Drip Marketing Campaign Strategies

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Take a look at current marketing trends and get an action plan on how to take your email marketing strategy to the next level with email auto responders and lead nurturing. Also view practical examples of triggered email sequences and auto responders that increase nurture leads and conversions.

Topics Covered:
• Email marketing trends
• Tips to improve targeting and segmentation
• Drip marketing campaigns to nurture contacts and analyze results
• Practical drip marketing campaign examples to generate results
• Short demo of how to set up drip campaigns

Presenter: Tamara Gielen | Plan to Engage

Published in: Marketing
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Drip Marketing Campaign Strategies

  1. 1. DRIP MARKETING CAMPAIGN STRATEGIES
  2. 2. Taking  your  email  marke/ng  to   the  next  level:  segment,  target   and  engage  your  audience   by  Tamara  Gielen,  Plan  to  Engage  
  3. 3. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   About  Tamara  Gielen   •  10+  years  of  experience  in   email  markeBng  &  eCRM   •  Author  of  “Be  Relevant”     www.b2bemailmarkeBng.com   •  Founder  of  the     “Email  Marketer’s  Club”     www.emailmarketersclub.com  
  4. 4. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   About  Plan  to  Engage   •  Email  MarkeBng  &  eCRM   Strategy   •  Contact  Strategy   •  Email  Design  &  Coding   •  Campaign  Management   •  Deliverability  Support   •  ESP  SelecBon   •  Response  OpBmizaBon   •  Workshops  &  Courses   tamara@plantoengage.com  
  5. 5. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   •  “Business  Class”  Email  Marke/ng   •  …  Feature  –  rich,  Larger  scale   •  …  Business  /  Enterprise  Customers   •  6,000+  companies  using  Pinpointe  plaGorm   •  Mid-­‐Sized  businesses  –  “B2B”  and  “B2C”   •  Customer  Quotes  –  Pinpointe  is…            …  “Constant  Contact  on  steroids!”                …  “An  affordable  alternaDve  to  ExactTarget”   About  Pinpointe  
  6. 6. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   •  Free  -­‐  1  month  Service  ($42  ~  $500  value)   •  hp://www.pinpointe.com/get-­‐started   •  Coupon  code:  PPTWEBNR  (2  weeks)  
  7. 7. 5 Email Marketing Trends for 2013
  8. 8. Trend #1. 
 Email Marketing 
 is Alive and Kicking!
  9. 9. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Ranked  2nd  in  terms  of  ROI   SEO                                                                 73%   Email   markeBng   72%   PPC                                                                 56%   Affiliate   MarkeBng   47%   Social  media     43%   Mobile   markeBng                           34%   Offline  direct   markeBng                 32%   Online  display   adverBsing          24%   ©  e-­‐Dialog  Inc.  All  Rights  Reserved.   Source:  Econsultancy   1   2   3   4   5   6   7   8  
  10. 10. Trend #2. 
 From Email Marketing 
 to eCRM and Beyond
  11. 11. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Think  about  the  lifecycle!   Awareness   Knowledge   ConsideraBon   SelecBon  Buying  SaBsfacBon   RetenBon  &   Loyalty   ReacBvaBon   Advocacy  
  12. 12. Trend #3. 
 Automation Saves Time & Increases ROI
  13. 13. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Triggered  email  messages     can  generate  3x  the  revenue  and   7x  the  profit  of  broadcast   campaigns   Source:  The  ROI  of  E-­‐mail  Relevance  -­‐  Jupiter  Research,  2005  
  14. 14. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   triggered  emails  =  only   3-­‐5%  of  email  volume  but   they  generate  45%  of   profits   Case  Study:  Travel  Sector  
  15. 15. Trend #4. 
 Mobile Readership 
 is Growing Rapidly
  16. 16. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com  Tamara@PlanToEngage.com  |  0477  666   930  
  17. 17. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Smaller  Screens   Tamara@PlanToEngage.com  |  0477  666   930  
  18. 18. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Context  changes  
  19. 19. Trend #5.
 Deliverability Now 
 Also Based on Metrics You Can’t Measure
  20. 20. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com  
  21. 21. So how do we take our email marketing to the next level?
  22. 22. Tip #1.
 Clever Segmentation
  23. 23. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   How?   Traditionally •  Demographics   •  BANT  criteria   •  RFM   •  …   Segmentation 2.0 •  Purchase  behavior   •  Web  behavior   •  Email  click  behavior   •  …  
  24. 24. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Who  are  you  trying  to  reach?     •  Think  past  the  typical  target  audience  of  your   newsleers   •  People  have  different  needs  at  different  stages  in   the  customer  journey.   •  Think  about  how  you  can  help  them  move  along   the  customer  journey  
  25. 25. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Think  about  the  lifecycle!   Awareness   Knowledge   ConsideraBon   SelecBon  Buying  SaBsfacBon   RetenBon  &   Loyalty   ReacBvaBon   Advocacy  
  26. 26. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Examples   •  Loyal  customers   •  Customers  that  have  bought  only  once   •  New  customers/prospects/subscribers   •  InacBve  customers   •  Recent  customers   •  Subscribers  that  opened  but  didn’t  click   •  Subscribers  that  clicked  but  didn’t  convert   •  Subscribers  who  never  respond  to  your  emails  
  27. 27. Tip #2.
 Automated, 
 Event-Triggered Campaigns
  28. 28. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Welcome  campaigns  
  29. 29. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Welcome  series  
  30. 30. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Welcome  new  trial  user  
  31. 31. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Post-­‐trial    
  32. 32. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Upsell  
  33. 33. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Upsell  
  34. 34. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Non-­‐responders  
  35. 35. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Retarge/ng  
  36. 36. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Feedback  
  37. 37. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Reac/va/on  
  38. 38. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Beyond  One-­‐off  Triggers:     Lead  Nurturing  Campaigns   •  Day  1:  Introductory  email   •  Day  10:  Content  related  to  previous  download   •  Day  15:  Personal  email  from  sales  rep   •  Day  30:  Best  pracBces  white  paper   •  Day  45:  Call  from  sales  rep  to  check  in   •  Day  60:  Email  promoBng  webinar  series   •  Day  75:  Personal  email  from  sales  rep  offering   product  demo   •  Day  85:  Call  from  sales  rep  to  schedule  in-­‐person   meeBng   •  Day  90:  Sales  proposal  via  email  
  39. 39. Tip #3.
 Mobile-Friendly Emails
  40. 40. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Think  about:   •  Smaller  Screens   •  Less  above  the  fold   •  Bigger  fonts  (min  font  size  on  iOS  is  13px)   •  Touch  interface     •  Bigger  buons,  links  with  more  white  space   •  Faster  “consumpBon”  =  less  aenBon   •  Less  content   •  Fewer  calls  to  acBon  
  41. 41. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Design  for  the  finger   •  Minimum  44x44  pixels  
  42. 42. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Fluid  design  
  43. 43. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Responsive  design  
  44. 44. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Connect  with  Tamara  Gielen   •  Tamara@PlanToEngage.com   •  0477  666  930   •  @tamaragielen   •  www.linkedin.com/in/tamaragielen  
  45. 45. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Please  …          Join  Us…  for  future  webinars        Share  /  Tweet  @Pinpointe   Pinpointe   www.pinpointe.com/get-­‐started   +1  (408)  834-­‐7577   Twiber:  @pinpointe   Blog:      www.pinpointe.com/blog   Thank  You  

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