45 minutes to successful drip campaigns
TRANSCRIPT
Kris Ostrowka,
Manager of Onboarding &
Engagement, iContact
45 MINUTESTO SUCCESSFUL
DRIP CAMPAIGNS
Getting Started With
Drip Campaigns
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BEFORE WE BEGIN…
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Let us know by typing a message into the question box.
QUESTIONS?
Questions will be addressed during Q&A in the order received.
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PRESENTED BY:
Kris Ostrowka, Manager of Onboarding and Engagement for [email protected]
Kris specializes in automation, email engagement, and deliverability best practices. He has over 5 years experience in helping businesses discover organic marketing channels to grow their customer base and more effectively target current customers. Prior to his career in digital marketing, Kris worked as a sports radio broadcaster and announcer.
© 2016 iContact LLC. All Rights Reserved. 4
• Drip Campaigns: Back to Basics
• Impact of Successful Drip Campaigns
• Welcome Series Campaign
• Re-Engagement Series
AGENDA
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WHAT IS A DRIP CAMPAIGN?
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According to iContact Pro…
Drip Campaigns: a workflow designed to improve marketing efficiency and create a tailored experience for each contact by automatically delivering relevant and timely information based on segmented data.
No Yes
Wait 1 day
Update Lead Score
+50
Wait 1 week
No Yes
No
Yes
+
+
+
Update Lead Score
+50
Visited Web Site?
Remove from
Workflow
Send EmailFollow-up Email
Visited Web Site?
Send EmailSpecial Offer to Social!
Audience
Engaged Socially?
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Marketing without DRIPCAMPAIGNS
Untimely Follow-Up
No Visibility into Contact Inactivity
Lack of Personalization
Overall Headache
Continual Repetition of Tasks
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IMPACT OF DRIP CAMPAIGNS
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of marketing leads never convert to sales.Lack of drip campaign implementation is the common cause for poor performance.
79%
Never convert Convert
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Do not have workflows Have workflows
IMPACT OF DRIP CAMPAIGNS
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of marketers say they have not established drip campaigns.
65%
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IMPACT OF DRIP CAMPAIGNS
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More Sales-ready Leads50%At Lower Cost33%
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Automation
WORKSB2C marketers who use drip campaigns see conversion rates as high as 50%
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Benefits of
MARKETING AUTOMATION
• Saving time
• Increased customer engagement
• More timely communications
• Increased opportunities to up-sell
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Why you need DRIP CAMPAIGNS
• Welcome new customers
• Put purchase data to use
• Email event information
• Follow up on website activity by sending targeted emails
• Re-engage inactive contacts
Increase Revenue
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READY FOR DRIP CAMPAIGNS?
13 © 2016 iContact LLC. All Rights Reserved.
Is Sales unsatisfied with the quality of
leads?
Am I ignoring leads who aren’t
ready to buy?
Am I collecting data but not
using it for segmentation? Am I sending
the same emails to everyone?
Am I sending follow-up emails
manually?
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YOU ARE MORE THAN
READY!
© 2016 iContact LLC. All Rights Reserved.
WELCOME SERIES – THE 5W1H
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• What do I need to include?
• How many emails do I need to send?
• When should I send them?
• Who should receive each message?
• Where do I direct contacts?
• Why go through all this work?
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© 2016 iContact LLC. All Rights Reserved.
Automatically triggered message(s) introducing your brand and providing relevant information.
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WHAT IS A WELCOME SERIES?
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Automatically triggered message(s) introducing your brand and providing relevant information.
…but what is that relevant information?
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WHAT IS A WELCOME SERIES?
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FOR BUSINESSES
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Items to consider:
• The nature of your product or service
• Promotional offer
• Frequency of communication
• Expected content
• For deliverability, ask to be added to contacts or segment based on Internet Service Provider
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FOR NONPROFIT ORGANIZATIONS
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Items to consider:
• Mission statement
• Events: think annual
• Frequency of communication
• Testimonial spotlight
• Benefits of donating (tax deductible, impact, etc)
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WHY USE A WELCOME SERIES?
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• Imagine you walked into a store and everyone ignored you
• You only get one first impression
• Setting the tone
• Being timely and relevant
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How Many Emails Do I Need?
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• Jabs: Lightweight pieces of content that benefit your customers
• Right Hooks: Calls to action for your business
“You must spend a lot of time jabbingif you’re going to land your right hook.”
– Gary Vaynerchuk
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BUT REALLY…HOW MANY EMAILS?
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1. Thank you for subscribing
2. Ask to be added to contacts
3. Clarify frequency of communication
4. Include incentive
EMAIL 1
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1. Introduce your brand
2. Establish your history
3. Share your mission statement
4. Identify ways subscribers can engage
EMAIL 2
1.Begin to share products/service (“soft sell”)
2.Use cases/testimonials
3.Make your case: You are The Best!
EMAIL 3
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But Really…How Many Emails?
Realistically…the average company can accomplish a welcome series in
~ 3 emails.
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© 2016 iContact LLC. All Rights Reserved.
iContact Pro Welcome Series
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• Multiple emails over 12 weeks
• Broken down by highlighting application features
• Plan. Schedule. Measure. Repeat
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WHEN DO I SEND THEM?
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TIMELINESS OF CONTENT
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• No barriers to entry
• Deploy message immediately
• Nurture your contacts at appropriate intervals
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WHO SHOULD RECEIVE?
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RecognizeENTRY POINT
• Use segments or tags
• If possible, engage with original platform
Landing Page Website Sign-UpSocial
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WHERE DO I DIRECT CONTACTS?
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“ABOVE THE SCROLL”
CLEAR TEXT WITHA SENSE OF URGENCY
or
GET CREATIVE WITH CTA REWARD
vs
TEST FOR SUCCESS
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RE-ENGAGEMENT WORKFLOWWhy are you breaking up with me?
30
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RE-ENGAGEMENT WORKFLOW: THE BASICS
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• Series of messages to captivate disengaged contacts
• Incorporate engaging subject lines and rest periods between sends
• Ensures continued inbox placement
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RE-ENGAGEMENT IS EASY AS 1-2-3!
32
STEP 1Segment
Your Audience
STEP 3Create Your Assets
STEP 2Determinean Incentive
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SEGMENT YOUR AUDIENCE
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STEP 1Segment
Your Audience• Testing the frequency
• Time-frame for measuring inactivity
• “The Microsoft Outlook effect”
• Non-engaged criteria – opens, clicks, website activity, social media
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DETERMINE INCENTIVES
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STEP 2Determinean Incentive
• Free shipping
• Percentage off
• Access to VIP rewards
• Promotional gifts
• Recognition for loyalty
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CREATE YOUR ASSETS
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STEP 3Create Your Assets For our example:
• Three emails (Gauge Interest, Subscription Reminder, Final Notice)
• Landing Page
• Design prior to building the workflow
• Diagram the workflow
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GAUGE INTEREST EMAIL
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• Use a creative subject line
• Include incentive to reward the contact for opening
• Remind them of your value
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SUBSCRIPTION REMINDER EMAIL
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• Remind subscribers they’ve become disengaged
• Increase sense of urgency
• Repeat incentive
• Provide soft opt-out link
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FINAL NOTICE EMAIL
• Clear attention grabber
• Bulletproof call to action button to stay subscribed
• No incentive distractions
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PLAN THE WORKFLOW
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Audience
Send EmailGauge Interest
Opened Email?Gauge Interest
3 Days
Add TagRe-engagement
Yes
No
5 Days
No
Yes2 Days
Yes
NoAdd to ListDisengaged
Clicked Email?Bulletproof Button
Add TagRe-engagement
Opened Email?Subscription Reminder
Send EmailSubscription Reminder
Send EmailFinal Notice
Thank You
Landing Page
Clicked Email?Bulletproof Button
Delete Contact
Add TagRe-engagement
Yes
No
© 2016 iContact LLC. All Rights Reserved. 40
QUALITY QUANTITY
• Internet Service Providers (ISPs) factor overall message engagement to determine inbox placement.
• Low open rates = ISPs think, “Why should we deliver at all?”
• Best practice: delete contacts who remain disengaged
vsQUALITY vs.QUANTITY
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© 2016 iContact LLC. All Rights Reserved.
Workflows
SocialMedia
WebsiteTracking
Analytics
CRMIntegration
Purchase History /3rd Party
Data
Landing Pages /Sign Up Forms
Lead Scoring
BroadcastEmails
BehavioralSegmentation
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THE POWER of Marketing Automation
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Q&A
T H AN K Y O U !
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