In email marketing, “dripping” is a series of important emails sent to a predefined list of followers. These emails are usually designed to create a relationship, expand client retention, or to guide leads through the sales process.
Drip marketing campaigns offer two remarkable advantages. To begin with, their response rates usually surpass single event promotions or campaigns. Second, drip marketing campaigns can be executed with very little effort. It requires some time and push to plan the campaign, create the messages, schedule the deliveries, and develop the content, but once the setup is finished, the campaign can virtually be put on autopilot. At each of your scheduled interim, you can touch the client easily with a minimum of effort on your part.
If you are presently considering to implement a drip marketing campaign, consider the following key areas that need your attention in drip campaigns:
1. Campaign Planning:
Drip marketing is not just a way of reaching a client repeatedly. Here, every message is a part of a wisely choreographed effort to create a desirable result with the slightest effort.
Your drip marketing strategy should include the schedule of contacts as well as email messages and related resources. You need to contact every client as much as possible at suitable intervals. You may need to change the frequency of your outbound touches. At first, when the lead is fresh you may need to hit them week by week, or even day by day. After that, you may contact them once a month or so. Also, if you would like to motivate the client toward an event on a particular date, you may need to begin with less regular contacts and then touch the client more frequently as the date approaches.
There is a good deal of work involved if you try to do it physically. With a CRM framework, you can automate the process and also figure out easily who you need to target. For an email marketing campaign, this can be as easy as setting up the delivery schedule for each email you need to send to specific clients and then designing the CRM software to automatically send them.
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2. Creating Engaging Content:
While building an email marketing campaign, having a great content is the name of the game. The content you write must be engaging as well as simple to understand. We’ll suggest you the following:
- Keeping it simple: Words should reflect benefits. If the content you are using is long, break them into smaller sections. In some cases, reading the entire email is not interesting to the client. They only read the headings and bullet points. Under these circumstances, it is best to provide a powerful heading. Bullet points can describe product benefits.
- Writing engaging content: As said earlier, the content needs to be simple. Doing this will automatically make it more engaging. Also, the content you write must be connected from the beginning until the very last line.
- Targeted user: Make sure that the right message is sent to the appropriate user.
- Be relevant: There is always doubt about maintaining relevancy in content. What makes the content relevant? Though the content may be basic, it can be engaging and should be focused on the kind of email drip you are creating. For example, if you are trying to educate a recipient about a product, it should not contain a strongly promotional content.
3. Segmentation of Users by Interest:
Segmenting client as per user-signup-date is critical. It’s aimed at knowing which lead is extremely new or which one is old. This helps you effectively separate the clients and the mails they should receive as indicated by the diverse level of sales funnel.
- Promotional drip: It’s altogether meant to highlight your products. However, at the same time, it must exclude any hype or false info about your product. It must also include genuine benefits that the client is getting from your product.
- Educational drip: As indicative of the name, this promotion technique is about giving product related information to your customers. It must be exceptionally easy to read. Be specific and to the point in describing the various features.
- Training drips: These types of emails are meant to teach your customers by giving them audio or video tutorials related to your product.
- Re-engagement drip: It is meant to attract the attention of your audience. There is the possibility that at some point an interested client will be out of your range, by error or accidentally. To reconnect with them once more, you can send them an email with an appealing discount offer.
Finally, drip planning, content writing, and user segmentation are the key determinants of your campaign’s success. Your level of success largely depends upon effective execution in these areas.