45 Minutes to Successful Drip Campaigns

Kris Ostrowka,
Manager of Onboarding &
Engagement, iContact
45 MINUTES
TO SUCCESSFUL
DRIP CAMPAIGNS
Getting Started With
Drip Campaigns

© 2016 iContact LLC.All Rights Reserved.2
BEFORE WE BEGIN…
AUDIO ISSUES?
Let us know by typing a message into the question box.
QUESTIONS?
Questions will be addressed during Q&A in the order received.
WANT THE RECORDING?
We’ll send a link to your email address within 2-3 business days.

PRESENTED BY:
Kris Ostrowka, Manager of Onboarding
and Engagement for iContact
kostrowka@icontact.com
Kris specializesin automation,emailengagement,and
deliverabilitybest practices.He hasover 5 yearsexperience
in helpingbusinessesdiscoverorganicmarketingchannelsto grow
theircustomerbase andmore effectivelytarget currentcustomers.
Prior to his career in digital marketing,Krisworked as a sports
radiobroadcasterandannouncer.

• Drip Campaigns: Back to Basics
• Impact of Successful Drip Campaigns
• Welcome Series Campaign
• Re-Engagement Series
AGENDA

© 2016 iContact LLC.All Rights Reserved.
WHAT IS A DRIP CAMPAIGN?
5
According to iContact Pro…
Drip Campaigns: a workflow designed to improve
marketing efficiency and create a tailored
experience for each contact by automatically
delivering relevant and timely information based
on segmented data.
No Yes
Wait 1 day
Update Lead Score
+50
Wait 1 week
No Yes
No
Yes
+
+
+
Update Lead Score
+50
Visited Web Site?
Remove from
Workflow
Send Email
Follow-up Email
Visited Web Site?
Send Email
Special Offer to Social!
Audience
Engaged Socially?

Marketing
without DRIP
CAMPAIGNS
Untimely Follow-Up
No Visibility into
Contact Inactivity
Lack of Personalization
Overall Headache
Continual
Repetition of Tasks

IMPACT OF DRIP CAMPAIGNS
7
of marketing leads
never convert to sales.
Lack of drip campaign
implementation is
the common cause for
poor performance.
79%
Never convert Convert

Do not have workflows Have workflows
8
of marketers say they
have not established drip
campaigns.
65%

9
More Sales-ready Leads
50%
At Lower Cost
33%

Automation
WORKS
B2C marketers who use drip campaigns see
conversion ratesas high as
50%

Benefits of
MARKETING
AUTOMATION
• Saving time
• Increased customer engagement
• More timely communications
• Increased opportunities to up-sell

Why you
need DRIP
CAMPAIGNS
• Welcome new customers
• Put purchasedata to use
• Email event information
• Follow up on websiteactivity
by sending targeted emails
• Re-engage inactive contacts
Increase
Revenue
12

READY FOR DRIP CAMPAIGNS?
13 © 2016 iContact LLC.All Rights Reserved.
Is Sales unsatisfied
with the qualityof
leads?
Am I ignoring
leadswho aren’t
readyto buy?
Am I collecting data
but not
using it for
segmentation? Am I sending
the same emails
to everyone?
Am I sending
follow-up emails
manually?

© 2016 iContact LLC.All Rights Reserved.1414 © 2016 iContact LLC.All Rights Reserved.
YOU ARE
MORE THAN
READY!

WELCOME SERIES – THE 5W1H
15
• What do I need to include?
• How many emails do I need to send?
• When should I send them?
• Who should receive each message?
• Where do I direct contacts?
• Why go through all this work?
15 © 2016 iContact LLC.All Rights Reserved.

Automatically triggered message(s)
introducing your brand and providing
relevant information.
WHAT IS A
WELCOME
SERIES?

Automatically triggered message(s)
introducing your brand and providing
relevant information.
…but what is that relevant information?
WHAT IS A
WELCOME
SERIES?

FOR BUSINESSES
18
Items to consider:
• The nature of your productor service
• Promotional offer
• Frequency of communication
• Expected content
• For deliverability, ask to be added to contacts or
segment based on InternetService Provider

FOR NONPROFIT ORGANIZATIONS
19
Items to consider:
• Mission statement
• Events: think annual
• Frequency of communication
• Testimonial spotlight
• Benefits of donating (tax deductible, impact, etc)

WHY USE A WELCOME SERIES?
20
• Imagine you walked into a store and
everyone ignored you
• You only get one first impression
• Setting the tone
• Being timely and relevant

How Many Emails Do I Need?
21
• Jabs: Lightweight piecesof content that benefit
your customers
• Right Hooks: Calls to action for yourbusiness
“You must spend a lot of time jabbing
if you’re going to land your righthook.”
– Gary Vaynerchuk

BUT REALLY…HOW MANY EMAILS?
22
1. Thank you for subscribing
2. Ask to be added to contacts
3. Clarify frequency of
communication
4. Include incentive
EMAIL 1
1. Introduce your brand
2. Establish your history
3. Share your mission
statement
4. Identify ways subscribers
can engage
EMAIL 2
1.Begin to share
products/service (“soft
sell”)
2.Use cases/testimonials
3.Make your case:
You are The Best!
EMAIL 3

But
Really…How
Many Emails?
Realistically…the average company
can accomplish a welcome series in
~ 3 emails.

iContact Pro Welcome Series
24
• Multiple emails over 12 weeks
• Broken down by highlighting application features
• Plan. Schedule. Measure. Repeat

WHEN DO I SEND THEM?
25

TIMELINESS OF CONTENT
26
• No barriers to entry
• Deploy message immediately
• Nurture your contacts at appropriate intervals

WHO SHOULD RECEIVE?
27 © 2016 iContact LLC.All Rights Reserved.27

Recognize
ENTRY POINT
• Use segments or tags
• If possible, engagewith original platform
Landing Page Website Sign-UpSocial

WHERE DO I DIRECT CONTACTS?
29
“ABOVE THE SCROLL”
CLEAR TEXT WITH
A SENSE OF URGENCY
or
GET CREATIVE WITH CTA REWARD
vs
TEST FOR
SUCCESS

RE-ENGAGEMENT WORKFLOW
Why are you breaking up with me?
30

RE-ENGAGEMENT WORKFLOW:
THE BASICS
31
• Series of messages to captivate
disengaged contacts
• Incorporate engaging subject lines and rest
periods between sends
• Ensures continued inbox placement

RE-ENGAGEMENT IS EASY AS 1-2-3!
32
STEP 1
Segment
Your Audience
STEP 3
Create Your Assets
STEP 2
Determine
an Incentive

SEGMENT YOUR AUDIENCE
33
STEP 1
Segment
Your Audience
• Testing the frequency
• Time-framefor measuring inactivity
• “The Microsoft Outlook effect”
• Non-engaged criteria – opens, clicks,website
activity, social media

DETERMINE INCENTIVES
34
STEP 2
Determine
an Incentive
• Free shipping
• Percentage off
• Access to VIP rewards
• Promotional gifts
• Recognition for loyalty

CREATE YOUR ASSETS
35
STEP 3
Create Your Assets For our example:
• Threeemails (Gauge Interest,Subscription
Reminder,Final Notice)
• LandingPage
• Design prior to buildingthe workflow
• Diagram the workflow

GAUGE INTEREST EMAIL
36
• Use a creative subject line
• Include incentive to reward
the contact for opening
• Remind them of your value

SUBSCRIPTION REMINDER EMAIL
37
• Remind subscribers they’ve become
disengaged
• Increase sense of urgency
• Repeat incentive
• Provide soft opt-out link

FINAL
NOTICE
EMAIL
• Clear attention
grabber
• Bulletproof call to
action button
to stay subscribed
• No incentive
distractions

PLAN THE WORKFLOW
39
Audience
Send Email
GaugeInterest
Opened Email?
GaugeInterest
3 Days
Add Tag
Re-engagement
Yes
No
5 Days
No
Yes
2 Days
Yes
No
Add to List
Disengaged
Clicked Email?
Bulletproof Button
Add Tag
Re-engagement
Opened Email?
Subscription Reminder
Send Email
Subscription Reminder
Send Email
Final Notice
Thank You
Landing Page
Clicked Email?
Bulletproof Button
Delete Contact
Add Tag
Re-engagement
Yes
No

QUALITY
QUANTITY
• Internet Service Providers (ISPs) factor overall
message engagement to determine inbox
placement.
• Low open rates = ISPs think, “Why should
we deliver at all?”
• Best practice: delete contacts who remain
disengaged
vsQUALITY vs.
QUANTITY

Workflows
Social
Media
Website
Tracking
Analytics
CRM
Integration
Purchase
History /
3rd
Party
Data
Landing
Pages /
Sign Up
Forms
Lead
Scoring
Broadcast
Emails
Behavioral
Segmentation
41
THE POWER
of Marketing
Automation

Q&A

T H AN K Y O U !

45 Minutes to Successful Drip Campaigns

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