2. Introduction
Email design & messaging
Drip campaign proposal
Dynamic content
Using completion actions
A/B testing
Ways of collecting data
Examples of work
1
2
3
4
5
6
7
3. 1 Email design & messaging
No recipient name
Starting first line with
closed question &
playing guessing the
game
Call to action right at
the bottom of email.
Unclear messaging
4. 1 Email design & messaging
1.1 Email length and deliverability issues.
Email is clipped short
due to excessive HTML
code and large images.
Gmail gives option to
view online but android
and other devices to
not… This affects the
senders IP address
rating.
Email is 4 times the
length of the fold.
Research has shown that
67% of people will not
scroll down to find
information below the
fold. CTA and key
massage must be
conveyed within a space
of roughly 600x459px.
5. 1 Email design & messaging
1.2 How can we track a prospects engagement with this email?
From the links click by prospects in
the section of the email we can
determine the kind of content they
may be interested in receiving in the
future and feed them into an
automated content campaign.
A comprehensive drip campaign
should be built out around the
jobs prospects click on. Will
outline in detail on slide 7.
From the use of social sign in we
should be able to track more
details from our prospects and
attain further profiling
information.
6. 2 Drip campaign proposal
First Internet world
email
Download CMS report of CV
uploaders. If prospect has not
uploaded CV send reminder
email specifically about the role
they clicked on.
Request a call from one of our
consultants. Short email noting
fact prospect has previously
opened email with short CTA for
call request.
Rest for 40 days
before further
contact
If still no application we can be assumptive
and assume they are interested in within
that sector so send them an email stating
“you recently view out Email marketing
coordinator role and we though you
should defiantly check out some of these
other fantastic positions”
Short email copy offering the chance
to upload CV on website so that we
can personalise our service and
make sure that we are only provided
info on the most current and
relevant jobs.
Send email with different
opening paragraph and plain
text version to try and
determine whether spam filters
cause issue.
Last chance to apply for Email
marketing executive! Add urgency
and off call from one of our
consultants to try and match them
with their perfect position.
Opened &
Clicked link
Opened
no click
Did not
open email
Resend same email with
different subject line (why
duplicate effort for an email
that has never been seen?
What have we learnt? Maybe prospect doesn’t
respond to company sender ID’s. Try sending
directly from consultants personal email address.
Different time of day to send email? All of these
ideas can be put into practice after data has rested.
Just a remainder… Did any of
the jobs in our last email take
you fancy?
If opened we can put prospects
into list that will only receive
plain text emails going forward.
7. 3 Dynamic Content
Prospects who didn’t attend
get a message clearly
acknowledging this fact adding
credibility.
Prospects who did attend get a
more friendly and welcoming
email but the personalisation
instantly creates engagement
and credibility.
From personal experience in current company this simple
personalisation has increased click through rate on average
by 16% and reduce unsubscribe rate by 33.2%.
8. 4 Using completion actions
Allows prospects who
complete a particular
action in an email to
be taken on a variety
of different journeys
as the drop list to the
left presents.
Can choose from a
variety of different
actions such as if a
prospect opens of
clicks.
9. 5 A/B testing
Huge drop in open rate
performance. Subject link,
sender and copy are all
identical so this clearly
represents a deliverability
issue with the HTML
template.
Other tests to be considered
are: Subject line, length of copy
+ writing style, different from
address, various HTML
template designs such as less
images, smaller top banners,
different use of color and
quantity of links. These are just
a few possibilities!
10. 6 Ways of collecting data
Page tracking Website landing page
tracking
Website CV uploads
Social sign in
Other sources may include: Trade shows/conferences, data
purchasing, content led lead nurturing from protected site
content, dedicated list builders e.g Procoms, ect and not
forgetting collecting and enriching pre-existing data
11. Examples of previous
7
drip campaign projects
Example of simple introduction drip campaign for new prospect who have
signed up to website for the first time. The idea here is not to send
promotional information rich content to try and engage and earn the right
to promote a product or service to prospect.
Very complex drip program
(arguably over complicated)
designed to take segmented
areas of our customer
database through an 8 week
cycle to promote a particular
webinar. Results of this
when put into action have
been a 41% increase in
webinar registrants while
reducing unsubscribe rates
by 0.8% (Current company
average is 0.18%)
