Note: Drip now integrates with Drift, a messaging app for sales and customer success. The following is a guest post from Dave Gerhardt, Director of Marketing at Drift.
If you’re anything like me as a marketer, email has always been your favorite tool.
I’ve spent thousands of dollars on Facebook ads.
I’ve spent hours working on SEO.
I’ve written hundreds of blog posts.
But nothing consistently performs as well — and as instantly — as email.
In today’s world, though, there’s a new tool that marketers need to add to their toolbox: messaging.
Messaging is exploding.
Just last week, Twilio published a new study about how people want to use technology to talk to businesses, and there was one clear takeaway: nine out of ten consumers said they want to be able to use messaging to talk to businesses.
And now, with the new Drift and Drip integration, you can combine the power of messaging with email to generate more leads for business and get better customer feedback so you can grow even faster.
If this is the integration you’ve been waiting for…
Here are four ways you can use Drift and Drip together.
1) Use Drift’s live chat for lead generation, and then send new contacts to Drip.
You already spend so much time and effort writing content, promoting content, thinking about SEO, creating landing pages, and doing whatever else you need to do to get people to your website. (I know because I have to do it, too.)
Except once people actually get to your website — poof. 97% of them will leave without doing anything (average conversion rates are, uh, not pretty).
But one of the easiest ways to get people to stick around is simply to talk to them.
We’ve seen this first hand at Drift since we launched our own live chat product and put it on our website — we’ve almost doubled the amount of time people stick around:
On any given day, we’re able to talk to between 10% and 20% of our website visitors. This has had a huge impact on lead generation. In fact, when we made the switch, we started getting 200% more website leads.
After someone starts a conversation with Drift, you can easily capture their email address:
And now with the Drift and Drip integration, you can automatically send the emails addresses you get from live chat over to your Drip account for future campaigns.
2) Re-target people who have had conversations on your website.
Speaking of future campaigns — this is where the Drift and Drip integration really starts to get good.
Imagine someone came in your store and left without buying anything — but then you had the super power that let you go find that person and send them a message.
That’s exactly what you can do with Drift and Drip.
Once you have the integration set up, you can use Drip’s Customer Journey view to see which subscribers have had conversations with you on your website:
From there, you can easily add tags and create segments from those subscribers and re-target those people.
At Drift, for example, we have a campaign that goes out at the end of each month to people who have had a conversation with us on our website, but have not yet created a Drift account.
3) Re-target people who have received your emails.
Sometimes, when you have something important to say, you can’t leave it to just one channel.
This is especially true with email, where average open rates typically hover around 20% — and even if you’re able to get open rates north of 40%, there will always be a huge group of people that don’t engage with your content.
But with Drift and Drip, you can fix that by re-targeting people inside inside of your app. This is a great way to drive leads further down your funnel.
All it takes is creating a segment inside of Drift of the people who received your Drip email campaign:
…And then targeting that segment with an in-app message:
For example, here’s an in-app message that comes from our Customer Success Manager, Cara:
You can target your Drip email subscribers with slider messages (that’s the one Cara sent above) and full-screen takeover messages — and you can set up each message to display in the right place at exactly the right time. Drift gives you the ability to target specific URLs, and you can trigger messages based on how long someone has spent on a particular page, scroll percentage, query parameters, referrer, and more.
4) Get customer feedback and follow up with promoters and detractors.
Drift makes it easy to get customer feedback right inside of your app. One of the the types of in-app messages that you can send is an NPS (Net Promoter Score) campaign:
NPS measures customer satisfaction on a scale of 0-10, and with Drift, you can measure NPS right inside of your app or website.
But customer feedback isn’t all that useful unless you can do something with it, and with Drift and Drip you have all of the tools you need to turn customer feedback into action.
All of your NPS data from Drift can appear right in the subscriber activity (a.k.a. Customer Journey view) in Drip, and from there you can reach out to promoters (anyone with a score of 9 or 10) and detractors (anyone with a score between 0 and 6) with specific email sequences.
Then you can create two campaigns with Drip: one for promoters to ask for case studies, referrals, or testimonials, and one for detractors to figure out how you can improve.
For example, here’s one email we trigger in Drip to promoters:
I was just digging through the results of the NPS survey we sent out — wanted to send you a quick note just to say thanks.
Thanks for the feedback and for the high score. : )
Anyway – I wanted to reach out because we’re putting together a page on our website to feature customers using Drift.
Any chance you’d be up for giving us a quote about how Drift has helped your business?
If you need more email copy inspiration, here are the actual emails that we trigger to both promoters and detractors in Drip.
Drift is a messaging app for sales and customer success. With live chat, in-app messages, and more, you can talk to your website visitors, convert more leads, and keep customers happy. It’s 100% free to get started and connect with Drip.
And if you’re already using Drift, now’s a great time to…
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