Sleep Country Breaks Down Resistance With Email Drip Campaign

How are you sleeping these days? If that question gives you pause, Sleep Country USA can help you out. The mattress chain based in the Pacific Northwest reached out to prospects with a well-executed email drip campaign over five consecutive days when triggered by an email signup on its website. Here's a breakdown of how prospects were gradually introduced to the specific benefits of Sleep Country USA's products.

A new sleep system is, more often than not, a big-ticket item, requiring a long sales cycle that answers some basic questions that a prospect may have. With the first email in the conversion process, Sleep Country made it clear that education was going to be the focus of its efforts. The subject line: "1 of 5: Welcome to a Better Night's Sleep," simultaneously greets the subscriber and spells out the end goal. The succeeding emails continue the pattern of number followed by the main selling point.

Using the subject line to indicate that the email is part of a series is a bit unusual; a search of Who's Mailing What!, the world's most complete email and direct mail library, turned up only a few other examples of stated drip campaigns.

In the body of the message, the possibly overwhelmed subscriber is reassured that they will be helped: "Over the next five days, you will receive a series of emails to help you make the best decision." Below the text panel, a strip running across the width of the HTML includes clickable tips for buying a mattress, each leading to the same landing page. There, the basic differences among mattresses are explained, with further links for specific manufacturers and models sold by Sleep Country.

The second email promoted the idea of a movable base for the new bed by explaining that they now "provide benefits for every sleeper," not just older users. A link goes to a page with four demonstration videos (three from manufacturers). What better way to build a case than to "see it in action." The benefits of the improved technology are listed on the landing page as well as in the email.

Pillows and sheets aren't mere accessories to Sleep Country, they're essential elements for quality sleep, and the focus of the third and fourth emails, respectively. As with the previous emails in the series, both have blocks of text underneath a picture, with links to the website with more benefit-laden copy that attempts to match the prospect with the right products for their sleep style and personal preferences.

The fifth and final email wraps it all together. The prospect may be comfortable now with buying (thanks to the other emails in the series), but keeping that investment safe "from any mishaps or spills that may occur" is a valid concern. To address it, and "create a healthy environment" for one's family, a link to a section of the website on mattress protection options is provided.

The big call to action is a gray text box below the main message. It reminds the subscriber that they've been informed of the various sleep system components, and are now prepared to "create a better night's sleep" by actually going to a Sleep Country store.

As with all of its emails, the address of the nearest Sleep Country USA location (matched to the ZIP code provided during the email sign-up process) is shown in the upper right corner, with a small linked photo in the panel above the footer. So at any time, the prospect could have decided to buy. Maybe that's why an incentive was included here: a clickable link to a 30 percent off accessories coupon. Equipped with knowledge and that coupon, the last resistance just might fade away.

Paul Bobnak is the research director of Direct Marketing IQ, as well as the archivist for Who's Mailing What! Paul can be reached at pbobnak@napco.com.