Much has been said about lead nurturing.
In simple terms, the idea is that people who come to your website to check out your product or service offer aren’t ready to buy.
So, by providing them with the information they need, you can move them down your sales funnel. If the content connects with them, they’ll be better prepared to buy. And, if they feel you’re best able to solve their problem, they will buy from you.
Email drip campaigns are perfect for achieving this end. You can have emails go out on a preset schedule, or when your leads take a specific action.
Why Drip Marketing?
Email is still one of the most effective marketing channels available. According to WordStream, 77% of people prefer to get permission-based promotional messages via email.
There’s nothing wrong with monthly newsletters, promotional emails or blog updates sent through email. These can all nurture your leads, drive social shares and traffic, and even convert sales.
The problem is new subscribers haven’t had a chance to read all the emails you’ve sent out in the past. So, subscribers who were there from the beginning might know who you are and have some context for the messages you’re sending. New subscribers do not.
With drip campaigns, you can have all your emails sent out in a specific order to entice your leads with offers and compel them to action.
What Advantages Are There to Drip Campaigns?
Most importantly, drip campaigns are fully automated.
You can write all your emails and send them out on a preset schedule. You can also have emails sent out when leads take specific actions. Each of these emails can be fully personalized with the contact’s name or company info, thereby driving up engagement.
Marketing is most successful when it’s reaching the right person at the right time. With drip campaigns, you can ensure your messages are reaching people promptly, with the information they need now.
For example, you could have a welcome message sent out the moment the user signs up. You can follow that up three days later with an email featuring your most popular content. Another email could go out three days later with a product comparison chart.
Just think. If you’re sending out relevant, targeted emails at the right time, do you think your conversion rate would improve? The stats say “yes.”
Another great thing about drip campaigns is you can reuse the content you’ve already created. There’s no need to start fresh. There’s a good chance you’ve already created various ads and blog posts that connect to your product. You can leverage this content for your emails.
When Should I Use Drip Campaigns?
Drip campaigns are incredibly useful. You shouldn’t abuse them, mind you, as this could end up annoying your leads and customers.
Still, there is a myriad of situations in which you can utilize them. Consider the following:
- Lead nurturing
- And more
You may even be able to come up with some ideas of your own.
In some cases, your leads don’t need a lot of information to come to a buying decision. But that’s not a problem since your emails can be triggered by certain actions they take. And, you can always adjust based on the level of success you see with your campaigns.
Getting Your Email Drip Campaign Set Up
As you’ve undoubtedly seen, drip marketing is a great way to nurture your leads and lead them down the sales funnel. They should be a part of your email strategy if they aren’t already.
Are you using drip campaigns as part of your strategy? What results have you seen?