January 18, 2020
Email Drip Sequences 101: How to build a marketing automation workflow

Email Drip Sequences 101: How to build a marketing automation workflow


– We’re doing a three part video series on how to architect, build, and optimize an email drip sequence. We’ve already covered architecture
in our previous video, and now we’re gonna cover
how to actually build it. (upbeat music) – In this one, we’re talking about building your email sequence. This is an example of an
in-bound email sequence. The first email that goes
out is a welcome email. So this is an introduction
to the personality. Maybe you wanna put a video in here, where they are now
introduced to your product, service, platform,
subscription, whatever it is that you’re offering, welcoming
them into your ecosystem. You’re trying to make
a personal connection with somebody here, to
begin a relationship. The next email will depend
upon the product or service you’re offering. In our case, it’s a SAS software, so what we do is offer some
information about setup. How to get started using
the product or service. The steps that someone would take when they’re just getting
into your ecosystem. Email number three, we’re
jumping into some use cases. These use case emails
are extremely valuable. If you’re able to connect
to your audience member, and they find themselves saying, well that’s exactly the use case I wanted, then you’re gonna connect with them on a very personal level. Our version of this is,
how to use Dubb in Gmail. That is a real life example. We provide a screen recording on actually how to use the Gmail
integration with Dubb. It shows the buttons, it shows the screen, the interface, everything. These use case videos,
there’s gonna be more than one of these in your drip sequence, and they’re gonna have
different purposes for each. The next use case video is
maybe gonna be something that most people hadn’t considered. So, if your product or service has like, a secondary purpose, that’s
also a very valuable use case to detail, because it can
show that your product or service has some range, has some things people haven’t considered. Another valuable opportunity to connect directly with your audience. The next email in the sequence, this is typically where we would have some type of testimonial. So this is an opportunity to tell a story. You can either have the testimonial be directly from the customer themselves, like a video testimonial, which
you can capture with Dubb, or it could be, like, a case study. A link to a PDF, or a
webpage, a landing page, where the case study is. The whole purpose of
this is to tell a story. You have a narrative of someone succeeding with your product or
service, and then that creates a very human connection. This does not have to be
limited to this number of steps, this number of emails. We actually recommend
that your drip sequence does not ever end. You wanna continue
delivering content to people until they either have
bought, and even after buying, they will be enrolled in a different, or you know, continuing drip sequence. – We use our email number
drip sequence generator. So we just shake it up,
and it actually shows us the exact number that we should have. In this case, it says 12, and that’s the number
of emails we’re gonna do in our next campaign. – This will be one of the final emails in this initial drip sequence, and this goes to an offering or promotion. So this is the opportunity for you to actually ask for the sale. This is where you want
someone to take action. So you can offer
something like a discount, a promotion, create a sense
of fear of missing out, a sense of scarcity, and a sense of value. Receive this, and then now hopefully they can become a customer,
which would put them into a different drip sequence. There’s gonna be much more detail that actually goes into
each of these emails. Things like personalization,
unsubscribe links, social links. You really have to put a lot of work into each of these emails. They need to be branded,
they need to look good, and they need to have all of
the appropriate links inside. So if someone wants to take action from the very first email,
they should have that ability. They should have some
kind of link or resource that they can access
through any of these emails, because some people are
ready to jump the gun. We’re gonna actually jump
into a screen demonstration of how you can use Dubb to
build your email drip sequence. We’re gonna show how you can
use the automations feature to build out an email
sequence in your workflows. So, this starts on the dashboard. We’re gonna start here
with this email option. So we’re gonna have to
first create the email, that we can then incorporate
into our workflows and email sequences. So make sure that you’re actually
under the automation tab. So, campaign emails are
separate from automation emails. Emails created under the campaign tab will not be usable in automation. So be sure you’re
clicking this email button to create an email for
the automation feature. Click the new button. We’re just gonna create this one. It’s gonna be Test Two. And then we would select
the video we want to include in the email. Make sure you designate your from name, from email, and subject line. Subject lines are very important. Don’t miss out on that. And we’re going to click the
save and continue button. And this is where you can actually construct the email itself. So you can include something
for your introduction, whether that’s just an intro statement, saying hey, check out this
video, anything you want here. And this is the video placeholder itself. So this is where the
video will actually go. We do offer some personalization tokens, so if you wanna include a first name or anything like that,
first name, last name, and email, we can include
by using the tokens here. And then at the end of the email, you’ll have a place for
your email signature or a closing statement or
anything you want to include at the bottom of your
emails, you can do so there. Click save and continue,
and then we’ll actually have a preview of the email itself. So there’s an intro,
the body of the email, which’ll show up as an animated preview, and then an email signature
or whatever you’ve included in your closing of your
email, and an unsubscribe. So go ahead and click save and close. And now this email is
ready to use in a workflow. So back on the dashboard,
underneath the automations tab, click workflows, and we’re
going to create a new workflow. So we’re gonna name this one Test Three. And then we’re going to, there’s different types of triggers, so currently, there is tag
added as a trigger type. We will be developing additional triggers based off of video and email engagement, so stay tuned for additional triggers. There are also conditions. So there’s two different conditions. Includes any of will mean
that if you add tags here, a recipient just has to
have one of those tags, and they will be included here. Whereas if you select includes all of, the contact would have
to have all of the tags in order to meet the criteria. So just be sure you select
the appropriate condition. We’re gonna use this Test Tag Three. Click save and continue,
and now we’re gonna actually start building the workflow. So the first step is to add an action. And so, we’re going to create
a campaign, send a campaign. And so, this first step
is, to send a campaign, we’re gonna select the campaign, which is the email we just created. So we’re gonna select that. Submit, and then now, we
can add an additional step. So maybe we want to add a
delay of, let’s just say, two days. And then now, we submit
that, and we can add an additional step, ’cause we
wanna add additional emails into this sequence. So for the sake of this video, we’ll build out a two email sequence. And so, after we added the delay, we would now click send campaign. And we don’t have another
test email to use, but you will have your library of emails available to choose from there. So click the test, click submit. And so now, we have a workflow built that will send this campaign,
send this Test Two email, then it will delay two days, and then it will send a second test. You can add as many
steps here as you need, so we do recommend having
a nice, built out workflow delivering all the content you need. So, next step is to actually
launch the campaign itself. So this switch here is very important. This makes sure that they
can only be triggered once. So you don’t wanna send the same person the same email more than one time, and this trigger will
ensure that that actually doesn’t take place. So, be sure, unless
there are certain emails that need to be send more than once. There are circumstances
where that’s the case, but for the most part, you will likely wanna make sure the same person
isn’t sent the same email twice. Now when we’re ready to, we
want to turn this workflow on. This switch will make
sure that this workflow is now active. There’s also a spam policy agreement here. You’re agreeing that there is no spam, that you are sending these
emails to opted-in people. And just make sure that
you are being coherent with our no-spam policy. Go ahead and click the
save and close button. And now, this campaign is ready to go. So if I want to send
someone into this workflow, all I would have to do
is go to my contacts, and I would select the contact
that I would want to add into this workflow. And I will actually add the tag that I would enroll them in to
enroll them in the campaign. So I would click the contact here, add tags, and then enter the tag that I assigned to that campaign. So if I choose Test Tag Three, it will now enroll that
contact into the workflow that I have created, which
is that two email sequence. So now that the contact is
enrolled into the campaign, it will send them a series of emails, whatever you designated in the workflow. We will have additional
triggers and things coming to workflows, so if you have
any additional questions, please reach out to chat support, email support, and good luck. Stay tuned for part three, where we talk about how
to optimize your workflow and your email drip sequence. (upbeat music) Make sure you subscribe
to get the next video in the sequence, part three.

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