Did you know that drip campaign open rates are about 80% higher than single campaign sends? And, the average click through rate is 3x higher on drip campaigns when compared to single campaign sends.* If you are not currently using drip email marketing, or just need a refresher on how to develop a successful drip strategy and measure its success, review this slide deck. WIthin it is the five things you need to do to develop a successful, profitable drip marketing campaign. View what elements you should include and how test to boost performance in your next drip marketing campaign.  Also covered - how to: • Effectively identify and evaluate drip opportunities – so you can choose the one(s) that will have the most impact on your bottom line • Strategically determine the right frequency and cadence for your program – so you are working in sync with the customer journey • Expertly craft a plan for your drip campaign, including a flow chart, data brief and performance projections – so you can execute with ease • Successfully track and report on the metrics that matter across the entire campaign – and identify areas for potential improvement • Efficiently ‘clone’ successful campaigns for use with other target audience segments or other products – so that you can truly get the maximum benefit from your time spent

1. 1
www.pinpointe.com
FEATURED SPEAKER
Jeanne Jennings

2. 2
FEATURED
SPEAKER
Jeanne
Jennings
Managing
Director,
Digital
Marketing
Digital
Prism
Advisors
LLC
JJennings@dprism.com
Twitter:
@JeaJen |
Blog:
www.JeanneJennings.com
www.dprism.com
MODERATOR
Eryn
Branham
Pinpointe
On-­‐Demand,
Inc.
ebranham@pinpointe.com
800-­‐920-­‐7227
Email
Marketing
Expert
named
one
of
the:
• World’s
Top
50
Email
Marketing
Influencers (Cision,
July
2014)
• Top
Email
Marketing
+
Design
Thought
Leaders
on
Twitter (Litmus,
January
2015)
Webinar brought to you by…
800-­‐920-­‐7227 | www.pinpointe.com
A Leader in B2B
Email Marketing

3. © 2016 Digital Prism Advisors@JeaJen @dprism1
The Digital Prism Advisors’
Digital Maturity Index
CUSTOMERS
MARKETS PRODUCTS
The digital
ecosystem
lets you
serve your
customers
in many new
ways.
New products
can be
created, new
markets
identified.
Digital Prism Advisors
provides expertise and
services in all areas of
the Digital Maturity
Index.

4. © 2016 Digital Prism Advisors@JeaJen @dprism1
Overview
Evaluate
Opportunities
Define
Frequency
and Cadence
Develop a
Plan
Track
Performance
Leverage
Learnings
But First…

5. 9
What is Drip Marketing?
5 Ways to Create a Successful Email Marketing Drip Campaign

6. © 2016 Digital Prism Advisors@JeaJen @dprism1
What is Drip Marketing?
Drip marketing is a
communication
strategy that sends,
or "drips,“
a pre-­written set of
messages to
customers or
prospects over time.
Source: Wikipedia

7. © 2016 Digital Prism Advisors@JeaJen @dprism1
What is Drip Marketing?
Most Drip Marketing
Campaigns are
Automated
And Driven by a
Trigger Action on
the Recipient’s Part
Source: Wikipedia

8. © 2016 Digital Prism Advisors@JeaJen @dprism1
Why Drip Marketing?

9. © 2016 Digital Prism Advisors@JeaJen @dprism1
3.5%
Average
Click-­through Rate
Business-­as-­Usual Messages
31.0%
Average
Open Rate
Business-­as-­Usual Messages
Why Drip Marketing?
52.1%
Average
Open Rate
Triggered Messages
11.4%
Average
Click-­through
Rate
Triggered Messages
Source: 3Q 2015 Email Trends and Benchmarks, Epsilon, January 2016
68% Lift
228% Lift

10. © 2016 Digital Prism Advisors@JeaJen @dprism1
Why Drip Marketing?

11. 15
Evaluate Opportunities
5 Ways to Create a Successful Email Marketing Drip Campaign

12. © 2016 Digital Prism Advisors@JeaJen @dprism1
Prospect or Customer
Education
Anytime What You
Want or Need to Say
is Too Much for a
Single Email
There are Many Uses for Drip Campaigns
Lead Nurturing
Building
Relationships

13. © 2016 Digital Prism Advisors@JeaJen @dprism1
Evaluating Drip Campaign Opportunities
Audience
Size
Revenue
Potential
Historic
Success
Cost

14. © 2016 Digital Prism Advisors@JeaJen @dprism1
“The first rule of any technology used in a business
is that automaton applied to an efficient operation
will magnify the efficiency.
“The second is that
automation applied to an
inefficient operation will
magnify the inefficiency.”
Bill Gates
Co-­Founder
Microsoft
Evaluating Drip Campaign Opportunities

15. © 2016 Digital Prism Advisors@JeaJen @dprism1
Be Agile

16. 20
Define Frequency and Cadence
5 Ways to Create a Successful Email Marketing Drip Campaign

17. © 2016 Digital Prism Advisors@JeaJen @dprism1
How Much
Time
Should I Leave
Between
Sends?
Frequency and Cadence
How Many
Emails Should I
Send?
It Depends…

18. © 2016 Digital Prism Advisors@JeaJen @dprism1
Marketing Foundations:
Personas and Customer Journeys

19. © 2016 Digital Prism Advisors@JeaJen @dprism1
Marketing Foundations:
Features | Benefits | Advantages
Feature Benefit Advantage Quote
(“Why
I’m
a
Member”)
Networking
/
Community
• Peers
to
discuss
challenges
and
triumphs
with
(B,
V)
• You’re
not
alone
(B)
• Source
for
candidates
when
you
are
hiring
(B,
V)
• Source
for
job
leads
when
you
are
looking
(B,
V)
• Qualified
leads
for
your
product
or
service
(V)
• One
of
the
few
organizations
dedicated
to
the
industry
(B,
V)
• The
premier
organization
for
industry
professionals
(B,
V)
• Easiest
way
to
broaden
my
industry
contacts
(B,
V)
• The
community
helps
me
be
better
at
my
job
(B)
• I’m
meeting
highly
qualified
prospects
(V)

20. © 2016 Digital Prism Advisors@JeaJen @dprism1
Message Map
Effort
#
Timing
(Day)
Primary
Message
(Body) Secondary
Message
(Right
Sidebar)
1A,
1B,
1C
1 Welcome
to
series
and
overview
of
key
messages
(List
Below)
Year-­‐end
dollars
(through
12/31/2015);
Member
Benefits
(1/1/2016
and
forward)
2 5 Networking
/
Community Cost
of
Membership
3 9 Education Discount
4 13 Advocacy Cost
of
Membership
5 17 Cost
of
Membership Member
Benefits
6 21 Final
and
overview
of
key
messages
(list
above)
Last
Chance
Discount

21. © 2016 Digital Prism Advisors@JeaJen @dprism1
Here’s the Thing…
Within reason, Frequency and
Cadence alone aren’t going to
have a dramatic impact on your
performance…
3 efforts or 4…
5 days apart or 7…

22. © 2016 Digital Prism Advisors@JeaJen @dprism1
So What Does Impact Performance?
Successful Drip Campaigns
have messaging that speaks
directly to the Prospect Personas’
needs and objections
while driving them successfully
through the
Prospect Journey(s)

23. © 2016 Digital Prism Advisors@JeaJen @dprism1
Frequency and Cadence
Frequency Cadence
Number of messages should
be based on what you need
to say to get the conversion
And…
Calls to action should mirror
steps toward the purchase
goal (it isn’t always
necessarily ‘buy’)
Timing should make sense
based on the customer
journey
And…
Sometimes you can drive
them through the journey
more quickly and recognize
the revenue sooner

24. 28
Develop a Plan
5 Ways to Create a Successful Email Marketing Drip Campaign

25. © 2016 Digital Prism Advisors@JeaJen @dprism1
Creative
Customization
and
Personalization
Flow and
Logic Goal(s)
Other Parts of Your Plan

26. © 2016 Digital Prism Advisors@JeaJen @dprism1
Goals
Qualitative Quantitative
Drive people to join our
organization
Convert 15% of prospects to
members
Make our publication a ‘habit’ for
new paid subscribers
To generate new subscriber open
rates of 50% and click-­‐through
rates of 4% or more for the first 3
months of their subscription
Re-­‐engage dormant email
subscribers
Entice 20% of dormant
subscribers to open our emails on
a regular basis again
Motivate people to purchase Generate $100,000 a month from
people in the drip campaign
Get people to actually use the
product during the trial period
To drive usage rates of 45% or
more, and convert 50% of those
who use the product during the
trial period

27. © 2016 Digital Prism Advisors@JeaJen @dprism1
Flow and Logic
Baby steps
-­‐ be agile
Logic can
improve
relevance
Collect
what you
need –
then go
back for
more

28. © 2016 Digital Prism Advisors@JeaJen @dprism1
Creative
Consistency
is important
– only
shaded
areas
change from
send-­‐to-­‐
send
Key links
are a
staple of
the left
column

29. © 2016 Digital Prism Advisors@JeaJen @dprism1
Extras

30. 34
Track Performance
5 Ways to Create a Successful Email Marketing Drip Campaign

31. 35
@JeaJen | @dprism1 | @TargetMktg | #AAEM15 © 2015 Digital Prism Advisors
Open and
Click Rates
Conversion
Rate
Various Reach
Rates And More…
What Can You Track?

32. © 2016 Digital Prism Advisors@JeaJen @dprism1
Basic Reporting
Effort
Number Q
Sent
Bounce
Rate
Open
Rate
Click-­‐
through
Rate
Click-­‐to-­‐
Open
Rate
Unsub
Rate
Conversion
Rate
1 83,121
1.7% 57.8% 11.5% 19.9% 0.10% 0.91%
2 70,000
1.7% 55.7% 9.9% 17.8% 0.06% 0.63%
3 63,000
1.2% 39.7% 8.3% 20.9% 0.05% 0.24%
4 56,000
1.2% 41.0% 7.4% 18.0% 0.06% 0.33%
5 43,000
0.9% 38.0% 6.5% 17.1% 0.07% 0.14%
TOTALS
/
Averages 315,121
1.4% 48.0% 9.1% 18.9% 0.1% 0.5%

33. © 2016 Digital Prism Advisors@JeaJen @dprism1
Isolated Group Reporting
Effort
Number Q
Sent
Bounce
Rate
Open
Rate
Click-­‐
through
Rate
Click-­‐to-­‐
Open
Rate
Unsub
Rate
Conversion
Rate
1 44,591
1.8% 61.0% 11.8% 19.3% 0.09% 0.89%
2 43,763
1.6% 56.8% 10.1% 17.8% 0.03% 0.71%
3 43,291
1.4% 42.5% 8.4% 19.8% 0.05% 0.24%
4 43,165
1.2% 42.3% 7.0% 16.5% 0.02% 0.30%
5 43,000
0.9% 36.0% 6.3% 17.5% 0.10% 0.10%
TOTALS
/
Averages 217,811
6.9% 47.8% 8.7% 18.3% 0.1% 0.5%
Isolate people
who have
received all
efforts to get a
read on the
complete
program

34. © 2016 Digital Prism Advisors@JeaJen @dprism1
Advanced Reporting
Send 1 Send 2 Send 3 Send 4 Send 5
Open Reach 61.0% 72.4% 75.2% 77.1% 82.0%
Click Reach 11.8% 19.2% 27.5% 34.8% 41.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Unique Recipients
Open and Click Reach

35. © 2016 Digital Prism Advisors@JeaJen @dprism1
Advanced Reporting
Send
1
Send
2
Send
3
Send
4
Send
5
Click-­‐to-­‐Open Reach 19.3% 26.5% 36.6% 45.1% 50.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Unique Recipients
Click-­‐to-­‐Open Reach

36. © 2016 Digital Prism Advisors@JeaJen @dprism1
Advanced Reporting
Send 1 Send 2 Send 3 Send 4 Send 5
Conversion Reach 0.9% 1.6% 1.8% 2.1% 2.2%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Unique Recipients
Conversion Reach

37. © 2016 Digital Prism Advisors@JeaJen @dprism1
Revenue
Effort
Number Q
Sent Conversion
Rate Revenue
Revenue
per
Email
Address
1 44,591
0.89% $101,843
$
2.28
2 43,763
0.71% $
59,420
$
1.36
3 43,291
0.24% $
14,060
$
0.32
4 43,165
0.30% $
19,315
$
0.45
5 43,000
0.10% $
8,175
$
0.19
TOTALS
/
Averages 217,811
0.5% $202,813
$
4.55

38. 42
Leverage Learnings
5 Ways to Create a Successful Email Marketing Drip Campaign

39. © 2016 Digital Prism Advisors@JeaJen @dprism1
How Can We
Increase Conversions
What Doesn’t
Leverage Learnings
What Works
What Should We Test
That Might Work

40. © 2016 Digital Prism Advisors@JeaJen @dprism1
Revenue
Effort
Number Q
Sent Conversion
Rate Revenue
Revenue
per
Email
Address
1 44,591
0.89% $101,843
$
2.28
2 43,763
0.71% $
59,420
$
1.36
3 43,291
0.24% $
14,060
$
0.32
4 43,165
0.30% $
19,315
$
0.45
5 43,000
0.10% $
8,175
$
0.19
TOTALS
/
Averages 217,811
0.5% $202,813
$
4.55
The RPE dropped to $0.32
on Effort 3 – but
rebounded to $0.45 with
Effort 4. Why? Would
swapping the order of
these efforts boost overall
revenue?
Hmmm… Effort 5
generated $8,175 – I
wonder if it’s worth
adding an Effort 6…

41. © 2016 Digital Prism Advisors@JeaJen @dprism1
Isolated Group Reporting
Effort
Number Q
Sent
Bounce
Rate
Open
Rate
Click-­‐
through
Rate
Click-­‐to-­‐
Open
Rate
Unsub
Rate
Conversion
Rate
1 44,591
1.8% 61.0% 11.8% 19.3% 0.09% 0.89%
2 43,763
1.6% 56.8% 10.1% 17.8% 0.03% 0.71%
3 43,291
1.4% 42.5% 8.4% 19.8% 0.05% 0.24%
4 43,165
1.2% 42.3% 7.0% 16.5% 0.02% 0.30%
5 43,000
0.9% 36.0% 6.3% 17.5% 0.10% 0.10%
TOTALS
/
Averages 217,811
6.9% 47.8% 8.7% 18.3% 0.1% 0.5%
64% of my list didn’t
open Effort 5 – I
wonder how much
revenue a quick
resend to the non-­‐
openers would
generate…
Or maybe I should do a
quick resend to the 10.9%
that clicked on Effort 1 but
didn’t convert… how much
revenue could that
generate?

42. 46
Additional Resources
5 Ways to Create a Successful Email Marketing Drip Campaign

43. © 2016 Digital Prism Advisors@JeaJen @dprism1
Additional Email Marketing Resources
| FreeDprism publishes a weekly newsletter to
keep professionals informed on the digital
economy
http://www.dprism.com/digital-advisor/
@dprism1 to follow Digital Prism
@JeaJen to follow Jeanne
Get more of Jeanne’s take at More Effective
Digital Marketing, her Blog and Email
Newsletter
www.JeanneJennings.com
Look for Jeanne’s column on email
marketing every other Monday
www.ClickZ.com

44. 48
The premier email marketing
association, part of the DMA – join us
for the annual conference later this
month in New Orleans
www.EmailExperience.org
A private community for email
marketers; look for Jeanne’s posts on
the blog and join us for the
conference in Las Vegas, May 2016
www.OnlyInfluencers.com
Additional Email Marketing Resources | Paid

45. 50
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