DRIP CAMPAIGNS

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How to get more out of email marketing with

RELATIONSHIPS VS. YELLING

Some transactions are simple, and don’t require much context.

RELATIONSHIPS VS. YELLING

For these, “marketing” is basically “yelling”.

RELATIONSHIPS VS. YELLING

However, most important transactions are more complicated.

RELATIONSHIPS VS. YELLING

These transactions require education, and education requires trust.

Complex Argument

Education Sale

Trust

Un

derstan

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RELATIONSHIPS VS. YELLING

Do you trust the first person who yells at you about something? Probably not.

RELATIONSHIPS VS. YELLING

Trust is built over time through

multiple, positive interactions.

RELATIONSHIPS VS. YELLING

Trust comes from relationships.

ASSUMPTIONS SELLERS MAKE

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

ASSUMPTIONS SELLERS MAKE

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

ASSUMPTIONS SELLERS MAKE

Maybe they require some background that we have, but our customers lack.

Y O U C U S T O M E R

ASSUMPTIONS SELLERS MAKE

Or maybe customers are hearing conflicting arguments from multiple sources.

ASSUMPTIONS SELLERS MAKE

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

ASSUMPTIONS SELLERS MAKE

We know why we care about these things, but do our customers? Will they believe us when we tell them?

It’s worth it! Sure it is…

BUILDING TRUST

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

BUILDING TRUST

If your very first experience requires trust — like a sales pitch does — you better have a very simple argument.

Would you like to not die?

BUILDING TRUST

However, we can also proactively create positive experiences that don’t necessarily require trust.

(NOT TRYING TO MAKE

MONEY OFF YOU RIGHT THIS SECOND)

BUILDING TRUST

Your first interaction shouldn’t be asking for a favor, or the benefit of the doubt.

Hi, I’m Dave, would you like to buy my old car?

BUILDING TRUST

It should be unilaterally helpful!

… and that’s how you make Microsoft Excel FUN again!

EMAIL TRUST

Drip campaigns are long-term, multi-email efforts to build trust and increase the likelihood of a sale in the future.

the drip

EMAIL TRUST

You don’t need to make the sale immediately…

the drip

EMAIL TRUST

… so you can focus on building trust with your audience, instead of conversion, conversion, conversion.

the drip

BUILDING YOUR CAMPAIGN

The first step is to identify those pesky assumptions you’ve been making.

EVERYONE loves turnips.

BUILDING YOUR CAMPAIGN

Then, figure out the best order to attack them.

BUILDING YOUR CAMPAIGN

Finally, design & write your actual emails.

THE TV EXAMPLE

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

THE TV EXAMPLE

You could wait until they are ready to buy a television, and then yell at them.

“YOU’RE NOT THINKING BIG ENOUGH, SIR!!!”

THE TV EXAMPLE

You could yell numbers at them.

1080p!

3D!

60 inches!

4 tuners!

20% brighter!

THE TV EXAMPLE

Or you could yell facts, or adjectives.

sharper!

internet!blu-ray!

state-of-the-art!

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?

THE TV EXAMPLE

Instead, you will need to build a longer-term relationship with your audience, and make these points over time.

Do you wish you could sit further from your TV, and still see it?

OMG, YES.

OUR TV ASSUMPTIONS

These are all arguments we need more time to make.

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.

OUR TV ASSUMPTIONS

So let’s turn them into a drip campaign.

Good TVs are cheaper than you

think.

1080p is the mark of a high quality TV.

Today’s big TVs are easier to live with.

Plasma TVs are unreliable relics.

TV EMAIL #1

First, let’s introduce ourselves and provide useful, non-transaction based information.

Been a while since your last TV? Here’s what’s changed in the last 5

years.“Hi, let’s talk.”

TV EMAIL #2

Now, let’s address a specific assumption we’ve been making, and make that individual argument.

You’ve probably heard the term “1080p”. Here’s what it means, and why people look

for it in a TV.“1080p? It’s very nice.”

TV EMAIL #3

Next, we’ll tackle a second assumption.

Bigger TVs used to be a pain, but many things are

different these days.“Big TVs are easy to

own.”

TV EMAIL #4

Arguments can be negative, too. Let’s try to eliminate an assumption our customer is making that works against us.

There’s a reason that plasma is on sale — it’s

old, and you don’t want it.“Plasma on sale? No thanks.”

TV EMAIL #5

Finally, with all this background established, let’s make our transactional communication.

Here are some great TVs that fit the things we talked

about.“Take a look at these.”

YOUR CAMPAIGN

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

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.

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

About UsWe’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.

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