Learn about drip and nurture marketing as Spider Trainers walks you through the considerations you should have before creating your own triggered campaign. Subscribe at www.spidertrainers.com/subscribe for a live tour.
Using personalized auto-responder emails
to nurture leads.
Many companies — even marketing-
automation companies — use the terms
drip marketing and nurture marketing
interchangeably, but these two campaign
styles have different purposes and
Drip and nurture campaigns have been
shown to increase qualified leads for
businesses by as much as 451%.
Deployed on a pre-determined schedule.
Sent to a broad audience and geared
toward education, branding, or
positioning of a product.
Ongoing, generalized messaging.
Deployed as a response to an action.
Sent to a targeted audience and geared
toward nudging (or shoving) leads through
the sales funnel
Ongoing, personalized messaging.
If you subscribe to
Spider Trainers or
complete one of our
forms, you will receive
(or have received) a
You have joined our
We can infer — based upon the topic of
the download — that you are a marketer,
or at least interested in marketing.
With this in mind, we will send you more
emails with marketing-related topics.
When you click the call-to-action (CTA)
button or link in one of the nurture emails,
you will receive an auto-responder or
This is also known as a nurture email.
In the nurture email, we personalize
the greeting and reference the
publication you requested.
We also again provide
a link to the publication —
in case you missed it
the first time around.
With each publication download
(click on a CTA), we come to better
understand your interests.
In subsequent emails, we will continue to
strive to provide links to content we feel you
would find most interesting.
Each interaction you have with our email —
opens, clicks, visits, downloads, and sharing
— contributes to our assessment of how
interested you may be in our services.
This is called lead scoring.
When and if you reach a
predetermined threshold in the lead-scoring
process, our client relations team will reach
out for a one-on-one discussion.
In your company, this call might come from
the sales team.
Lead scoring is a very valuable practice
that brings the sales and marketing teams
together in pursuit of a common goal.
If you choose not to interact with our
messages for a pre-determined time period,
you will be moved from the
nurture program into the drip program.
Drip emails are sent less frequently, but
often enough to remind you of our services.
If a you do not interact with our
drip program, your contact information
will be archived and removed from
our active marketing lists.
See our publication, Celebrate Unsubscribes
Once we have archived your contact
information, you can only rejoin our active
drip or nurture program by completing a
subscriber form or gated-content form.
This has been an example of a
simple nurture program.
Some programs have dozens, hundreds,
even thousands of steps.
Spider Trainers builds custom
blast, drip, and nurture programs
for companies like yours
around the globe.
We would like to build one for you.
Blast welcome email to subscribers
with A/B test of various CTAs
Thank you for
• Social sharing
• Website link
• Contact info
• No interaction
• Call to action
Passive path (drip campaign)
Hand off to
Active path (nurture campaign)
Clicks on links indicate
mild interest, and go to passive
path. Clicks within passive path
sends to active path.
to set new subscriber’s
Clicks on CTA
indicate interest and
thus go directly to
If no clicks occur on
nurturing emails, can indicate
a lack of sales readiness.
Return to drip campaign.
and lead scoring will help
sales and marketing classify
Drip content to broad
audience for education, branding,
positioning, and selling (B2C) your
As experts in drip and
Spider Trainers is chosen by
companies to amplify lead
and demand generation
while setting standards for
design, development, and
Client relations manager
651 702 3793