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Saas Email Drip Campaign: Your Guide to Converting Messages SaaS Email Drip Campaign: Your Guide To Converting Messages SAAS EMAIL DRIP CAMPAIGN: YOUR GUIDE TO CONVERTING MESSAGES BRING “VALUE” IN EVERY EMAIL TO MAKE YOUR OFFER EVEN BETTER ONE DRIP AFTER ANOTHER. SaaS Email Drip Campaign: Your Guide To Converting Messages Email marketing campaigns are used to encourage the “right” audience- those that will respond to your call to action. While it is true that these automated emails can generate more sales opportunity, sending your subscribers emails about topics that don’t interest them won’t make sales progress. Source: https://www.pngitem.com/ In fact, 85% of online marketers are not satisfied with how their campaign turned out. For the most part, it is not the “when” to send it, but the “what” to send over and “how” to justify that it will make your subscriber’s life better. 2 SaaS Email Drip Campaign: Your Guide To Converting Messages WPEngine, for example, offered its customers AN ANNUAL PLAN, instead of their regular monthly one. The major problem, however, was in the fact that generally, subscribers want a monthly option. Although incentive was an obvious reward if they choose to get the annual plan, WPEngine executed “value” messages with the goal of educating customers why a yearly plan will be the best decision they will be making, ever. These “value messages” were delivered through an email drip campaign and IT IS THIS STRATEGY that generated $41.2 million to date. 3 SaaS Email Drip Campaign: Your Guide To Converting Messages What is an Email Drip Campaign? A drip campaign is a set of marketing emails that are automatically sent out on schedule to an audience. This automated sales outreach is TRIGGERED by a specific action that a customer has taken or not taken. The most common triggers are: Lead Magnet Nurture Campaigns Welcome Onboarding Early activation Reactivation Remarketing Transactional Account notifications Personal events Milestone Real-time triggers 4 SaaS Email Drip Campaign: Your Guide To Converting Messages Email drip campaigns have proven its worth in converting leads into paying customers and its biggest secret is to present a “value” offer. The “value” idea is to share “FREE INFORMATION” such as a COURSE, chopped into pieces through an automated series of emails; and case studies, introducing one feature every few days or once a week until the “course” is completed. One great thing about email drip campaigns is that you can pull through one “course” after another, which means you do not have to stop this marketing strategy after completing one. 5 Image Source: https://www.nsrp.org/project/pmdwm-2012-434-2/ SaaS Email Drip Campaign: Your Guide To Converting Messages WHY IS A MILESTONE-TRIGGERED EMAIL DRIP BEST FOR SAAS? Since customers do not come at a single wave, it is only understandable that they will be on different customer lifecycle stages. Milestone emails are to: At each stage, customers require specific messages, and this is Present over and again that where MILESTONE emails are your service is of great value; needed. it will make their lives easier. Remind your customers of the This campaign instantly boosts value they are getting from response because they are highly you. personalized. In fact, its conversion rates have a bigger Improve your chances of them purchase probability of 13%. building loyalty to your service by encouraging them to use the product continuously. Increase the chances of word- of-mouth marketing through referrals from your leads. 6 SaaS Email Drip Campaign: Your Guide To Converting Messages WHAT ARE EMAIL DRIP CAMPAIGN’S BENEFITS? Email drip campaigns can serve as the mainline between the subscribers and the SaaS business. Through the campaign, information, anticipation, and excitement can buildup on both sides. When a lead realizes that he needs the kind of service you are offering, you will be the top pick because you were in regular contact. The emails are some sort of proof that you are actually delivering your promises. When a subscriber signs up, you immediately promise to bring forth a service of great value. And since you kept the promise, trust is almost immediately established too. The campaign is also replicable and scalable. You do not have to create another drip campaign every single time you generate new subscribers. 7 SaaS Email Drip Campaign: Your Guide To Converting Messages The Success Statistics of Email Drip Campaigns Email drip campaigns’ major distinction from general promotional ones is the delivery- it These triggered emails are fast, affordable, is ONE-TO-ONE, unlike and easy to execute. In 2016 alone, a dollar on the one-to-many. drip marketing gets an average Return on Investment of $38, even without constant Also known as tremendous efforts. Basically, they are effective transactional or because: behavioral emails, these are extremely powerful It can free up time in your calendar. in marketing because it is relevant, timely, and It allows marketers to consistently and presenting usefulness effectively respond to subscriber behavior, and actual value. while attending to other tasks. Automation means your best work is always valued. You can review performance metrics or read marketing messages while drip campaigns are running. 8 SaaS Email Drip Campaign: Your Guide To Converting Messages The Success Statistics of Email Drip Campaigns With drip email marketing campaigns, you can achieve 56% click-throughs, 50% open rates of, and 44% conversions and purchases. Since triggered email drip campaigns are behavior-based and scheduled when a customer is anticipating them, they generate superior results. According to Wishpond, Triggered emails are one of the most effective ways to execute email automation. When you use trigger- based emails, you can lessen the quantity of emails being sent, while boosting their impact. MarTec Blog said that incorporating triggered emails will increase customer engagement, their acquisition rate, retention, and even upsell opportunities. 9 SaaS Email Drip Campaign: Your Guide To Converting Messages : k c e h C s t c a F l a n o i t i d d A 10 SaaS Email Drip Campaign: Your Guide To Converting Messages How to create an email drip campaign? Drip emails hit 3 important elements in a single shot: timing, message, and person. And there is a bonus to it! You do not have to dwell on making the emails every single day. You can, perhaps, make the campaign in a day or two and forget about them. Make your first email drip campaign by following these 4 SIMPLE STEPS: 11 SaaS Email Drip Campaign: Your Guide To Converting Messages Step #1. What is your lead magnet? Lead magnet is your offer, for example, a free consultation, content piece, or some other valuable experience valuable that will make the user give his or her email address to you. Examples of lead magnets, include: Your choice of lead magnet is essential because it is the instrument that will Software Download/Free Trial bring leads to your service. While your Guide/Report lead magnet can be non-tech like an Cheat Sheet/Handout eBook or high-tech like a service tool, Toolkit/Resource List what is important is it’s highly Video Training compelling. Discount Quiz/Survey The “free” bait is hugely powerful; Assessment/Test however, a content upgrade offer also Blind/Sales Material works its way. Choose a lead magnet that is sure to attract your buyer persona. Remember, first impressions last. You only get one chance to impress them; make your visitors asking for more. 12 SaaS Email Drip Campaign: Your Guide To Converting Messages Step #2. Sync captured leads, segment, and automate systems. Technology made it possible to bring prospects to the website, get their email address, and start an email drip sequence- all with the goal of luring them to click in the link of one of the emails and eventually buy. The system can now be fully automated to deliver to the right person the right information at the right time. The service will then identify the lead that is open for more engagement. Web-based applications can be hooked together to design a funnel that engages, analyzes, and gets better leads. 13 SaaS Email Drip Campaign: Your Guide To Converting Messages SaturnFunnels is a platform that puts together lead generation, segmentation, as well as automated email drip campaigns and reporting. NO SWEAT! 14 SaaS Email Drip Campaign: Your Guide To Converting Messages When our systems sync, smart segments are created; pulling leads according to specific criteria or milestones. The milestones can be filled-up form, specific values that the lead has selected, or previously completed actions. 15 SaaS Email Drip Campaign: Your Guide To Converting Messages The secret to success is SEGMENTATION. The problem, though, is that data-capture is burdened by the users all while optimizing their user experience (UX). Automating and organizing data-enrichment, however, is a great way to make sure that UX is boosted at the same making sure that the needed data to performance and accuracy are met. 16 SaaS Email Drip Campaign: Your Guide To Converting Messages Step #3. Draft the emails. You can send two kinds of emails: 1. Text-based emails: The most recommended with making more personal connections for the reason that they will look personally typed. 17 SaaS Email Drip Campaign: Your Guide To Converting Messages 2. HTML emails: The most helpful with content- focused contents like infographics, videos, and blog posts. 18 SaaS Email Drip Campaign: Your Guide To Converting Messages Typically, email drip campaigns send one (1) email two days apart, at least, running through 15 days to a month. Again, the idea is to consistently send a message to your audience, so you become familiar with your service.
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