SEMrush Drip Campaign

Creative Brief (spec)

Background

SEMrush is an SaaS tool marketers use to monitor site health, conduct keyword research, and analyze ads. This email campaign will trigger any time someone downloads SEMrush’s e-book, The Ultimate Site Audit with Semrush. 

Project Objective

The goal is to have prospects sign up for a SEMrush free trial. Ideally, they would also schedule an appointment with an account manager. 

Target Audience

Our audience is both new to SEO and actively working on SEO in some capacity. We made this assumption because the email list we used was generated from The Ultimate Site Audit with Semrush – an e-book outlining a framework for beginning the SEO process. 

Further, we assume that our audience was likely overwhelmed by information. There’s an endless amount of content online pertaining to SEO best practices. Naturally, anyone beginning to study the discipline would be somewhat overwhelmed.

Key Message

SEMrush can simplify the SEO process by providing you with direction on where to focus your attention. 

• Email #1: Our tool will prioritize SEO tasks for you.
  This is powerful because it’s likely that our audience 1) wants to use their time efficiently and 2) does not know how to prioritize tasks.

• Email #2: Technical SEO is essential for overall SEO success.
  It’s possible our audience downloaded the guide, became overwhelmed, and decided to focus on the technical side of SEO later. This email was a reminder that technical SEO is both important and urgent. It was designed to get people to act now. 

• Email #3: Meet with an expert to better understand your SEO next steps.
  Our audience had already received two automated emails and failed to convert. In our third email, we both increased the value offering and provided a human touch. The email came from one of SEMrush’s account managers - who audiences perceive as an expert. If our audience was downloading online guides, it’s likely they were in a position where they needed to figure out SEO on their own. The chance to get advice from an expert would have been compelling (SEMrush does currently offer these demos).

• Email #4: We can also provide you with competitor insights.
  The first three emails focused on how SEMrush can help with technical SEO. This is because the guide primarily provided information about the technical side of SEO. Audience members receiving this fourth email had not yet converted (signed up for a free trial), signaling they were unmotivated by the technical SEO angle. We pivoted and informed our audience that we could provide insights into their competitor’s SEO strategy. It’s human nature to wonder what the competition is doing, and while our audience could find technical SEO information for free on Google Search Console and keyword research for free using Google Keyword Planner, there’s not a free tool that conveniently curates competitor information in the way SEMrush does.

Competitors

There are paid services such as Moz.com, Ahrefs.com, Neilpatel.com, Screaming frog, etc., all provide similar services to SEMrush. 

Key Consumer Benefit

A guided approach to your SEO efforts. 

Attitude

These emails express an empathetic, understanding, and helpful attitude. 

Call to Action

See how SEMrush can make SEO easier by signing up for a free trial.