Nurturing leads is simply helping your customers through the sales process so they take action. Drip emails or automated email campaigns are the workhorses of lead nurturing. Drip emails can deliver the right message that provides information, reinforces relationships, and creates a sense of urgency - all delivered at the right time. Here are tools and tips that will help you set up successful lead nurturing email campaigns.
Easily send automated email campaigns with a focus on results.
AI Subject Line Score gives you the ability to see how your subject line scores against other real email campaigns and predicts if it is a good subject line or not. It is continuously learning from campaigns sent by Automizy.
Here is Automizy's free Email Subject Line Tester you can use as a standalone tool.
You cannot A/B test the entire email body, but that feature is on the roadmap. You could get around this by segmenting your list manually and splitting out the automation to each segment. It's not very efficient, but you could do it.
When someone purchases or signs-up from your website, trigger a simple series of welcome emails in Zapier.
Depending on your website, select the appropriate trigger to fire when someone submits the form on your website. This example is using Webflow. This is where the data will come from, such as the email of the customer.
After the form submission, add a 7 minute delay. This will make the auto email feel less auto.
There are a number of email services you can use in Zapier. This example is using Email by Zapier.
Select "Send Outbound Email" as the action event.
Fill in the fields that create first the outbound email. This includes the To Email, Subject, Body, From Email. You may also send attachments, change the Reply-To, and set other email related fields.
In this example, the To Email is selected from the form submission data.
The Body of the email can be in plain text or HTML code.
Add a Zapier Delay action and select how long you want to wait until the next email in the series is sent. In this example, the delay is one day.
Continue adding emails and delays until your drip campaign is completed.
Zapier has the ability to add filters to continue the series only if certain conditions are meet.
It can be easy to set up email automation, and it can be just as easy to screw it up. Here are some traps to look out for when you are using drip email campaigns.
Getting the timing right can be difficult. Don't assume you will get it right with your first try. Sending too many emails that are too close together causes unsubscribes and spam complaints. Sending them after too much time has gone by, you miss opportunities and risk the person not even remembering you. You can start with existing templates, talking to sales, and analyzing your past email campaigns for data. But the best thing is to test, watch your metrics, and adjust.
Every email should have an objective. What do you want the person to do? It's easy to forget this when you are putting together a series of emails. How many times have you gotten a "Just checking in..." email with no understanding of what to do after you've read it? Give each email a strong call-to-action.
Check your email for broken links using tools like mail-tester.com. More importantly, make it part of your process to check your automated emails every week for broken links. Automated emails can outlive a web page link and just because it worked when you set it up, doesn't mean it will work forever.
If you are A/B testing a subject line in an email, make sure you have enough data to get statistically significant results before making a decision on the winner. Here's an article more in-depth on that topic.
When you get a drip email campaign that works for you, it will run and not require much attention. It's amazing how quickly an email can become inappropriate when world events happen, or copy becomes stale and outdated, or there is a shift in the marketplace that starts to erode your results. Keep alert.
Read your email copy and count how many times it says "I"/"we" versus "you". Focus on the needs of the customer and what is in it for them.
If you are sending your emails from an address that is unmonitored, doesn't accept incoming emails, or is "no-reply", STOP. You are hurting your results. It may seem like a great way to avoid clogging up and inbox with bounces and out-of-office replies, but it is a big no-no. Email programs are sophisticated now that you can set up rules and workflows to handle routing the incoming emails.
Nothing kills an email like "Dear $". Not only should you make sure you have cleaned your data, but code an appropriate fallback value if the data is blank: "Dear Scrappy Marketer".
Your drip campaign will have an objective: download a white-paper or purchase your SaaS product. If the customer does it, you aren't going to want to keep sending them emails asking them to buy. It makes your company look incompetent and alienates the customer you just won. Make sure you remove them from the drip campaign when they are no longer the campaign target.
Building out a successful drip campaign can be a game-changer. Make sure you take the time to do it right and not fall into these common traps.
There are a lot of competing products out there. Just researching automated email marketing software for this issue's MarTech Hunt brings up an overwhelming number of options.
I asked the community for help, saying I was interested in new or overlooked or indie tools (less about the tools that everyone already knows about).
With that, not only does ConvertKit have an excellent product, but ConvertKit differentiated itself in a very crowded marketplace by how it treats employees. It may not matter to everyone, but there are some, including me, in which ConvertKit now stands out from the crowd.
Drip email means to deliver a series of emails, "dripping" into the inbox, so called because of drip irrigation.
In the 1950's, "drip" was slang for someone who is very uncool. but over the years, using "drip" fell out of style.
Then around 2018, the word "drip" had a renaissance thanks to hip-hop. It meant the complete opposite "uncool". Now "drip" means to have a sexy or cool style, wearing expensive jewelry or clothes, to have swagger.
It is hard to pinpoint who started the revival but many take credit.
My fingers are crossed that this issue makes it to your inbox. Last week there were some difficulties with delivery.
Coming soon! I am working with Newsletter Crew's ReferralKit to roll out a referral program. I'd love to have neat rewards for you when you refer Scrappy MarTech to your friends. Let me know if you have any requests for rewards.
We have such a great community. Wouldn't it be great to have a "Reader Spotlight" that introduces a different reader each week? Interested?
See you next week. Happy Scrappy Marketing!
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