DRIP CAMPAIGNS Presented by How to get more out of email marketing with
RELATIONSHIPS VS. YELLING
These transactions require education, and education requires trust.
Complex Argument
Education Sale
Trust
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RELATIONSHIPS VS. YELLING
Do you trust the first person who yells at you about something? Probably not.
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
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
… 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.
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
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!
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