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!

1. How to get more out of email marketing with
DRIP CAMPAIGNS
Presented by

2. RELATIONSHIPS VS. YELLING
Some transactions are simple, and don’t
require much context.

3. RELATIONSHIPS VS. YELLING
For these, “marketing” is basically “yelling”.

4. RELATIONSHIPS VS. YELLING
However, most important transactions are
more complicated.

5. RELATIONSHIPS VS. YELLING
These transactions require education, and
education requires trust.
Complex
Argument
Education Sale
Trust
Understanding

6. RELATIONSHIPS VS. YELLING
Do you trust the first person who yells at you
about something? Probably not.

7. RELATIONSHIPS VS. YELLING
Trust is built over time through
multiple, positive
interactions.

8. RELATIONSHIPS VS. YELLING
Trust comes from relationships.

9. ASSUMPTIONS SELLERS MAKE
We know our business, because we live it every
day. Our customers may not know it so well.

10. ASSUMPTIONS SELLERS MAKE
Many “yelling” arguments are based on
assumptions we make that customers may not.

11. ASSUMPTIONS SELLERS MAKE
YOU CUSTOMER
Maybe they require some background that we
have, but our customers lack.

12. ASSUMPTIONS SELLERS MAKE
Or maybe customers are hearing conflicting
arguments from multiple sources.

13. ASSUMPTIONS SELLERS MAKE
Either way, our value proposition is in trouble until
we get our audience to share these assumptions.

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. BUILDING TRUST
You trust people who you’ve dealt with before, and
had good experiences with.

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. 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. 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. BUILDING TRUST
… and that’s how you make
Microsoft Excel FUN again!
It should be unilaterally helpful!

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. EMAIL TRUST
the drip
ECORCKIP
You don’t need to make the sale immediately…

22. EMAIL TRUST
the drip
ECORCKIP
… so you can focus on building trust with your audience,
instead of conversion, conversion, conversion.

23. BUILDING YOUR CAMPAIGN
EVERYONE loves turnips.
The first step is to identify those pesky assumptions
you’ve been making.

24. BUILDING YOUR CAMPAIGN
Then, figure out the best order to attack them.

25. BUILDING YOUR CAMPAIGN
Finally, design write your actual emails.

26. THE TV EXAMPLE
Let’s say you are trying to get your audience to buy
a more expensive TV.

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. THE TV EXAMPLE
1080p!
60 inches!
4 tuners!
3D!
20% brighter!
You could yell numbers at them.

29. THE TV EXAMPLE
DGVVGT
bl u - r ay !
sharper!
internet!
state-of-the-art!
Or you could yell facts, or adjectives.

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. 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. 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. 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. 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. 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. 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. 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. 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. YOUR CAMPAIGN
If you do it right, your drip campaign can help you build a
stronger connection with potential customers.

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. You’ve seen how drip campaigns can help tell a story,
now let us help you with yours!
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