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Email Segmentation
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How do you want to segment your audience?
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● Industry● Intent
● Sales Stage●Customer Lifecycle
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Bonus Segment NOT IN THE GUIDE:Tech stack attributes
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Writing Copy for Email
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Two Magic Ingredients
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CONTEXT
TONE
Bonus Copy Tip NOT IN THE GUIDE:K.I.S.S.
Keep It Simple Stupid!
1. Urgent2. Unique3. Ultra Specific4. Useful
THE FOUR U’S OF COPYWRITING
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Plain Text vs HTML
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The A Pile and The B Pile Which one do you want to be in?
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Plain Text Doesn’t Mean Plain
Boring
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Clicks → .Replies.
Bonus Format Tip:You can’t embed video in email, but
you sure can make it look like you did
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The Anatomy of a Good Subject Line
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FAQ’s Are Dead
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Discover why 100,000 users use Zendesk
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Greenhouse: Recruiting easily done13 field form on the GBM website
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13 field form on the Acme Corp website
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WHEN TO SEND
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95%3 HOURS
https://blog.getresponse.com/best-time-to-send-email-infographic
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HOW TO FIND THE BEST TIMEDivide your email list in half.
Send an email to the first half (Group A) at one time and send that same email to the second half (Group B) at a different time.
For example, you could test…
A. Morning email send vs. afternoon email sendB. Afternoon send vs. late-night send
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LEAD NURTURING EMAILS
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START MORE CONVERSATIONS
4 LEAD NURTURING EMAILS1. Intent Based Workflows
a. Primary goal: Determine interest and urgency
2. Blog Subscriber Welcome Workflow a. Primary goal: Content engagement
3. Re-Engagement Workflowa. Main goal: Timing and fit
4. Event Workflowa. Main goals: Register or attend
THE POWER OF THE P.S.
GREET THEM WITH A PERSONALIZED WELCOME MESSAGE
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There should be NO MORE THAN 2 Levels of Bullets
BONUS TIP
Add your chat link at the very beginning of your emails, even if you
include a “proper” CTA at the bottom with the same link.
There should be NO MORE THAN 2 Levels of Bullets
SMART SENDING TOOL
Send emails based on timezone and the time of day leads
usually open their emails.
THE TO GREAT EMAILS
ENGAGEMENT & REPLIES
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MANAGING EMAIL REPLIES
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TRADITIONAL “NURTURE” EMAIL
CONVERSATIONAL EMAIL
Why we do it Buyer engagement Buyer engagement
Buyer CTA Click → form fill Reply → conversation
How it looks Like all other marketing The way people talk
Who it’s from A faceless business A human in the business
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THE RE-ENGAGEMENT EMAILGoal: re-engage inactive or lost accounts by highlighting prominent developments at your business
● Leads in your database that have gone cold● Sales people aren’t working them (closed lost bucket)● Need to boost your meetings number.● Let’s reach out to people in the past that haven’t converted ● Have anything new to share?● In a human and conversational way
● Emphasize the “then vs now”. You didn’t buy then, but here’s why you should now
● Stick to the highlights. Offer 3 major recent developments that would make a Closed Lost prospect reconsider your product/service
● Finish with an offer to continue the conversation
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REPLY TO RSVPGoal: Create a compelling event invitation that prompts an immediate and enthusiastic RSVP reply
● Instead of a CTA make it a simple reply. Yes or No● Works well as a forward of a previous standard invite● Keep the email short. Make it easy for a person to say yes.● Add why they should attend and what they’ll get from attending
31%Replied
71%Opened
14%Clicked
● Promote exclusivity, make them feel like they’re in the inner circle
● Give the event details right off the bat. Offer the invite up front and sell them on it later.
● Conclude with an urgent CTA encouraging immediate action
● Add a PS with one last selling point to seal the deal
EMAIL REPLIES AUTOMATICALLY ROUTED
1. To the right sales reps based on your CRM routing rules.
2. Sales reps can choose to receive real-time alerts anytime one of their leads sends a reply so they can jump in and answer questions at a moment’s notice.
3. Update and automatically remove contacts from your CRM based on the out of office messages and other auto-replies you receive
.HOW. it Works
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EMAIL EXPERIMENTATION
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ADD CALENDAR LINKS TO EMAIL SIGNATURES
Stop forcing leads to endure endless email back-and-forths and/or annoying games of phone tag.
Schedule meetings with Sales or Customer Success.
Include links to calendars directly in their email signatures.
With a few clicks, buyers and customers can view availability and schedule meetings for days/times that work best for them.
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SEND ABANDONMENT EMAILS TO LEADS WHO GO THROUGH YOUR SCHEDULING FLOW BUT DON’T
END UP SCHEDULING MEETINGS.
SEND EMAILS TO ANONYMOUS LEADS WHO LEAVE YOUR WEBSITE
1. Use IP address matching technology
2. Identify what companies anonymous website visitors work at
3. If it’s a company that would be a good fit to buy from your business, send them a cold email and ask if they need help with anything
80% OPEN RATE
15% REPLY RATE1% average cold email reply rate
QUESTIONS?https://now.drift.click/t/ultimate-demo
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