This document provides guidance on how to execute a successful drip email campaign. It discusses that drip campaigns involve delivering a series of emails over time to educate and influence an audience through the sales process. The document outlines key aspects of an effective drip campaign such as automation, data collection, lead scoring, ongoing contact, and lead recycling. It also discusses using marketing automation software, defining a target audience, content development, campaign setup, and examples of drip campaign emails.

1. Introduction:
“How to Execute a Successful Drip Email Campaign”
Ryan Goodin Brandon Contreras
Diligent Brands Act-On Software
diligentbrands.com act-on.com

2. Introduction:
What is a “drip” campaign?
• Delivering a series of emails to educate,
influencing your audience
• Nurture leads through the sales process

3. Drip Campaign:
Statistics
• 50% of leads are qualified but not yet ready
to buy (Source: Gleanster Research)
• 35-50% of sales go to the vendor that
responds first (Source: InsideSales.com)
• 79% of marketing leads never convert into
sales
(Source: MarketingSherpa)

4. Drip Campaign:
Features
• Automated
• Real-time data collection
• Lead scoring
• Ongoing contact
• Sales hand-off
• Lead recycling

5. Drip Campaign:
Objectives
• Maintain ongoing contact with target audience
• Establish key ideas, thoughts, or comparison
points through education
• Evaluate a prospects progress through the
buying cycle

6. Drip Campaign:
Contact Management Status: Prospect
Segment: Master Leads List
• Sub-segment: Warm Leads
• Sub-segment: Interest in widgets
Status: Lead or Prospect Lead Score: 25
Segment: Master Leads List #1
Lead Score: 0
Lead Score indicates
#2 sales-readiness.
Lead enters campaign, Prospect is handed off
begins to receive a series to Salesperson
of marketing emails over #3
several weeks.
#4
Prospect is not sales-
#5 ready. Lead is recycled
back into campaign.
#6
Supplemental drip
Prospect is
campaign for long-term #7 sales-ready.
lead nurturing. Remove from
Opt-outs, bounces, drip campaign.
#8 dead leads are deleted

7. Drip Campaign:
Lead Sources
Existing prospect and customer lists: Purchased Targeted Email Lists:

8. Drip Campaign:
Lead Sources
Salesperson locates contact info, adds new
contact(s) to the campaign via the sales
admin dashboard
Web visitors are emailed to sales staff daily: Sales Admin Dashboard:
LOGO

9. Drip Campaign:
Sales Management
Enter new leads into the drip campaign: Enter prospects back to the campaign
for further nurturing:
Reasons for adding a contact:
• New lead purchased or acquired
• Salesperson determines former hot prospect is not sales-ready

10. Drip Campaign:
Sales Management (cont.)
Stop campaign for warm leads: Remove from all future email:
Reasons for removing a contact:
• Prospect is sales-ready and actively working with a salesperson
• Prospect has accepted proposal and becomes a client
• Requests to be removed from future communications

11. Drip Campaign:
Benefits
• Always on
• Not resource intensive
• Consistent messaging
• Top of mind presence
• Personalization

12. Marketing Automation Software:
Features
• Email campaigns
• Web forms
• Landing pages
• Webinar scheduling
• Web traffic statistics
• List management
• List segmentation
• Robust Reporting

13. Drip Campaign:
Strategy
• Defining target audience
• Inventory your existing content
• Content mapping
• Writing emails

14. Drip Campaign:
Strategy (cont.)
• Campaign setup / timing / variables
• Segmenting
• Lead scoring
• Web analytics integration
• Web forms
• Landing page setup

15. Drip Campaign:
Strategy (cont.)
• Sales handoff
• Lead recycling
• Additional content development
• Premium content development
• Ongoing improvements

16. Drip Campaign:
Example
• Client: Lending Institution
• Downloads Whitepaper: “What You Must Know About Saving
for College”
• Email #1: Thanks for downloading “What You Must Know…”
• Email #2: Free tools (College Loan Calculator)
• Email #3: Top ten list (Best/Least Expensive Colleges in the US)
• Email #4: Whitepaper (College Savings Guidelines)
• Email #5: Recorded webinar (with a Key Contact)
• Email #6: News article (Your company in the news)
• Email #7: Blog post (Product specific)
• Email #8: Meeting request

17. Drip Campaign:
Questions

18. Conclusion:
Keys To Success
• Tools
• Strategy / execution
• Evaluate / adjust / add
• New leads
• Recycle contacts

19. Next Webinar:
“Drip Campaign Contact Management: Turning Leads Into Clients”
• Defining audience profiles
• Segmenting
• Lead scoring
• Sales handoff
• Lead recycling

20. Conclusion:
Thanks for joining us!