Marketing automation has several basic steps leading up to prospects becoming customers. Imagine yourself visiting a web page, as a visitor, you browse through different pages and eventually you come across a landing page asking you to sign up for email notifications or newsletters.
After you have hit submit in the form, you have become a subscriber who has entered your contact info into the internal list. Based on your email preferences, the company has set up an email campaign behind the scenes to send you customized content with followup emails one after another. This is called a Drip Email campaign: By definition, it is a series of enrichment emails sent out to deepen your knowledge and understanding. Throughout the process these emails keep you informed and share comprehensive details in each stage of emails. Eventually, you may be convinced to buy. And if not, the company would have cart abandonment feature to send out reminders, letting you know that the product or service has been reserved inside your cart and ready to be checked out at anytime.
This is how company tracks you through out different progression in the sales cycle with sub-stages. Sub-stages refer to categories that create more granular profile of your customers classified by content, collateral and vertical. For example, when certain customers want to order more by credit card, you may want to check out their profile to see how they become subscribers and what industry they are interested in. Stages and sub-stages align with the steps in Registration, On-boarding, Usage, and Attrition. There is no hard and fixed rules here. Stages and sub-stages can be created to track customers’ progression at any point during the sales cycle.
In each stage of the drip emails, typically this is how it is the info sharing process is laid out:
Day #1 Indoctrination
Day #3 Email Education
Day #5 Email Education
Day #7 Sales Offer
Here’s an example of when the drip campaign happens in a sales cycle. After the customer has participated in a webinar, they have expressed interest in learning more. We have an idea of the customer’s profile. Customer arrives at landing page, they were offered an ebook (lead magnet) by signing up for e-newsletter. Once the ebook is downloaded, customers are directed to a Thank You page. Then the drip emails will be sent out in sequence determined by the logic within the email campaign in the marketing automation program.
This is an interaction where customers think it feels one-on-one, but in reality it is one-to-many. Making this a highly successful way of engaging with many customers at the same time and bring them further into the sales cycle.