Ever wondered how to get the most from the emails sent to your prospects? Drip campaigns work best to get the most out of your email marketing. Some people think drip campaigns are old-fashioned and using new strategies to nurture leads is more helpful. Just having new tools doesn’t make the best ones obsolete. Drip campaigns have been an integral part of marketing for years. Doubting its importance will trigger a business’s strategies.
Without any further ado, let’s delve deeper into the concept of drip campaigns!
Table of contents
- Knowing Drip Campaigns
- Why Do You Need to Use Drip Campaigns?
- Types of Email Drip Campaigns
- Manage Your Drip Campaign With Five Easy Steps
- Advantages of the Drip Campaign
Knowing Drip Campaigns
A drip campaign is a series of emails sent to potential prospects. These emails are sent when a prospect takes a specific action. You will choose the number, rate and time for sending emails. Emails can be personalized according to the prospect’s data, interests and behaviors toward specific products and services.
You must craft emails so that they show differently than previous ones. The great thing about drip campaigns is that emails are automated. You don’t need to worry about handling emails manually and sending them out daily. You only need to craft an email for the drip sequence, and you are all set.
Drip emails accompany each prospect through the sales pipeline. From welcome sequences to lead nurturing, and onboarding drips, these can turn into potential leads.
Why Do You Need to Use Drip Campaigns?
Drip campaigns are one of the business’s win factors. It turns visitors into potential buyers. It helps in repeated purchases and customer retention. By regularly maintaining the relationship with their prospects, businesses will understand their audiences. This way, they will better demonstrate their potential and that they are the best resources to meet their needs. These campaigns are also effective because they are targeted to specific needs.
Types of Email Drip Campaigns
There are certain types of email drip campaigns that aid in nurturing leads. Let’s walk through different types of drip email campaigns for more insight.
Onboarding Drip Campaign
When leads leave their email after filling out the form or even subscribing, it’s time to welcome. Welcome emails are sent with relevant, compelling content. The email should be eye-striking that will grab the interest of the lead. Keep the engagement level high within the content, and respond promptly.
What kind of content do you need to send in onboarding emails
- A list of blog posts that generate interest in the lead.
- A welcome coupon to value your lead. (Make sure it’s for limited time)
- A combination of products that the lead has already looked at.
Retargeting Drip Campaign
Retargeting drips target regular visitors or those users who have shown interest in your content. For example, if the users have downloaded an item or visited the page multiple times. You need to serve them specific content to keep them engaged with your business. It will help them in making an easy buying decision.
- Businesses will also learn about their preferences and why they have accessed that item.
- Some standard practices in retargeting drip campaigns are:
- Sending emails from sales representatives for chat or discussion about the item purchased.
- A fillable review form about the downloaded content.
- A request for feedback.
Post Demo Drip Campaign
In this type of drip campaign, companies usually offer demos to the lead prospects. It could be in different forms like; tutorial about the use of a specific feature, video testimonials from satisfied clients/consumers and free trial offers.
While showing these to your client, it is important that you emphasize the value of your product. For example, if a prospect is looking for a specific product, seeing tutorials will help them know more about the product. Or companies usually opt for a particular feature of a product to attract the potential prospect.
Manage Your Drip Campaign With Five Easy Steps
Drip marketing is a marketer’s go-to strategy to nurture leads for their business. Following these five successful steps, your business will manage these campaigns more effectively.
Choose Your Campaign
You must be very clear in your mind about what will be the subject of your campaign. Its motive? Is any specific date or time designated for your campaign? These all will help you determine the right trigger for your campaign.
Identify Your Audience
Choose the right audience for your campaign. If a campaign will target all the audiences or specific to those loyal, returning, or having made purchases repeatedly. Being specific is key to a successful drip campaign. It will also help in cutting off your expenses.
Create Engaging Content For Email
You must create engaging content for your email. These should be precise, effective and attractive at the same time.
Measure Your Performance
You can measure the performance of a drip campaign by analyzing what kind of emails you send. Certain factors are the audiences, the type of email, and others involved in measuring the performance. Also, you need to monitor the click rate, conversion rate and how emails work.
Revisit Your Drip Email
Revisiting your emails time by time doesn’t make them obsolete. Sometimes the content is the same but offers are new; review your drip campaigns.
Advantages of the Drip Campaign
Drips Can Be Customized
We believe drip emails are pre-written, but here’s a secret: emails can be customized. Based on the audience’s behavior, not everyone gets the same email. The business divides its audiences into different categories, and this targeting makes email customized. Such personalization builds trust and leads to fewer unsubscribing. It will also welcome higher revenue.
It Helps in Retargeting
Retargeting your existing or potential prospects who have shown interest in your products keeps the conversation rolling. Sending regular emails will keep your brand on top of their minds whenever they think of purchasing.
It’s a driving force to nurture your leads. For example, if you send a cold email mentioning your new product launch. They open it and redirect to your website. Your automated drip campaign will send regular emails after viewing your landing page. In coming emails, you will encourage them to explain how this product is beneficial for them in a more personalized manner. You will also offer a free trial. You can use different email marketing tools for drip campaigns for your emails.
Drip Campaigns: A Food For Thought?
If the potential lead tries the new product, there’s a higher chance they will buy it.
Now you better understand the drip campaign. To practice it in the best form, you need to segmentize the users and send emails to the segmented audiences. You need to know and list the segments based on purchasing history, locations and behavior. A catchy follow-up email is the best way to keep your audience engaged and buy products. Hence, including a drip campaign in your strategy can boost your business revenue and gain users’ confidence.