• by Ray Schultz , March 6, 2018

Drift has launched Drift Email for Marketing, a conversational email platform designed to avoid duplication between sales and marketing and facilitate the sending of customized messages, the company announced on Tuesday.  

The B2B tool allows marketers to provide personalized experiences to leads, the company says.

In addition, it includes a dynamic calendar and email signature “so the marketer can craft the emails and automate them on your sales team’s behalf,” writes Daniel Murphy, a product marketer at Drift, in a blog post.

The announcement comes two months after the launch of Drift Sequences, an email service designed to help sales reps avoid sending repetitive or irrelevant messages.

Drift Email for Marketing offers a feature that helps firms avoid repetitive sales and marketing, Murphy states. Users can exclude all contacts engaged with sales with a click, as well as avoid other forms of annoying redundancy.

Case in point: If a “sales rep enrolls a lead in a Sequence to try to get her to book a meeting, and she also happens to be added to a webinar invite list, Drift won’t send them that webinar invite,” he writes.

The product can also help with measurement.

“Right now you might only be grading email performance with click-rate (or click-through rate). That’s because it’s the best metric you got,” Murphy writes.

In contrast, Drift Email for Marketing allows users to measure “how many meetings are booked from each email. Or how many conversations occurred from your email,” he states.

The tool is available for use only with basic plain-text or simple templates — “on purpose,” Murphy writes.  

Drift Email for Marketing also includes what Drift calls Playbooks. Murphy describes them:

Blog nurture — Three emails in a drip campaign to engage with your subscribers.

Blog content promotion — Send an email promoting your latest blog post to subscribers.

Newsletters — Send your weekly news update.

Product Announcements — Update your leads with what’s new in your product.