In the third blog of my HubSpot lead scoring series, I will be discussing the significance of scoring email drips. Now would be a good time to review my blogs on positive scoring and negative scoring attributes, if you haven’t already. I recommend reading these before or after reading this one. These blogs combined will help you gain a better understanding of what all goes into lead scoring email drips, and how you should be using them.
What’s the Significance of Scoring Email Drips?
Knowing the significance of scoring email drips will help you determine and qualify prospects in your CRM. With the attributes in place, you’re ready to let your prospects rack up points on their own.
However, you don’t have to limit yourself to your regular routine, which may look something like reviewing your blog posts, website, and standard emails, which in turn treats every prospect the same.
If a prospect is engaged, which means they are earning a lot of points, it makes sense to give them some extra attention once they meet scoring milestones. The boost here is lead scoring drips, which are a series of emails that are activated when a prospect meets a certain score.
They’re meant to give the prospect even more opportunities to engage with you and your content. Your prospect will receive points from email opens and clicks, linked page views, any content offer downloads, and so on.
This is a great opportunity to direct your highest-converting content and the most helpful resources to prospects. Plus, this helps the prospects move up in score to reach your target, which at this point means they would be passed on to sales.
Scoring drip emails serve as a nice mix of organic activity — the prospect finding and engaging with your brand on their own — and planned activity — presenting additional engagement opportunities to prospects who are already expressing an interest in your brand.
Managing Scoring Drip Emails
The first thing you should know about scoring drip emails is that it is not meant to overload or pester your prospects. It should never be executed as an, “I know what you’ve been looking at,” kind of engagement, either.
It should seem natural, but not totally unexpected. That’s why we’ll start with an email that briefly introduces the brand and maybe even some of the team members. This can still push them to the website, but it makes them feel acknowledged and welcomed.
Once you have your positive and negative scoring attributes set, you can let them run as-is and wait for prospects to rack up points. However, you can also speed up the prospect engagement process by triggering lead scoring email drips at certain score milestones.
From there, it makes sense to provide additional content to the prospect over time (every 3-5 days). You can also do this in stages, with either a lead scoring drip or an accelerated lead scoring drip.
A lead scoring drip is triggered when the prospect has been awarded a decent amount of points (such as 10 if the goal is 25).
- These are more general and introductory
- These are more educational and informative
An accelerated lead scoring drip is where you’ll want to turn up the heat a bit.
We’ll trigger this at 15 or 20 points if the goal is 25.
- At this point, the prospect has been engaging consistently with the website and email on their own as well as with the initial lead scoring drip
- Here’s where you’ll start sending them to higher-converting pages or even downloadable content offers
- You either want to push them to the target lead score or get them to convert on a form/reach out to a team member directly
- You’ll want to double the points for email opens and clicks in the accelerated drip campaign
Together, these drips work to close the gap and prevent prospects from falling off if they feel like they’ve already explored enough. The goal is to capture them when they’re engaged and provide a stream of info to keep them engaged.
These drips serve helpful content and contain links to your best resources (the ones you pulled from the attribution report). So not only do they push prospects to where you want them to go, but they also serve as an additional source of points (points are awarded every time the email is opened or clicked).
Our recommendation is that it never hurts to give a prospect the opportunity to connect with you. Even if this means a quick sentence or two at the end of the email, tell the prospect how to best reach you (i.e., respond to this email, click this link to our contact form, etc.).
Remember, a prospect has the potential to convert or connect at any time. Avoid any hangups by ensuring that they never get stuck if they’re trying to reach out by letting them know there is an open line of communication available.
TALK WITH US TO GET STARTED
As you begin your own journey to set up a CRM and qualifying leads, you may find that you would like to speak with an expert to get you started.
Whether you’re just getting started with HubSpot or are looking to get the most out of your current setup, we would be happy to help. Contact us today so we can get started!