 Here with her talk, Drift, Drift, Drift, to convert website leads to sales, please welcome Amy Hall. Yay! Thank you very much. So today, let me give you a little bit more about me. So I have been working at WordPress for the past 10 years. I've about 7,500 hours in the back data WordPress. And I've been working with MailChimp, not exclusively but mostly 98% of the time, for the past 9 years. So here's what you're going to get today. You're going to learn what a drip campaign is, which format to use for your drip campaign, or more than one. How long your campaign should be. How many emails you're going to want to put into your campaign. And then how often you should send your emails. So drip campaigns are not exclusively e-commerce and they can be e-commerce. It's no surprise probably everyone in this room, but the hardest thing about sales is getting the leads. Because for every industry out there, the hardest thing is getting the leads. So who knows what a drip campaign is? Yay! Good! Alright, so it's a series of automated emails sent over a period of time. Every subscriber starts at email number one, no matter when they subscribe. So if they subscribe in January, they get email number one. And then they go through the series. And the object of a drip campaign is to keep your name in front of the readers for that name and brand recognition. So drip campaigns are really good to educate customers about your products or industry or educate potential customers about your product or industry to confirm appointments or reservations to promote your latest product to onboard new clients and to deliver courses. So you've probably gotten a drip campaign in the past and never even thought about it. You may have not even thought it was an automated campaign. If you go to the dentist and the dentist sends you an email reminder or a text reminder of your appointment, that's a drip campaign. And here's the real important part about drip campaigns is that when somebody comes to your website, they're not necessarily ready to buy. They may be ready to be educated about your product, your industry, what you're selling, what you're doing, how to use your services, but they're not necessarily ready to buy. And there's an old urban legend that it takes seven touches for somebody to buy. Oh my God, somebody's taking a picture. Sorry. Okay. So it doesn't necessarily take seven. You know, it depends on that person. But usually people need to have some kind of introduction to your product. It really is all about how much you know your customers' pain points and then how you can communicate your benefit and the way you solve or will solve their pain points. That's what it's about. And that's what a good drip campaign does. You know their pain point and you tell them how you're going to solve it. So there's two kinds of drip campaigns. One is a drip campaign and one's a nurture campaign. You might think that these are the same, but they're not. Real, tiny, subtle difference. A drip campaign is something that you send over time and you just send it and people receive it. A nurture campaign is something that you send over time and it's based on actions that your readers take or behaviors that your readers have. Each subscriber gets emails specifically created to walk them through the sales process. Drip campaign may not walk them through a sales process, but a nurture campaign is specifically to walk them through the sales process. And the object of a nurture campaign is by the time they get to the nurture campaign or by the time they get to the end of the nurture campaign, they're buying or they've already purchased. So this is how you know how many emails to send and this is how you know how long to make your nurture campaign. So 96% of visitors, wait, I went the wrong way. Sorry. So nurture campaigns, great nurture campaigns are abandoned carts. Membership renewals, that's an awesome nurture campaign. Reminders to use a software or reminders to use a service or reminders to use a course. Re-engage with customers that aren't opening or clicking on emails with the intention to unsubscribe if need be. And when I say unsubscribe, people usually go, yeah, no, unsubscribing is super good. Unsubscribe somebody every day through your list, it's a good thing. Because then you don't have dead weight on your list. Then you have a list that's vibrant and is engaged. And honestly, if you're using an email service provider like MailChimp, Constant Contact or Active Campaign, they look at how many emails are open. And so does Google. And they deliver your emails based on the engagement in your list. So if your list is really engaged, it's just like a website. If you have a website that lots of people are coming to and they're really engaged with your website, you're going to get pushed up in the search. Same thing for emails. If you have an email list that has engagement, that people are opening, they're clicking on, you're going to get delivered just a little bit easier. Don't ask me how they know all of that, they just know it. So here's the beauty of nurture campaigns and your campaigns. It's the ability to segment. So the ability to segment emails lists and individualized email campaigns, that messaging on email campaigns, those are the two most effective personalization tactics that there are. And this was a 2016 survey that people that ascend to took. Personal experience, personalization is all about it. And it's not just like putting in, hi Amy, that's not necessarily personalization, although it is, but it's not. Personalization is when somebody comes to your shopping cart or when somebody comes to your site and they put something in the shopping cart and then they abandon and then you send them emails about the specific things that were in their shopping cart. Or somebody purchases something from you and you send them emails about something that's a complementary item to what they have. You know, maybe they bought the MacBook Pro, but they need the USB-C dongle. Or just what I needed this morning. So you send them an upsell. So the thing about your campaigns and their campaigns is that they give people what they want when they want it. And the thing about your guesstimating, when you create your first campaign, you're guesstimating, but you'll be able to see from your replies and from your opens and from your clicks and you'll be able to narrow that down by doing analytics in your email service provider to really know when you need to send each email. You'll have somebody reply to an email with a question and you think, oh, I answered that question in two emails. Well, the next time you sit down that campaign you may want to shift it so that question gets answered earlier. Use segmentation to make it useful. This is not a broadcast. It's not the newsletter that goes to everybody. It needs to be segmented. And the more you segment, the more you can segment. The more you can hit that person's pain point because of what they've clicked in your site or because of what they clicked in the email, the prior email, the better off you are. Segmentation is all about segmentation. So personalize emails with first names or product preferences for better conversion. So you can put first names into the middle of an email. It's easy to do and it makes it more intimate. People think that you're writing specifically to them. I have a series of like probably 70 emails that go out over my web dev process and I've sprinkled first names liberally inside of there so people think it's coming from me. It's hilarious because I get emails back. Oh, and it's so funny because I'm like, no, it's automated. And I tell them at the beginning I'm going to send you an automation of all these emails. It's just awesome. So transactional emails receive eight times as many opens compared to regular marketing emails. And regular marketing emails are newsletters. Transaction emails are the nurture campaign. And also, if you have an e-commerce store, here's your shipping information. Here's your receipt. And those are jerk campaigns. If somebody purchases from you and you send them an email saying thanks for your order. And that's a jerk campaign. Yes? Are jerk campaigns the same thing? No. So they're all under the umbrella of jerk campaigns. And really the distinction is that a nurture campaign is based on the action that people took and you're pushing them towards a sale. That's why a transactional email is just a drip because they just purchased. And you're going to do the same type of emails for everyone. Everybody's going to receive a receipt and a thank you. And then you might send the shipping information when it ships or it shipped today. Here's your tracking number. And you also may send them, oh, you bought this journal. Here's some beautiful colored pens to make your journal more impactful. So you might have an upsell that goes in there also. Okay, that's on the other hand. I was going to just clarify what you said. So basically a nurture campaign, you're following up on kind of nurturing that and transactional is something that's purchased and you can thank you, upsell, another opportunity. Right. And there's also other uses for transactional but we're talking about e-commerce. So we're going to walk through planning a campaign. And I would, you have an opportunity to actually plan your campaign here and have me answer your questions. So we're going to walk through it first and I'm going to show you something and your brain's probably going to go, because most of the time that's what I hear. So in your campaign, this is what you need to plan. How many emails will you send? Will you send? I'm assuming that you already have your subject or your topic, okay? What order are you going to send those emails? What is the timeframe for those emails? What are your triggers? And what will success look like? So we're going to go back and forth a little bit here. So here is a drip campaign sequence. Notice it is very, it's very linear. Super linear, right? If it doesn't have any movement, it's just straight. So if you were a hairdresser, somebody books an appointment, then you're going to send them an email. This is a transactional email. You're going to send them an email that says, thanks for booking and the time and the date of the appointment and the address that they need to get to. One week prior, you're going to remind them, oh, hey, you have an appointment because I would forget. And you're going to send them the same information, the time, the date, the address, and a reschedule link in case something came up. That's for you, that's not for them because if you can plan your workload better if they were scheduled instead of just not showing up. One day prior, you're going to send the same thing and a reschedule link because maybe you can get somebody in there if they were scheduled but probably not if they just don't show up. The day of the appointment, you're going to send the exact same thing, right? You want to get the interface so they remember. And you may want to send a reschedule link here. If you're a hairdresser, it probably will work for you if you're like a dentist or a doctor, it probably wouldn't work that. Send a reschedule link there. Unless you have a reschedule link with a little, remember, appointments reschedule 24 hours in advance and get charged, right? Yeah. And then after they've completed their appointment, you're going to send them a thanks for coming. And I'll thank to both the next appointment. Because you know, if you're getting a haircut you need another haircut unless you might jump. You need another haircut in six weeks, right? I still need to shave it every few days. And then if they don't, in a couple weeks if they don't sign up for that appointment, you can send them a reminder that they need to make an appointment. So this is a simple drip campaign, super linear. But can you see it answers all these questions? How many emails will you send? Well, we have a specific number. If I'm going too fast, let me know. You're going too fast. Thanks, Nat. In what order? So we have a logical order for all of these emails. What's your time frame? Well, we knew exactly. We did it right after they made the appointment and then one week prior, that was our time frame. What are your triggers? Well, the first trigger was they made the appointment. The second trigger was they fulfilled the appointment. What will success look like? Success will look like, number one, they came in for the haircut. And number two, they scheduled another appointment. Okay, so watch out for your minds being blown. Where's the nurture campaign? That's like, ah! So, most people have a free opt-in offer on their site. A lot of people will have a free opt-in offer on their site or they make a free opt-in offer on their site. So we're going to start with that. You have a free opt-in offer that people can download for free. Can I say free a little bit more? So we're going to go below first. So you're going to send them an email that says, here's your free download. You also, when they fill out the form, you also want to have the thank you screen that pops up or send them to a thank you page that has a link for the free download. So if they download that, then the next step is to send them an explainer video. And this is not like, you don't need to do this, but this is like the example. I'm not saying, oh, you have to make an explainer video. No, just fill in your own stuff here. But this is a good example. So if they did download, then you send them an explainer video that goes into more depth than the free opt-in offer. Did they open the explainer video? No, or yes. If they opened the explainer video, then you offer them a product download or a consultation, a service consultation. And in that email, you send a link to the schedule, the consultation or the demo. If no, they didn't open the explainer video. Well, then you send them an e-book that goes into more depth. Because maybe they don't like the video format. Maybe they want to read. I've only recently kind of been liking videos. So I usually read. I want to read. So you can send them an e-book that goes into more depth. And then if they opened the e-book that goes into more depth, then you come back over here and offer them the product download. If they didn't open the e-book that goes into more depth, then we're going to take them off of the sequence. We're going to take them out of the sequence. We're just going to send them the newsletter because they're not interested. And you shouldn't be wasting your time on people that are not interested at this time. It doesn't mean they won't be interested in the future. You just don't waste your time on people that are interested right now. So if they sign up for the free opt-in offer but they did not download, you can send them a video with a high level overview of the opt-in content and another link to download. So the object is to get them to download here. And that was different than the explainer video. This one is super high level. So if they opened the explainer video, then you send them this explainer video that goes into more depth. This one and this one are the same. So you're going to send them that explainer video that goes into more depth. And now they're in this sequence and they follow this sequence now. If the answer is no, they did not open the video, then you keep them out. They're so not interested. Probably somebody signed them up for that without them knowing it. So this can be totally convoluted. Yes. How would you know if they opened it up or not? No, usually there's links and you can have the links tell you in the emails. There's the links, well, I use MailChimp, but all email service providers are going to be the same. If you click the link, it will tell you who clicked the link and you can make the trigger for the next email that's going to send the click. So you have to specify what the trigger is. So we tell MailChimp what to do. Exactly. If you're using MailChimp or if you're using drip or if you're using active campaign or constant, please don't use constant contact. Why is that? You have a competitor? No, it's okay. Part of the reason why I use MailChimp is because when we first started using mobile email, MailChimp converted every single one of its templates to mobile email overnight. Boom, like that. Constant contact took a year. They were not convinced that mobile was the way to go. And that's part of the reason why I use MailChimp is because they're forward thinking they are always looking at how to make things better for the people who are sending emails. So they don't hook you around? That was super bad, okay. So when you subscribe or purchase MailChimp, I don't know what channel you use there. Do they also share with you this information too? How do you learn how to use MailChimp once you... You come to me. You do your plug in there. So MailChimp has tons and tons and tons of videos, a lot of educational videos. So they're super good, but a lot of it is also written out in written form. So some people can't have a little written form. So then you can go to YouTube. There are five billion MailChimp, how to do this on MailChimp on YouTube, on one of them. So you can do that. Or you can sign up for a training and learn in an hour what it takes people six months to learn. And I do MailChimp training. It's a long way forward. How much other? The past. Do you have a CD discount? So an hour is $99. Well, go look at my site because I'm not... What is your site? Maybe hold up is. So an hour is $99. And I think an hour and a half is $169. And I run them just a little bit differently. So the $99 is if you really don't have any knowledge at all. And I will walk through everything, but I do the driving and you just watch. And then I send you a recording and you can watch the recording later on. And you ask questions and you ask me, okay, I want to do X, Y, and Z. And I will show you how to do X, Y, and Z. But the $169 is... I'm like the driving instructor. And you are the driver, the student. So I will watch what you're doing on your screen and I will tell you, click this, go here and do that. I'm very kinesthetic. If I don't do it myself, it don't work. So that one's... I think it's $150. I have no idea. That one is for kinesthetic people like me who have to do it themselves so they know what's going on. Yeah, I couldn't leave myself out of them next time. All right, so let's do it. You ready? Yes. I had a question about the video that you would like send because I think that's a great idea if you are like a restaurant near hairdressing. We have a business too. People confuse we're on the second floor. I realized that's a great... Here's our parking lot. Here's where you go. A one-minute video. This is what you can expect when you walk in. That's great. This is what our business looks like. Everybody can put a video. Here's our entrance. Look for this. And other services because we have some other services and I never can get people to like... I add them on my little MailChimp thing because I use MailChimp. But no one ever looks at it. But maybe if I did a little quick... Yeah, I'm going to caution you now. So you really only want one thing on an email. People have seconds. You have seconds to grab attention. So... And I make huge, long emails for people. I make hideously long emails for people for associations and for churches that have tons and tons and tons of information. Nobody gets to the bottom of those. Nobody gets to the bottom of those. The first third. And then they have burnout. And they don't want to read anymore. I have a high school that sends out a five-scroll email every single week. And people are always complaining. They don't get the information. You just didn't scroll. And people are used to scrolling. It's not like we're not used to scrolling. We are on mobile. We are used to scrolling. But the shorter the sweeter you can make your email the better off you are. And sending out once a week. Sending out twice a week if it's pertinent to your audience. If it's valuable. If you're solving their pain points with your emails. Nothing wrong with that. If you're just chatting it up. No. No, don't just chat. So your data analysis is proven then that if you've had five subjects by thumbnail that the mail is not being clicked or it's just reducing the click. So people always want the social media links at the bottom. You know, Facebook, Twitter. You know, connect with me on Facebook, Twitter. I swear only maybe .5%. People ever click on that. It is like there's no reason. People want the share on Facebook like they put their article in there and they want a button to share this article on Facebook. Zero clicks. Because it's like you're trying to get to third base on the first date on that one. You're asking to get married before you're even dating on that one. So yeah, I try and tell people. Not even like for duration of time like you're just starting out your campaign sending one subject but do you find that maybe after six months adding more subjects to find out? It's going to be what your audience is going to so and it depends on your topic. There are topics like associations. Associations can have longer emails. High schools can have longer emails but with a high school we ended up breaking out each topic basically. So they have a sports email that goes out that talks about all the teams and what the teams are doing and then they have a lunch email that goes out. Instead of getting one email with all of that stuff, now we get five and if they're not interested, they don't have to read it. But it has made it a lot easier for parents to get the information that they need for their kids and it's made a rougher on the school because one of the ways that Mailchimp does it is if you unsubscribe you unsubscribe from the list. So we had to do some fancy error and instead of unsubscribe we had to put an update button so they could click which items they wanted to be in. So that's where the planning comes in to play. Does Mailchimp have the capability to text to a phone? Does it seem like everyone uses it? It's not needed. It's like an add-on that you put in Mailchimp. The thing about Mailchimp is that it's the most used email service provider because they give you a free account up to 22,000 email addresses. Right? So there's tons of people that use it. So there's a lot of extensions, add-ons for Mailchimp. You can do basically anything you want to with Mailchimp except hook it up to Shopify with a Mailchimp and Shopify native. Now you have to use a thing called Shop Sync. Can you say that in more layman's terms? I'm actually interested in specifically that. Shopify? I use Mailchimp and then I'm going to be starting up I don't know if I'm doing Shopify or WooCommerce but I'm wanting to know about Interplay's thing. So this just happened last week. Mailchimp and Shopify they used to have a native app that Shopify and Mailchimp talk to each other directly and it was an app built by Mailchimp. So Shopify wants to do some weird things with data that Mailchimp does not agree with and it's okay for Shopify to do that but it's not okay with Mailchimp's terms of service for a third party to do that. Okay. So Mailchimp and Shopify broke up. So they don't have a Mailchimp native Shopify patch. So now there's a thing called ShopSync which is a third party. It's not Mailchimp, it's not Shopify. It's a third party patch between Mailchimp and Shopify. It works really well. I haven't heard anybody complain about it so that's really good. Okay. And PS, Mailchimp just bought their own e-commerce platform called Lemonade. LemonDrop. I think it's LemonStand. Oh, LemonStand. There you go. It's LemonSulking. So, there you go. All right, so does anybody want to walk through this process with me? Okay, who? Everybody. All right, I could probably do everybody. Wait, what time is it? You have about five minutes. Oh, no. I thought I was going super slow. All right, so let's go with you all the way in the back. No, thank you. Okay, so who wants to go? All right. Let's walk through this process for you. Okay. So, Plata Campaign, how many e-mails will you send? So basically, if I'm just getting into Mailchimp, I guess thousands. That's a different. So, we're looking at a specific nurture or sequence. So, we're not looking at over the life of the Mailchimp. We're looking at to sell this one item. How many e-mails are you going to send in that sequence? So, I'm going to go to run some emails. Go ahead. So, I would think it would be however many gets you to that point. With your example, it looked like four cents. So, it doesn't necessarily mean that. So, you have to look at how long your sales cycle is. A sales cycle for a hairdresser is much shorter than a sales cycle for a real estate sales agent broker. Is it different for product or service? Yes, and it's always going to be different for product or service. Right, I'm a real estate agent that we did it's actually a drip campaign. But we did two drip three drips. One drip goes to everybody who is going to purchase. One drip goes to everybody who wants to sell. And one drip goes to everyone. So, the first drip that goes to people that want to sell it's over one year. And he's been a broker for like 100,000 years. So, he knows exactly what everybody needs to answer at the time that Bindi did answer. So, he does what is what to look for in the house. What to expect when you get an exception. What is title? What is escrow? How do you get a lender? You know, what to look for to get the right lender. So, he sends that kind of email over a whole year. And he does it on the that was the seller side, right? He does it on the buyer side also. Okay, this is what you can expect when you're buying a house. And here's what you can expect when selling a house. He does basically the same thing. He goes through inspection. He goes through escrow. He goes through title. He goes through for a seller. He goes through staging. He goes through curb appearance. He does everything that that seller needs to know to sell their house. That's what he goes through. And this campaign goes over a year. And then his other drip is a holiday card. So, every month except for yeah, every month except for August he sends them. Oh, happy, happy happy Mother's Day. Happy Mother's Day. There's no holidays in August. We'll make one up. We're recommending like just a paragraph in terms of content like a paragraph worth or like a whole. So his holiday card is just an image which you have to watch out for images because not everybody turns on images so make sure you use your alt text tags. But his buyer and seller they're like five scrolls. But these get read from top to bottom because he's addressing their pain points specifically. I guess it's a drip campaign. So I just wanted to ask if I'm doing it correctly. So I have a blog of women going gray and so when they sign up on my landing page to get the free download I have, then they get a sequence of three emails. So the first email is like a welcoming email to my site and it just tells them a little bit about why I did this. And then the next day they get an email with like the top five posts that might be helpful to them. And that's because my main success goal for this was to get more traffic. And then the third email is just like if you have any questions you don't know how to reach me. And so far the opening rate is like 75%. Oh Wow, awesome. That's good. So are you selling anything from this? No, I just I need to figure out how to monetize. Yeah, that's always the yeah, that's cool. Is it your post? Yeah, the online. Okay, nice. Very nice. And what's your click through rate on the second one? It's really high. I can't remember though. It's double digits. Yes. Okay, so this is I have no idea like I wouldn't know that that was good. I was about to look online and see what the heck I'm getting because I don't even know 75% is good. It depends. That's a phenomenon. So just like base level. Yeah, 75% is awesome. Okay. And it depends. It depends on your industry. Okay, so for retail the industry open rate is like 7% because people get barraged with the retail. You don't have to be like defeated. Right. So the one thing you can Google industry email open rate for your industry and you want to look at that. And so you don't get defeated by not having a 50% open rate because people who get defeated by having a 50% open rate just want to slump them. I have no idea. I would think I would. No. I need to tell you what the industry standard is. It will. If you're using Mailchins. I'm trying not to make it. So as an example, I work at a college. Their fundraising office has an open rate of about 17 to 25%. And that's asking for money. And no one wants to give money. So if you're getting that or higher, I would say that's pretty good. Imagine if one in four people opened your email. That's actually pretty substantial. Yeah. And you can always send out your email again to the people who do not open. Just don't get spammy. Yeah. Well, they didn't open it. That's true. They didn't notice. All right. So automated email messages average has 70.5% higher open rates and 152% higher put through rates than business as usual marketing. And that business as usual are just like these letters. These letters always suck. Amy, we're going to have to wrap up.