Drip eMail Campaigns Should be Built Around a Consistent Prospect Profile

The is the second of two blog posts on what makes sense for direct marketing in 2013.

Eloqua’s drip marketing campaign service is a direct competitor to Marketo. The picture of an ideal prospect that we put together from the Eloqua campaign looks like a mid level manager at a $100 million small business and up. Neither Eloqua nor Marketo has a solution for truly small business.

The editorial content positions Eloqua as an authority on the topic of “marketing automation.” The emails focus on industry best practices. We also found some of the old “fear, felt and found” structure that big companies made use of back in the mid 1980s. The reader is advised to follow the leaders who are all adopting the type of campaign analysis that Eloqua markets.

A closer look at the reader reveals a junior professional who needs the tips an authority like Eloqua can offer. This picture is consistent across each of the email messages that we received.

What can smaller ISVs learn from the examples set by Eloqua and Marketo? As we noted in yesterday’s post, the object of both campaigns is to inform recipients about features of products. There is no effort to sell recipients anything. But each email includes a call to action, usually for a download or to sign up for an online webinar.

Therefore, smaller ISVs should implement similar methods when they design drip email marketing campaigns as their principal direct marketing effort. The objective should be to identify sales leads from dormant contacts.

For editorial content requirements, we think that ISVs should use the type of writer capable of producing blog post content to craft an original set of emails. Twenty four email messages should be satisfactory for a 6 month campaign to revive dormant leads. No more than 75 words per drip email should be required to get an effective offer in front of recipients.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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