Optimize Conversion with Marketing Automation “Pull-Up” Campaigns

Marketing automation is a “deep world”, with a potentially infinite number of complex ways to automate sequences, trigger actions, etc. With such an amorphous concept, it behooves businesses everywhere to spend a lot more time in the “let’s look at what we can do now” end of the pool rather than the “what could be done” section.

Dive deep rather than wade wide to understand and master a concept. This is why I like to break down what can be an amorphous concept into individual tools and capacities can be used to explore an application immediately.

For practical purposes, we’ll define a marketing automation “pull-up” campaign as an action taken by a business when it sees an increased degree of engagement from a prospect that primes that prospect to receive a different kind or level of messaging.

In other words, the prospect took some action that “alerts” a business to pull up this prospect from one email track to a higher-level campaign (tier 1 to tier 2) that is more indicative of the prospect’s level of involvement or commitment.

Tier 1 & Tier 2

It always helps to visualize what a concept looks like in action. The bottom red chain is our tier 1 email sequence, and the top blue chain is our tier 2 email sequence – the one to which the prospect eventually gets “pulled up”, depending on the action that alerts us to do so.

 

Marketing Automation Pull-Up Campaign

We’re also big on real-world examples here at CLVboost. Looking at each of the business type categories to the right in the above image, let’s think about how such a campaign might look for each example. Keep in mind that these are hypotheticals, and the possibilities will change depending on your exact business model and objectives.

eCommerce or Service (Higher Ticket)

Example 1:

An information product business that sells fitness products around fitness has a  tier 1 email chain dedicated toward selling related “paleo” products (guides, recipe books, etc.) in the smaller $ range i.e. $17-$37.

If at any point a prospect makes a purchase between a range $17-$37, that prospect will get moved up the tier 2 email list (the “pull up”) and promoted a higher-ticket course – a video program that teaches about nutrition and food prep for a healthy family, and costs $97.

Assuming that this course has turned out to be of great value for profits, the business likely does not want to keep a customer who spends $17 on the same, small-product track, when they have a good chance of converting those prospects at a higher level.

Example 2: 

A carpet cleaning business got most of the customers on its email list when the opted in for a free guidebook about removing stains in carpet, perhaps both in-store and online. Those prospects on the business’ tier 1 email list now get a newsletter several times a week that provides them with useful tips for taking care of flooring. This company has also opted to include some case studies (in case you don’t already know, I’m a big fan of case studies – HubSpot maps out a nice overview of how to use them effectively).

One week, they include a case study about a busy family with 3 kids who have had success keeping their carpet clean with the business’ products and services. Another week, they target small businesses by including a case study about a small business that experienced lots of spilled coffee and italian food, but was able to keep up professional appearances with the business’ carpet cleaning services. Any prospect who clicks on a selected case study may be pretty well primed to get on the tier 2 email track (the “pull up”) to purchase the more expensive carpet cleaning services.

eCommerce (Engagement Invite)

A company sells cleaning products for cars, the high end of which might be squeegees that can be attached to the end of a vacuum hose (insert other costly car-cleaning equipment – you can tell I’m not a frequent buyer in this market). Either way, the aim of the company is sell products that keep (probably) expensive cars looking excellent.

This type of product is less of an impulse buy, and more of something that  people really look; generally, things that have a higher price, or that have to do with equipment or hands-on learning, generally are a more goal-oriented purchase, and businesses should tease out real interest before promoting any such product.

This cleaning product business has a tier 1 email chain that includes instructional videos on topics like at-home car detailing and general car maintenance. Email 2 or 3 might have to do with buffing and cleaning, for example; maybe video 4 is about cleaning leather.

A prospect who chooses to click on and watch video 4 may be someone who is more primed to be moved to the tier 2 track (the “pull up”) for promotion of a higher-ticket product. This business then moves that prospect up to a different campaign that gives price comparisons about particular products that have to do with more expensive leather care.

Service  Business (Appointment) and (Retention/Referral)*

An advertising company that specializes in social media has a tier 1 email sequence dedicated toward getting prospects to make an in-person or phone appointment, with the goal of eventually selling that prospect on a service for management of a business’ FaceBook advertising. This first sequence is educational in nature, and includes case studies, advertising tips, etc.

When someone becomes a client, the company realizes that they don’t need to subtly coax them anymore with the same type of educational content. Instead, they’ll, bump them up to a tier 2 sequence (the “pull up”). This second email sequence is less about selling and more about retention and referral.

The weekly newsletter targets deeper levels of how to manage and succeed with FaceBook and how to work successfully with the company as a partner. Content might include case studies, webinars, etc.. In these emails, the advertising asks its clients, “Who might you know that would be interested in our services?” The business presents them with either an additional gift or service as motivation for referrals.

(*The appointment and retention/referral processes are often interconnected, which is why I chose to combine them in this example – though the same could also be applied to product sales).

The Wrap Up

For any business that is leveraging email marketing (read this article for more information on outbound email marketing campaigns ), there are numerous examples of implementing pull-up campaigns, no matter the business model or objective.

It’s really a matter of thinking strategically and asking the right questions – Where in your business do people potentially indicate higher levels of engagement and commitment? Where they should be communicated with differently? This might be after they purchase, register for a webinar, watch two or more of your videos, etc.

The end-goal is to determine and look for specific actions (in response to calls of action) that alert a business when to pull prospects up to a tiered sequence that speaks to a prospect as a more engaged customer, and encourages more conversion.

As always, hope this tutorial is useful. Here’s to a productive week!

-Daniel Faggella
CLVboost Founder

About The Author

Daniel Faggella

I grow businesses with marketing automation, email marketing, and conversion-rate optimization. I've spoken on business and emerging technologies internationally and at some of America's finest schools (Yale, Stanford, Cornell, etc...). My marketing strategies have been featured in the Boston Business Journal, MarketingProfs, Direct Marketing News, and much more. CLVboost is where I share marketing strategies, TechEmergence.com is my major pursuit.