Patience and persistence are the most powerful forces available to people who want to make change. That’s why, for marketers, drip campaigns are such an effective tool. Not only do they allow you to do more with less, but they also nurture your leads, inching them closer and closer to conversion.
We worked closely with Speek to make their drip campaigns even more powerful – driving their user activation rate up to 20% higher than other methods.
“Drip campaigns, in particular, really drive our activation rate in a meaningful way.” – Matt Turner, CTO at Speek
What Is Speek and How Do They Use Drip Campaigns?
Speek is a fresh look at conference calling. They replace the outdated number, pin, and password system with a link and a click. They’re an incredible new experience for anyone that’s ever been part of a messy conference call.
Speek’s goal is to share that experience with as many people as possible. One of the ways they’re doing that is with drip campaigns.
So, What are Drip Campaigns?
Drip campaigns are automated emails, sent in a predetermined sequence, intended to move prospects through the sales funnel. Companies will ‘drip’ relevant information to the prospect over a period of time, based on a triggering action (a newsletter sign-up, white paper download, etc.) in order to keep their company top-of-mind or to re-engage the customer.
Drip campaigns convert your prospects into customers, and customers into promoters, by subtly reminding them who you are, what you do, and what’s in it for them.
Traditionally, drip campaigns are triggered what a certain email is sent (welcome email, payment receipt, etc.), but with Speek, we built a new approach to drip campaigns, one that focuses on events rather than emails.
Event-Based Drip Campaigns
By focusing their drip campaigns around specific events, Speek is able to send emails at key times in a user’s experience. They’re able to provide relevant, personalized information to customers who have just signed up or who have just tried their first conference call.
Events allow Speek to segment their users based on the actions they’ve taken, so that their drip campaign can send strategically targeted emails to nurture leads, build interest, and encourage engagement.
How Drip Campaigns Work
- 50% of leads are qualified, but not yet ready to buy (Source: Gleanster Research)
- 35 – 50% of sales go to the vendor that responds first (Source: InsideSales.com)
Drip campaigns convert prospects into customers by giving prospects the information they need to make a purchasing decision over a series of scheduled emails. Because trust isn’t built in a day, these emails keep your product top of mind and allow people to talk themselves into buying over time.
“We are really trying to use drip campaigns to help educate our customer base on the full value proposition of Speek… it takes sometime to change user behavior and the emails we send are a key component to that.” – Matt Turner, CTO at Speek
Speek understands that conversion is a marathon, not a sprint. They use event based drip campaigns to give users the right information at the right time to move them through the sales cycle. Their scheduled drips allow them to be patient while preventing anyone from falling through the cracks.