Are you getting the most out of your email marketing strategy? Move your customers from “just looking” to “buying it today”! All that you have to do is set up your email drip campaigns. Email drip campaigns are triggered emails meant to provide timely, relevant messages to your customer during key times of the buying cycle. This deck will walk through what drip campaigns are, why you should be running them, and how to optimize these campaigns.

1. ETAIL EAST 2013 CONFERENCE
PHILADELPHIA, PA
DAVID JONES
DIRECTOR OF WEB MARKETING

2. 2
I. Learn some new ideas on how to grow your list.
II. Find out what drip campaigns you should be running.
III. What are the best practices for email drip campaigns?
IV. Important things you shouldn’t look over!
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Key Takeaways Of This Presentation

3. 3
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What is an email drip campaign?
• A series of “set and forget” lead nurturing emails that are automatically
dripped or triggered, at different times, to fulfill a business goal or objective.
• Higher engagement
rates
• Higher conversion
rates
• Save you time by
removing manual
process
Expectations?

4. 4
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What do I need to do this?
• Hard Way
• Have an extremely awesome IT staff that can write the
code
• Easy Way
• Engage with an email service provider that has the
functionality built in.

5. 5
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• The Popup On Visit
• What’s Important?
1. Headline
2. Eye Catching Photo
3. What Will They Get? Must Add Value!
4. Great Call To Action
5. Easy Form
6. Social Proof
• Not so much
1. Showing popup too often. 7 days.
2. Asking for too much information
3. Not following 1-6 This is bad!

6. 6
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• The Popup – testing using Optimizely software
4.9% Conversion Rate
3.9% Conversion Rate
3.7% Conversion Rate
53,900 new subscribers/year
42,900 new subscribers/year
40,700 new subscribers/year
$5.00/subscriber/year
$5.00/subscriber/year
$5.00/subscriber/year
$269,500
$214,500
$203,500

7. 7
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• The Popup – testing using Optimizely software
4.9% Conversion Rate
3.9% Conversion Rate
3.7% Conversion Rate
53,900 new subscribers/year
42,900 new subscribers/year
40,700 new subscribers/year
$5.00/subscriber/year
$5.00/subscriber/year
$5.00/subscriber/year
$269,500
$214,500
$203,500

8. 8
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• An Opt-In on every page
• Try these too
1. Above the fold
2. Right rail
3. Left Navigation
4. Footer

9. 9
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Facebook opt-in

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Pinterest SMS opt-in

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Run a giveaway , sweepstakes, or contest

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Multi-Channel etailers. QR code or SMS on store literature

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Have a catalog? SMS or QR opt-in on the back cover.

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Strategies to grow your email list.
• Move email collection up front in your checkout

15. 15
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

16. 16
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

17. 17
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

18. 18
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

19. 19
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

20. 20
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Triggered Campaigns Should I Be Running?
• Welcome Series
• A series of emails introducing your brand, and
demonstrating your unique value proposition.
• The first email in the series should have a high open
rate
• Don’t sell them right away! This is a “get to know
you” first thing.
• If you have the ability, move your new subscriber into
a “Welcome Series Segment” so they don’t get your
regular emails.
1. Welcome Email
2. Preferences
3. Target Their
Preferences
4. Social Media
FLOW
wait 2 days
wait 3 days
wait 3 days
move to
Master List

21. 21
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• Abandoned Cart Emails
• Timing?
• How many of these to send?
• Make sure you prefill cart when they return!
• Sense of urgency!
• Test offers….don’t offer it up front
• People will convert offline too. Don’t forget the phone
number.
What Triggered Campaigns Should I Be Running?

22. 22
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• Abandoned Cart Emails
• Timing?
• How many of these to send?
• Make sure you prefill cart when they return!
• Sense of urgency!
• Test offers….don’t offer it up front
• People will convert offline too. Don’t forget the phone
number.
What Triggered Campaigns Should I Be Running?

23. 23
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• After Purchase Series
• Great chance to show your great customer service
• If possible, use the purchase data you have collected
• Give them more details about their product, perhaps a
video or assembly instructions
What Triggered Campaigns Should I Be Running?

24. 24
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• After Purchase Series
• Great chance to show your great customer service
• If possible, use the purchase data you have collected
• Give them more details about their product, perhaps a
video or assembly instructions
What Triggered Campaigns Should I Be Running?

25. 25
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• We Miss You Series/Re-Activation Emails
What Triggered Campaigns Should I Be Running?

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
• We Miss You Series/Re-Activation Emails
What Triggered Campaigns Should I Be Running?

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Drip Campaigns Should I Be Running?
• Anniversary or Birthday Series

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Drip Campaigns Should I Be Running?
• Anniversary or Birthday Series

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Drip Campaigns Should I Be Running?
• Anniversary or Birthday Series

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Drip Campaigns Should I Be Running?
• Refer A Friend

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Drip Campaigns Should I Be Running?
• Refer A Friend

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What Are Other Triggered Campaigns
I Should Be Running?
• Reviews
• Loyalty Reminders
• Back In Stock
• Product care follow up
• Quarterly update preferences

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The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What are the best practices for emails in drip campaigns?
• Bullet proof buttons
• Target=“_blank”
• 2nd subject line
• Put your best content in the upper left quadrant
• Use sense of urgency
• Test subject lines
• Track appropriately with your analytics package
• Test in all email clients, especially mobile

34. 34
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What are the best practices for emails in drip campaigns?
• Bullet proof buttons
• Target=“_blank”
• 2nd subject line
• Put your best content in the upper left quadrant
• Use sense of urgency
• Test subject lines
• Track appropriately with your analytics package
• Test in all email clients, especially mobile

35. 35
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What are the best practices for emails in drip campaigns?
• Bullet proof buttons
• Target=“_blank”
• 2nd subject line
• Put your best content in the upper left quadrant
• Use sense of urgency
• Test subject lines
• Track appropriately with your analytics package
• Test in all email clients, especially mobile

36. 36
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What are the best practices for emails in drip campaigns?
• Bullet proof buttons
• Target=“_blank”
• 2nd subject line
• Put your best content in the upper left quadrant
• Use sense of urgency
• Test subject lines
• Track appropriately with your analytics package
• Test in all email clients, especially mobile

37. 37
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
What are the best practices for emails in drip campaigns?
• Bullet proof buttons
• Target=“_blank”
• 2nd subject line
• Put your best content in the upper left quadrant
• Use sense of urgency
• Test subject lines
• Track appropriately with your analytics package
• Test in all email clients, especially mobile

38. 38
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Important Things To Consider….Looking Back At My Triggered Emails
• Subject line testing, especially with offering a deal
• Change up the creative
• More personalization
• Better landing pages
• Use live chat in the emails
• Responsive email design
• Triggered emails aren’t always “Leave and forget”. Don’t let
them get stale
• Try testing a security seal

39. 39
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
I. Learned some ideas on growing your list
II. Found out the drip campaigns you could be running
III. Learned some best practices for email drip campaigns?
IV. Found out what content should be in your email drip
campaigns.
Summary Of This Presentation

40. 40
The Soup To Nuts Of Managing And Successfully
Executing Triggered Email Campaigns
Have additional questions?
www.linkedin.com/in/davidwjones/
David Jones
Director of Web Marketing
Arhaus Furniture / Arhaus Jewels