“72 percent of U.S. adults say they prefer companies to communicate with them via email;
91 percent say they’d like to receive promotional emails from companies they do business with;
73 percent of companies agree email marketing is a core part of their business efforts;
25 percent rate email as their top channel in terms of return on investment.”
Dan Newman, Entrepreneur.com
An email drip campaign is a strategy in marketing where pre-written messages are sent to customers or prospects from time to time through the use of emails. This method is different from other database marketing since the messages are timed to follow a pre-determined course, and the “dripping” of the messages follows a series that is aligned with a recipient’s behavior and status. These two aspects of email drip marketing make this a very effective form of marketing with tangible results. Try this form of marketing today, and watch the tables turn.
For a basic understanding of email drip campaigns, when a customer or a prospect joins your email list, they could receive email number one, a welcome email immediately after they sign up; they will receive the second email on the third day, and the third email will be sent to them on the fifth day, and so on.
Create an Effective Email Drip Campaign
What is the secret behind having a very effective email drip campaign? What is the secret to having a campaign that will have tangible results?’ It is as simple as follows:
Be clear about your email drip campaign objective?
Before you start, figure out your main aim in having the campaign. This will help you to understand what should be included in the email drip campaign. Figure out the actual action that you expect from your customers or prospects. Make sure that the content of your campaign is as enticing as possible to tease the customers or prospects.
Have your content lined up
One of the problems marketers run into with their email drip campaigns is not being able to come up with enough interesting content ideas in a timely way. Once you determine what subjects are useful to your audience, create and finalize all the well-written and informative content that will go into your email campaign before your launch. This saves time and reduces your stress which can diminish the quality of the content you produce.
Segment your email drip campaign
Email segmentation can increase open and click-through rates. Not all customers are alike. Once the email campaign grows, it is important to segment the campaign according to the needs of the customers. If you create emails with the same broad message to two or three different types of customer (e.g., single stay-at-home moms vs. “working moms” with nannies), your message is not going to be as effective as it would be if you were to send a targeted email that speaks to each type of mom’s specific problems and needs.
Set timing and frequency
After you are clear on what you want to achieve and you have the email ready, it is important to set the timing and frequency in which your clients should receive your mail. Make sure that the timing and the frequency is suitable to the behavior and status of your customers and prospects. Your frequency may vary depending on the purpose of the campaign. For new leads, you initially may want to reach out to them on a weekly basis or daily basis and then slow that rate down. However, when you need to motivate customers to sign up for an event or to take some action by a specific date, it may be more effective for you to start out with less frequent contacts, but then increase the email frequency as the date approaches.
Find a way to measure your success
Depending on your analytics capabilities, your email metrics could include: delivery rate, bounce rate, click-through rate (CTR), conversion rate, leads, forward rate, unsubscribe rate, time on site and engagement over time. You just want to make sure your measurements loop back to the purpose (the “why”) of your email marketing drip campaign. There are a number of email marketing services that make can simplify and streamline this process for growing businesses.
Benefits of Using Email Drip Campaigns
Email drip campaigns are the best possible marketing practices to generate new business and to convert leads into sales. These campaigns save time because when using them, marketers spend less time closing leads. It increases the contact without necessarily having to increase the amount of time you invest in the campaign. In addition, the strategy is automated, so emails are sent to customers and prospects in a set pattern. And the strategy allows you to increase the conversion rate of your marketing campaigns because you can stay in contact with your prospects throughout the cycle of your sales.
Salesforce/Pardot has put together an infographic (below) to showcase just a piece of what you can do with drip campaigns. Review several popular types of drip campaigns, hone your skills with best practices. Take a look so you can get a deeper look at drip marketing and see for yourself what a drip campaign can do:
Embedded from Pardot
Email marketing is popular because it’s quick to get started, inexpensive and relatively easy to do. Do it right, and it can generate quite a profit.
Try this form of marketing today and say ‘good-bye’ to your lead generation struggles. If you are interested in starting or improving your own email marketing campaign, give us a call at (800) 862-0361 or email us at Stacey@staceythewiter.com.
Visit me on Twitter @staceythewriter