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Get More from Email with Drip Campaigns

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Get More from Email with Drip Campaigns

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Email marketing is most effective when it's about more than just shouting at your audience. With a well structured drip campaign, you can make a better, more patient argument over time, and ultimately drive more people towards making the right decision.

In this presentation, you'll learn what makes a great drip campaign tick, how to build your own, and a little bit about buying a television. There's something for everyone!

Email marketing is most effective when it's about more than just shouting at your audience. With a well structured drip campaign, you can make a better, more patient argument over time, and ultimately drive more people towards making the right decision.

In this presentation, you'll learn what makes a great drip campaign tick, how to build your own, and a little bit about buying a television. There's something for everyone!

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Get More from Email with Drip Campaigns

  1. 1. How to get more out of email marketing with DRIP CAMPAIGNS Presented by
  2. 2. RELATIONSHIPS VS. YELLING Some transactions are simple, and don’t require much context.
  3. 3. RELATIONSHIPS VS. YELLING For these, “marketing” is basically “yelling”.
  4. 4. RELATIONSHIPS VS. YELLING However, most important transactions are more complicated.
  5. 5. RELATIONSHIPS VS. YELLING These transactions require education, and education requires trust. Complex Argument Education Sale Trust Understanding
  6. 6. RELATIONSHIPS VS. YELLING Do you trust the first person who yells at you about something? Probably not.
  7. 7. RELATIONSHIPS VS. YELLING Trust is built over time through multiple, positive interactions.
  8. 8. RELATIONSHIPS VS. YELLING Trust comes from relationships.
  9. 9. ASSUMPTIONS SELLERS MAKE We know our business, because we live it every day. Our customers may not know it so well.
  10. 10. ASSUMPTIONS SELLERS MAKE Many “yelling” arguments are based on assumptions we make that customers may not.
  11. 11. ASSUMPTIONS SELLERS MAKE YOU CUSTOMER Maybe they require some background that we have, but our customers lack.
  12. 12. ASSUMPTIONS SELLERS MAKE Or maybe customers are hearing conflicting arguments from multiple sources.
  13. 13. ASSUMPTIONS SELLERS MAKE Either way, our value proposition is in trouble until we get our audience to share these assumptions.
  14. 14. ASSUMPTIONS SELLERS MAKE It’s worth it! Sure it is… We know why we care about these things, but do our customers? Will they believe us when we tell them?
  15. 15. BUILDING TRUST You trust people who you’ve dealt with before, and had good experiences with.
  16. 16. BUILDING TRUST Would you like to not die? If your very first experience requires trust — like a sales pitch does — you better have a very simple argument.
  17. 17. BUILDING TRUST (NOT TRY ING TO MAKE MONEY OFF YOU RIGHT THIS SECOND) However, we can also proactively create positive experiences that don’t necessarily require trust.
  18. 18. BUILDING TRUST Hi, I’m Dave, would you like to buy my old car? Your first interaction shouldn’t be asking for a favor, or the benefit of the doubt.
  19. 19. BUILDING TRUST … and that’s how you make Microsoft Excel FUN again! It should be unilaterally helpful!
  20. 20. EMAIL TRUST the drip ECORCKIP Drip campaigns are long-term, multi-email efforts to build trust and increase the likelihood of a sale in the future.
  21. 21. EMAIL TRUST the drip ECORCKIP You don’t need to make the sale immediately…
  22. 22. EMAIL TRUST the drip ECORCKIP … so you can focus on building trust with your audience, instead of conversion, conversion, conversion.
  23. 23. BUILDING YOUR CAMPAIGN EVERYONE loves turnips. The first step is to identify those pesky assumptions you’ve been making.
  24. 24. BUILDING YOUR CAMPAIGN Then, figure out the best order to attack them.
  25. 25. BUILDING YOUR CAMPAIGN Finally, design write your actual emails.
  26. 26. THE TV EXAMPLE Let’s say you are trying to get your audience to buy a more expensive TV.
  27. 27. THE TV EXAMPLE “YOU’RE NOT THINKING BIG ENOUGH, SIR!!!” You could wait until they are ready to buy a television, and then yell at them.
  28. 28. THE TV EXAMPLE 1080p! 60 inches! 4 tuners! 3D! 20% brighter! You could yell numbers at them.
  29. 29. THE TV EXAMPLE DGVVGT bl u - r ay ! sharper! internet! state-of-the-art! Or you could yell facts, or adjectives.
  30. 30. THE TV EXAMPLE But yelling won’t cover the basic assumptions your argument depends on. You want the biggest possible TV you can afford. I do?
  31. 31. THE TV EXAMPLE Do you wish you could sit further from your TV, and still see it? OMG, YES. Instead, you will need to build a longer-term relationship with your audience, and make these points over time.
  32. 32. OUR TV ASSUMPTIONS There is no downside to getting a bigger TV. It’s better if your TV is connected to the internet. It matters whether you can see individual pixels. New display technology is better than old display technology. These are all arguments we need more time to make.
  33. 33. OUR TV ASSUMPTIONS Good TVs are cheaper than you So let’s turn them into a drip campaign. think. 1080p is the mark of a high quality TV. Today’s big TVs are easier to live with. Plasma TVs are unreliable relics.
  34. 34. TV EMAIL #1 Been a while since your last TV? Here’s what’s changed in the last 5 “Hi, let’s years. talk.” First, let’s introduce ourselves and provide useful, non-transaction based information.
  35. 35. TV EMAIL #2 You’ve probably heard the term “1080p”. Here’s what it means, and why people look “1080p? It’s for it in a TV. very nice.” Now, let’s address a specific assumption we’ve been making, and make that individual argument.
  36. 36. TV EMAIL #3 Bigger TVs used to be a pain, but many things are different these days. “Big TVs are easy to own.” Next, we’ll tackle a second assumption.
  37. 37. TV EMAIL #4 There’s a reason that plasma is on sale — it’s old, and you don’t want it. “Plasma on sale? No thanks.” Arguments can be negative, too. Let’s try to eliminate an assumption our customer is making that works against us.
  38. 38. TV EMAIL #5 about. “Take a look at these.” Here are some great TVs that fit the things we talked Finally, with all this background established, let’s make our transactional communication.
  39. 39. YOUR CAMPAIGN If you do it right, your drip campaign can help you build a stronger connection with potential customers.
  40. 40. IN CLOSING… • Be patient. It’s not about selling immediately. • Provide value. Trust is about being useful and honest. Don’t burn it for clicks or short-term conversions. • Tell a story. The best campaigns build from piece to piece. Reference (and link back) to old, trustworthy content. • Be consistent. Use similar language, branding, etc., from email to email.
  41. 41. You’ve seen how drip campaigns can help tell a story, now let us help you with yours! About Us We’re Contactually, and when we’re not putting together interesting presentations, or trying out cool new technologies, we’re building and supporting our own awesome software for building better relationships. It’s especially great for people who deal with a lot of email, or rely heavily on referrals for their business. Want to learn more about what we do? Check out our blog, watch our demo video or... Try Us Free

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