today’s conversation. · 2019-06-27 · today’s conversation. 1. the current state of email 2....
TRANSCRIPT
@DRIFT
TODAY’S CONVERSATION.
1. The current state of email2. Sending human-to-human emails at scale3. Applying SDR secrets to your marketing nurture emails4. Using AI to manage your email responses and start
conversations
I’m weird… So I subscribed to over 800 B2B company email lists. Yes, on purpose.
3,789
Here’s a sampling from my inbox
Email sucks!
Email is the best!
Marketer CustomerMarketer Customer
The amazing story of email... from the marketer’s POV.
Email has been very good for a VERY long time…
1978 2018
40 years later, email is still the #1 rated channel by B2B marketers
.3,800% ROI.
What happens when a .channel or tactic is good
for this long?
Written 10 years ago!.
What if a campaign or activity .doesn’t work?.
.Send more email!.It doesn’t cost us anything
Imaging doubling down on average work in paid media?
● Email has been so good for so long that we’ve been let off the hook…
● No need to rethink email “best practices.”● No need to change the experience...average
marketing is OK.
Where are we ?
Email is the best!
Are you even trying anymore?
Marketer Customer
Email will still be an important communication
channel in.conversational marketing.
96845
302
59
But the context has changed...
This paradigm change is already leading to some scary trends👇
How do we bring the Conversational Marketing principles to email?
MAKE EMAIL HUMAN!.
1. Send human-to-human emails at scale. (8 examples!)2. Apply SDR secrets to your marketing nurture emails.3. Use AI to manage your email responses and start
conversations.
But .HOW.?
Current email “best practices” say something different.
•All about automation, data, and scale
•Intentionally designed to be about the business not the person
•Optimized for clicks and forms, not conversations
•Focus on “set it and forget it” rather than taking care in each customer experience
Traditional 1-way nurture email is focused on clicks and forms
Conversational nurture emails can enhance your current programs
1.) Send human-to-human emails at scale.
Cloud 100 Email “From” Addresses
The results have been better than double engagement versus what Kyle has seen in the past. The approach:.• Max writes every single one of them.• “Lessonly as a brand is human. It was important
that our email newsletter be the same.”• “It's been amazing to see all the replies come in
every week. People write even longer emails back to Max.”
I asked Kyle (VP Marketing, Lessonly) about this strategy.
Not ready to have a human “from” then try this
Hey… we’re here!
Not ready to have a human “from”... then try this
Is there a thoughtful human. behind these emails?
#CMSummit
2.) Apply SDR secrets to your marketing nurture emails.
The innovation in B2B email right now is coming from .sales development.
Study (and copy) the little things that work for SDRs
“I’m emailing you because___”
Some B2B companies are doing this
@DRIFT
YOUR TURNWhat do your SDRs or AEs do to get attention from their outbound emails?
3.) Use AI to manage your email responses and start conversations.
Clicks → .Replies.
31%Replied
71%Opened
14%Clicked
Traditional “Nurture” Email
Conversational Email
Why we do it Buyer engagement Buyer engagement
Buyer CTA Click → form fill Reply → conversation
How it looks Like all other marketing The way people talk
Who it’s from A faceless business A human in the business
.HOW. it Works
Your Marketing Assistant handles the responses at scale
Re: HR metrics study eBook
From: [email protected]
Ya I’m looking for options as I plan 2019. We’re doing this manually now. Is it expensive?
Re: Re: HR metrics study eBook
From: [email protected]
Yay! We’re excited to show you.
I’m Cc’ing your account rep. She’ll set-up a time to review.
~ Courtney’s Marketing Assistant
• Add to Replied List
• Set program status as success
• Exclude from next email in program.
Immediate reply from Assistant, CC account owner
.Siftrock Examples.
Treat email like a shiny, new, and exciting channel. Assume there is no “best practice” and start trying
what you want.
.CTA.
Your competitors probably won’t do this. They will be OK with
average email.
QUESTIONS?https://now.drift.click/t/siftrock-demo
@DRIFT https://now.drift.click/t/siftrock-demo
