An email address provides you with an important digital ID of people, but e-mail marketing gives you much more than this. You can only really increase the conversion and involvement as well as save time (the top three reasons why our customers use marketing automation) once you are able to automatically carry out a relevant dialogue.
You carry out this relevant dialogue by sending a series of emails that are as relevant as possible at the appropriate moment in the “life” of a contact. That is why email campaigns are often referred to as lifecycles. In 2018 FrieslandCampina won the DDMA Email Campaign of the Year with their Lifecycle Campaign.
Below are examples of various campaigns. You can deploy these depending on the extent to which your organisation is already implementing (email) marketing automation.
Simple campaigns that every organisation can deploy
Let’s start at the beginning. The following email campaigns are easy to send:
- A birthday campaign: congratulate someone on a fixed date
- Review campaign: for evaluating your product/service after purchase
- A welcome campaign: welcome your new subscriber and tell them what you think they should know
- A reactivation campaign: activate the recipients who do not respond to your communications (any more)
The first campaign is sent on a certain date and the second starts after the action carried out by your recipient (e.g. purchase/clicking). For this you use Trigger based emails. Further examples of this are a confirmation of an order or of a registration or deregistration, an abandoned shopping cart email, a ‘we miss you’ email in the event of inactivity or an email that is sent just before the renewal of a subscription. They therefore have a commercial or service-oriented purpose.
1) Drip campaign: from new contact to conversion
The next step, from a single email to a series of emails, is a drip campaign. Drip refers to the phased provision of content. A drip campaign starts with sending email 1, on a specific date and time to a specific list. You afterwards wait for a specific, predetermined period before you send email 2, and so on.
An example of a drip campaign is an onboarding campaign. An onboarding campaign is used to tempt subscribers from the first contact to the first conversion. Examples of the content in a series of emails in such an onboarding campaign are the welcome email, the ‘perhaps you are also interested in’ email, the ‘did you know’ email or ‘complete your profile’ email. If you use the onboarding campaign during a trial period, you often also send an attractive offer at the end.
In order to increase the conversion from the free to the paid website maker, our client Mijndomein deployed an email flow. This resulted in a conversion increase of more than 700%. Read about the inspirational case here.
After a basic drip campaign, consisting of a (similar) linear set of emails that everyone receives in sequence, you can also set up an advanced drip campaign in the Flow Builder based on behaviour. You then link certain actions to the behaviour of your reader, for which you deploy triggers. You can for example trigger that a customer status goes from prospect to customer. In this way, you will know that you no longer have to send the contact any more emails from, for example, the lead nurturing flow.
2) Email campaigns based on behaviour: nurture campaign
Email campaigns that you send based on the behaviour of your recipient are also referred to as nurture campaigns. If you, for example, monitor and measure (based on opens and clicks) the behaviour of your contacts on your website, you get a better insight into their interests and wishes. You thereby build up a profile of your visitors, which enables you to make your emails more personal, relevant and valuable. It can then be automatically determined what content is the most relevant for that recipient and when.
The term we use for this is lead nurturing. This involves following up and qualifying leads from unqualified leads to promising leads. Marketing is increasingly taking over the role of sales in this in order to better qualify the leads. Sales can then spend as much time as possible on the most valuable/warm leads.
3) Profile enrichment campaigns
If you are already emailing on the basis of behaviour you have made a lot of progress in your email marketing. Do you wish to further improve relevance? Then try to build an as complete as possible picture of your recipient by developing a profile. You can do this on the basis of historical click behaviour, but in a profile enrichment campaign you can also find out about the interests of the reader. It is worth pointing out that you can get the best profile enrichment results in the first 30 days after registration. Read more about this here.
You can carry out enrichment in a playful and fun way through using, for example, gamificiation. Experience shows that many people are willing to tell more about themselves so long as it does not feel like an interrogation. Play the marketing game smartly and add the appropriate amount of fun.
4) Reactivation campaign
So there you are, with a huge database full with inactive contacts. We have often said before that quality is better than quantity when it comes to a database. But don’t despair if you have so many inactive contacts. You can activate these using a reactivation campaign. First of all, determine what you regard as inactive. Set up a reactivation campaign in which you send these contacts an attractive offer or try to find out the interests of these contacts. You can also use a trigger email here as well.
You can already determine in advance which emails to use if your recipients do or do not display the desired behaviour. FrieslandCampina, whose case we mentioned in the introduction, decided to use saving or money-back promotions in the reactivation campaign.
Also ask for feedback during the process in order to find out why someone is no longer active. You can do this through, for example, a questionnaire, (dis)like buttons and customer service. If a contact does not open, remove them from your database. Read why in this article.
Email campaigns for the future
To give you a complete picture: things can always be done even better and we can make more effective use of the technology. That is why we are taking a further step towards the future.
Our data platform allows us to follow even more effectively the behaviour of contacts in a trans-campaign manner. We can see which campaigns a contact receives and examine the behaviour per campaign and as a whole. We can use this information to more accurately determine the optimum time to reactivate a contact. This technology also allows us to make content suggestions.
As you set up email campaigns in advance and think about the possible actions of your recipient, you also save a large amount of time and ad hoc actions. I will be happy to tell you more about all the types of email campaigns and how you can use these in our Flow Builder, and look forward to helping you with the challenges ahead.