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Emails That Drip... Drip... Drip

by Santiago Garcia on March 11, 2016


Do you want to grow your business? Good.

An email drip campaign is a strong marketing strategy. If you want to grow your customer base, get more folks to use your product, and increase your reach then it’s time to drip away.

Drip email campaigns are great for increasing client retention and sales, as well as developing new relationships. An email drip campaign is just what the name alludes to: a series of pre-written emails which  are sent or "dripped" in a specific order over a predetermined course of time.

Each individual email in a drip campaign can stand on its own, too, but the content also builds on the content of previous emails.

Emails in a drip campaign are often generated via autoresponder software, making this a particularly efficient marketing tool for busy companies.

So, we've put together some steps to take to implement a drip campaign.

Steps for Planning a Drip Campaign:

1. Define a measurable goal.

You have to know where you're going before you can get there. Decide your overall goal: Is it to have the customer buy your product, or is there another specific goal in mind? Whatever the case, you should also determine how you can measure the success of that goal. After all, you'll want to see how effective the campaign is in helping you achieve your goal. Remember to be specific when defining the goal (Exp. increased sales of product x by 25%).

2. Select email content.

If you want the email to be read, it needs to be extremely focused.

Keep it clear, action oriented, and well formatted. If people do not find the content extremely relevant to their needs and can’t quickly scan the information, they simply won't read the email. Also keep in mind the length of the email. As a busy professional, you know the feeling of opening an email to see it’s just TOO long. The nature of email exchanges calls for a  short message that gets right to the heart of the matter. Here are some suggestions on the type of information to include in drip emails.

Serial Education: Customers need to be educated on your offering. They will need extensive knowledge on how you benefit their company. Consider attaching information with tips, whitepapers, and brief/engaging introductory videos.

How to Use the Product: Provide a concise explanation of the features and results of the product your company is offering.

Repurpose Content: Take the content that was used for serial education, and repurpose it. During the campaign your target audience will be in different stages at different times (product awareness early on, and decision making later). Keep this in mind, and repurpose your content to fit those stages. Look to blog posts and eBooks as  ways to mix up your content formats with similar content already referenced in a brochure, video, or whitepaper.

Link to Relevant Content: Remember emails have to be brief, but you can direct customers to links where they can find more information on relevant topics. Consider one or two links that can direct them to a helpful blog post, your company's FAQ page, or other downloads that are of interest.

3. Determine what information customers need to make a decision.

When you develop  content for the drip emails, think about what your prospective clients really need to know in order to take the step you want them to take. In these emails, you really need to build trust with readers. To do so, present case studies, address pain points that are particularly relevant, and then identify the ways that your company genuinely helps.  

4. Establish the timing and frequency of emails.

After you've determined your goals and you've finalized the emails, it's time to determine when and how often those emails will be sent. A good general rule of thumb is to begin with a higher frequency of emails and slow down as the campaign progresses. For example, at the onset of the campaign, emails may go out every day, slow to every few days, then gradually reduce to once a week, and finally once a month. To determine the best time to send your emails, study the open rates from past emails and use that information as a starting point.

5. Tailor campaigns to specific segments.

You can create different campaigns that are tailored to meet the wants and needs of different audiences. The majority of the content can stay the same, but customize each campaign as much as possible based on the persona you are talking to.

6. Measure results specific to your goal.

The best way to see if you've reached a goal is to look at specific measurables. You know you'll want to measure open rates and clicks. In addition to those, review the total number of clicks on the landing pages.  

With these planning tips, you'll be ready to implement your first drip campaign. Before you know it, you'll be spending your valuable time on closing deals instead of making sales pitches!

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