Increase Engagement with Drip Campaigns

Nurture email campaigns help you engage with your business’s email subscription list to encourage sales and develop lasting customer relationships. In many cases, it makes the most sense to create nurture email campaigns as autoresponder emails, so the emails go out automatically based on a trigger, such as a subscriber signing up for your email list or when a webinar is scheduled. You don’t want to send out so many emails that people unsubscribe or send out too few that customers don’t know who you are. Here are some delay schedules based on specific triggers to maximize subscriber engagement.

Engagement can be webinar attendance, watching over 50 percent of an online video, clicking emails and visiting high-valued content pages, or downloading PDFs.

Example New Email Subscriber Schedule

Any time that a new email subscriber signs up for your email subscription list, they should be sent a nurture campaign that delivers relevant education, value and offers. Here’s a sample delay schedule that you can use:

  • Day 0: Thank email subscribers for signing up and deliver lead magnet, if any.
  • Day 1: Provide background on your company.
  • Day 4: Send out information that’s valuable to your subscriber in terms of free content or relevant articles.
  • Day 7: Make an Engagement Offer. i.e. Free Consultation or Webinar.

Example Webinar Offer Email Schedule

When you schedule a webinar, you should create an email campaign to encourage your existing list to sign up for the upcoming webinar, show up to the webinar and take any desired follow-up steps. You might want to send an email at the following intervals to maximize how people engage:

  • Day 0: You announce your webinar and why people would want to attend.
  • Day 1: Personally invite subscribers to sign up.
  • Day 4: Remind subscribers of the webinar.
  • Day 7: Let subscribers know that they’ll miss out by not signing up.

How to Quantify Engagement

You’ll want to think about how to evaluate if people are engaged with your content. This could include if people ended up attending your webinar, watching more than 50 percent of an online video or clicking on the content you want them to read. You’ll need to determine what engagement metrics are important to you so you’ll know what to track.

Choosing an effective delay schedule in your nurture campaigns can make a difference in engagement. If your nurture campaign emails suffer from a lack of engagement insights, consider partnering with Enautics. We can help you get the data you need through appropriate integrations and expertise.

Additional Resources

How to Evaluate Webinar Success through Conversions

When you take the time to host a webinar, you want it to be successful. One way to evaluate the webinar’s effectiveness is to see how many people converted from one part of the sales funnel to the next. For instance, you can measure how many people registered for the webinar and actually showed up to watch the whole webinar. Here is more information about what conversions mean at each of these points on the sales funnel for webinar attendance.

Registered for a Webinar

Sometimes, the most difficult conversion is the first. How many people saw the advertisement for your webinar and signed up? If many people sign up for your webinar, the marketing was successful. However, if the marketing campaign you used to get people to sign up for the webinar caused very few people to sign up, there might be an opportunity to change your strategy for the next webinar.

Attended Half of the Webinar

If a person attended only half of your webinar, this could mean a few things. They might have felt that the webinar didn’t match their expectations or they ran out of time. You could focus follow up emails and other communication on what topics the rest of the webinar covered that the participant missed. This way, the participant will still get all of the information.

Attended All of the Webinar

If the participant attended the whole webinar, your webinar is likely engaging and matched the expectations you set up with your marketing efforts. The next metric you’d want to evaluate is how many people attended the whole webinar and took the steps you asked them to. For instance, how many people enrolled in a subsequent class or paid for a membership as a result of your webinar. This is how you know that your webinar is the most effective.

Additionally, to know how your webinar performed, you’ll need some technology to measure engagement. Enautics’s Eloqua and Adobe Connect integrations allow a marketer to see this detailed level of webinar engagement. With this data, you could continue to refine your webinar process until it is the best it can be.

Additional Resources

http://contentmarketinginstitute.com/2014/11/6-ways-to-measure-webinar-roi/