Tuesday, April 26, 2016
Layer One - Vice President of Marketing
There are many different types of nurture campaigns.
The first one you should look at setting up is what I call standard nurture paths and it looks like this:
- Send Generic Information about your Product or Brand. At the tail end, give them three options to click.
- Through reporting/analytics, determine which contact interacted with which option.
- Send another e-mail to each contact that has information specific to each option they clicked on.
- Through reporting/analytics, determine which contact interacted with this send.
- Send a final e-mail with an offer specific to the option they interacted with AND opened or clicked the second e-mail send.
- Through reporting/analytics, determine which contacts interacted with the offer. Send these contacts to your sales people to follow-up with as identified hot leads.
We do this for a few reasons. You don't want to come on too strong. To use a dating metaphor, when you meet the person of your dreams you don't propose on the first date (well maybe you do). You'd scare them away. The same is true of any topic and applies here. Just because you identified a prospect as needing your product doesn't mean they will agree. Come on slow and present them with options after you've wondered how they prefer to be approached.
Watch and analyze what they like and don't like. Then when the timing is right, present them with an offer to try your product using 1:1 Marketing.
The other reason is to get as far away from the batch and blast approach as possible. If you don't, your opt out rates will increase and the more opt outs you have, the less form submits you can have.
Here's an example using Chevrolet
- Chevrolet wants to do an e-mail campaign on their new models and they have their segment defined. They send an e-mail out about what's new with the company and at the bottom includes photo hyperlinks of a Corvette, Silverado and Bolt.
- Through reporting and analytics, Chevy knows who interacted with each model.
Chevrolet sends new e-mails out to the people who interacted with each topic.
- People interested in a Corvette received information about added horsepower for the upcoming year and a review comparing it to a Ferrari.
- People interested in a Silverado received information about towing capabilities for the upcoming year and a direct comparison between similar models offered by the Big Three.
- People interested in the Bolt received information about it's electric mileage capabilities and a calculator app that helps them identify fuel cost savings.
- Through reporting and analytics, Chevy knows who interacted with each follow-up.
Chevy sends a final e-mail with an offer to each person who interacted with the second send.
- People interested in a Corvette received an invitation to an exclusive Corvette event.
- People interested in the Silverado received an offer for extended warranty on 2016 models if they make a purchase in the next 6 months.
- People interested in the Bolt received an offer to join an environmental awareness group sponsored by Chevy.
- Through reporting and analytics, Chevy knows who interacted with each offer and sends their sales teams the contacts as hot leads to follow-up with immediately. They now know these individuals are interested in specific models, what conversation points to jump into, and what offer to try to close on.
What if Chevy was sending all this information above to every contact (batch and blast)? The Silverado interested parties were getting Corvette information before, though and opted out. In that particular instance, that contact can no longer go down this path or become the hot lead as identified here. I hope you see my point that delivering relevant content to relevant individuals is important. Either that or I want someone from General Motors to let me run a marketing campaign for them.