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

Once I first constructed my electronic 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 may change this particular person’s enterprise.

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

For instance, if a lead downloads a whitepaper on recruiting finest practices, they could be positioned in a drip marketing campaign sharing related recruiting content material. The ultimate electronic mail may embody a CTA to request a demo to your recruiting software program.

You may 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 sorts.

After a lead submits their electronic mail by a type, it’s time to welcome them to the enterprise by sending them content material that will curiosity them. An onboarding electronic mail sequence ought to present worth, entice results in preserve partaking, and immediate them to talk to your gross sales workforce.

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

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

Onboarding E mail Drip Marketing campaign Instance: Levi’s Purple Tab

This Levi’s electronic mail is available in response to a person subscribing to the Purple Tab e-newsletter. Not solely is it an acknowledgment of their “onboarding”, however it’s a singular welcome message that entices them to affix the Member Program for extra advantages resembling early entry to new clothes releases, free delivery, 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 book.

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

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

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

Retargeting E mail Drip Marketing campaign Instance: Litmus

The retargeting electronic mail drip marketing campaign is meant for pre-existing electronic 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 book attachments that present useful data for these seeking to optimize the software program for their very own enterprise use.

3. Put up-Demo Drip Marketing campaign

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

After a demo, it’s essential to re-emphasize the worth of your product and herald success tales from different firms. You can even ship guides on find out how 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 shoppers
• A listing of tutorials on a characteristic that the lead was particularly excited by
• Entry to an unique free trial provide that you simply prolonged whereas on the cellphone

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

Put up-Demo E mail Drip Marketing campaign Instance: Away

Picture Supply

On this post-demo drip marketing campaign instance, Away, a baggage firm offers customers with a tutorial on find out how to use and exchange the Carry-On ejectable battery. The lead might not have recognized of the battery initially however might turn into extra excited by buying upon studying extra in regards to the product in this kind of drip marketing campaign.

I began chatting with a number of of my pals 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 Broaden, offered the next quote:

“Introductory electronic mail messaging is the ‘tip of the spear’ for beginning enterprise relationships. The copy you write must be sharp but honest, displaying that you could 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 ideas and finest practices for making a drip marketing campaign — plus his three most profitable electronic mail templates.

1. Select a drip marketing campaign software program.

To ship drip campaigns, you’ll first want a gross sales automation device that lets you schedule the emails upfront and goal them to completely different segments of your lead base. For instance, you possibly can create and ship electronic 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 provide real-time efficiency metrics that may will let you tweak and replace your campaigns as wanted. It must also allow deep personalization — no two leads ought to obtain the very same electronic mail. On the very least, the greeting ought to handle the one who’s receiving it.

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

2. Determine the aim to your drip marketing campaign.

Are you making an attempt to reengage dormant prospects? Nurture new leads? Cross-sell present prospects?

Resolve 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 targets is most aligned with your individual:

• 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 who can be segmented into this drip. Which brings us to our subsequent part …

3. Decide how somebody leads to this marketing campaign.

You need to guarantee that the appropriate persons are getting the appropriate message on the proper time. So, who can be opting in or being segmented into this drip marketing campaign? Ask your self the next questions to search out out:

• What motion did the viewers take to search out themselves on this electronic mail drip marketing campaign?
• What are their ache factors?
• What are their targets?
• What is going to get their consideration in the course of a workday?
• Why would they delete an electronic mail from this marketing campaign?
• What do I hope the viewers will do after studying one in all 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 focusing on, how you may section this viewers, and the way you may finest attain and supply worth to this viewers.

4. Resolve what number of touches your drip marketing campaign can have.

You may ship extra emails than you assume it is best to. Prospects need to hear from you — they simply need the appropriate content material delivered after they want it. With that in thoughts, you possibly can schedule one electronic mail per week. B2C firms can get away with sending a little bit extra, however B2B firms ought to resist sending greater than 5 emails each month.

Your drip marketing campaign can final from 4 to eleven emails which are despatched 4, seven, or fourteen days aside. Resolve what number of touches it is advisable successfully nurture your viewers and prime them to your provide.

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

A false impression about drip campaigns is that they are mindlessly despatched mass electronic 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 attainable to create related and customized content material that you could ship to sure segments in your drip marketing campaign.

For example, for instance, you’ve a drip for companies that obtain your organization’s case research 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 research is routinely entered right into a drip you’ve got personalized for Midwest SMBs searching for seasonal accounting assist.

Embody a contemporary piece of content material to your prospects in every of the drip emails you ship. For instance, you may observe up their preliminary case research obtain with a pleasant electronic 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 example 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 electronic mail on Thursday asking them to schedule a demo — that is a horrible buyer expertise.

It appears even worse when the drip marketing campaign has been altered in order that it appears such as you’re sending the emails. This makes it seem that you simply both do not bear 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 electronic mail is in its finest form.

1. Be informative, however preserve it brief.

There are a number of varieties of emails the place together with long-form content material is definitely helpful. For instance, in case your lead is particularly excited by the way you based your organization, you possibly can create an electronic 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 attainable. Meaning protecting your drip marketing campaign emails two to a few paragraphs lengthy.

2. Embody a CTA button or query on the finish of each electronic 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 electronic mail. Leads ought to know what they need to do on the finish of each message.

The CTA must be tailor-made to their stage of the purchaser’s journey. In the event that they’ve solely just lately 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 research.

3. Ship your emails on Fridays.

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

Analysis by Marketing campaign Monitor demonstrates that Fridays have the very best open and click-through charges at 18.9% and a couple of.7% respectively. Its analysis additionally exhibits that Saturdays must be averted.

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

4. A/B check ship occasions.

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

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

Like within the earlier finest observe, you’ll need to use your leads’ engagement conduct to resolve 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 be capable of see open charges, CTR, and click-to-open charges. This final one is very essential as a result of it tells you the proportion of people that really clicked by after opening the e-mail.

Monitoring this data not solely lets you decide one of the best time and day to ship your emails, however it additionally lets you A/B check the wording, positioning, or design of your CTA. You can even A/B check the effectiveness of your topic traces by taking a look at open price.

I’m specializing in these three metrics as a result of they’re normally easy and straightforward to search out, and are most related to enhancing your drip marketing campaign. However if you would like, you possibly can monitor different electronic mail advertising metrics, resembling unsubscribe price, to gauge efficiency general.

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 electronic mail — once more, once more, and once more. You’re not being annoying. Bear in mind, a drip marketing campaign at all times goals to supply worth, and the reality is you’ve one thing useful to supply. You’re by no means bothering. You’re making an attempt to assist them enhance a course of at their enterprise.

Should you fail to reconnect after a number of makes an attempt (I like to recommend making an attempt at the least two occasions), you possibly can then ship a “breakup” electronic 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 workforce, 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 appropriate 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 client’s journey.

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

Drip E mail Two

E mail Efficiency

• Open Fee: 61.8%
• Reply Fee: 35.3%

What Labored

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

Drip E mail Three

E mail Efficiency

• Open Fee: 42.4%
• Reply Fee: 22.9%

What Labored

• The introduction of this electronic mail makes it clear you might be simply checking in on the standing of their electronic 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 will be despatched anyplace from two days to every week after the earlier message.

Create Drip Marketing campaign Emails that Convert Leads

With the information, finest practices, and templates, you’re nicely on the way in which 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. This may assist your workforce promote effortlessly, exponentially growing income at your organization.

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