Maintaining a relationship with all of your subscribers can be a daunting task. Drip campaigns offer a solution to help tackle the challenges of small businesses that utilize email in their marketing efforts.
Creating drip campaigns is strenuous and takes time to plan but are worth the effort when executed properly.
The following are 6 essential tips for great email drip campaigns.
1. Envision a goal
Make a clear and distinguished goal for not only the campaign but for each individual email you send out. Determine the key messages for each email and optimize them individually to work towards reaching your goals.
Whether it’s educating prospective customers about your products or services, selling to current customers or positioning yourself at some level of expertise, ensure that each email is clear and concise. Give subscribers an idea of what is in store for them in future emails to come.
2. Establish trust
Provide the option to unsubscribe with every email you send in the drip campaign. It is both, required legally and is an effective way to filter out inactive prospects that usually unsubscribe on their own anyway.
Avoid gimmicks and other forms of promotion that trivialize the quality of your brand. Distributing an excessive amount of promotional content will annoy subscribers into opting out. To set the foundation for a long-term relationship with subscribers, provide more value in fewer messages.
No matter what the drip campaign is designed to accomplish, building relationships should be an integral part of the process. Think about ways to build a stronger bond with prospective and current customers.
Go beyond the business relationship by sending out the occasional holiday and birthday greeting as subtle reminders of your company’s presence. Even when the goal is to sell, subtle approaches like this can go a long way in keeping your products or brand on the subscriber’s mind without overwhelming them in the process.
4. Personalized messages
Although most subscribers will already be savvy to the fact that names can be inserted automatically, personalize your drip email correspondence to add that extra personal touch.
In the same way, personalize all emails you send out to have the real names of sales representatives, as opposed to anonymous messages sent out from another faceless corporation or organization.
Do not overestimate the amount of emails your recipients can handle. Subscribers will quickly become irritated by a drip campaign that is too persistent.
Of course, some situations call for more emails so you may want to send at a higher frequency. There is no set pace at which a drip email marketing campaign should reach out to subscribers.
With that said, adjust the frequency depending on the specific needs of your campaign and carefully determine the rate at which you contact clients with their interests in mind. Not only will this lower the number of annoyed recipients but it also reduces the amount of original content you need to create.
6. Post drip
Create a campaign that is specifically designed to maintain the relationship you have with prospective clients after the original drip campaign has finished. Typically, a drip campaign will continue even after prospects become sales ready but that point will vary from client to client.
Prepare a follow up campaign that nurtures the relationship you have with prospects until they are finally ready to take the next step forward. Although this campaign may not be as personalized as the original one, it will prevent the loss of prospects that are genuinely interested but need more time.
Ensure that your next drip campaign effectively tackles the challenges of your marketing endeavors by following these 6 essential tips for great email drip campaigns.
About the Author:
Yo Noguchi is an experienced freelancer, guest blogger, and frequent contributor to a blog hosted by Benchmark Email, one of the world’s global email marketing services.