This document discusses strategies for drip marketing email campaigns. It recommends segmenting audiences based on their behavior throughout the customer journey. Triggered, automated email campaigns are suggested to welcome new subscribers, encourage loyalty among existing customers, and reactivate inactive customers. Mobile optimization is also advised as mobile readership of email continues to grow.

1. DRIP MARKETING
CAMPAIGN
STRATEGIES

2. Taking
your
email
marke/ng
to
the
next
level:
segment,
target
and
engage
your
audience
by
Tamara
Gielen,
Plan
to
Engage

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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

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About
Plan
to
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• Email
MarkeBng
&
eCRM
Strategy
• Contact
Strategy
• Email
Design
&
Coding
• Campaign
Management
• Deliverability
Support
• ESP
SelecBon
• Response
OpBmizaBon
• Workshops
&
Courses
tamara@plantoengage.com

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• “Business
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Customers
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7. 5 Email Marketing
Trends for 2013

8. Trend #1.
Email Marketing
is Alive and Kicking!

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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. Trend #2.
From Email Marketing
to eCRM and Beyond

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Think
about
the
lifecycle!
Awareness
Knowledge
ConsideraBon
SelecBon
Buying
SaBsfacBon
RetenBon
&
Loyalty
ReacBvaBon
Advocacy

12. Trend #3.
Automation Saves Time
& Increases ROI

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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

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triggered
emails
=
only
3-­‐5%
of
email
volume
but
they
generate
45%
of
profits
Case
Study:
Travel
Sector

15. Trend #4.
Mobile Readership
is Growing Rapidly

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Tamara@PlanToEngage.com
|
0477
666
930

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Smaller
Screens
Tamara@PlanToEngage.com
|
0477
666
930

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Context
changes

19. Trend #5.
Deliverability Now
Also Based on Metrics
You Can’t Measure

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21. So how do we take our
email marketing to the
next level?

22. Tip #1.
Clever Segmentation

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How?
Traditionally
• Demographics
• BANT
criteria
• RFM
• …
Segmentation 2.0
• Purchase
behavior
• Web
behavior
• Email
click
behavior
• …

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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

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Think
about
the
lifecycle!
Awareness
Knowledge
ConsideraBon
SelecBon
Buying
SaBsfacBon
RetenBon
&
Loyalty
ReacBvaBon
Advocacy

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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. Tip #2.
Automated,
Event-Triggered
Campaigns

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Welcome
campaigns

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Welcome
series

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Welcome
new
trial
user

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Post-­‐trial

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Upsell

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Upsell

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Non-­‐responders

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Retarge/ng

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Feedback

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Reac/va/on

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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. Tip #3.
Mobile-Friendly Emails

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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

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Design
for
the
finger
• Minimum
44x44
pixels

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Fluid
design

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Responsive
design

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Connect
with
Tamara
Gielen
• Tamara@PlanToEngage.com
• 0477
666
930
• @tamaragielen
• www.linkedin.com/in/tamaragielen

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