7 Lessons from Top Performing Drip Email Campaigns

November 02, 2016
Aaron Polmeer

By Today’s Industry Insider

Automated email workflows can net you 20% more sales opportunities.

They’re more personalized, timely, and targeted.

The problem, is that the vast majority of marketers – as high as 85% – are unhappy with their performance.

Not the results of those campaigns. But of their own execution or implementation of them.

Instead of rehashing the same onboarding campaigns from the same companies that others have covered well, I spent a Sunday morning digging through my inbox to find examples from different industries. (Sounds like a fun weekend, right?!)

The objective, was to pick out different campaigns at random that were each utilizing different personalization techniques to give you a fresh approach and hopefully inspire new ideas.

Here are seven (plus one special bonus) to emulate, research, and try for yourself.

1. Time Etc. Specific Task Spotlight

Tell me if this sounds familiar.

You find (or hear) about a new amazing service.

First pass, it looks awesome. So you sign up, mess around for a few minutes, and… ?

You hit a wall. A blank. And you’re not sure what to do next.

There’s a reason the vast majority of free trials (~50%) don’t turn into free accounts. People aren’t sure what to do next, and they haven’t seen that ‘first win’ yet.

UK-based, virtual assistant service, Time Etc., sends an early task or feature highlight to new sign-ups who haven’t used the service yet. The goal is to avoid this decision fatigue by helping to prompt people with specific ideas for what to do next.

For example, this one focuses on creating a new repeating task.

The single column email is just long enough to provide context to a user, before expertly using a primary (create the task now) and secondary CTA (learn more) to get started.

The hope, is that these leading emails can jog some ideas in those reading it, getting them thinking about ways around the initial problem that blocked them from taking the first critical step in the first place.

2. Rock & Roll’s Event Repurchases

The Rock & Roll Marathon Series has grown from humble beginnings in my beloved San Diego, to now stretching out across most major U.S. (and some European) big cities.

They now regularly feature 30,000+ attendees running urban courses with bands, DJs, and more every mile or two of the half and full marathon routes.

As anyone’s who’s thrown an event can tell you, they rely heavily on early sign-ups (even at discounted prices) and repurchases (from past happy attendees) to help forecast and make up for the fact that most will wait until the very last second (and they’ve already shelled out the money to organize everything upfront).

That brings up two key segmentation features:

  1. By Location
  2. By Event

Let’s start with the basics:

The first example highlights a simple event segmentation, sending a scarcity-based promotional message that would make even Cialdini happy.

This one’s relatively straightforward, relying on the urgency of an early pricing discount expiring to be the entire messaging.

The second is slightly more nuanced.

<img src="https://blog.kissmetrics.com/wp-content/uploads/2016/11/rock-n-roll-marathon-san-diego-email.jpg" …read more

Source:: Kiss Metrics Blog

      

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