How Email Drip Campaigns Do the Legwork for You
You’ve heard about “email drip campaigns”… Now you want to know why you need them.
Email drip campaigns are simply a sequence of emails that get sent to your list of prospects in the order and the frequency that you decide on.
Let’s say you have a 7-part message that works to drive your recipients to a tutorial. Essentially, what you need to do is to provide them with the right content. Drip emails are simply a set-and-forget marketing processes that works on autopilot.
When done correctly, drip campaigns are a sequence of emails meant to create an enjoyable experience for the subscribers – they get your information in a series of messages instead of sending one message in a full email that will likely be sent into the dreaded spam folder.
Forget about sitting in your office on a holiday – the email drip campaign will take care of itself.
Essentially, email drip campaigns deliver your content in the way you want them delivered. The kind of message you deliver depends on the kind of response you will get. It has to deliver value and provide a solution to the recipient’s needs.
It’s all about education. If you show that you are an expert in your field and position yourself as a thought leader – and combine that with a smart email campaign approach, you’re bound to get some action.
Use your email drip campaigns to paint a picture of what the recipient’s life would look like if their problem was solved. Overcome objections and work to build trust. Outline features and benefits, and create an engaging experience.
And if your recipient isn’t ready to buy now, you will nurture that prospect with engaging and interesting content until they are ready to make a purchase decision.
The Importance of Segmentation
Deciding on the number of messages in your sequence is a crucial factor. The standard is somewhere around seven emails. That gives you the opportunity to really engage with the customer. This is why segmentation is key. What is your buyer persona? Who is your ideal customer? Depending on the industry, title, territory and other key attributes, you should be tailoring your messages so they will be personalized enough to elicit a response.
When to Launch Email Drip Campaigns
Depending on whether or not you bought a list, or if a prospect initiated a touchpoint, you have to provide them with content – and specifically, a link in the email to more content. Whether it’s a webinar, a white paper, or access to the blog, you have to make sure that you have enough collateral that will give your audiences a chance to explore your brand even further.
Are you currently working with email drip campaigns? Do you have an email marketing strategy in place?