Drip email campaigns are designed to build and promote customer awareness of your company and your products by delivering your messages at pre-determined intervals over a specific period of time. They are especially effective for nurturing leads because they automatically contact your campaign members, reminding them of your company and services, on a weekly basis. However, there are a few things you need to know to launch an effective drip campaign:
Determine Your Target Audience For The Campaign
In order to set up an winning drip campaign, you must first identify a specific target audience. Look to your current leads and customers for clues on who that audience might be. Are you trying to reach Suburban Soccer Moms or Commodities Investors? Obviously these two groups of people require different marketing strategies. You simply cannot target your message without a defined target audience!
Once you know your target, make sure to develop a permission-based lead generation system. Sending emails to those who have given you permission, will ensure a more successful campaign. Once you have your leads list, your customer relationship management (CRM) system, such as Salesforce, will allow you to identify and segment your target audience into subgroups.
Write Your Campaign Messages
The most important element of your campaign message is the subject line. It must be clear and relevant to your target audience. If people don’t like or don’t understand your subject line, they probably won’t open your email. Simply sending the same message repeatedly is a waste of time and money and it certainly won’t retain the prospect’s attention. Each email in your campaign should read like a good book – they should have a beginning, middle, and an end. Each message should also compliment the prior one and progressively guide your lead toward a conversion or sale.
Plan The Campaign
The necessary components of your drip campaign are:
- Campaign Members
- Each Individual Message
- Total Time Period of the Campaign
- Time Period between Each Message
Once you have determined all of these elements, you should configure your email marketing software to send messages automatically. Email marketing systems, like Adaptive Mailer, can be used to run many campaigns at the same time. Our system will track, manage, and measure all of your campaigns while you focus on other important tasks.
Drip campaigns result in higher conversion rates compared to a single email promotion or message. It takes time to create and schedule the campaign, but once the initial set up is complete, your drip campaigns run on autopilot. By determining your target audience, designing effective messages, and planning your campaign you will create a powerful marketing and conversion tool. This will allow you to progressively build customer awareness of your brand and your products and systematically move your leads through your sales funnel until they are ready to make their final purchase.
At Predictive Response we offer affordable, easy to use, email marketing products that ensure success from your very first campaign. Our applications feature more than 500 professionally designed templates that you can customize to create highly effective drip campaigns. Contact us today and we will help you get your first email campaign up and running!