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

After I first constructed my electronic mail checklist, I used to be able to create some electronic mail drip campaigns. My drawback? I didn‘t know what to say. I felt like a salesman with this good prospect, however I couldn’t discover the phrases to convey learn how to change this individual’s enterprise.

In case you are in my former place, this text will provide help to make clear what an electronic mail drip marketing campaign is, what they’ll do, and learn how to make your personal click-worthy electronic mail drip campaigns.

For instance, if a lead downloads a whitepaper on recruiting greatest practices, they is likely to be positioned in a drip marketing campaign that shares related recruiting content material. The ultimate electronic mail would possibly embody a name to motion (CTA) to request a demo of your recruiting software program.

You can even make electronic mail drip campaigns for different advertising and marketing actions, like:

• nurturing a freemium buyer
• changing a weblog subscriber
• delivering related content material to leads from a sure business.

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

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

This Levi’s electronic mail responds to a consumer subscribing to the Purple Tab publication. Not solely is it an acknowledgment of their “onboarding,” however it’s a novel welcome message that entices them to hitch the Member Program for extra advantages, reminiscent of early entry to new clothes releases, free delivery, and a restricted low cost of 20% off their first buy.

2. Retargeting Electronic mail Drip Marketing campaign

A retargeting drip marketing campaign targets customers who’ve engaged meaningfully along 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 extra particular content material to assist them make buying selections. You can even discover out what they thought concerning the sources they accessed.

In your lead nurturing emails, you’ll be able to ship your prospects:

• A fillable workbook for the latest information or book they downloaded.
• An electronic mail straight from a gross sales rep asking to arrange a while to talk.
• A suggestions request concerning the useful resource they downloaded.

Retargeting Electronic mail Drip Marketing campaign Instance: Litmus

The retargeting electronic mail drip marketing campaign is meant for pre-existing electronic mail subscribers of the advertising and marketing 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 worthwhile data for these trying to optimize the software program for their very own enterprise use.

3. Submit-Demo Electronic mail Drip Marketing campaign

This is able to apply primarily to the tech business, the place gross sales reps typically present product demos to prospects and leads. However in the event you supply any product that may be demonstrated reside, this drip marketing campaign would additionally be just right for you.

After a demo, it’s essential to re-emphasize your product’s worth and convey success tales from different firms. You can even ship guides on learn 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 function that the lead was particularly focused on.
• Entry to an unique free trial supply that you simply prolonged whereas on the telephone.

Professional tip: In B2C gross sales, you may also create an deserted cart electronic mail marketing campaign to re-emphasize product worth.

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 learn how to use and change the Carry-On ejectable battery. The lead could not have recognized of the battery initially however could turn out to be extra focused on buying upon studying extra concerning the product in such a drip marketing campaign.

I began chatting with a number of of my associates in gross sales to be taught extra about their greatest secrets and techniques and corresponding open charges, and David Sneider, Sendbloom’s former head of development and present CEO of Develop, 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, exhibiting you can 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 greatest practices for making a drip marketing campaign — plus his three most profitable electronic mail templates that you’d see later on this information.

1. Select a drip marketing campaign software program.

To ship drip campaigns, you’ll want a gross sales automation instrument to schedule the emails upfront and goal them to totally different segments of your lead base. For instance, you’ll be able to create and ship electronic mail drip marketing campaign sequences with the HubSpot Gross sales Hub.

The drip marketing campaign software program ought to combine seamlessly along with your CRM and supply real-time efficiency metrics that allow you to 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 individual receiving it.

Final, your software program ought to be user-friendly and simple to undertake for your whole gross sales reps.

2. Determine the objective to your drip marketing campaign.

Are you attempting to re-engage dormant clients? Nurture new leads? Cross-sell current clients?

Determine what motion you need your reader to take on the finish of the drip marketing campaign and decide a street 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 consumer engagement.
• Drive registrations for an upcoming occasion.

As soon as you’ve got decided your objective for the marketing campaign, suppose by means of who will likely be segmented into this drip. This brings us to our subsequent level.

3. Decide how somebody results in this marketing campaign.

When sending an electronic mail drip marketing campaign, you need to be certain that the suitable individuals get the suitable message on the proper time. To do that, it’s essential know who will choose into your checklist or who’d be segmented into your 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 electronic mail drip marketing campaign?
• What are their ache factors?
• What are their objectives?
• What’s going to get their consideration in the midst of a workday?
• Why would they delete an electronic mail from this marketing campaign?
• What do I hope the viewers will do after studying certainly one of these drip emails?

When you‘ve answered these questions, you need to have a good suggestion of who you’ll be concentrating on, the way you‘ll phase this viewers, and the way you’ll greatest attain and supply worth to this viewers.

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

You possibly can ship extra emails than you suppose you need to. Clients need to hear from you. They only need the suitable content material delivered after they want it.

With that in thoughts, you’ll be able to schedule one electronic mail per week. B2C firms can get away with sending a bit extra, however B2B firms ought to resist sending greater than 5 emails month-to-month.

Your drip marketing campaign can final from 4 to eleven emails despatched 4, seven, or fourteen days aside. Determine what number of touches it’s essential successfully nurture your viewers and prime them to your supply.

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

A false impression about drip campaigns is that they‘re irrelevant and mindlessly despatched mass emails not tailor-made to their viewers’s wants. Whereas some electronic mail drip campaigns match this description, this should not be the case along with your drip emails.

It is attainable to create related and customized content material you can ship to sure segments in your drip marketing campaign.

As an illustration, in the event you create a case examine, you’ll be able to arrange drip emails, routinely add recipients who obtain this case examine to your marketing campaign, and ship your electronic mail drip marketing campaign. When doing this, make sure you embody a recent piece of content material to 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 electronic mail like this:

Tax season knocking too quickly?

Whats up,

I see that you simply just lately downloaded our buyer case examine that includes [Customer name]. I hope you discovered it useful.

I assumed you may also like this weblog put up on “Six Easy Issues SMBs Can Do As we speak to Make Tax Season Painless.”

Let me know what you suppose.

Regards,

[Your name]

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. As an instance a prospect is enrolled in a drip marketing campaign with the objective 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 to be like even worse when the e-mail 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 pretend the entire time.

To know when to take somebody out of your drip, create a set off that may unenroll a prospect as soon as they full the specified motion of the e-mail drip marketing campaign.

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

1. Be informative, however maintain it brief.

There are a number of kinds of emails the place together with long-form content material is helpful. For instance, in case your lead is particularly focused on the way you based your organization, you’ll be able to create an electronic mail drip marketing campaign with the story. On the finish, you’ll be able to add a CTA for them to hitch a webinar on how they’ll begin their firm.

Apart from a case like this, you need them to get to the CTA as shortly as attainable. Which means retaining your drip marketing campaign emails two to 3 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, let you know who to contact, 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 to do after studying each electronic mail.

The CTA ought to be tailor-made to their stage of the purchaser’s journey. In the event that they’ve solely just lately signed up, you’ll be able to ask them to observe your organization on social media. Once they’ve reached the consideration stage, you’ll be able to ship them a white paper or a case examine.

3. Ship your emails on Fridays.

There was a lot debate on the very 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 best open and click-through charges at 18.9% and a pair of.7%, respectively. Its analysis additionally reveals that Saturdays ought to be averted.

Whereas the analysis could be a good guidepost, your cadence will in the end rely upon when your leads largely work together along with your emails. So maintain an in depth eye on efficiency metrics to find out what drives outcomes for your enterprise.

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

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

Nevertheless, the very best time to your firm will rely in your leads and never simply printed 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 greatest observe, you’ll need to use your leads’ engagement conduct to determine when to ship your emails.

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

In your drip marketing campaign instrument, you need 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 means of after opening the e-mail.

Monitoring this data enables you to decide the very best time and day to ship your emails. Plus, it additionally lets you A/B take a look at the wording, positioning, or design of your CTA. You can even A/B take a look at the effectiveness of your topic traces by trying on the open fee.

I’m specializing in these three metrics as a result of they’re normally easy, simple to seek out, and most related to enhancing your drip marketing campaign. However if you need, you’ll be able to observe different electronic mail advertising and marketing metrics, reminiscent of unsubscribe fee, to gauge the resonance of your emails along with your viewers.

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 all the time 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 their enterprise course of and generate their desired end result.

For those who fail to reconnect after a number of makes an attempt (I like to recommend attempting at the least two occasions), you’ll be able to 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, ship a survey hyperlink to the lead. Trying 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 suitable time? Did they go together with a competitor? Armed with these solutions, you’ll be able to 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 greatest practices in motion. Have a look and get impressed.

A superb occasion drip marketing campaign comes from Zuper. As a Area Service Administration Software program, the model is aware of the sector’s challenges. To allow them to assist prospects with these points, Zuper created an occasion drip marketing campaign to spice up buyer acquisition.

The primary electronic mail in Zuper’s drip marketing campaign is easy, features a hyperlink to their web site, and solely reminds the lead of the occasion.

Shortly after, Zuper sends one other electronic mail that calls out its product, briefly explains the way it helps shoppers, after which they invite the reader to schedule a demo.

As soon as the demo is over, Zuper reminds the prospect of their free trial supply, asks them to finish the signup course of, and responds if they’ve questions.

As you’ll be able to see, Zuper’s drip marketing campaign is predicated on simplicity. In a number of sentences, they’ll shortly persuade chilly results in turn out to be free trial customers. So, maintain your electronic mail drip campaigns easy and present clients that investing in your model is their greatest wager to curtail losses and drive income.

2. Contractbook Lead-Nurturing Marketing campaign

Nurturing leads doesn’t must be onerous. A straightforward approach to do it’s to consider their issues, write an in depth put up that addresses these issues, and embody a hyperlink to this put up in your drip marketing campaign. That is what the Contractbook workforce did with the primary electronic mail of their drip marketing campaign.

After the primary electronic mail, Contractbook sends a sequence of brief emails, together with one which invitations their viewers to schedule a demo.

When sending lead nurturing sequences, guarantee your viewers is assured that your product works. Do that by together with not simply weblog put up hyperlinks, but in addition testimonials or case research of people that like your product.

3. First Session Lead-nurturing Marketing campaign

First Session is a model that helps individuals discover the suitable therapist to get prompt assist.

To do that, they created an electronic mail drip marketing campaign to coach of us new to remedy who may need hesitation, skepticism, or just worry of the unknown. Their first electronic mail addresses these, features a video for freshmen, and presents a name to motion for the reader to browse therapists.

The following electronic mail within the sequence goes additional with a CTA that asks readers to schedule a telephone session. It additionally features a new video and one other CTA to obtain a guidelines.

The above calls to motion are nice for segmenting customers as a result of readers who go for the free telephone session would possibly need assistance instantly. In the meantime, these downloading solely the guidelines might have extra nurturing to transform.

That’s not all.

In a last-ditch effort to transform these heat leads, First Session sends one other electronic mail that features video testimonials of individuals sharing their tales. In addition they ask readers to observe them on Instagram, to allow them to additional nurture them on certainly one of their core social media channels.

4. Rev Drip Electronic mail marketing campaign

Rev has turn out to be one of many quickest and most correct transcription companies. On this instance shared by Nick Gaudio, its former Director of Model (now Director of Content material at Rattle), Rev sends fascinating emails that add worth. Take the primary electronic mail within the drip marketing campaign, for example.

Rev makes use of humor to attract the reader into the message, places a CTA in the direction of the tip, and consists of many hyperlinks to assist the reader be taught extra about Rev.

Within the subsequent electronic mail, Rev sends an electronic mail with a CTA that requires small or no effort to execute —obtain the Rev app. One of the best half is that Rev entices the reader to take motion by making the app free.

However, Rev is not finished.

To transform customers nonetheless on the fence, Rev sends a case examine of a preferred model (Spotify) to encourage its heat viewers to transform.

5. Running a blog Wizard Welcome Electronic mail Marketing campaign

Adam Connell is a advertising and marketing veteran with a few years of expertise constructing and rising web sites.

By his publication on the Running a blog Wizard, he shares free sources, recommendation, and guides for constructing on-line manufacturers. When customers subscribe, that is the primary electronic mail from Adam’s drip sequence.

This electronic mail is easy, doesn’t require a lot from the subscriber, and provides worth by offering a useful resource library.

After the primary electronic mail, subscribers obtain one other electronic mail that accommodates hyperlinks to common content material on Adam’s web site.

“The remaining emails within the sequence serve the aim of selling different extremely informative articles on a person foundation. This leads to directing as a lot site visitors as attainable,” Adam says.

Adam provides, “Articles we choose for these emails sometimes have broad attraction for many bloggers and could be useful whatever the stage of their running a blog journey. Our sequence is open ended, and we add new emails as typically as we publish extra useful content material.