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

Once 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 may change this individual’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 bounce to the information you want with the hyperlinks under.

For instance, if a lead downloads a whitepaper on recruiting greatest practices, they may be positioned in a drip marketing campaign sharing related recruiting content material. The ultimate e-mail may embrace 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 trade. There aren’t any limits to the kind of marketing campaign you possibly can create, though there are a couple of widespread varieties.

Varieties of Electronic mail Drip Campaigns

Let’s check out some drip campaigns you possibly can create to nurture prospects and leads, with some eye-catching e-mail drip marketing campaign examples for extra perception.

1. Onboarding Electronic mail Drip Marketing campaign

After a lead submits their e-mail by means of a type, it’s time to welcome them to the enterprise by sending them content material that may curiosity them. An onboarding e-mail sequence ought to present worth, entice results in hold partaking, 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 may 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 Pink Tab

This Levi’s e-mail is available in response to a consumer subscribing to the Pink Tab e-newsletter. Not solely is it an acknowledgment of their “onboarding”, nevertheless it’s a novel welcome message that entices them to affix the Member Program for extra advantages akin to 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 along 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 concerning the assets 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 instantly from a gross sales rep asking to arrange a while to speak
• A suggestions request concerning 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 and marketing 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 helpful info for these trying to optimize the software program for their very own enterprise use.

3. Publish-Demo Drip Marketing campaign

This may apply primarily to the tech trade, the place gross sales reps typically present product demos to prospects and leads. However in case you supply any product that may be demonstrated stay, any such 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 tips on how to get higher-ups to purchase in.

Listed below 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 inquisitive about
• Entry to an unique free trial supply that you simply prolonged whereas on the cellphone

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

Publish-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 tips on how to use and change the Carry-On ejectable battery. The lead might not have recognized of the battery initially however might turn into extra inquisitive about buying upon studying extra concerning the product in any such drip marketing campaign.

I began chatting with a couple of of my mates 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 progress and present CEO of Develop, offered 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 could present worth with out inundating them. In the end 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 greatest 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 permits you to 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 along with your CRM and supply real-time efficiency metrics that may will 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 must be user-friendly and straightforward to undertake for all your gross sales reps.

2. Determine the objective to your drip marketing campaign.

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

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 targets is most aligned with your personal:

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

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

3. Decide how somebody leads to this marketing campaign.

You wish to ensure that the correct persons are getting the correct message on the proper time. So, who might 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 e-mail drip marketing campaign?
• What are their ache factors?
• What are their targets?
• What’s 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, you must have a good suggestion of who you will be concentrating on, how you will section this viewers, and the way you will greatest attain and supply worth to this viewers.

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

You’ll be able to ship extra emails than you assume you must. Clients wish to hear from you — they simply need the correct 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 that you must 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 are mindlessly despatched mass e-mail that is neither related nor tailor-made to their viewers’s wants. Whereas there are actually drip campaigns that deserve this classification, this should not be the case along with your drip emails.

It is potential to create related and customized content material that you could ship to sure segments in your drip marketing campaign.

For example, for instance, you will have 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 robotically entered right into a drip you’ve got custom-made for Midwest SMBs in search of seasonal accounting assist.

Embrace a recent 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 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 example 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 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 bear in mind who your prospect is or have been a pretend 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 couple of greatest practices to make sure every e-mail is in its greatest form.

1. Be informative, however hold it brief.

There are a couple of kinds of emails the place together with long-form content material is definitely helpful. For instance, in case your lead is particularly inquisitive about 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.

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

2. Embrace 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 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 the perfect 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 couple of.7% respectively. Its analysis additionally exhibits that Saturdays must be averted.

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

4. A/B check ship occasions.

What’s the perfect 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 staff test their emails within the morning.

Nevertheless, the perfect 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 trade are they in? Do they do business from 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 greatest apply, you’ll wish to use your leads’ engagement habits to resolve when you must ship your emails.

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

In your drip marketing campaign device, you must have the ability to see open charges, CTR, and click-to-open charges. This final one is very necessary as a result of it tells you the proportion of people that really clicked by means of after opening the e-mail.

Monitoring this info not solely permits you to decide the perfect time and day to ship your emails, nevertheless it additionally permits you to A/B check the wording, positioning, or design of your CTA. You may also A/B check the effectiveness of your topic strains by taking a look at open charge.

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 in order for you, you possibly can monitor different e-mail advertising and marketing metrics, akin to unsubscribe charge, 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 e-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 will have one thing helpful 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 not less than 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. 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 correct time? Did they go along 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 greatest practices in motion. Have a look and get impressed.

Instance Electronic mail Drip Marketing campaign Templates

Drip Electronic mail One

Electronic mail Efficiency

• Open Charge: 44.3%
• Reply Charge: 33.3%

What Labored

• The introduction is fast and sincere, taking over no a couple of sentence.
• The second sentence can be fast and to-the-point, explaining what the enterprise does and not using a five-paragraph pitch.
• The concluding CTA is an easy sure or no query. That makes the hassle required to reply a lot simpler.

Drip Electronic mail Two

Electronic mail Efficiency

• Open Charge: 61.8%
• Reply Charge: 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 correct individual on the group considerably helps enhance response charges.

Drip Electronic mail Three

Electronic mail Efficiency

• Open Charge: 42.4%
• Reply Charge: 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 couple of key factors.

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

Create Drip Marketing campaign Emails that Convert Leads

With the information, greatest 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 group promote effortlessly, exponentially rising income at your organization.

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