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5 Drip Campaigns Every Brand Needs

5 Drip Campaigns Every Brand Needs

5 Drip Campaigns Every Brand Needs There are few things more valuable than automated marketing when it comes to moving customers down your sales funnel. It’s why more than 53% of B2B companies have already implemented a marketing automation platform. The great thing about automation is that it allows you to set it and forget it, saving you time and money. And one of our favorite forms of marketing automation is the drip campaign.

Drip campaigns—an automated set of emails that are sent out based on specific timelines or user actions—are useful because they allow you to target your customers with the messages they need to hear when they need to hear them. This is important because relevant emails drive 18x more revenue than broadcast emails, according to Jupiter Research. The key is the type of drip campaign you use and how you use it.

5 Drip Campaigns Every Brand Needs

While some drip campaigns vary by niche, there are some automated email details that every brand needs some form of to be successful.

1. Welcome Campaign

Whenever a lead first subscribes to your mailing list, they should immediately be sent a welcome email. This is the first step to onboarding your future customer and your chance to introduce yourself, talk about what you offer, and demonstrate why you’re superior to your competitors. These emails are generally well-received, earning a 58.7% open rate on average—over double the standard email open rate of 14.6%.

To be effective, make sure your first welcome email is sent out quickly and that you don’t just send out a single email. Instead, you should set up a series of three to five emails that focus on educating your new lead about your brand and what they can expect from you.

Welcome Campaign

5 Drip Campaigns Every Brand Needs

Types of welcome campaigns:

  • An email that includes some of your most-shared blog posts.
  • Offer a new trial-level service or discount just for signing up.
  • Feature case studies or client testimonials about your services/products.

5 Drip Campaigns Every Brand Needs

2. Retargeting Campaign

How do you turn a lead into a customer? Email retargeting is one of the most valuable tools in your arsenal. It works via a browser cookie and allows you to reach out to potential customers based on their actions across the web. According to Moz, email retargeting conversions can be as high as 41%.

You can retarget in a variety of situations, not just when someone abandons their shopping cart. You can send a follow-up email after a customer visits your website without taking action or after a customer reads your blog and leaves a comment. The critical part of successful retargeting is choosing those customer actions that you believe most deserve a follow-up email and then setting up a drip campaign that follows your “if this, then that” rules.

5 Drip Campaigns Every Brand Needs

Ideas for retargeting campaigns:

  • Send a follow-up email to leads who have downloaded a free lead generation item.
  • Follow up with customers who visited your site or read your blog without taking action.
  • Ask your customers to provide their email for a free gift or quote and send a follow-up.

3. Abandoned Cart Campaign

In 2017, the average cart abandonment rate was 78.65%. In other words, three out of every four of your shoppers will leave your site without ever making a purchase. This is where a drip campaign can really come in handy, allowing you to re-engage those customers and lead them back to the “purchase” button.

To set up this type of drip campaign, you want to send out an email whenever a user leaves un-purchased items in their cart. The email can be anything from a simple, “We’re sorry you left. Enjoy free shipping on us if you decide to return” to “We saw you left product 1 in your cart. Here’s what people are saying about that product.” You don’t want to lose these leads because clearly they are already engaged, so the best thing you can do is try to draw them back in.

A successful abandoned cart campaign:

  • Tell your customer what they’re missing by leaving.
  • Offers an incentive to bring the customer back into the fold.
  • Provides new information that enhances the product or service they almost purchased in order to finalize the sale.

4. Post-Purchase Campaign

5 Drip Campaigns Every Brand Needs

Brand loyalty is vital. The truth is that it’s far easier to get a repeat customer than a new customer. In fact, the probability of selling to an existing customer is 60-70% compared to 5-20% for a new customer according to ClickZ. The key is not ignoring your new customer in favor of a potential customer.

By sending a follow-up email after a purchase, you show your customer that you appreciate them and that you are focused on creating brand loyalty. Just make sure that your post-purchase campaign emails provide value based on what the customer purchased and what they showed interest in.

5 Drip Campaigns Every Brand Needs

Successful post-purchase campaign ideas:

  • Invite your customer to join your brand loyalty program offering discounts for repeat shopping. 79% of consumers look for deals in loyalty or reward programs before making a purchase.
  • Offer a list of “similar” products that other customers have purchased that might be valuable.
  • Ask for feedback on their purchase or provide tips on how best to use their purchase with links to videos, blogs, or infographics that may be helpful.

5. Unsubscribe Campaign

When people leave your email list, there are still options to follow up with a drip campaign. You aren’t stuck just cursing and moving on. Instead, you can send one last email to attempt to bring the lead back into the fold with a short, “We’re sorry to see you go!” message and a push for the customer to follow you on social media.

The truth is that most people who unsubscribe from your email aren’t doing it because they hate your company or what they offer. They might just be trying to clean up their email or want to interact with you in a different way. Make sure you give them other options, so you don’t lose them.

5 Drip Campaigns Every Brand Needs

Types of unsubscribe emails:

  • Send out a survey asking what you can do better to make them happy.
  • Offer other opportunities to interact with you by linking to your social media.
  • Add some humor or demonstrate that your company is more than just emails.

Remember, a drip campaign, is rarely if ever, a single email. Instead, you should look at your drip campaigns as multi-step approaches used to get in front of your leads and customers and stay there.

There are endless strategies for reaching out via email. Pick the campaigns that work best for you and come up with new ideas to bring your leads effectively down the sales funnel.

Are there any must-have drip campaigns that I’ve left off my list? Tell me about it in the comments.

Tips for Email Success in the Engagement Economy

Tips for Email Success in the Engagement Economy

There’s no doubt that email is critical for B2B marketing—in fact, it’s often rated the top channel in industry surveys.

But when it comes to the Engagement Economy,  the B2B email playbook is woefully behind. Email is primarily a 1-way channel for outbound marketing, rather than a 2-way channel for engagement marketing. Most companies don’t encourage engagement in an email, and many companies downright prevent engagement (e.g., sending the email from a “no-reply”)!

5 Drip Campaigns Every Brand Needs

For comparison, consider the way you ask for 2-way interactions on other channels:

  • When you blog, you ask for comments.
  • When you post on social media, you ask for replies.
  • When you run a webinar, you encourage real-time questions.
  • When visitors come to your website, you ask them to talk via live chat.

In all these channels, you open the door to engagement by asking buyers to engage. So why do very few B2B email programs encourage customers to respond, give feedback, and start a conversation? The answer: “Because that’s the way we’ve always done it.”

So how do you start to transition from a 1-way email sending program to a 2-way email engagement program?

Luckily that change doesn’t require a complete overhaul. You already have an excellent database, tons of intelligence on your leads and customers, and you already know how to tailor and target messages for your audience. Now you just need to go from being a great sender of the email to also being a great receiver of the email.

In this blog, I’ll give you three email marketing tactics to help you make your email marketing success in the Engagement Economy.

5 Drip Campaigns Every Brand Needs

1.) Ask for Replies

When you write a personal email to engage a colleague or friend, you ask them to respond. Salespeople do this as well in their 1-to-1 outreach. So why should a marketing email be any different? Can you formulate your CTA in a question and directly elicit a reply? If a customer or prospect wants to engage with you, isn’t clicking the reply button in their email client the easiest possible buyer experience?

This tactic presents some challenges in routing those responses to the right person and tracking responses for campaign analytics and reporting. But, if enabling engagement makes your buying experience better, these are problems worth solving. There are a variety of tools, like Siftrock, that can help you manage and measure email replies at scale across diverse programs.

It doesn’t mean that 100% of your emails should have “reply” as the CTA, but this can be a great tactic to drive engagement at certain times in the buyer’s journey. As a bonus when people do reply, you’ll also be boosting your deliverability—receiving mail servers love engagement, just like buyers.

2.) Humanize Your Formatting

If I’m asking a question, I want you to engage. I don’t need a lot of heavy formatting, graphics, or large CTA buttons. In this area, marketing can borrow a page from the outbound sales playbook and make emails more straightforward and conversational. Emails that feel like a human speaking to another human, instead of marketer-to-target, will drive more engagement.

Here’s a great example from Uberflip:

It feels like the business wants to engage with me. There’s not much formatting and no crazy CTA buttons. It just reads like a message from one human to another.

3.)  Humanize The “From” Address

We already know that sending from a ” no-reply” alias is bad for deliverability and sends a bad message to customers. Fortunately, that practice is mostly dead in B2B.

Sending from a general marketing@ or newsletters@ alias is better, but even if it’s monitored, it’s not likely the most inviting setup for a response. When the from address is human, people are much more inclined to respond naturally. Take for instance this email for the Marketo Summit VIP event. It’s sent from Kevin Lau, a real person. It includes his email signature, and as the reader, I feel like I have the option to reply with questions or to engage.

Sending from a single person’s real alias is not always feasible at scale. But, there are other options to humanize your from the address:

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5 Drip Campaigns Every Brand Needs

  • Send on behalf of reps/account owners.
  • Send from a “spokesperson” alias that is managed by a team.
  • Send from an alternate alias for a CXO that is operated by a team.
  • Send from program owner (e.g., webinar emails come from the webinar manager).

Choosing the right format depends on both what will be ideal for the buyer experience and what your organization can reasonably manage.

Wrap Up

Transitioning email into a channel for engagement marketing will create a better customer experience and drive better results for marketers. B2B marketers who don’t make this change will likely find customers tuning out of opting out at higher rates. As Marketo CEO, Steve Lucas points out, marketers “need to ‘engage with’ and not ‘market to’ their buyers” in the Engagement Economy. Email is no exception.

The transition requires a slight mindset shift to go from thinking about email as a 1-way channel to a 2-way channel. But luckily this doesn’t take a massive overhaul of your tech or systems, just a handful of simple tactics can start to move the needle.

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