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How to Develop Email Drip Campaigns

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A presentation that breaks down how to build successful email drip campaigns. Topics discussed are segmenting your audience and then how to build unique campaigns for each audience and what to say in each campaign.

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How to Develop Email Drip Campaigns

  1. 1. Drip Campaign Development Sales Training Michael Halper
  2. 2. What is a drip campaign? • A marketing campaign that sends multiple messages to a prospect over a period of time • Goals – – – – Trigger a response Educate the prospect Build their interest in what you have to offer Stay fresh in a prospect’s mind
  3. 3. Why is this critical? • A “no” is very often “no, not right now” • It is difficult to time it perfectly so that you are in front of your prospect exactly when they need you • You need a way to stay in contact and stay fresh in their mind • It is also difficult to share all the information that you want to communicate at one time • A drip campaign allows you to decrease both of these challenges
  4. 4. Audience Segmentation • One of the most critical steps to effective drip campaigns • You need to segment the total audience into particular groups (Suspects, Prospects, Clients, etc.) • Each segment will typically need different messages • This will allow you to build messages and campaigns that are tailored for different segments making them more effective
  5. 5. Audience Segmentation Segment Description New Prospects Targeted prospects that are being pursued but have not actively engaged, don’t know who you are (suspects) Hot Prospects Actively engaged with discussions and meetings Warm Prospects Cold Prospects Know who you are, want more information, on the fence, won’t commit to forward movement Not going to purchase in near future Closed Prospects Current Clients Have communicated a firm no and zero interest - no potential to ever buy Currently purchasing products and services Past Clients Have purchased products or services in the past Referral Partners Partners that refer business
  6. 6. Campaign Tiers • Create tiered campaigns – Allows you to target different segments with different campaigns and messages – Allows you to have campaigns for different stages of your sales cycle • 5-tiered approach – – – – – Tier 1 – Lead Generation Tier 2 – Building Interest Tier 3 – Cross Selling Tier 4 – Staying in Touch Tier 5 – We Want You Back
  7. 7. Tier 1 – Lead Generation Details Description Audience Segment New Prospects Goal To generate leads Content Focus Prospect focused Number of Emails 3 to 6 Frequency Daily, Bi-daily, or weekly Type of content Value you offer, pain you resolve, qualifying questions
  8. 8. Tier 2 – Building Interest Details Description Audience Segment Warm Prospects Goal To educate, to build interest, and stay in touch Content Focus The company/product Content Subjects Number of emails FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts 5 to 10 Frequency Daily, Bi-daily, or weekly
  9. 9. Tier 3 – Cross-Selling Details Description Audience Segment Current Clients Goal To cross-sell new products to existing and old clients Content Focus New products that the client is not currently purchasing Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts Number of emails 1 to 3 Frequency Daily, Bi-daily, or weekly
  10. 10. Tier 4 – Newsletter, Keeping in Touch Details Description Audience Segment New Prospects, Hot Prospects, Warm Prospects, Cold Prospects, Current Clients, Past Clients, Referral Partners (all except closed) Goal To stay in touch and fresh in the recipient’s mind Content Focus Informational Content Subjects Number of emails Industry news, best practices/tips, company news, articles, blog posts, whitepapers, ebooks, etc. 6 to 12 Frequency Monthly, bi-monthly, quarterly
  11. 11. Tier 5 – We Want You Back Details Description Audience Segment Past clients Goal To get client to come back, to educate, to build interest Content Focus The company/product Content Subjects Number of emails FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts 5 to 10 Frequency Daily, Bi-daily, or weekly
  12. 12. Developing Content • Convert content topics into consumable content – Quick and dirty • Short messages • Links to external content – Thorough and detailed • • • • • • Blog posts Ebooks Whitepapers Articles Videos Use email to distribute content – Include links to locations where content is accessed
  13. 13. Distributing Content • Use an email marketing solution to: – – – – Build campaigns Manage contact email database Automate the delivery of future emails Track activity (opens/clicks)
  14. 14. SalesScripter 1. Asks all the key questions 2. Maps answers to document library What do you sell? ___________ How does it help? ___________ What problems do you fix? ___________ What questions should you ask? ___________ www.salesscripter.com
  15. 15. If You Want More Help • The Cold Calling Equation – Problem Solved – • Web-based training program – – – – – – – – – – • Week 1: Ideal Sales Process and Communicating Value Week 2: Finding Prospect Pain Week 3: Ideal Prospect and Qualifying Week 4: Dealing with Objections and Getting Around the Gatekeeper Week 5: Building Rapport, Interest, and Credibility Week 6: Generating Leads and SalesScripter Overview Week 7: Improving the Connect Rate Week 8: Inner Game Week 9: Managing Prospecting Meetings and Managing Sales Cycles Week 10: Improving the Close Rate and Disqualifying SalesScripter – – • Available on Amazon - $15.95 www.salesscripter.com Walk-through services available SalesScripter Demonstration – Every Thursday
  16. 16. www.salesscripter.com | info@salesscripter.com | 713-802-2026

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