Blast, Drip, and Nurture Automated Marketing


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By most accounts, marketing automation is the greatest thing since… well, since email marketing. The ability to qualify leads and build demand in a fully automated workflow frees us marketers from the high-pressure requirements of constant writing, email development, and deployment tasks.

It also enables us to more appropriately personalize content and send messages that are both timely and relevant. In this guide, we define the differences between email blasts, drip emails, and nurture emails and how you can use your automated-marketing solution to subjugate these tasks.

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Blast, Drip, and Nurture Automated Marketing

  1. 1. Have a contact list and want to send email messages. Have heard of email automation, but don’t understand how it can work for you. Have a subscription to email-automation software and need to gain a consistent return on your investment. Are confused about the difference between blast email, drip email, and nurture email. Need outside help in developing and deploying an email strategy. SPIDER TRAINERS CAN HELP If any of these describe you, Spider Trainers can help. We are marketing-automation architects and we will analyze your need and create a campaign for you that will ensure your return on your email- automation software investment — even when you’re feeling the pinch of full workloads and too- few resources. Spider Trainers is a network of more than 80 experts in email development, web development, search-engine optimization, analytics, graphic design, ad creation, multimedia creation, social-media postings, writing, and editing. We bring all of these disparate talents to bear on your project, to ensure that every functional requirement is met with the expertise it requires. Our publications are designed to help you identify need, understand the topic, and enable you to engage in development discussion. While we may be guilty of giving too much information, we know that the empowered and informed client is the successful client. We hope this guide does that for you. We look forward to learning more about your needs. Please contact us at 651 702 3793 or YOU SHOULD READ THIS GUIDE IF: ©2013 SPIDER TRAINERS
  2. 2. INTRODUCTION..............................................1 KEYPHRASES ...................................................2 EMAIL MARKETING.........................................3 EMAIL AUTOMATION...........................................3 PROFILING.............................................................4 CONTENT TYPE ....................................................4 PROSPECT TYPE....................................................5 STAGE ....................................................................5 BLAST.....................................................................6 TRIGGERED MARKETING...................................7 DRIP........................................................................7 SOCIAL MEDIA ....................................................9 NURTURE ...............................................................9 SCHEMA...............................................................11 COMBINING DRIP AND NURTURE....................13 TABLE OF CONTENTS PAGE 3 ©2013 SPIDER TRAINERS
  3. 3. By most accounts, marketing automation is the greatest thing since… well, since email marketing. The ability to qualify leads and build demand in a fully automated workflow frees us marketers from the high-pressure requirements of constant writing, email development, and deployment tasks. It also enables us to more appropriately personalize content and send messages that are both timely and relevant. In this guide, we define the differences between email blasts, drip emails, and nurture emails and how you can use your automated-marketing solution to subjugate these tasks. INTRODUCTION PAGE 1 ©2013 SPIDER TRAINERS
  4. 4. auto-responder email blast email closed-loop marketing cross-media marketing drip campaigns drip email drip marketing email automation email marketing email program email strategies how-to email marketing internet marketing just-in-time marketing leads marketing by email marketing strategy multi-channel marketing multi-touch marketing multi-vehicle marketing nurture campaigns nurture email nurture marketing prospects subscribers transactional email triggered events triggered marketing KEYPHRASES PAGE 2 ©2013 SPIDER TRAINERS
  5. 5. Email marketing is the process of sending a commercial message to: Prospects — to determine their fitness as a• lead. Leads — to educate or engage them for the• purpose of converting them to customers. Subscribers — to keep your company top of• mind when they become ready to enter the purchasing funnel. Customers — to dispel buyer’s remorse and• impart information to promote customer loyalty. All commercial marketing emails can be categorized as one of three types: blast, drip, and nurture. Each of the types has a different purpose and can be used independently or collaboratively. Let’s first get the definitions out of the way: Blast email. A single email commonly used by marketers to announce advertisements or promotions to the majority or entire customer list. Also known as a single-event email, mass email, bulk email. EMAIL AUTOMATION Drip email. A series of email messages geared toward education, branding, or positioning of a product to prospects or leads that have subscribed and requested information. Drip marketing is typically ongoing and generalized messaging. Nurture email. A series of email messages sent to specific recipients based upon their previous actions or interactions and their place in the buying cycle. With a nurturing campaign, marketing EMAIL MARKETING PAGE 3 ©2013 SPIDER TRAINERS
  6. 6. PAGE 4 ©2013 SPIDERTRAINERS works closely with sales to understand the buying cycle (sales funnel) and thus, digitally provide the right information at the right time. Also known as closed- loop, just-in-time, or transactional marketing. PROFILING The most-successful campaigns are those that are relevant; campaigns with a focus on the recipient’s individual needs, pain points, desires, stage in the sales funnel, and more. In order to start your campaign with relevant content, it’s best if you first build persona profiles. There are online tools such as these two for B2B and B2C profiling, but you can continue to collect data throughout the campaign. As events are launched and you begin to collect information, these early responders can be segmented off into buckets with others to join as their profile becomes partially or more complete. In the first stages of your campaign, focus on learning what types of prospects you have and then try to determine where they are in the sales funnel. Accomplish both by offering links and content that discloses interest when the recipient clicks. Creativity goes a long way in this phase as you determine what type of text, graphics, and marketing content will give you the information you need. CONTENT TYPE Whether you choose to blast, drip, or nurture, there are four types of content. Use these content types to elicit different responses from your audience that will help you to evaluate their stage in sales funnel: Viral/emotional state. Appeal to your prospects’ emotions and provide content that shows you understand their needs, goals, and pain points. Discussion. Engage the subscriber with opportunities to comment, complete surveys, and provide feedback. Your requests for discussion should start small but can grow as their commitment to the engagement increases. Lead. Offer high-value content such as white papers, training videos, trials, and eBooks to lead them through the sales funnel. As the recipient completes forms on gated content, you will gain clear indicators of their area of interest and level of interest. Figure 1.1. Blast, drip, and nurture campaigns have different purposes, but they are not exclusive in target audience or messaging. You may choose to announce a special event as a one-off email blast to your subscribers, but also include the same message as part of your drip campaign.
  7. 7. PAGE 5 ©2013 SPIDERTRAINERS Sales. Provide clear, concise paths for purchasing or becoming a customer. PROSPECT TYPE In order to create emails that specifically address the needs of your audience, you must first understand what type of prospect each represents. Sometimes you know this information at the onset, but more likely, this is information that you need to glean. Triggered marketing enables this discovery and with that comes the ability to provide answers to individuals in a relevant and timely manner. The types of prospects are as follows: Most aware. Prospect knows your product, and only needs to know the offer. Product aware. Prospect knows what you sell, but isn’t sure it’s the right product for her/his needs. Solution aware. Prospect knows the result [s]he needs, but is not sure that your product addresses these needs. Problem aware. Prospect senses [s]he has a problem, but is not aware that a solution exists. Completely unaware. Prospect has no knowledge of product or solutions, but has an opinion. STAGE Assuming that you know your types of prospects or are deploying a campaign designed to disclose this information, you must also know where the prospect is in the sales funnel. There are many variations on the funnel, but broadly speaking, you should be able to stage your prospects, leads, and subscribers in a sales funnel that looks like this: Awareness Interest Consideration Intent Evaluation Purchase Regardless of which stage, type of prospect, or content, remember to focus on the customer. They do not care about your super great company, unparalleled staff, or cutting-edge technology; they care about themselves. Talk about benefits, not features and then choose to blast, drip, or nurture. Figure 1.2. Over the last decade, the marketing and sales funnel has changed appreciably. Stages have shifted from sales to marketing as the more of the process is done on the web and before engaging with the company.
  8. 8. BLAST Email blasts often offer a short-term promotion or make an announcement. These differ from a single business emails in that the campaign is sent en masse to the subscriber list. Though a blast email is called a single-event email, there are typically multiple components, which may include the launch email, auto-responder emails, forms, landing pages, and more. Since there are multiple components, it is considered a campaign, whereas a single-event email without additional components is just that, an email. Single-event and multi-event (triggered) emails can also be promoted across multiple channels simultaneously, and whether you call this mix multi- touch, multi-channel, multi-vehicle, or cross-media marketing, it is a strategy that harnesses the combined strength of multiple marketing vehicles to make the message more memorable and give it an extended reach. There are copious opinions on email best practices, and regardless to which words of wisdom you subscribe, email blasts do tend to offer you the most flexibility in design. For instance, when sending a nurturing email, you might offer a gated white paper download. That means that you require them to fill out a form in order to receive the white paper. Best practices suggest that you have no other calls to action or links — no links to your social accounts, no links to other offers, and maybe not even a link to your website. The idea is to focus the recipient on one task, and one task only: complete the form to receive the white paper. If the recipient completes the form, you have not only collected the data from the form, but have learned something about their interest and this becomes the trigger for the next event in the nurture campaign. With an email blast, you might very well have half a dozen links, or more. In some cases, the purpose of this email is to offer several interesting topics, tracking who clicks what, dropping them into an appropriate bucket (list segment), and then firing off a series of drip or nurture emails. PAGE 6 ©2013 SPIDERTRAINERS ?! Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016. ?! 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications. — Pitney Bowes Figure 1.3. In this email blast for Sheally Insurance Group, there are many links: the logo links to their home page, the main menu at the top links to individual pages at their site, the company name text links to their website, the social icons link to their account, and the email address is a clickable link that launches the recipient’s email app.
  9. 9. PAGE 7 ©2013 SPIDERTRAINERS TRIGGERED MARKETING Defining parameters and constructing triggered campaigns is no small undertaking. Though similar in structure to single-event blast campaigns, a triggered campaign may have dozens or even hundreds of trigger-based activities that you must consider and address — especially given that most triggered campaigns are designed to last several months or even a year. Over the span of the entire event, triggered campaigns will require less effort than a string of blast emails, but there is an up-front overhead in both time and resources that must be considered. This overhead is mitigated as you benefit from technological advancements in email- automation software that reduces downstream expenses. DRIP Drip marketing is a term that is used to describe a series of pre-designed emails sent on a predetermined schedule geared toward education, branding, positioning, or selling of your product to your subscribers. Drip marketing emails are distributed to a broad audience; lead-nurturing emails are distributed to a specific segment. Knowing when to choose a drip campaign and when to choose a nurture campaign is usually an easy decision, but sometimes the answer is both. Broadly defined, there are three drip-marketing triggers from which to choose: Anchor date. Set events to occur on days before and after a specific date, such as product-launch dates. Calendar. Set events to launch on specific dates, such as holidays. Duration. Set events to launch based upon when the prospect entered the campaign. You likely have a number of examples of drip- campaign emails in your inbox right now. Each week (or more or less often), you receive a standard email describing that week’s message from a company to whom you have subscribed. All subscribers get the same message, and that message typically has little or no personalization, though there is no reason you cannot personalize extensively. Figure 1.4. As an example, in a simple drip campaign you begin with a new lead that has subscribed and upon joining the list they will receive a weekly email of in-store sale events (B2C) or perhaps a weekly announcement of industry news (B2B). ?! Drip-irrigation systems are used in agriculture to water plants through a slow, constant drip (rather than flooding or sprinkling) and the root of the term drip marketing.
  10. 10. PAGE 8 ©2013 SPIDERTRAINERS Many companies, even marketing-automation companies, use the terms drip and nurture interchangeably, but these two campaign styles have different purposes and different design approaches. Drip events do not usually promote gated content. Forms (gate content) are used to gather information about the lead in order to convert them to a customer and this is a nurturing function. Gated content, however, can be used in a blast email to attract prospects as subscribers that will receive a drip campaign or as customers. Include the content — news article, press announcement, discount code, or the like — within the email and without the need to complete a form to access the content. In your drip email, there also might be many links, such as links to social accounts, the website, direct contact, and more. Depending upon which (if any) of these links are clicked, we might drop their name into a new bucket (list segment) in order to send them more content in line with the link they clicked. We refer to the drip campaign as the passive engagement and the nurture as the active engagement. In other words, we expect clicks in the drip campaign only as the recipient actively pursues information beyond that included in the email, and thus, indicates advancement in their interest level and sales readiness. We consider this a signal that they now need to be nurtured. We move their name into the nurture- campaign bucket or segment and begin providing gated, higher-value content. All events within a drip campaign should be consistent in design and branding. The text and imagery can change, of course, but by choosing and sticking with a structure that displays the preheader, header with logo, body, and footer in the same place from email to email, the recipients will recognize your content and be less likely to forget that they have subscribed. As a best practice, keep an eye to content in your drip campaign. These emails should be approximately 80% content and 20% pitch. Start your campaign with three or four email messages of purely helpful content and Figure 1.5. If you subscribe to the Municipal Insider list, you will receive a monthly email with reminders, offers, promotions, and other information targeting the municipal employee.
  11. 11. without a pitch and then drop in sales information or a link to connect with a sales person. SOCIAL MEDIA Social-media postings are classified drip marketing as well. In the same way you send email on a particular schedule, you send social-media postings with the same goal and same type of audience. Once a social follower subscribes, they are declaring additional interest and at that point they can be dropped into a drip email campaign and as additional interest is declared, advanced to a nurture campaign. Drip campaigns and nurture campaigns are not limited to email, though it is the first thought that comes to mind for most of us. Let us not forget the importance of print and, when and for whom it’s appropriate, integrate this vehicle into our triggered campaigns. Having said that, while postcards, brochures, and other offline content can be valuable components to triggered campaigns, those types of events can also be more expensive and more difficult to track, but not impossible. For more information on the topic, refer to the Spider Trainers’ eBook, The Power of Print (in Marketing). NURTURE With email automation you can now be in front of the prospect with the right offer at a time — a time that is most relevant to them rather than when most convenient for you. When you enhance your campaigns with segmentation of explicit and implicit data and personalization, you will make a marked difference in: • Response rates • Cross-sell and up-sell activity • Relevance of messages and offers • Timeliness of delivery Nurturing emails are sent to specific prospects or leads based upon their previous actions or interactions and their place in the buying cycle. Since emails are sent based upon an action, they are also known as transactional emails, such as an order- confirmation email after they make a purchase, that convey information regarding the action that triggered it. These types of emails have higher open rates PAGE 9 ©2013 SPIDERTRAINERS Figure 1.6. In a blast email, you have a lot of flexibility for design and it’s not necessary that they match from campaign to campaign. With drip marketing, however, it’s more important to stay consistent. In this example of a drip campaign theme, we swap out the main image and the text each month for the webcast series, but the structure, preheader, header, button style, font style, and footer remain the same.
  12. 12. PAGE 10 ©2013 SPIDERTRAINERS (51.3% compared to 36.6% for email newsletters) and thus, provide the perfect canvas for introducing new topics or advancing the relationship by anticipating and answering questions or cross- or up-selling products or services. While there are many types of triggered events, we categorize them as: Transactional triggers. This type of triggered event is based upon a client’s action, such as making a purchase or submitting a form. This action can also trigger an auto-response message, for example a thank you for your order or thank you for submitting our contact form. The follow-up response is an ideal opportunity to not just confirm their action but also to provide additional links and information and address buyer’s remorse or extend their engagement with your campaign, social-media accounts, content, or website. Recurring triggers. This type of event is designed to launch based upon what you know about the recipient, such as birthday, anniversary, or last visit and is often referred to as a loyalty campaign because you are remembering something of importance to your lead and this is shown to build loyalty. Threshold triggers. This type of event is triggered when the recipient reaches some type of threshold, for example: flying a million miles, buying $100 worth of goods, or other action for which you can provide tracking and measurement. Regardless of the type of trigger, your nurture emails should follow a logical progression and one that guides the prospect or lead through the purchase funnel. It’s much easier for your sales team to close a sale when the prospect has been reading your nurturing emails and when you can show this information to the sales team through analytics and lead scoring. If a prospect is opening your emails, this is a good indicator that they are engaged with your company or product. Both drip marketing and nurture marketing are ideal when you need to stay in contact with prospects over long periods of time — especially if your company has extended buying cycles. Deciding whether you should use drip or nurture, or a combination of the two, will be based upon on your campaign goals and the return on investment you are seeking. Figure 1.7. With a nurture campaign, you start with a segment of your list, such as those who have downloaded a price list, send an email, wait for engagement, and then send an auto- responder or triggered email based upon their action or interaction with the email.
  13. 13. The key to success with a nurture campaign is in the segmentation and tracking. When someone engages with your campaign, shuttle them off to a bucket with others who have interacted similarly and provide them future content that advances their knowledge on the topic in which they have shown interest. You can augment their behavior information (implicit data), with demographics and firmographics (explicit data) that you can collect over time using progressive profiling. SCHEMA Drip and nurturing campaigns are complex creations but approaching them methodically does help. Though your marketing-automation software likely has a robust engine for building the campaign, we’ve found that for campaigns spanning a year or more, the best approach is a rough one. Take the time to create a rough draft and run it past the sales team. With nurture campaigns, they are your best assets for developing the process for converting a prospect to a lead, a lead to a subscriber, and a subscriber to a customer — or whatever form your conversion path takes. If you are building an annual campaign, start with a single-month schema. With the monthly schema in hand, work then to drill down to create a weekly schema, and if necessary, a daily schema. When drafting your schema, like the one in figure 1.8, you’ll find that your sales team is a great resource for helping you to map out your nurturing approach. Launch emails, as shown in our example, might be an initial offer and each week thereafter, the email will contain escalating reminders. The final email might be a last-chance reminder. If a purchase is made, move the contact into a drip campaign to reassure them of their wise choice — customer testimonials, case studies, and the like. They are more likely to recommend you if you follow-through, continuing to remind them of the good relationship, and remain at top of mind as they learn of others making this purchasing decision. PAGE 11 ©2013 SPIDERTRAINERS ?! Explicit data includes demographics or information such as gender, age, income, political affiliation, and the like. ?! Implicit data is representation of actions or interactions, such as open, click, download a resource, watch a video, website visit, social sharing, and so on. ?! Progressive profiling is a process in which marketers display conditional form fields to prospects based upon data already known about the person completing the form. In this way, marketers can reduce the number of fields displayed in forms in order to maintain high conversion rates.
  14. 14. PAGE 12 ©2013 SPIDERTRAINERS Figure 1.8. Most any graphing software can be used to create a rough draft. You can even use a spreadsheet application.
  15. 15. COMBINING DRIP AND NURTURE Most companies need blast, drip, and nurture campaigns — one simply isn’t enough, but the on- hand talent pool is already tapped to capacity. This often means that the company’s investment in email automation is failing to provide a sufficient return. Get professional help. As marketing-automation architects, Spider Trainers builds combined drip and nurture campaigns that are loaded into your email-automation system and deployed without your intervention. This leaves your team with the highly creative, and often more urgent, blast emails, but also ensures that even when resources don’t allow it, your software is earning its keep. In figure 1.7, we have illustrated a very brief example of a combined drip and nurture campaign, there are four or more launch emails in order to A/B test the call to action. This could be the same offer stated in four different styles, four subject lines, four buttons styles, four headlines, or any single item you wish to test. After the launch email, names are dropped into buckets based upon the links clicked, thereby disclosing their interest type: social engagement, product information at the website, contacting a salesperson, or opened but no interaction. All four buckets will be dropped into the passive or drip campaign first and as links are clicked, shuttled to a nurture campaign. If after the nurture campaign has been exhausted, and no links have been clicked, the name is recycled into the drip campaign. When designing your nurture programs, you must choose whether to continue or to end the prospect’s participation in the campaign once the prospect has shown signs of interest or activity and you hand off to the sales team. You might also choose to add them to a different drip campaign that is designed to allay buyer’s remorse and assure them they have made a wise choice. If you’re ready to give your marketing-automation software a steady job, contact Spider Trainers. We will architect an automated-marketing program that will ensure you get the most from your human, software, and hardware resources. PAGE 13 ©2013 SPIDERTRAINERS ?! Open and click-through rates drop off over a subscriber’s lifetime, thus the value of long-term subscribers who continue to receive your messages tends to be higher. ?! Companies that automate lead management see a 10% or greater increase in revenue in six to nine months.
  16. 16. PAGE 14 ©2013 SPIDERTRAINERS Figure 1.9. For most companies, email messaging is a mix of the three campaign styles. Blasts are used for on-the-spot promotions or to test an acquired list and drip and nurture are used to stay top of mind and nudge recipients along the sales funnel.
  17. 17. SPIDER TRAINERS’ PUBLICATIONS When Marketing Becomes the 800 lb. Gorilla white paper Taming Your Campaign infographic Automated Email Marketing eBook Marketing Metrics eBook Prospects, Leads, and Subscribers eBook Targeted Landing Pages white paper The Power of Print (in Marketing) eBook RESOURCES PAGE 15 ©2013 SPIDER TRAINERS
  18. 18. 1ShoppingCart Abeedle Act-On Software Active Campaign Acxiom Digital Addemar Adestra Adrom Agnitas allWEBeMAIL Amail Aprimo Apsis Ariad Artegic Aweber Backclick Benchmark Email Blaynmail BlueHornet Boca Networks BombBomb Boogietools Boomerang BrightSpeed BrightWave Marketing Bronto Software Cabestan Email marketing Cabestan Ltd Cactus Connect CakeMail Campaign Master Campaigner CampaignMonitor CheetahMail Clever Elements Click consult ClickMail ClickTactics Communicator Corp Compost Concep Constant Contact Contactlab Contactology Conversen Convio CoolerEmail Copernica Marketing Software Courrielleur Datran Media DBG Delivra Direct Logic Solutions DirectIQ Dmail Dolist Dotmailer e-Dialog E-mark e-ngine E-Village eBooster eCircle eConnect email Edatis Effective email eintouch email marketing ekobuzz Eloqua Email Brain Email ladder Email Transmit Emailcenter EmailDirect Emaildocs Emailgarage emailmovers EmailVision Emercury Emfluence Emma Enabler Ensight Epsilon Interactive eROI eTelligent eWayDirect Exact Data ConsumerBase ExactTarget Experian CheetahMail ExpertSender Express Pigeon Extravision EzyMsg Fire Engine Red Firedrum Fishbowl Marketing Flexmail FreshAddress Frontwire Globase Gold Lasso GoMyEmails Green Arrow Green Mail Internet Marketing GTC TeleCommunication Hallmark Data Systems Hiya mail HubSpot Hypermail I Make News Ices iContact iMailingtool Imnica Mail Inbox 360 Inbox Broker Inbox Marketer Inbox warriors Indiemark Infacta Informz Infusionsoft Innovyx Inspirationlabs Interspire InTouch CRM Inxmail iPost IPT JangoMail JayMail JetMails Kajomi Kittelberger Klantenbinder Kmailer Knotice letteron Listbox Listrak Loyal Customer Club Lsoft Lucini & Lucini Communications Lyris Listmanager Mad Mimi MagNews Mail Dog Mail interactive Mail Mops MailAgent MailAway MailChimp MailerMailer MailerQ MailF5 Mailigen Mailingwork Mailjet Mailogical Mailperformance Mailplus Mailrelay Mailsender MailUp Mailvivo MailZ Mansell Group Marketo Markettraq mdirector Measuremail Melin Message bus Message Business Message Systems Messagegears Messagesherpa MindComet Mister Mail mobileStorm MobilizeMail Moshi Toshi My Newsletter Builder Mymailmarket Neolane Net Atlantic Newsberry Newsletter promotion Newsmarketing Newsweaver Newzapp NieuwsSprinter Octeth Oempro Omnistar E-Direct Pardot Pinpointe Pinuts Pizzazz Email EMAIL-AUTOMATION APPLICATIONS PAGE 16 ©2013 SPIDER TRAINERS
  19. 19. Pogio Port25 PostageApp Postmark PowerMailer Pro reach Profusion Promio Pure360 Puresend Rapid Mail (australian) Rapidmail Rare Method Reachmail Real Magnet RedEye Responsys ResultsMail Retarus RoboMail ROI Email RuleMailer Sailthru SARE SC-Networks SCI Marketview Selligent SendBlaster Sendloop Sentori Shift Click Silverpop SimplyCast Smart Email Marketing Solution SocketLabs Spinnakerpro Splio Squeezymail StoreMail Stormpost StreamSend Striata eMarketing StrongMail SubscriberMail Suite26 Swiftpage TaguchiMail Tailored Mail TargetSend TargetX TC media Teenvio Teneo Tmnmedia Topica Traction Digital Triggered Messaging Tripolis solutions Venntive VerticalResponse VideoCustomizer Vidi Emi Viper Mailer Virid Interatividade Digital Vision6 Web Power WhatCounts White Image XL Technologies Yesmail ZenData Zeta Interactive Zrinity PAGE 17 ©2013 SPIDER TRAINERS
  20. 20. EMAIL AUTOMATION BLAST, DRIP, AND NURTURE. by Cyndie Shaffstall C SHAFFSTALL & SON, LLC DBA SPIDER TRAINERS PO Box 280487 Lakewood CO 80228 303 468 8713 303 865 7774 Fax To report errors, please send an email to NOTICE OF RIGHTS AND WARRANTIES: All rights reserved. This guide may be reproduced or transmitted in whole and in any form by any means, electronic, mechanical, photocopying, recording, or otherwise. For information on branded reprints and excerpts, contact The information in this book is distributed on an as-is basis without any warranty. While every precaution has been taken to ensure accuracy, neither the author nor publisher shall have any liability to any person or entity with respect to any loss or damage caused or allegedly caused, directly or indirectly, by the instructions contained in this book or by the processes described herein. NOTICE OF TRADEMARKS AND COPYRIGHTS: All companies with products, services, or websites mentioned in this guide are listed in the references and credits section of this guide. All trademarks are the property of their respective owners. Any omission of such trademarks from any mention is regretted and is not intended as an infringement on such trademarks. PAGE 18 ©2013 SPIDERTRAINERS