5 Ways to Create a Successful Email Marketing Campaign

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FEATURED SPEAKERJeanne Jennings

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FEATURED SPEAKERJeanne JenningsManaging Director, Digital MarketingDigital Prism Advisors [email protected]: @JeaJen | Blog: www.JeanneJennings.comwww.dprism.com

MODERATOREryn BranhamPinpointe On-‐Demand, [email protected]‐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)

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© 2016 Digital Prism Advisors@JeaJen @dprism1

The Digital Prism Advisors’Digital Maturity Index

CUSTOMERS

MARKETS PRODUCTS

The digital ecosystem lets you serve your customersin many new

ways.

New productscan be

created, new marketsidentified.

Digital Prism Advisors provides expertise and services in all areas of

the Digital Maturity Index.


OverviewEvaluate

Opportunities

Define Frequency and Cadence

Develop a Plan

Track Performance

Leverage Learnings

But First…

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


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


What is Drip Marketing?

Most Drip Marketing Campaigns are Automated

And Driven by a Trigger Action on the Recipient’s Part

Source: Wikipedia


Why Drip Marketing?


3.5%Average

Click-through RateBusiness-as-Usual Messages

31.0% AverageOpen Rate

Business-as-Usual Messages

Why Drip Marketing?

52.1%AverageOpen RateTriggered Messages 11.4%

AverageClick-through

RateTriggered Messages

Source: 3Q 2015 Email Trends and Benchmarks, Epsilon, January 2016

68% Lift

228% Lift


Why Drip Marketing?

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Evaluate Opportunities5 Ways to Create a Successful Email Marketing Drip Campaign


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

BuildingRelationships


Evaluating Drip Campaign Opportunities

Audience Size

Revenue Potential

Historic Success Cost


“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 GatesCo-FounderMicrosoft

Evaluating Drip Campaign Opportunities


Be Agile

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Define Frequency and Cadence5 Ways to Create a Successful Email Marketing Drip Campaign


How Much Time

Should I Leave Between Sends?

Frequency and Cadence

How Many Emails Should I

Send?

It Depends…


Marketing Foundations:Personas and Customer Journeys


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)

• Thecommunity helps me be better at my job (B)

• I’m meeting highly qualified prospects (V)


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


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…


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)


Frequency and Cadence

Frequency Cadence

Number of messages shouldbe 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

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Develop a Plan5 Ways to Create a Successful Email Marketing Drip Campaign


CreativeCustomization

and Personalization

Flow andLogic Goal(s)

Other Parts of Your Plan


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 openrates 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


Flow and Logic

Baby steps -‐ be agile

Logic can improve relevance

Collect what you need –then go back for more


CreativeConsistency is important

– only shaded areas

change from send-‐to-‐send

Key links are a

staple of the left column


Extras

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Track Performance5 Ways to Create a Successful Email Marketing Drip Campaign

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@JeaJen | @dprism1 | @TargetMktg | #AAEM15 © 2015 Digital Prism Advisors

Open and Click Rates

Conversion Rate

Various Reach Rates And More…

What Can You Track?


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%


Isolated Group Reporting


Bounce Rate

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


Advanced Reporting

Send 1 Send 2 Send 3 Send 4 Send 5Open 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%

Uniqu

e Re

cipien

tsOpen and Click Reach


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%

Uniqu

e Re

cipien

tsClick-‐to-‐Open Reach


Advanced Reporting

Send 1 Send 2 Send 3 Send 4 Send 5Conversion Reach 0.9% 1.6% 1.8% 2.1% 2.2%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

Uniqu

e Re

cipien

tsConversion Reach


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

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Leverage Learnings5 Ways to Create a Successful Email Marketing Drip Campaign


How Can We Increase Conversions

What Doesn’t

Leverage Learnings

What Works

What Should We Test That Might Work


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…


Isolated Group Reporting


Bounce Rate

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?

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Additional Resources5 Ways to Create a Successful Email Marketing Drip Campaign


Additional Email Marketing Resources | FreeDprism publishes a weekly newsletter to

keep professionals informed on the digital economyhttp://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 Newsletterwww.JeanneJennings.com

Look for Jeanne’s column on email marketing every other Mondaywww.ClickZ.com

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The premier email marketing association, part of the DMA – join us for the annual conference later this month in New Orleanswww.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 2016www.OnlyInfluencers.com

Additional Email Marketing Resources | Paid

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Try Pinpointe’s Email Marketing Solution for FREE.Easily create automated campaign sequences.www.pinpointe.com/get-startedSelect program & enter code PPTWEBNRFREE MONTH of Pinpointe Service (limit 100K emails)

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5 Ways to Create a Successful Email Marketing Campaign

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Transcript of 5 Ways to Create a Successful Email Marketing Campaign