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

45 Minutes to Successful Drip Campaigns

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Page 1: 45 Minutes to Successful Drip Campaigns

Kris Ostrowka,

Manager of Onboarding &

Engagement, iContact

45 MINUTESTO SUCCESSFUL

DRIP CAMPAIGNS

Getting Started With

Drip Campaigns

Page 2: 45 Minutes to Successful 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.

Page 3: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 3

PRESENTED BY:

Kris Ostrowka, Manager of Onboarding and Engagement for [email protected]

Kris specializes in automation, email engagement, and deliverability best practices. He has over 5 years experience in helping businesses discover organic marketing channels to grow their customer base and more effectively target current customers. Prior to his career in digital marketing, Kris worked as a sports radio broadcaster and announcer.

Page 4: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 4

• Drip Campaigns: Back to Basics

• Impact of Successful Drip Campaigns

• Welcome Series Campaign

• Re-Engagement Series

AGENDA

Page 5: 45 Minutes to Successful Drip Campaigns

© 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 EmailFollow-up Email

Visited Web Site?

Send EmailSpecial Offer to Social!

Audience

Engaged Socially?

Page 6: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 6

Marketing without DRIPCAMPAIGNS

Untimely Follow-Up

No Visibility into Contact Inactivity

Lack of Personalization

Overall Headache

Continual Repetition of Tasks

Page 7: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

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

Page 8: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Do not have workflows Have workflows

IMPACT OF DRIP CAMPAIGNS

8

of marketers say they have not established drip campaigns.

65%

Page 9: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

IMPACT OF DRIP CAMPAIGNS

9

More Sales-ready Leads50%At Lower Cost33%

Page 10: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 10

Automation

WORKSB2C marketers who use drip campaigns see conversion rates as high as 50%

Page 11: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 11

Benefits of

MARKETING AUTOMATION

• Saving time

• Increased customer engagement

• More timely communications

• Increased opportunities to up-sell

Page 12: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Why you need DRIP CAMPAIGNS

• Welcome new customers

• Put purchase data to use

• Email event information

• Follow up on website activity by sending targeted emails

• Re-engage inactive contacts

Increase Revenue

12

Page 13: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

READY FOR DRIP CAMPAIGNS?

13 © 2016 iContact LLC. All Rights Reserved.

Is Sales unsatisfied with the quality of

leads?

Am I ignoring leads who aren’t

ready to 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?

Page 14: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 1414 © 2016 iContact LLC. All Rights Reserved.

YOU ARE MORE THAN

READY!

Page 15: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

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.

Page 16: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Automatically triggered message(s) introducing your brand and providing relevant information.

© 2016 iContact LLC. All Rights Reserved. 16

WHAT IS A WELCOME SERIES?

Page 17: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Automatically triggered message(s) introducing your brand and providing relevant information.

…but what is that relevant information?

© 2016 iContact LLC. All Rights Reserved. 17

WHAT IS A WELCOME SERIES?

Page 18: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

FOR BUSINESSES

18

Items to consider:

• The nature of your product or service

• Promotional offer

• Frequency of communication

• Expected content

• For deliverability, ask to be added to contacts or segment based on Internet Service Provider

Page 19: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

FOR NONPROFIT ORGANIZATIONS

19

Items to consider:

• Mission statement

• Events: think annual

• Frequency of communication

• Testimonial spotlight

• Benefits of donating (tax deductible, impact, etc)

Page 20: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

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

Page 21: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

How Many Emails Do I Need?

21

• Jabs: Lightweight pieces of content that benefit your customers

• Right Hooks: Calls to action for your business

“You must spend a lot of time jabbingif you’re going to land your right hook.”

– Gary Vaynerchuk

Page 22: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

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

© 2016 iContact LLC. All Rights Reserved.

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

Page 23: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 23

But Really…How Many Emails?

Realistically…the average company can accomplish a welcome series in

~ 3 emails.

© 2016 iContact LLC. All Rights Reserved. 23

Page 24: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

iContact Pro Welcome Series

24

• Multiple emails over 12 weeks

• Broken down by highlighting application features

• Plan. Schedule. Measure. Repeat

Page 25: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

WHEN DO I SEND THEM?

25

Page 26: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

TIMELINESS OF CONTENT

26

• No barriers to entry

• Deploy message immediately

• Nurture your contacts at appropriate intervals

Page 27: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

WHO SHOULD RECEIVE?

27 © 2016 iContact LLC. All Rights Reserved. 27

Page 28: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 28

RecognizeENTRY POINT

• Use segments or tags

• If possible, engage with original platform

Landing Page Website Sign-UpSocial

Page 29: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

WHERE DO I DIRECT CONTACTS?

29

“ABOVE THE SCROLL”

CLEAR TEXT WITHA SENSE OF URGENCY

or

GET CREATIVE WITH CTA REWARD

vs

TEST FOR SUCCESS

Page 30: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

RE-ENGAGEMENT WORKFLOWWhy are you breaking up with me?

30

Page 31: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

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

Page 32: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

RE-ENGAGEMENT IS EASY AS 1-2-3!

32

STEP 1Segment

Your Audience

STEP 3Create Your Assets

STEP 2Determinean Incentive

Page 33: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

SEGMENT YOUR AUDIENCE

33

STEP 1Segment

Your Audience• Testing the frequency

• Time-frame for measuring inactivity

• “The Microsoft Outlook effect”

• Non-engaged criteria – opens, clicks, website activity, social media

Page 34: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

DETERMINE INCENTIVES

34

STEP 2Determinean Incentive

• Free shipping

• Percentage off

• Access to VIP rewards

• Promotional gifts

• Recognition for loyalty

Page 35: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

CREATE YOUR ASSETS

35

STEP 3Create Your Assets For our example:

• Three emails (Gauge Interest, Subscription Reminder, Final Notice)

• Landing Page

• Design prior to building the workflow

• Diagram the workflow

Page 36: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

GAUGE INTEREST EMAIL

36

• Use a creative subject line

• Include incentive to reward the contact for opening

• Remind them of your value

Page 37: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

SUBSCRIPTION REMINDER EMAIL

37

• Remind subscribers they’ve become disengaged

• Increase sense of urgency

• Repeat incentive

• Provide soft opt-out link

Page 38: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 38

FINAL NOTICE EMAIL

• Clear attention grabber

• Bulletproof call to action button to stay subscribed

• No incentive distractions

Page 39: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

PLAN THE WORKFLOW

39

Audience

Send EmailGauge Interest

Opened Email?Gauge Interest

3 Days

Add TagRe-engagement

Yes

No

5 Days

No

Yes2 Days

Yes

NoAdd to ListDisengaged

Clicked Email?Bulletproof Button

Add TagRe-engagement

Opened Email?Subscription Reminder

Send EmailSubscription Reminder

Send EmailFinal Notice

Thank You

Landing Page

Clicked Email?Bulletproof Button

Delete Contact

Add TagRe-engagement

Yes

No

Page 40: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved. 40

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

© 2016 iContact LLC. All Rights Reserved. 40

Page 41: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Workflows

SocialMedia

WebsiteTracking

Analytics

CRMIntegration

Purchase History /3rd Party

Data

Landing Pages /Sign Up Forms

Lead Scoring

BroadcastEmails

BehavioralSegmentation

41

THE POWER of Marketing Automation

Page 42: 45 Minutes to Successful Drip Campaigns

© 2016 iContact LLC. All Rights Reserved.

Q&A

Page 43: 45 Minutes to Successful Drip Campaigns

T H AN K Y O U !

© 2016 iContact LLC. All Rights Reserved. 43