WIXLIB

45 Minutes to SuccessfulDrip CampaignsPresented By:Kris OstrowkaiContactASM STRATEGIC MARKETINGThe ASSOCIATION ofTM2510 Alpine Road P.O. Box 509 Eau Claire, WI 54702-0509Email: ASMinfo@associationofmarketing.org Web: www.associationofmarketing.orgTelephone: 866.226.0828 Fax: 715.833.3953 Seminar ID: 400503This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.

45 Minutes to SuccessfulDrip CampaignsPrepared By:Kris OstrowkaiContact 2017 Association of Strategic Marketing, a division of Lorman Business Center. All Rights Reserved.All Rights Reserved. ASM programs are copyrighted and may not be recorded or transcribed in whole or part without its express prior written permission. Your attendance atan ASM seminar constitutes your agreement not to record or transcribe all or any part of it. Full terms and conditions available at www.associationofmarketing.org/terms.php.This publication is designed to provide general information on the topic presented. It is sold with the understanding that the publisher is not engaged in rendering any legal orprofessional services. The opinions or viewpoints expressed by faculty members do not necessarily reflect those of ASM. These materials were prepared by the faculty who aresolely responsible for the correctness and appropriateness of the content. Although this manual is prepared by professionals, the content and information provided should notbe used as a substitute for professional services, and such content and information does not constitute legal or other professional advice. If legal or other professional advice isrequired, the services of a professional should be sought. ASM is in no way responsible or liable for any advice or information provided by the faculty.This disclosure may be required by the Circular 230 regulations of the U.S. Treasury and the Internal Revenue Service. We inform you that any federal tax advice containedin this written communication (including any attachments) is not intended to be used, and cannot be used, for the purpose of (i) avoiding federal tax penalties imposed by thefederal government or (ii) promoting, marketing or recommending to another party any tax related matters addressed herein.Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 Telephone: 866.226.0828 Fax: 715.833.3953Email: ASMinfo@associationofmarketing.org Web: www.associationofmarketing.orgSeminar ID: 400503

Association of Strategic MarketingThe Association of Strategic Marketing is dedicated to enhancing the marketing profession. ASM iscommitted to the specific educational and developmental needs of our members.ASM is focused on being the principal source of effective and pertinent marketing solutions, informationand techniques for the business and consumer sectors. Members of ASM gain access to an assortment ofspecialized marketing courses, product offerings and other educational tools. These opportunities assistmembers in securing their position at the forefront of their discipline.ASM delivers an overall experience that gives our community of marketing professionals a distinctcompetitive advantage.How Does ASM Benefit You?Unique Member Experience99 Hot industry issues99 Specialized training events99 Proven solutionsSuperior Training99 Live webinars and on-demand webinars99 Distinguished faculty99 Certificate of Marketing Merit Community of Experts99 Exclusive networking opportunities99 Timely advice and consultation99 Building professional relationshipsEnhance your knowledge of effective marketing techniques by joiningour community of marketing professionals.Visit www.associationofmarketing.org to join now!Certificate of Marketing Merit Distinguish yourself by committing to continued education that will help you sharpen your skills and excelin the workplace. In today’s competitive marketplace, it is necessary to stand out within your industry. Setyourself apart and enhance your marketability by earning this professionally recognized certificate.How Does It Work?All you have to do is complete 3.0 CMM credits within a 2-year period to qualify for your certificate. AllASM live audio conferences and webinars qualify for 0.5 CMM credit.Earn your Certificate of Marketing Merit today!

45 MINUTESTO SUCCESSFULDRIP CAMPAIGNSKris Ostrowka,Manager of Onboarding &Engagement, iContactGetting Started WithDrip Campaigns1

2

BEFORE WE BEGIN AUDIO ISSUES?Let us know by typing a message into the question box.QUESTIONS?Questions will be addressed during Q&A in the order received.WANT THE RECORDING?We’ll send a link to your email address within 2-3 business days.2 2016 iContact LLC. All Rights Reserved.PRESENTED BY:Kris Ostrowka, Manager of Onboardingand Engagement for iContactkostrowka@icontact.comKris specializes in automation, email engagement, anddeliverability best practices. He has over 5 years experiencein helping businesses discover organic marketing channels togrow their customer base and more effectively target currentcustomers. Prior to his career in digital marketing, Krisworked as a sports radio broadcaster and announcer.3 2016 iContact LLC. All Rights Reserved.3

AGENDA4 Drip Campaigns: Back to Basics Impact of Successful Drip Campaigns Welcome Series Campaign Re-Engagement Series 2016 iContact LLC. All Rights Reserved.WHAT IS A DRIP CAMPAIGN?AudienceEngaged Socially?According to iContact Pro Drip Campaigns: a workflow designed toimprove marketing efficiency and create atailored experience for each contact byautomatically delivering relevant and timelyinformation based on segmented data.NoYesWait 1 dayRemove fromWorkflowSend EmailSpecial Offer to Social!Visited Web Site?NoYesWait 1 weekUpdate Lead ScoreSend Email 50Follow-up Email Visited Web Site?YesNo5 2016 iContact LLC. All Rights Reserved.4 Update Lead Score 50

Marketingwithout DRIPCAMPAIGNS6 2016 iContact LLC. All Rights Reserved.Marketingwithout DRIPCAMPAIGNSContinualRepetition of Tasks7 2016 iContact LLC. All Rights Reserved.5

Marketingwithout DRIPCAMPAIGNS8ContinualRepetition of TasksUntimely Follow-UpContinualRepetition of TasksUntimely Follow-Up 2016 iContact LLC. All Rights Reserved.Marketingwithout DRIPCAMPAIGNSLack ofPersonalization9 2016 iContact LLC. All Rights Reserved.6

Marketingwithout DRIPCAMPAIGNS10ContinualRepetition of TasksUntimely Follow-UpLack ofPersonalizationNo Visibility intoContact InactivityContinualRepetition of TasksUntimely Follow-Up 2016 iContact LLC. All Rights Reserved.Marketingwithout DRIPCAMPAIGNSOverall HeadacheLack ofPersonalization11No Visibility intoContact Inactivity 2016 iContact LLC. All Rights Reserved.7

IMPACT OF DRIP CAMPAIGNS79%of marketing leadsnever convert to sales.Lack of drip campaignimplementation isthe common cause forpoor performance.Never convert12Convert 2016 iContact LLC. All Rights Reserved.IMPACT OF DRIP CAMPAIGNS65%of marketers say theyhave not establisheddrip campaigns.Do not have workflows13 2016 iContact LLC. All Rights Reserved.8Have workflows

IMPACT OF DRIP CAMPAIGNS50%33%More Sales-ready LeadsAt14 2016 iContact LLC. All Rights Reserved.AutomationWORKS15Lower CostB2C marketers who use drip campaigns seeconversion rates as high as50% 2016 iContact LLC. All Rights Reserved.9

Benefits of MARKETINGAUTOMATION 16Saving timeIncreased customer engagementMore timely communicationsIncreased opportunities to up-sell 2016 iContact LLC. All Rights Reserved.Why youneed DRIPCAMPAIGNSIncreaseRevenue17 2016 iContact LLC. All Rights Reserved.10

Why youneed DRIPCAMPAIGNS Welcome new customersIncreaseRevenue18 2016 iContact LLC. All Rights Reserved.Why youneed DRIPCAMPAIGNS Welcome new customersPut purchase data to useIncreaseRevenue19 2016 iContact LLC. All Rights Reserved.11

Why youneed DRIPCAMPAIGNS Welcome new customersPut purchase data to useEmail event informationIncreaseRevenue20 2016 iContact LLC. All Rights Reserved.Why youneed DRIPCAMPAIGNS Welcome new customersPut purchase data to useEmail event informationFollow up on website activityby sending targeted emailsIncreaseRevenue21 2016 iContact LLC. All Rights Reserved.12

Why youneed DRIPCAMPAIGNS Welcome new customersPut purchase data to useEmail event informationFollow up on website activityby sending targeted emailsRe-engage inactive contactsIncreaseRevenue22 2016 iContact LLC. All Rights Reserved.READY FOR DRIP CAMPAIGNS?Am I ignoringleads who aren’tready to buy?Is Salesunsatisfiedwith the qualityof leads?23Am I collectingdata but notusing it forsegmentation?Am I sendingthe same emailsto everyone?Am I sendingfollow-up emailsmanually? 2016 iContact LLC. All Rights Reserved.13

YOU AREMORE THANREADY!24 2016 iContact LLC. All Rights Reserved.WELCOME SERIES – THE 5W1H 25 2016 iContact LLC. All Rights Reserved.14What do I need to include?How many emails do I need to send?When should I send them?Who should receive each message?Where do I direct contacts?Why go through all this work? 2016 iContact LLC. All Rights Reserved.

WHAT IS AWELCOMESERIES?26 2016 iContact LLC. All Rights Reserved.WHAT IS AWELCOMESERIES?27Automatically triggered message(s)introducing your brand and providingrelevant information.Automatically triggered message(s) but what is that relevant information?introducing your brand and providingrelevant information. 2016 iContact LLC. All Rights Reserved.15

FOR BUSINESSESItems to consider: The nature of your product or service Promotional offer Frequency of communication Expected content For deliverability, ask to be added to contacts orsegment based on Internet Service Provider28 2016 iContact LLC. All Rights Reserved.FOR NONPROFIT ORGANIZATIONSItems to consider: Mission statement Events: think annual Frequency of communication Testimonial spotlight Benefits of donating (tax deductible, impact, etc)29 2016 iContact LLC. All Rights Reserved.16

WHY USE A WELCOME SERIES?30 2016 iContact LLC. All Rights Reserved.WHY USE A WELCOME SERIES?31 2016 iContact LLC. All Rights Reserved.17

WHY USE A WELCOME SERIES? 32Imagine you walked into a storeand everyone ignored you 2016 iContact LLC. All Rights Reserved.WHY USE A WELCOME SERIES? 33 2016 iContact LLC. All Rights Reserved.18Imagine you walked into a storeand everyone ignored youYou only get one first impression

WHY USE A WELCOME SERIES? 34Imagine you walked into a storeand everyone ignored youYou only get one first impressionSetting the tone 2016 iContact LLC. All Rights Reserved.WHY USE A WELCOME SERIES? 35Imagine you walked into a storeand everyone ignored youYou only get one first impressionSetting the toneBeing timely and relevant 2016 iContact LLC. All Rights Reserved.19

How Many Emails Do I Need?36 2016 iContact LLC. All Rights Reserved.How Many Emails Do I Need? Jabs: Lightweight pieces of content that benefityour customers Right Hooks: Calls to action for your business“You must spend a lot of time jabbingif you’re going to land your right hook.”– Gary Vaynerchuk37 2016 iContact LLC. All Rights Reserved.20

BUT REALLY HOW MANY EMAILS?38 2016 iContact LLC. All Rights Reserved.BUT REALLY HOW MANY EMAILS?EMAIL11. Thank you for subscribing2. Ask to be added to contacts3. Clarify frequency ofcommunication4. Include incentive39 2016 iContact LLC. All Rights Reserved.21

BUT REALLY HOW MANY EMAILS?EMAIL11. Thank you for subscribing2. Ask to be added to contacts3. Clarify frequency ofcommunication4. Include incentive40EMAIL 21. Introduce your brand2. Establish your history3. Share your missionstatement4. Identify ways subscriberscan engage 2016 iContact LLC. All Rights Reserved.BUT REALLY HOW MANY EMAILS?EMAIL11. Thank you for subscribing2. Ask to be added to contacts3. Clarify frequency ofcommunication4. Include incentive41 2016 iContact LLC. All Rights Reserved.22EMAIL 2EMAIL 31. Introduce your brand1. Begin to share2. Establish your historyproducts/service (“softsell”)2. Use cases/testimonials3. Make your case:You are The Best!3. Share your missionstatement4. Identify ways subscriberscan engage