In a world where attention is divided among our customers and prospects, email drip campaigns still work, if done well and with value. Learn the Spin Sucks seven-step process here.

1. @TwitterHandle • #CMWorld
Email Drip Campaigns
That Work
Gini Dietrich
CEO, Arment Dietrich
@ginidietrich
@ginidietrich • #CMWorld

2. PESO Model
CONTENT
@ginidietrich • #CMWorld

3. Why Onboarding is Vital for New
Email Subscribers
New subscribers never see the first
emails you sent to your list.
Lack context for your new content vs
existing subscribers.
@ginidietrich • #CMWorld

4. Session Overview
At the end of this session you will know how to:
• Build an email marketing program that onboards new
subscribers
• Create content specific to your email audience
that educates and informs, AND drives them to
take action
• Segment audiences and deliver specific (and
automated) content to each
BONUS
Templates and
swipe copy to get
started quickly.
@ginidietrich • #CMWorld

5. Email Marketing is Not SPAM
@ginidietrich • #CMWorld

6. What is an Email
Drip Campaign?
@ginidietrich • #CMWorld

7. Example Drip Campaign
jennifer@mydomain.com
SUBMIT
WHITE PAPER
CLICK?
YES
PRODUCT DEMO
NO
EMAIL WITH
VIDEO
OPEN?
YES
NO
VIDEO
STOP DRIP
CAMPAIGN
@ginidietrich • #CMWorld

8. Example Drip Campaign

9. Do Email Drip
Campaigns
Really Work?
The numbers
say yes:
of adults check their
email first thing in the
morning.
(Source: Customer Intelligence)
B2C marketers who
send automated
emails see
conversion rates
as high as
(Source: eMarketer)
of Americans believe
they check email
“way too much”
(Source: Adobe)
of consumers like
to receive weekly
promotional emails
with 28% wanting to
receive them even
more frequently.
(Source: Email is not dead)
of people who have
opted in to receive
email messages from
a brand find these
messages somewhat
or very useful.
(Source: Salesforce)
of successful marketers
cite marketing automation
systems as most
responsible for improving
revenue contribution.
(Source: The Pedowitz Group Lead Generation
Marketing Effectiveness Study)
@ginidietrich • #CMWorld

10. Email Drip Campaign
Types To Consider
@ginidietrich • #CMWorld
1. Top-of-mind
2. Educational
3. Re-engagement
4. Competitive
5. Promotional
6. Training
7. Onboarding
8. Courses
9. Confirmation
10. Renewals
11. Recommendations
12. Abandoned
shopping carts
13. New subscriber
14. Lead nurturing
15. Welcoming

11. EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
Educational
@ginidietrich • #CMWorld

12. @ginidietrich • #CMWorld
EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
Online Courses

13. @ginidietrich • #CMWorld
EMAIL DRIP CAMPAIGN TYPES TO CONSIDER
New Subscriber

14. Steps to Set up an Email Drip
Campaign
1. Identify target audience
2. Craft message
3. Identify content to produce or repurpose
4. Plan campaign(s)
5. Schedule
6. Begin
7. Evaluate and adjust
@ginidietrich • #CMWorld

15. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 1: Identify
Target Audience
@ginidietrich • #CMWorld

16. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 1: Identify
Target Audience
@ginidietrich • #CMWorld

17. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 2:
Craft Message
@ginidietrich • #CMWorld

18. 7 STEPS TO SET UP AN
EMAIL DRIP CAMPAIGN
Step 2:
Craft Message
@ginidietrich • #CMWorld

19. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 3: Identify
content to produce
or repurpose
@ginidietrich • #CMWorld

20. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 4: Plan campaign(s)
WHITE PAPER
CLICK?
YES
PRODUCT DEMO
NO
EMAIL WITH
VIDEO
OPEN?
YES
NO
VIDEO
STOP DRIP CAMPAIGN
@ginidietrich • #CMWorld

21. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 4: Plan campaign(s)
@ginidietrich • #CMWorld

22. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 5:
Schedule
@ginidietrich • #CMWorld

23. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 5:
Schedule
@ginidietrich • #CMWorld

24. 7 STEPS TO SET UP AN EMAIL DRIP CAMPAIGN
Step 6: Begin
@ginidietrich • #CMWorld

25. 7 STEPS TO SET UP AN
EMAIL DRIP CAMPAIGN
Step 7:
Evaluate and
Adjust
@ginidietrich • #CMWorld

26. Mistakes That Will Kill Your
Email Drip Campaign
1. Using words that trigger spam filters
2. Poor personalization
3. Bad timing
4. Mobile unfriendly design
5. Bad clip art
@ginidietrich • #CMWorld

27. 5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Using Words
That Trigger
Spam Filters
@ginidietrich • #CMWorld

28. 5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Poor Personalization
@ginidietrich • #CMWorld
BAD

29. 5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Poor Personalization
@ginidietrich • #CMWorld
GOOD

30. 5 MISTAKES THAT WILL KILL YOUR EMAIL DRIP CAMPAIGN
Bad
Timing
OUT OF
OFFICE!
@ginidietrich • #CMWorld

31. 5 MISTAKES THAT WILL KILL YOUR
EMAIL DRIP CAMPAIGN
Mobile
Unfriendly
Design
@ginidietrich • #CMWorld

32. 5 MISTAKES THAT WILL KILL YOUR
EMAIL DRIP CAMPAIGN
Bad
Clipart
@ginidietrich • #CMWorld

33. Tools, Templates, and Tips
@ginidietrich • #CMWorld

34. Tools, Templates, and Tips
Text SPINSUCKS
to 44222
@ginidietrich • #CMWorld

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Gini Dietrich
CEO, Arment Dietrich
@ginidietrich | spinsucks.com