the story. On the finish, you possibly can add a CTA for them to affix a webinar on how they will discovered their very own firm.

Except it’s a case like that one, nonetheless, you need them to get to the CTA as rapidly as doable. Which means conserving your drip marketing campaign emails two to a few paragraphs lengthy.

2. Embody a CTA button or query on the finish of each e-mail.

Whether or not you need the result in schedule a name, inform you who to achieve out to, or join a free trial, you’ll want to incorporate a CTA on the finish of each drip marketing campaign e-mail. Leads ought to know what they need to do on the finish of each message.

The CTA needs to be tailor-made to their stage of the purchaser’s journey. In the event that they’ve solely not too long ago signed up, you possibly can ask them to observe your organization on social media. Once they’ve reached the consideration stage, you possibly can ship them a white paper or a case examine.

3. Ship your emails on Fridays.

There was a lot debate on one of the best time and weekday to ship emails — lookup “e-mail frequency” or “e-mail cadence” in Google and also you’ll see what I imply.

Analysis by Marketing campaign Monitor demonstrates that Fridays have the best open and click-through charges at 18.9% and a pair of.7% respectively. Its analysis additionally exhibits that Saturdays needs to be prevented.

Whereas the analysis could be a good guidepost, your cadence will finally rely on when your leads most work together together with your emails. So preserve an in depth eye on efficiency metrics so you possibly can decide what drives outcomes for your online business.

4. A/B take a look at ship occasions.

What’s one of the best time to ship drip emails? The knowledge means that the early morning hours (whilst early as 4 AM!) are extremely efficient, since most 9-to-5 workplace employees test their emails within the morning.

Nonetheless, one of the best time on your firm will rely in your leads particularly and never on printed analysis. The place is the grand majority of your buyer base situated? What business are they in? Do they work at home and have a tendency to work odd hours? In the event that they commute within the morning, do they like checking their e-mail throughout their lunch break?

Like within the earlier finest follow, you’ll wish to use your leads’ engagement conduct to determine when it is best to ship your emails.

5. Monitor open charges, click-through charges, and click-to-open charges.

In your drip marketing campaign device, it is best to have the ability to see open charges, CTR, and click-to-open charges. This final one is particularly necessary as a result of it tells you the share of people that truly clicked by way of after opening the e-mail.

Monitoring this data not solely means that you can decide one of the best time and day to ship your emails, but it surely additionally means that you can A/B take a look at the wording, positioning, or design of your CTA. You may also A/B take a look at the effectiveness of your topic strains by open charge.

I’m specializing in these three metrics as a result of they’re often easy and straightforward to seek out, and are most related to enhancing your drip marketing campaign. However if you would like, you possibly can observe different e-mail advertising metrics, reminiscent of unsubscribe charge, to gauge efficiency total.

6. Implement a follow-up sequence after no response.

Has your lead not responded? This isn’t the time to again down and assume they’re a misplaced lead. Ship a follow-up e-mail — once more, once more, and once more. You’re not being annoying. Keep in mind, a drip marketing campaign at all times goals to supply worth, and the reality is you have got one thing worthwhile to supply. You’re by no means bothering. You’re attempting to assist them enhance a course of at their enterprise.

In case you fail to reconnect after a number of makes an attempt (I like to recommend attempting at the least two occasions), you possibly can then ship a “breakup” e-mail and take away the lead from the sequence.

7. Ask for suggestions in case your drip marketing campaign is unsuccessful.

If a lead fails to transform — i.e. they don’t schedule a demo, name the gross sales group, or join a webinar — ship a survey hyperlink to the lead. Wanting on the metrics is one factor. Listening to straight out of your leads on what you are able to do higher is one other.

Create a survey and attempt to perceive why the lead wasn’t . Was it merely not the fitting time? Did they go together with a competitor? Armed with these solutions, you possibly can create a greater drip marketing campaign that engages prospects at each stage of the customer’s journey.

The next drip marketing campaign templates present these finest practices in motion. Have a look and get impressed.

Drip Electronic mail Two

Electronic mail Efficiency

• Open Price: 61.8%
• Reply Price: 35.3%

What Labored

• The topic line is a reply to the primary, making it acquainted. I’ve discovered this helps improve open charges.
• The second sentence refines your authentic pitch to attempt to use new messaging that resonates with what your recipient cares about.
• The closure to this drip e-mail is sort of magical in my view. Asking for an introduction to the fitting particular person on the group considerably helps enhance response charges.

Drip Electronic mail Three

Electronic mail Efficiency

• Open Price: 42.4%
• Reply Price: 22.9%

What Labored

• The introduction of this e-mail makes it clear you might be simply checking in on the standing of their e-mail.

Studying from David’s examples, I’ve concluded that my drip emails ought to every observe a number of key factors.

Time-wise, every drip could be despatched wherever from two days to per week after the earlier message.

Create Drip Marketing campaign Emails that Convert Leads

With the information, finest practices, and templates, you’re properly on the best way to making a drip marketing campaign that engages and converts your leads and prospects. By constantly delivering worth to your contacts, you possibly can guarantee they get the precise content material they should make a buying resolution. It will assist your group promote effortlessly, exponentially rising income at your organization.

Editor’s be aware: This put up was initially printed in October 2015 and has been up to date for comprehensiveness.