How To Get Every Drop Out Of An Email Drip Campaign

Getting Started With Email Drip Campaigns

Okay, so, you have a bunch of letters, numbers, and symbols organized in an Excel document. You’ve heard those letters, numbers, and symbols are as good as gold, but so far, you haven’t seen a dime. Where do you begin? Email marketing is one of the most powerful ways businesses can communicate with their customers and prospects, especially email drip campaigns. With impressive reliability, ROI, and relationship-building capabilities, this marketing tool is stronger than ever. Read on for tips on how to transform your jumbled mess of letters, numbers, and symbols into a recipe for success.

There’s No Trust Without Us

When you begin contact with your email list, the first thing you have to do is earn their trust. Include messaging to help showcase your brand’s mission, and make them believe in what you’re trying to accomplish. Keep the tone conversational and personal. In fact, 71% of respondents to a recent survey conducted by Convertwithcontent.com reported being more likely to make a purchase if an e-mail was tailored to their likes and preferences.

Massage The Message

People are constantly bombarded by ads, billboards, and commercials throughout their day—the last thing they need is to be harassed in their inbox. Keep in mind KISS: Keep it simple, silly. Send targeted, concise emails that have a clear purpose to people who will be interested. Remember to keep your overall goal in mind and stick to your strategy. But, how do you develop a strategy? Then, how should you release it?

What Is An Email Drip Campaign?

Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time with the goal to move them towards a single call-to-action. These messages often contain helpful information, updates, and/or products. Pinpointe.com found that email drip campaigns are 80% more effective in nurturing leads, communicating regularly with customers, increasing sales, and re-engaging lost clientele than single-send emails. The key to a successful email drip campaign is twofold: first the email has to be timely, then it has to be relevant.

Timing: The goal here is to engage, not annoy. Sending a welcome email to a new subscriber is the appropriate action, whereas sending one a day for a week after would error on the side of annoyance. Though there is no “magic number,” data collected by the Direct Marketing Association suggests sending two to three emails a month. A/B testing can also help identify what time of day your recipients most frequently open emails.

Relevance: Through the power of analytics, you can find out almost anything you want to know about a customer. What web pages have they been frequenting? What social posts have they been engaging with? Have they left products in their cart recently? Use this information to send targeted messages to your audience. Also keep in mind the originality of your messages; each email that you send needs to provide new value so that your recipients actually have a reason to open it.