What new email tactics have been gaining traction?
What we’ve shared so far in this guide are a core set of principles and steps you can follow for adopting a conversational approach to email marketing. But for those of you who have already laid the groundwork for a conversational email strategy and are ready to take things to the next level, we’ve got three tactics for you to try. And FYI: These are all tactics we’ve been using (and testing) here at Drift in order to speed up our sales cycle and convert more of our email replies into sales opportunities.
Instead of forcing leads to endure endless email back-and-forths and/or annoying games of phone tag in order to schedule meetings with Sales or Customer Success, you can include links to reps’ calendars directly in their email signatures. That way, with a few clicks, leads and customers can view availability and schedule meetings for days/times that work best for them. Then, once a meeting is scheduled, confirmation emails get sent automatically to both parties. It’s a real-time, on-demand approach to scheduling—no waiting, no back-and-forths, no annoyingness. It’s a simple change to an often-overlooked aspect of email (re: the signature), but if you’re serious about converting your email into actual opportunities, it’s absolutely worth doing.
Of course, not every lead who clicks on a calendar link and scopes out a rep’s availability is going to end up scheduling a meeting. But that doesn’t mean that person won’t want to schedule a meeting later. As email marketers, this is where our nurturing instincts should kick in. Because if someone is taking the time to look at a rep’s calendar, they’re showing intent. So why not have an automated email go out to these exact people, asking them why they dropped off and if they have any questions? At Drift, we’ve seen first hand how sending these abandonment emails can help us save meetings that otherwise would have fallen through the cracks.
Speaking of abandonment emails, you can apply the same principle to website visitors who abandon your website before talking to you first—including anonymous visitors, provided they match your target criteria. Using IP address matching technology, you can identify what companies anonymous website visitors work at and, if it’s a company that would be a good fit to buy from your business, you can send them a cold email and ask if they need help with anything. At the end of the day, these are people who have taken the time to visit your website and look around, so even though they haven’t started a conversation with you yet, why not be proactive and take the lead? (FYI: We ran this experiment recently at Drift and saw an 80% open rate and a 15% reply rate, which is way above the average cold email reply rate of 1%.)