build email drip campaigns that convert sales
TRANSCRIPT
Build Email Drip Campaigns that Convert Sales
Michael HalperFounder and CEO
SalesScripter
What is a drip campaign?
An automated email marketing campaign that sends a number of emails to a prospect over a period of time
Why Email Drip?
• “No” is usually “No, not right now”
• Need a way to be at the top of mind when the “No” becomes a “Yes”
• It is difficult to time it perfectly so that you are in front of your prospect exactly when they need you
• It is also difficult to share all the information that you want to communicate at one time
Email Marketing List
Step 1: Gather / Collect Email Addresses
Current Systems
• CRM• Accounting• Email accounts
Purchased Lists
• LeadFerret• SalesGenie• ZoomInfo
Web Traffic
• Call-to-action,Opt-in form, Landing page
• Pay-Per-Click, SEO
Social Media
• Export connections• LinkedIn• Facebook
Phone Prospecting
• Email addresses from target contacts
Step 2: Segment Your List
Suspects
Targeted prospects that are being pursued but have not actively engaged, don’t know who you are
Examples
• Purchased lists• Someone found on
social media
Prospects
Contacts that know who you are and may have a fit and/or interest
Examples
• Email opt-in• Had one
conversation• Had a meetings• Requested
information• Inbound lead• Qualified
leads/opportunities in pipeline
Clients / Customers
Currently purchasing products and services
Subcategory
Can include a subcategory for Past Clients that includes clients that you have done business with in the past or customers that cancel services
Referral Partners
Contacts that would not likely buy from you but could refer business
Examples
• Friends• Family• Individuals in similar
field/role• Competitors
Step 3: Develop Content
Prospect-Focused(Them)
Best practices /Tips
• How to do something the best way• How to make improvements• How to solve common problems
Examples
• Articles, blog posts, whitepapers, videos, ebooks, etc.
Developing this Content
• Look at the value that your products and services offer
• Look at the pain that you offer• Create content aligned with those points• Deliver that content or previews of the content
through the emails
Product-Focused(You)
Product Info
• FAQ answers, common objection responses, promotions, differentiation, product updates and announcements, detailed product info
Company Info
• Company facts, case studies,
Developing this Content
• Brainstorm FAQs and develop answers• Brainstorm common objections and develop
responses• Write about some customer success examples
2 Types of Email FormatsPlain Text / One-to-One
2 Types of Email FormatsHTML / One-to-Many
Step 4: Build Campaigns - Pursuit Levels
Persistent
Frequency Options
• One per day• Every other day• Every three days• Once per week
Total Quantity
• Continue indefinitely• Until contact unsubscribes
Subtle
Frequency Options
• One per week• Every other week• One per month• One per quarter
Company Infosd
• Continue indefinitely• Until contact unsubscribes
Medium
Frequency Options
• Twice per week• Once per week
Total Quantity
• 3 to 6
Step 4: Build Campaigns - Suspects
Suspects
Targeted prospects that are being pursued but have not actively engaged, don’t know who you are
Examples
• Purchased lists• Someone found on
social media
Audience Segment
Prospect-Focused(Them)
Type of Content
Medium
Frequency Options
• Twice per week• Once per week
Total Quantity
• 3 to 6
Pursuit Level Email Format
Prospects
Contacts that know who you are and may have a fit and/or interest
Examples
• Email opt-in• Had one
conversation• Had a meetings• Requested
information• Inbound lead• Qualified
leads/opportunities in pipeline
Step 4: Build Campaigns - Prospects
Audience Segment
Persistent
Frequency Options
• One per day• Every other day• Every three days• Once per week
Total Quantity
• Continue indefinitely• Until contact
unsubscribes
Pursuit Level
Prospect-Focused(Them)
Type of Content
Product-Focused(You)
Email Format
Clients / Customers
Currently purchasing products and services
Subcategory
Can include a subcategory for Past Clients that includes clients that you have done business with in the past or customers that cancel services
Step 4: Build Campaigns - Clients
Audience Segment
Subtle
Frequency Options
• One per week• Every other week• One per month• One per quarter
Company Infosd
• Continue indefinitely• Until contact
unsubscribes
Pursuit LevelType of Content
Prospect-Focused(Them)
Product-Focused(You)
Email Format
Key Differences
• Cross-sell for current customers
• Come back for past customers
• Passive pursuit level• HTML format only
Referral Partners
Contacts that would not likely buy from you but could refer business
Examples
• Friends• Family• Individuals in similar
field/role• Competitors
Step 4: Build Campaigns – Referral Partners
Audience Segment
Subtle
Frequency Options
• One per week• Every other week• One per month• One per quarter
Company Infosd
• Continue indefinitely• Until contact
unsubscribes
Pursuit Level
Prospect-Focused(Them)
Type of Content
Product-Focused(You)
Email Format
Key Differences• Passive pursuit level• HTML format only
2 Email Drip Marketing Approaches
• Passive– Send continuous flow of emails – Focus on driving inbound traffic
• Proactive– Follow-up strategically on email activity
Email Drip Funnel
Tier 1 – SuspectsGoal: Lead Generation
Tier 2 – ProspectsGoal: Building Interest
Tier 3 – ClientsGoal: Retention and Cross-Selling
Tier 4 – Past ClientsGoal: Come Back
Tier 5 – AllGoal: Staying
In Touch
Making the Call
If You Want More Help
Sales Coaching and Sales Consulting
• 2 or 5 hour blocks of one-on-one coaching
• Weekly 30 minutes one-on-one coaching sessions
• Weekly 1 hour one-on-one coaching sessions
• Weekly Unlimited one-on-one coaching session
• Weekly 1 hour group coaching sessions
Contact us if interested – [email protected]
If You Want More Help
• https://www.youtube.com/user/LaunchPadSol• Or search Sales Scripter• Over 130 videos• Sales Prospecting 101 Training Program• Webinars• Sales Tips• SalesScripter demo videos• Subscribe
Go to Our YouTube Channel
If You Want More Help
• Five ebooks – Found at https://salesscripter.com/ebooks/– Do’s and Don’ts of Cold Calling– How to Get around Cold Call Objections– How to Build a Value Proposition that Generates
Leads– How to Build Sales Campaigns that Sell– How to Build Email Drip Campaigns that Convert
Sales
• The Cold Calling Equation – PROBLEM SOLVED– Found at
http://www.amazon.com/The-Cold-Calling-Equation-Problem/dp/1468173545
Check Out Our Books
If You Want More Help
• Week 1– Understanding the Ideal Sales Process– How to Make Cold Calls– Appointment Setting Tactics– Voicemail Messaging Methodology
• Week 2– Sales Messaging Workshop– How to Get Prospect’s on the Phone– How to Get Around Objections– How to Incorporate Buyer Personas into Your
Selling– Overview of a 2-Step Qualifying Process
New Hire Onboarding Training Program / Sales Prospecting 101• Week 3
– How to Build Your Value Proposition– How to Focus on Prospect Pain– How to Get Around Gatekeepers– How to Perform the Perfect Takeaway
• Week 4– How to Build Rapport, Interest, and
Credibility– How to Improve Mental Strength When
Selling– How to Be a Better Closer
* Available through e-learning videos, live virtual, or live in-person* Can be tailored to your business
If You Want More Help
• Build your scripts and campaigns– Call scripts– Email templates– Voicemail Scripts– Objection responses– Key Questions– And more
• $49 per month / $29 per month with annual subscription– 30 Day Money Back Guarantee
Sign up for SalesScripter
What is SalesScripter?
Cold Calling
Objections
Gatekeepers
Sales Messaging
Voicemail
Qualifying
Closing
Sales Process
Rapport
Building Interest
Cold Emailing
Setting Appointments
Building Credibility
Call Cadence
• Provides complete clarity for what a salesperson should do and say
• Very practical and easy to understand / implement / adopt
• Consultative selling approach
• Many tactics are counterintuitive
One Half - Sales Methodology
What is SalesScripter?
Cold Calling Scripts
Objection Responses
Key Questions
Marketing Tools
Voicemail Scripts
Meeting Scripts
Cold Email Templates
• Software platform that provides all the tools needed to execute the methodology
• Campaign-based (buyer persona) structure
• Makes it extremely easy to implement and reinforce the methodology
One Half – Prospecting Platform Software Application
Complete Sales Training Solution
Cold Calling
Objections
Gatekeepers
Sales Messaging
Voicemail
Qualifying
Closing
Sales Process
Rapport
Building Interest
Cold Emailing
Setting Appointments
Building Credibility
Call Cadence
Methodology
Salesperson
Manager
Cold Calling Scripts
Objection Responses
Key Questions
Marketing Tools
Voicemail Scripts
Meeting Scripts
Cold Email Templates
Software PlatformResources and Services
Books
Training Videos
One-on-One Coaching
Sales Consulting
Live Training
Completely
Aligned
SalesScripter
What do you sell? ___________
How does it help? ___________
What problems do you fix? ___________
What questions should you ask? ___________
SalesScripter
SalesScripter
Questions?
Michael HalperFounder and CEO
www.salesscripter.com