When I first built my email list, I was ready to create some drip campaigns. Just one little problem: I didn't know what to say. I felt like a salesperson with this perfect prospect, but I couldn't find the words to convey how I could change this person's business.
But first ... what is an email drip campaign?
An email drip campaign is basically automated sales prospecting. They are emails that are set to send out at specific, automated times in a schedule.
So, I started chatting with a few of my friends in sales to learn more about their best secrets and corresponding open rates.
[Introductory] email messaging is the 'tip of the spear' for starting business relationships. The copy you write needs to be sharp yet sincere, showing that you can provide value without inundating them. Ultimately the recipient should feel as if all you want is to do is improve their day and their business.
DAVID SNEIDER, HEAD OF GROWTH, SENDBLOOM
This made sense to me. If I'm more authentic, then the engagement and longevity of my relationships should strengthen. I prodded David further, and soon uncovered three of his best emails. Below is each one, their success metrics, and my own notes.
How to Run an Email Drip Campaign
Step 1: Drip Email One
My name is [name], and I'm the founder at Shipping Company. We work with organizations like Sears and Target to hold FedEx and UPS accountable.
We track all your shipments, identify late deliveries, and file claims on your behalf. You only pay when package tracking is credited to your account.
What would be the best way to get 15 minutes on your calendar to explore if this would be valuable to [company]?
Open Rate: 44.3%
Reply Rate: 33.3%
When replicating this drip for myself, I found a few aspects of it that really worked:
The introduction is quick and honest, taking up no more than one sentence.
The second sentence is also quick and to-the-point, explaining what the business does without a five paragraph pitch.
The concluding CTA is a simple yes or no question. That makes the effort required to respond much easier.
- Pro Tip: A/B Test Your Pitch -
The second paragraph of the first drip email is a good place to A/B test different features of your product or services of your business to see what prospects find most relevant. I test mine by simply sending each version and tracking the emails with HubSpot Sales to see which garner the highest open and click rates.
Step 2: Drip Email Two
My company, Shipping Company, gives you real-time visibility into your shipments, lets you know when any have been delivered late, and tracks packages on your behalf.
You pay for performance, so if we don't save you money we don't get paid. Who would be the best person to speak with at [company]?
Open Rate: 61.8%
Reply Rate: 35.3%
With this email, I've found the following works:
The subject line is a reply to the first, making it familiar. I've found this helps increase open rates.
The second sentence refines your original pitch to try and use new messaging that resonates with what your recipient cares about.
The closure to this drip email is quite magical in my opinion. Asking for an introduction to the right person at the organization significantly helps improve response rates.
Step 3: Drip Email Three
I wanted to make sure you saw my earlier message. I'd like to learn about the pains of package tracking at [company].
If you are the appropriate person to speak with, what does your calendar look like early next week? If not, who do you recommend I talk to?
- [Your name]
Open Rate: 42.4%
Reply Rate: 22.9%
I see the third drip email as a wildcard. That said, there's some elements that make them stick:
The introduction of this email makes it clear you are just checking in on the status of their email.
Learning from David's examples, I've concluded that my drip emails should each follow a few key points.
3 paragraphs max
2 sentences per graph
End with yes/no CTA
Refine the pitch
Refine key feature
Make a bolder ask
Refine key feature
Make even bolder ask
Time wise, each drip can be sent anywhere from two days to week after the previous message.