blast, drip, and nurture automated marketing

Have a contact list and want to send email messages.

Have heard of email automation, but don’t

understand how it can work for you.

Have a subscription to email-automation software and

need to gain a consistent return on your investment.

Are confused about the difference between blast

email, drip email, and nurture email.

Need outside help in developing and deploying an

email strategy.

SPIDER TRAINERS CAN HELPIf any of these describe you, Spider Trainers can

help. We are marketing-automation architects and

we will analyze your need and create a campaign for

you that will ensure your return on your email-

automation software investment — even when

you’re feeling the pinch of full workloads and too-

few resources.

Spider Trainers is a network of more than 80 experts in

email development, web development, search-engine

optimization, analytics, graphic design, ad creation,

multimedia creation, social-media postings, writing,

and editing. We bring all of these disparate talents to

bear on your project, to ensure that every functional

requirement is met with the expertise it requires.

Our publications are designed to help you identify

need, understand the topic, and enable you to

engage in development discussion. While we may be

guilty of giving too much information, we know that

the empowered and informed client is the successful

client. We hope this guide does that for you.

We look forward to learning more about your needs.

Please contact us at 651 702 3793 or

[email protected].

YOU SHOULD READ THIS GUIDE IF:

©2013 SPIDER TRAINERS

INTRODUCTION..............................................1KEYPHRASES ...................................................2

EMAIL MARKETING.........................................3EMAIL AUTOMATION ...........................................3PROFILING.............................................................4CONTENT TYPE ....................................................4PROSPECT TYPE....................................................5STAGE ....................................................................5BLAST .....................................................................6

TRIGGERED MARKETING...................................7DRIP........................................................................7

SOCIAL MEDIA ....................................................9NURTURE ...............................................................9SCHEMA...............................................................11COMBINING DRIP AND NURTURE....................13

TABLE OF CONTENTS

PAGE 3


By most accounts, marketing automation is the

greatest thing since… well, since email marketing.

The ability to qualify leads and build demand in a

fully automated workflow frees us marketers from the

high-pressure requirements of constant writing,

email development, and deployment tasks.

It also enables us to more appropriately personalize

content and send messages that are both timely and

relevant. In this guide, we define the differences

between email blasts, drip emails, and nurture emails

and how you can use your automated-marketing

solution to subjugate these tasks.

INTRODUCTION

PAGE 1


auto-responder email

blast email

closed-loop marketing

cross-media marketing

drip campaigns

drip email

drip marketing

email automation

email marketing

email program

email strategies

how-to email marketing

internet marketing

just-in-time marketing

leads

marketing by email

marketing strategy

multi-channel marketing

multi-touch marketing

multi-vehicle marketing

nurture campaigns

nurture email

nurture marketing

prospects

subscribers

transactional email

triggered events

triggered marketing

KEYPHRASES

PAGE 2


Email marketing is the process of sending a

commercial message to:

Prospects — to determine their fitness as a•

lead.

Leads — to educate or engage them for the•

purpose of converting them to customers.

Subscribers — to keep your company top of•

mind when they become ready to enter the

purchasing funnel.

Customers — to dispel buyer’s remorse and•

impart information to promote customer

loyalty.

All commercial marketing emails can be categorized as

one of three types: blast, drip, and nurture. Each of the

types has a different purpose and can be used

independently or collaboratively. Let’s first get the

definitions out of the way:

Blast email. A single email commonly

used by marketers to announce

advertisements or promotions to the

majority or entire customer list. Also

known as a single-event email, mass email, bulk email.

EMAIL AUTOMATIONDrip email. A series of email messages

geared toward education, branding, or

positioning of a product to prospects or

leads that have subscribed and

requested information. Drip marketing is typically

ongoing and generalized messaging.

Nurture email. A series of email

messages sent to specific recipients

based upon their previous actions or

interactions and their place in the

buying cycle. With a nurturing campaign, marketing

EMAIL MARKETING

PAGE 3


©2013 SPIDERTRAINERS

works closely with sales to understand the buying

cycle (sales funnel) and thus, digitally provide the right

information at the right time. Also known as closed-

loop, just-in-time, or transactional marketing.

PROFILINGThe most-successful campaigns are those that are

relevant; campaigns with a focus on the recipient’s

individual needs, pain points, desires, stage in the

sales funnel, and more. In order to start your

campaign with relevant content, it’s best if you first

build persona profiles. There are online tools such as

these two for B2B and B2C profiling, but you can

continue to collect data throughout the campaign.

As events are launched and you begin to collect

information, these early responders can be segmented

off into buckets with others to join as their profile

becomes partially or more complete. In the first stages

of your campaign, focus on learning what types of

prospects you have and then try to determine where

they are in the sales funnel. Accomplish both by

offering links and content that discloses interest when

the recipient clicks. Creativity goes a long way in this

phase as you determine what type of text, graphics,

and marketing content will give you the information

you need.

CONTENT TYPEWhether you choose to blast, drip, or nurture, there

are four types of content. Use these content types to

elicit different responses from your audience that will

help you to evaluate their stage in sales funnel:

Viral/emotional state. Appeal to your prospects’

emotions and provide content that shows you

understand their needs, goals, and pain points.

Discussion. Engage the subscriber with opportunities

to comment, complete surveys, and provide feedback.

Your requests for discussion should start small but can

grow as their commitment to the engagement

increases.

Lead. Offer high-value content such as white papers,

training videos, trials, and eBooks to lead them

through the sales funnel. As the recipient completes

forms on gated content, you will gain clear indicators

of their area of interest and level of interest.

Figure 1.1. Blast, drip, and nurture campaigns have different

purposes, but they are not exclusive in target audience or

messaging. You may choose to announce a special event as a

one-off email blast to your subscribers, but also include the same

message as part of your drip campaign.

http://b2c-profiler.spidertrainers.com

http://profiler.spidertrainers.com


Sales. Provide clear, concise paths for purchasing or

becoming a customer.

PROSPECT TYPEIn order to create emails that specifically address the

needs of your audience, you must first understand

what type of prospect each represents. Sometimes

you know this information at the onset, but more

likely, this is information that you need to glean.

Triggered marketing enables this discovery and with

that comes the ability to provide answers to

individuals in a relevant and timely manner. The

types of prospects are as follows:

Most aware. Prospect knows your product, and only

needs to know the offer.

Product aware. Prospect knows what you sell, but isn’t

sure it’s the right product for her/his needs.

Solution aware. Prospect knows the result [s]he

needs, but is not sure that your product addresses

these needs.

Problem aware. Prospect senses [s]he has a problem,

but is not aware that a solution exists.

Completely unaware. Prospect has no knowledge of

product or solutions, but has an opinion.

STAGEAssuming that you know your types of prospects or

are deploying a campaign designed to disclose this

information, you must also know where the prospect

is in the sales funnel. There are many variations on

the funnel, but broadly speaking, you should be able

to stage your prospects, leads, and subscribers in a

sales funnel that looks like this:

AwarenessInterest

ConsiderationIntent

EvaluationPurchase

Regardless of which stage, type of prospect, or

content, remember to focus on the customer. They do

not care about your super great company,

unparalleled staff, or cutting-edge technology; they

care about themselves. Talk about benefits, not

features and then choose to blast, drip, or nurture.

Figure 1.2. Over the last decade, the

marketing and sales funnel has changed

appreciably. Stages have shifted from

sales to marketing as the more of the

process is done on the web and before

engaging with the company.

BLASTEmail blasts often offer a short-term promotion or

make an announcement. These differ from a single

business emails in that the campaign is sent en

masse to the subscriber list. Though a blast email is

called a single-event email, there are typically

multiple components, which may include the

launch email, auto-responder emails, forms,

landing pages, and more. Since there are multiple

components, it is considered a campaign, whereas

a single-event email without additional

components is just that, an email.

Single-event and multi-event (triggered) emails can

also be promoted across multiple channels

simultaneously, and whether you call this mix multi-

touch, multi-channel, multi-vehicle, or cross-media

marketing, it is a strategy that harnesses the

combined strength of multiple marketing vehicles to

make the message more memorable and give it an

extended reach.

There are copious opinions on email best practices,

and regardless to which words of wisdom you

subscribe, email blasts do tend to offer you the most

flexibility in design. For instance, when sending a

nurturing email, you might offer a gated white paper

download. That means that you require them to fill out

a form in order to receive the white paper. Best

practices suggest that you have no other calls to

action or links — no links to your social accounts, no

links to other offers, and maybe not even a link to your

website. The idea is to focus the recipient on one task,

and one task only: complete the form to receive the

white paper. If the recipient completes the form, you

have not only collected the data from the form, but

have learned something about their interest and this

becomes the trigger for the next event in the nurture

campaign.

With an email blast, you might very well have half a

dozen links, or more. In some cases, the purpose of

this email is to offer several interesting topics, tracking

who clicks what, dropping them into an appropriate

bucket (list segment), and then firing off a series of

drip or nurture emails.

PAGE 6


?! Researchers estimate that United States firmsalone spent US $1.51 billion on email marketing

in 2011 and will grow to $2.468 billion by 2016.

?! 76% of small businesses state that their idealmarketing mix is a combination of print and

digital communications.

— Pitney Bowes

Figure 1.3. In this email blast

for Sheally Insurance Group,

there are many links: the

logo links to their home

page, the main menu at the

top links to individual pages

at their site, the company

name text links to their

website, the social icons link

to their account, and the

email address is a clickable

link that launches the

recipient’s email app.


TRIGGERED MARKETINGDefining parameters and constructing triggered

campaigns is no small undertaking. Though similar in

structure to single-event blast campaigns, a

triggered campaign may have dozens or even

hundreds of trigger-based activities that you must

consider and address — especially given that most

triggered campaigns are designed to last several

months or even a year. Over the span of the entire

event, triggered campaigns will require less effort

than a string of blast emails, but there is an up-front

overhead in both time and resources that must be

considered. This overhead is mitigated as you

benefit from technological advancements in email-

automation software that reduces downstream

expenses.

DRIPDrip marketing is a term that is used to describe a

series of pre-designed emails sent on a

predetermined schedule geared toward education,branding, positioning, or selling of your productto your subscribers. Drip marketing emails are

distributed to a broad audience; lead-nurturing

emails are distributed to a specific segment.

Knowing when to choose a drip campaign and when

to choose a nurture campaign is usually an easy

decision, but sometimes the answer is both.

Broadly defined, there are three drip-marketing

triggers from which to choose:

Anchor date. Set events to occur on days before and

after a specific date, such as product-launch dates.

Calendar. Set events to launch on specific dates, such

as holidays.

Duration. Set events to launch based upon when the

prospect entered the campaign.

You likely have a number of examples of drip-

campaign emails in your inbox right now. Each week

(or more or less often), you receive a standard email

describing that week’s message from a company to

whom you have subscribed. All subscribers get the

same message, and that message typically has little or

no personalization, though there is no reason you

cannot personalize extensively.

Figure 1.4. As an example, in a simple drip campaign you begin

with a new lead that has subscribed and upon joining the list

they will receive a weekly email of in-store sale events (B2C) or

perhaps a weekly announcement of industry news (B2B).

?! Drip-irrigation systems are used in agriculture towater plants through a slow, constant drip

(rather than flooding or sprinkling) and the root ofthe term drip marketing.


Many companies, even marketing-automation

companies, use the terms drip and nurture

interchangeably, but these two campaign styles have

different purposes and different design approaches.

Drip events do not usually promote gated content.

Forms (gate content) are used to gather information

about the lead in order to convert them to a customer

and this is a nurturing function. Gated content,

however, can be used in a blast email to attract

prospects as subscribers that will receive a drip

campaign or as customers.

Include the content — news article, press

announcement, discount code, or the like — within the

email and without the need to complete a form to

access the content. In your drip email, there also might

be many links, such as links to social accounts, the

website, direct contact, and more. Depending upon

which (if any) of these links are clicked, we might drop

their name into a new bucket (list segment) in order to

send them more content in line with the link they

clicked. We refer to the drip campaign as the passive

engagement and the nurture as the active

engagement.

In other words, we expect clicks in the drip campaign

only as the recipient actively pursues information

beyond that included in the email, and thus, indicates

advancement in their interest level and sales readiness.

We consider this a signal that they now need to be

nurtured. We move their name into the nurture-

campaign bucket or segment and begin providing

gated, higher-value content.

All events within a drip campaign should be consistent

in design and branding. The text and imagery can

change, of course, but by choosing and sticking with a

structure that displays the preheader, header with

logo, body, and footer in the same place from email to

email, the recipients will recognize your content and

be less likely to forget that they have subscribed.

As a best practice, keep an eye to content in your drip

campaign. These emails should be approximately 80%

content and 20% pitch. Start your campaign with three

or four email messages of purely helpful content and

Figure 1.5. If you subscribe to

the Municipal Insider list, you

will receive a monthly email

with reminders, offers,

promotions, and other

information targeting the

municipal employee.

without a pitch and then drop in sales information or a

link to connect with a sales person.

SOCIAL MEDIASocial-media postings are classified drip marketing

as well. In the same way you send email on a

particular schedule, you send social-media postings

with the same goal and same type of audience.

Once a social follower subscribes, they are declaring

additional interest and at that point they can be

dropped into a drip email campaign and as

additional interest is declared, advanced to a nurture

campaign.

Drip campaigns and nurture campaigns are not limited

to email, though it is the first thought that comes to

mind for most of us. Let us not forget the importance

of print and, when and for whom it’s appropriate,

integrate this vehicle into our triggered campaigns.

Having said that, while postcards, brochures, and

other offline content can be valuable components to

triggered campaigns, those types of events can also

be more expensive and more difficult to track, but not

impossible. For more information on the topic, refer to

the Spider Trainers’ eBook, The Power of Print (in

Marketing).

NURTUREWith email automation you can now be in front of

the prospect with the right offer at a time — a time

that is most relevant to them rather than when most

convenient for you. When you enhance your

campaigns with segmentation of explicit and implicit

data and personalization, you will make a marked

difference in:

• Response rates

• Cross-sell and up-sell activity

• Relevance of messages and offers

• Timeliness of delivery

Nurturing emails are sent to specific prospects orleads based upon their previous actions orinteractions and their place in the buying cycle.

Since emails are sent based upon an action, they are

also known as transactional emails, such as an order-

confirmation email after they make a purchase, that

convey information regarding the action that triggered

it. These types of emails have higher open rates

PAGE 9


Figure 1.6. In a blast email, you have a lot of flexibility for design

and it’s not necessary that they match from campaign to

campaign. With drip marketing, however, it’s more important to

stay consistent. In this example of a drip campaign theme, we

swap out the main image and the text each month for the

webcast series, but the structure, preheader, header, button

style, font style, and footer remain the same.

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(51.3% compared to 36.6% for email newsletters) and

thus, provide the perfect canvas for introducing new

topics or advancing the relationship by anticipating

and answering questions or cross- or up-selling

products or services. While there are many types of

triggered events, we categorize them as:

Transactional triggers. This type of triggered event is

based upon a client’s action, such as making a

purchase or submitting a form. This action can also

trigger an auto-response message, for example a

thank you for your order or thank you for submitting

our contact form. The follow-up response is an ideal

opportunity to not just confirm their action but also to

provide additional links and information and address

buyer’s remorse or extend their engagement with your

campaign, social-media accounts, content, or website.

Recurring triggers. This type of event is designed to

launch based upon what you know about the

recipient, such as birthday, anniversary, or last visit and

is often referred to as a loyalty campaign because you

are remembering something of importance to your

lead and this is shown to build loyalty.

Threshold triggers. This type of event is triggered

when the recipient reaches some type of threshold, for

example: flying a million miles, buying $100 worth of

goods, or other action for which you can provide

tracking and measurement.

Regardless of the type of trigger, your nurture emails

should follow a logical progression and one that

guides the prospect or lead through the purchase

funnel. It’s much easier for your sales team to close a

sale when the prospect has been reading your

nurturing emails and when you can show this

information to the sales team through analytics and

lead scoring. If a prospect is opening your emails, this

is a good indicator that they are engaged with your

company or product.

Both drip marketing and nurture marketing are ideal

when you need to stay in contact with prospects over

long periods of time — especially if your company has

extended buying cycles. Deciding whether you should

use drip or nurture, or a combination of the two, will

be based upon on your campaign goals and the return

on investment you are seeking.

Figure 1.7. With a nurture campaign, you start with a segment of

your list, such as those who have downloaded a price list, send

an email, wait for engagement, and then send an auto-

responder or triggered email based upon their action or

interaction with the email.

The key to success with a nurture campaign is in the

segmentation and tracking. When someone engages

with your campaign, shuttle them off to a bucket with

others who have interacted similarly and provide them

future content that advances their knowledge on the

topic in which they have shown interest. You can

augment their behavior information (implicit data),

with demographics and firmographics (explicit data)

that you can collect over time using progressive

profiling.

SCHEMADrip and nurturing campaigns are complex creations

but approaching them methodically does help.

Though your marketing-automation software likely

has a robust engine for building the campaign,

we’ve found that for campaigns spanning a year or

more, the best approach is a rough one. Take the

time to create a rough draft and run it past the sales

team. With nurture campaigns, they are your best

assets for developing the process for converting a

prospect to a lead, a lead to a subscriber, and a

subscriber to a customer — or whatever form your

conversion path takes.

If you are building an annual campaign, start with a

single-month schema. With the monthly schema in

hand, work then to drill down to create a weekly

schema, and if necessary, a daily schema.

When drafting your schema, like the one in figure 1.8,

you’ll find that your sales team is a great resource for

helping you to map out your nurturing approach.

Launch emails, as shown in our example, might be an

initial offer and each week thereafter, the email will

contain escalating reminders. The final email might be

a last-chance reminder. If a purchase is made, move

the contact into a drip campaign to reassure them of

their wise choice — customer testimonials, case

studies, and the like. They are more likely to

recommend you if you follow-through, continuing to

remind them of the good relationship, and remain at

top of mind as they learn of others making this

purchasing decision.

PAGE 11


?! Explicit data includes demographics orinformation such as gender, age, income,

political affiliation, and the like.

?! Implicit data is representation of actions orinteractions, such as open, click, download a

resource, watch a video, website visit, social sharing,and so on.

?! Progressive profiling is a process in whichmarketers display conditional form fields to

prospects based upon data already known about theperson completing the form. In this way, marketerscan reduce the number of fields displayed in formsin order to maintain high conversion rates.


Figure 1.8. Most any graphing software can be used to create a

rough draft. You can even use a spreadsheet application.

COMBINING DRIP AND NURTUREMost companies need blast, drip, and nurture

campaigns — one simply isn’t enough, but the on-

hand talent pool is already tapped to capacity. This

often means that the company’s investment in email

automation is failing to provide a sufficient return.

Get professional help.

As marketing-automation architects, Spider Trainers

builds combined drip and nurture campaigns that are

loaded into your email-automation system and

deployed without your intervention. This leaves your

team with the highly creative, and often more urgent,

blast emails, but also ensures that even when

resources don’t allow it, your software is earning its

keep.

In figure 1.7, we have illustrated a very brief example

of a combined drip and nurture campaign, there are

four or more launch emails in order to A/B test the call

to action. This could be the same offer stated in four

different styles, four subject lines, four buttons styles,

four headlines, or any single item you wish to test.

After the launch email, names are dropped into

buckets based upon the links clicked, thereby

disclosing their interest type: social engagement,

product information at the website, contacting a

salesperson, or opened but no interaction. All four

buckets will be dropped into the passive or drip

campaign first and as links are clicked, shuttled to a

nurture campaign. If after the nurture campaign has

been exhausted, and no links have been clicked, the

name is recycled into the drip campaign.

When designing your nurture programs, you must

choose whether to continue or to end the prospect’s

participation in the campaign once the prospect has

shown signs of interest or activity and you hand off to

the sales team. You might also choose to add them to

a different drip campaign that is designed to allay

buyer’s remorse and assure them they have made a

wise choice.

If you’re ready to give your marketing-automation

software a steady job, contact Spider Trainers. We will

architect an automated-marketing program that will

ensure you get the most from your human, software,

and hardware resources.

PAGE 13


?! Open and click-through rates drop off over asubscriber’s lifetime, thus the value of long-term

subscribers who continue to receive your messagestends to be higher.

?! Companies that automate lead managementsee a 10% or greater increase in revenue in six

to nine months.

http://www.spidertrainers.com


Figure 1.9. For most companies, email messaging is a mix of the

three campaign styles. Blasts are used for on-the-spot

promotions or to test an acquired list and drip and nurture are

used to stay top of mind and nudge recipients along the sales

funnel.

SPIDER TRAINERS’ PUBLICATIONS

When Marketing Becomes the 800 lb. Gorilla

white paper

Taming Your Campaign infographic

Automated Email Marketing eBook

Marketing Metrics eBook

Prospects, Leads, and Subscribers eBook

Targeted Landing Pages white paper

The Power of Print (in Marketing) eBook

RESOURCES

PAGE 15



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1ShoppingCart

Abeedle

Act-On Software

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Solutions

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GTC

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EMAIL-AUTOMATIONAPPLICATIONS

PAGE 16


Pogio

Port25

PostageApp

Postmark

PowerMailer

Pro reach

Profusion

Promio

Pure360

Puresend

Rapid Mail

(australian)

Rapidmail

Rare Method

Reachmail

Real Magnet

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Responsys

ResultsMail

Retarus

RoboMail

ROI Email

RuleMailer

Sailthru

SARE

SC-Networks

SCI Marketview

Selligent

SendBlaster

Sendloop

Sentori

serviceSMTP.it

Shift Click

Sign-up.to

Silverpop

SimplyCast

Smart Email

Marketing Solution

SMTP.com

SocketLabs

Spinnakerpro

Splio

Squeezymail

StoreMail

Stormpost

StreamSend

Striata eMarketing

StrongMail

SubscriberMail

Suite26

Swiftpage

TaguchiMail

Tailored Mail

TargetSend

TargetX

TC media

Teenvio

Teneo

Tmnmedia

Topica

Traction Digital

Triggered

Messaging

Tripolis solutions

Venntive

VerticalResponse

VideoCustomizer

Vidi Emi

Viper Mailer

Virid Interatividade

Digital

Vision6

voxmail.it

Web Power

WhatCounts

White Image

XL Technologies

Yesmail

ZenData

Zeta Interactive

Zrinity

PAGE 17


EMAIL AUTOMATIONBLAST, DRIP, AND NURTURE.

by Cyndie Shaffstall

C SHAFFSTALL & SON, LLC DBA SPIDER TRAINERSPO Box 280487Lakewood CO 80228303 468 8713303 865 7774 Faxhttp://www.spidertrainers.comTo report errors, please send an email to [email protected]

NOTICE OF RIGHTS AND WARRANTIES:All rights reserved. This guide may be reproduced or transmitted in whole and in any form by any means, electronic,

mechanical, photocopying, recording, or otherwise. For information on branded reprints and excerpts, contact

[email protected]. The information in this book is distributed on an as-is basis without any warranty. While

every precaution has been taken to ensure accuracy, neither the author nor publisher shall have any liability to any person or

entity with respect to any loss or damage caused or allegedly caused, directly or indirectly, by the instructions contained in

this book or by the processes described herein.

NOTICE OF TRADEMARKS AND COPYRIGHTS:All companies with products, services, or websites mentioned in this guide are listed in the references and credits section of

this guide. All trademarks are the property of their respective owners. Any omission of such trademarks from any mention is

regretted and is not intended as an infringement on such trademarks.

PAGE 18


mailto:[email protected]

mailto:[email protected]

http://www.spidertrainers.com