If you always remember to follow up with unresponsive prospects, you’re in the minority. 70% of sales emails drop off after the first attempt.
That’s like quitting a marathon after the first mile.
According to Yesware data, you have a 25% chance of eventually hearing back if you continue to send follow up emails.
The good news is that a drip campaign can help you schedule these mission-critical messages at scale, so you don’t have to take the time to double back again and again.
Below are 7 real-world drip campaign examples that show how other sales teams are using automated email to get in front of prospects and convert them into customers.
1. Kapost Uses Prospecting Drip Emails To Stand Out From The Competition
The most common mistake that people make when setting up a drip campaign is to offer the same thing and make the same ask, in so many words—every time.
Each email that you send needs to provide new value. It’s what makes you relevant, and what gets people to actually read versus open and delete.
Take a look: Below is a drip campaign example from Tory Moore, a sales development rep at Kapost. Notice how Tory’s emails hit major pain points for his target persona, and they also build trust by providing useful content that is directly applicable in my day-to-day role.
A good rule of thumb is to space each follow up email in a prospecting email series within one or two days of each other, seeing as any replies will most likely occur within 24 hours of sending.
2. Yesware Schedules Pre-Event Drip Campaigns To Book Meetings Before The Big Day
Attending industry conferences is a great opportunity to get face time with busy decision makers and push a deal through. A pre-event drip campaign can help you send personal invites to your top prospects and follow up if they don’t reply—hands free.
Take a look: Here’s an pre-event drip campaign example from Yesware Account Executive Kellie Voll. This particular series received a reply for every single open.
Ideally, you want to have at least two emails in this sequence. Yesware sales reps have found success in spacing these emails five day apart, but be sure to A/B test what works best with your recipients.
3. The Science Behind InsightSquared’s Success With Cold Sales Leads
Engaging cold leads with a drip email campaign that gets them back into the buying cycle is no easy feat. Luckily, the data-driven folks at InsightSquared have a stellar example to show us how it’s done.
Here’s the backstory from account executive Dylan Rushe:
“We were working through this huge list from a sales-specific event. It wasn’t a great list; everyone on it was pretty cold,” says Rushe. “So I created a 3-email drip using Yesware. The initial email asked if the person was free for lunch Wednesday, with a GIF of the InsightSquared dashboard. This email was sent on a Sunday. The second email was automated to send on Tuesday to anyone who did not reply; it asked “are we still on for tomorrow?” If they didn’t respond, they received a third email on Thursday, saying “sorry that yesterday didn’t work out, happy to reschedule.”
The results: Dylan was able to book 9 meetings and meet his monthly quota well ahead of scheduled using the personalized drip campaign above.
Lucky break? Could be. But there’s also some interesting science behind it’s success:
- Receiving an email confirmation for a meeting not on your calendar sparks curiosity. Research from Carnegie Mellon shows that curiosity is caused by an information gap; Recipients open and reply to get to the bottom of the mystery.
- Confirming a meeting time signals that the recipient has committed him/herself to something. This brings the “consistency principle” into play; you feel committed to follow through with things you have committed to.
4. LeadGenius Stays Persistent In This Inbound Lead Drip Campaign Example
Inbound leads have a short shelf life. You’re seven times more likely to qualify an inbound lead if you follow up within less than an hour, according to research cited in the Harvard Business Review.
But that’s not to say it’s one shot or nothing. It often takes more than one attempt to connect, qualify the lead, and turn it into a sales qualified opportunity. The best way to stay persistent is to set up a drip campaign that makes it easy for someone to agree to a call or meeting as soon as possible.
Take a look: This drip campaign example comes from an account executive at LeadGenius, a B2B lead generation company. They insert an automatic scheduler (like Calendly) in the body of their first email to enable prospects to immediately commit to getting a meeting on the calendar, and continue to follow up over the next few weeks.
The emails in this particular touchplan are fairly spaced out, with nearly a month passing until the first follow up. (While we can’t say we’ve tested this extended approach with our sales team at Yesware, we’d certainly be interested to hear if others have found success with similarly timed campaigns!)
5. Klaviyo Relies On Onboarding Drip Campaigns To Grow Their Business
Not having a strategy to nurture free users is a huge missed opportunity. As a user, if you’re not shown the value of the more premium package, then there’s nothing convincing you to leave your no-strings-attached state.
Take a look: Here’s an onboarding drip campaign example that Klaviyo business development rep Ricky sends to new users shortly after they signup for an account. The goal behind these emails is to turn unengaged leads into active prospects, making it more likely they’ll convert to paid.
The timing and pace of your onboarding email flow ultimately depends on your trial length and standard sales cycle. Be sure to experiment. As a jumping off point, here’s the sequence Klaviyo uses:
6. Contently Uses Drip Emails To Drive Retention
When someone gives you something or does something nice for you, there’s a good chance that you’re going to feel obliged to return the favor. This innate desire to even the scales is known as the reciprocity effect, and it can have a profound impact on customer loyalty, advocacy, and retention.
For example, one of the best ways to retain current customers is to help them get more value out of their investment. You can use a drip campaign to share useful information about emerging trends impacting their work, inspiration reasons to use your product, and other helpful resources long after the deal has closed.
By going out of your way to show a customer you care, you make it more likely that they’ll feel the need to reciprocate. Each email is a chance to bring them back to your product and retain their business.
Take a look: After closing the sale, Contently sales reps send customers weekly emails sharing blog posts that add value. Director of Sales Corey Cummins keeps it casual and to the point (no automated robot-speak here).
7. Yesware Gets Referrals With This Drip Campaign Example
83% of satisfied customers are more than willing to become your advocates.
That’s why the Yesware sales team sets ups automated email workflows to follow up with satisfied customers two months after close. When your team and product demonstrate their worth, it becomes much easier to secure additional growth and referral opportunities.
The sequence of events goes like this:
- 45 days post close: Sales Ops sends the account closer a reminder email to confirm that the account is satsified and doing well. Account closer then schedules two-part Mail Merge to send to client, with the first email sending that day.
- 60 days post close: Email #2 is automatically delivered on behalf of the account closer wishing the client a happy two months and asking if they know of any other companies who would benefit from Yesware’s services.
And here’s what those emails look like: