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Lifecycle Emails
Lifecycle emails, also known as drip email marketing, involve sending a series of automated emails to prospects and customers over time based on their behaviors and stage in the buying cycle. The emails are meant to nurture prospects by providing relevant content, building trust and relationships, addressing concerns, and ultimately moving them closer to becoming sales-ready leads. Effective lifecycle email programs segment audiences, map the buying cycle, develop content to align with each stage, automate email delivery, track engagement metrics, and integrate with CRM to handoff qualified leads to sales. Continuous testing and optimization of content, timing, and messaging is important to maximize results like conversion rates and revenue.
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Lifecycle Emails
- 1. Lifecycle Emails: What & Why
- 2. First a bitof background…
- 3. Majority is not“ready to buy” yet Majority Ready to Buy Never Buy
- 4. Influencing Behavior forConversion (Opportunity - Concerns) + Movement Readiness + Call to Action
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- 6.
- 7. What Are LifecycleEmails?
- 8. Sending the rightemail, to the right person, at the right time. (@patio11)
- 9. Send people emailsbased on what they do or don’t do (via customer.io)
- 10. WPEngine Free Site Speed Test + 1 month Site Optimization Course Landing Page Relationship & Trust Performance Tips Security Tips Scalability Tips Sales Pitch Source: https://training.kalzumeus.com/lifecycle-emails
- 11. Citrix ($1.5 Millionin 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc) Segmentation based on 11 personas & 6 products 1 auto email each week Manual Segment Marketing for 3 weeks Based Email Leads about product benefits Harvest Sales Ready Leads Throughout the Cycle Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
- 12. Upsides of LifecycleEmails
- 13. Average CTR ofads is 0.01%. Content specific to prospect’s needs with good CTA can generate 20+% CTR. Source: http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/lead-nurturing-with-relevant-content/
- 14. Appeal of Contentin B2B • 82% prefer content related to same industry • 67% prefer content targeted to their job function • 49% prefer content targeted to their company size • 29% prefer content targeted to their geography Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
- 15. Performance of Event-TriggeredEmails • SmartPak Equine has 40 event triggered, lifecycle emails – Open Rate: 28% for automated, 17% manual – CTR: 5-6% for automated, 2-3% manual – Conversion Rate: 11% for automated, 6% for manual – Revenue per email: $0.44 for automated, $0.16 for manual Source: http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
- 16. Objectives for LifecycleEmails 90 80 70 60 50 % Marketers 40 30 20 10 0 (66%) Prospecting & (44%) Activation & (42%) Retaining & Qualifying Leads Increasing Sales Asking for Referrals (78%) Nurturing & (34%) Completing Post Developing Relations Sales Transactions Source: http://sherpablog.marketingsherpa.com/email-marketing/presidential-campaign-email-tips/
- 17. Qualifying Leads forLMS Company Source: http://www.marketingsherpa.com/article/case-study/auto-qualify-new-leads-without-lead-scoring
- 22. Qualifying Leads inReal Estate Source: http://www.marketingsherpa.com/article/case-study/great-email-followups-to-qualify
- 26. 10% of emailsresulted in leads. A few folks directly called the agent.
- 27. Trial To PayingCustomers
- 29. Shopping Cart RecoveryEmails 19% in 2012 (14.3% in 2011) Source: http://www.listrak.com/Whitepaper/sca2012study/3/
- 30. Trend is tosend more emails 207% increase in 2012 among retailers sending 3 automated messages Source: http://www.listrak.com/Whitepaper/sca2012study/3/
- 31. Sending the rightemail … (with lifecycle emails, you are sending content that the recipient really cares about)
- 32. … to theright person … (the recipient has self-qualified himself/herself through online behavior)
- 33. … at theright time. (automatic email timings are aligned with the recipient’s timings)
- 34. Send people emailsbased on what they do or don’t do. (And get them to do what you want them to do.)
- 35. Lead Nurturing with DripEmail Marketing: How
- 36. Convert Marketing-Ready Leads into Sales-Ready Leads
- 37. Lead Nurturing Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
- 38. What is DripEmail Marketing • A series of automated emails – Spread over a period of time – That • Build Trust • Sell Opportunity • Familiarize with your product or service • … any other important thing to make lead sales ready
- 39. WPEngine Free Site Speed Test + 1 month Site Optimization Course Landing Page Relationship & Trust Performance Tips Security Tips Scalability Tips Sales Pitch Source: https://training.kalzumeus.com/lifecycle-emails
- 40. Citrix ($1.5 Millionin 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc) Segmentation based on 11 personas & 6 products 1 auto email each week Manual Segment Marketing for 3 weeks Based Email Leads about product benefits Harvest Sales Ready Leads Throughout the Cycle Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
- 41. TAB: Helps organizationsmanage print and digital documents (How they got started with email drip marketing) Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
- 42. Step #1: Segmentthe Audience • Prospects interested in paper management solutions • Prospects interested in hybrid management solutions
- 43. Historical data tothe rescue • Looked at the behavioral data to segment the audience. Qualifying Actions: – Downloading a whitepaper, case study or toolkit – Attending a related webinar – Spending 15 seconds or more on a related TAB page – Other related actions
- 44. Step #2: Outlinea basic buying cycle • Problem Recognition • Education • Brand Evaluation • Objections • Decision
- 45. Step #3: Matchcontent to buying cycle • Pulled up content from existing pool to aid potential buyers for each stage of buying cycle • Articles, case studies, toolkits, whitepapers • 5 landing pages and content groups targeted to each stage in buying cycle
- 46. Step #4: Createemails for each stage • 1 email against each stage of buying cycle • Used a consistent design for emails • Each email sent in a gap of 10 days • Each email brought potential buyers to corresponding landing page
- 47. Entering into thecampaign • Email campaigns were started for all potential buyers in the existing list • First email started after 3 days for new potential buyers entering the list – New potential buyers were the ones who expressed interest in their solution on their website
- 48. Step #5: LeadScoring & Sales Handoff • Track 3 parameters across 5 emails – Clicking a link in the email – Downloading a piece of content from landing page – Spending more than 15 seconds on the landing page • Sales takes up leads based on lead score
- 49. TAB Results • 133%increase in open rate for emails • 650% increase in click through rate for emails • 32.6% increase in conversion rate (download content from landing page) • Happier sales team with better qualified leads
- 50. Lumension offers ITsecurity resources (How they went about improving their drip email marketing campaign) Source: http://www.marketingsherpa.com/article/case-study/fewer-emails-yield-225-more
- 51. Step #1: Find& Analyze the Best Leads • Figure out common traits of best leads • Relied on the data from previous nurturing programs • Factors considered: – Company vertical – Lead source – Offers taken – Orders of the offers taken – Time spent on the website
- 52. Step #2: Drawingupon previous success • Team took forward assets from existing campaigns (12 drip marketing series based on lead’s industry & product of interest) – Content – Targeting & Segmenting – Lead Management
- 53. Step #3: Tunedthe campaigns • Messaging & Approach – From field set to account manager instead of marketing – Less HTML focus • Timing & Volume – Tested 4 approaches for faster sales-readiness • 2 emails in 1 week, 3 emails in 3 weeks, 6 emails in 3 weeks, 4 emails in 8 weeks • Content – Initial emails offered guides, later emails offered sales oriented material (like trial, demo)
- 54. Lumension Results • 225%increase in sales ready leads • 376% more engagement per lead • 489% increase in leads with multiple engagements • 12.1% increase in leads with at least one engagement • 27% opportunities generated like this became customers
- 55. Exercise: Design YourOwn Drip Email Marketing Campaign
- 56. Step #3: Identifymotivation factors • What knowledge will motivate a marketing lead to become a sales lead? – Opportunity pitch – Success stories – Compliances – Auditing – … • Example: By using Facebook Ads, company X increased their revenue by 238%
- 57. Step #4: IdentifyConcerns/Objections • Refund Policy • Social Proof • Familiarity • TCO • Internal Selling • … • Example: 100% money back guarantee
- 58. Step #5: Create1st campaign • Pick one segment from step #1. • Create outline of 3-5 emails that – Offer them valuable content – Motivate them to engage with you – Address their concerns • Keep initial emails should focus only on valuable content • Later emails should shift towards sales talk
- 59. Repeat step #5for all the segments
- 60. Step #6: LeadScoring Formula • Decide a basic formula to score your leads – Email open / click through – Downloads – Time spent –…
- 61. Step #7: Setupautomatic campaigns Possible tools: customer.io, pardot, eloqua, marketo – customer.io is generally good enough to get your hands dirty
- 62. Step #8: SetupAnalytics • KISSmetrics / Mixpanel for funnel visualization • intercom.io / Mixpanel for person specific data aggregation
- 63. Step #9: Integratewith CRM • Gather all the customer activities into your CRM • Have it handy for sales to know the history of interactions
- 64. Step #10: Execute,Test, Optimize & Repeat