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My next blog post is going to be on Drip Marketing Best Practices and I would love inputs from all you marketers who use it in your businesses. (mentioning your industry/company would be an added bonus)

  • KR

    Katie R

    about 3 years ago #

    Make sure you have clear KPIs and goals for your drip campaign, and that every email that you send is working towards these. It's really easy to get off track in drip marketing because you have so much customization and data to work with. If you keep focused and always ask the question, is this email worth sending or is it just going to be more email drivel clogging up your subscribers inbox. If you are always working towards that goal being it making a sale, getting a share, or responding to the email and keeping in mind the experience that your reader has you'll have better success with your drip campaigns. Also always be A/B testing, but this is a given. I work at a digital product agency called Wiredcraft.

  • LH

    Logan Hall

    almost 3 years ago #

    When we work on a new email setup, we always begin with an email schema. This is effectively a map that highlights all the acquisition points for the business and the subsequent email series' thereafter. The way i look at this is we're setting up the macro, i.e. an overview that a piece of communication is being sent via a specific platform (email/SMS/Facebook etc) with a delay of X. At this stage I am not interested in what the content says, more how the communications flow into one another. This is the point you can decide your IF statements (i.e. IF a user does this, send this piece of communication, push the lead into this list/db).

    Once we have the basic overview, we then categorise each email series into 1 of 4 categories:

    - brand introduction - an email series, are for leads that are new and do not exist in our lead lists (anywhere). This is about brand promotion and should talk about values, what you do, what value you offer users etc and i think should be a reflection of your brand identify.

    - segmentation - an email series for those leads that have not taken the desired action in a previous email series. The job of this email series is to identify what the lead is interested in, and tries to get them to sign up to another lead acquisition point (ie ebook download, webinar attendance etc). Obviously once you get a lead to re-activate and join another lead acquisition list you can push them into a new email series that is more relevant (an ascension list most likely). Most of your leads will likely end up in a multitude of segmentation email series.

    - ascension - an email series following the lead taking a previous step you wanted them to take, this email series is aimed at up-selling. For example, if you acquire a user you want to push them into an ascension series in order to take the first activation step inside your product.

    - re-activation - an email series designed to re-activate leads. View this almost like a last ditch effort to get them to activate again and be acquired once more as a lead. This should be a funny email series, trying anything to get them interested in what you have to offer the lead. What have you got to loose?!??!

    Once we have this in place, we go and write the content, which of course goes without saying it has to be awesome value adding content that you would want in your inbox. Ensure all links are appropriately tracked so you can find bottlenecks and success points.

    Then you can hit deploy, and away you go. Now it's time to split test emails to optimise the structure over time. Measure, measure and measure some more in order visualise your email funnel.

    I am the co-founder and CEO over at Rebel Hack Studios, London's top growth marketing agency (of course i would say that!) - check the site here https://www.rebelhack.com

  • MB

    Marco Burgin

    about 3 years ago #

    I use the Found.ly system to leave the e-mails programmed, when the "client" opens an e-mail after one or two days, depending on the content of the e-mail system automatically sends another e-mail to the client . Always make sure that each email is important and does not overwhelm the customer's inbox.
    Disclaimer: I work at Found.ly

  • HB

    Hamlet Batista

    over 2 years ago #

    We end each e-mail in the sequence with a hook to get them excited about reading the next one.

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