Creating an Email Drip Campaign


Consumers are bombarded by advertising content nearly around the clock. Your marketing messages will get lost in the crowd if you don’t take the time to personalize the content. Email drip campaigns are a great tool your company can utilize when trying to generate more leads, nurture qualified leads, and optimize your time.

What is a Drip Campaign?

A drip campaign is an automated workflow used to nurture leads through the sales funnel by dispersing specific marketing information to prospects over a long period of time. This helps establish credibility and brand recognition. If these drip campaigns are set up properly, you will only have to send out one initial email. The actions (or lack of) by the recipient will determine what content and how much content they receive. The best part? After the initial email, everything is handled automatically.

How to set up a Drip Campaign

You start by setting up a workflow that maps out the series of automated triggers and actions. For instance, if a lead opens an email, clicks within an email, visits a page, or fills out a form, these triggers will activate specific follow-up actions. Then, based on these triggers, different rules will be set in place for that lead.

For example, you are sending out an RSVP email for an upcoming event.  If a lead clicks on an “RSVP YES” button for the event, then they will be added to a list titled “RSVP YES” and 4 days before the event they will be sent a reminder email. But if they did not click on the “YES” button, then one week later they will be sent an email reminding them to RSVP for the event. This type of workflow can be tailored to all sorts of marketing campaigns.

Here are a few examples of different types of email drip campaigns:

1. Top-of-Mind Drips: these types of campaigns drive awareness and keep your message in front of your audience. Suggested content includes specific landing pages, infographics, case studies, newsletter recaps or any other information which will increase brand awareness.

2. Educational Drips: Provide relevant information on the unique products or services offered by your company and how they can help. These types of campaigns are great for prospects who don’t know what specific offerings would cure a pain point. Note: Campaigns that are too promotional — all about your company with no educational value — will turn away potential leads. Suggested posts: Case studies, how your product or service is applied in the real world, and infographics.

3. Re-engagement Drips: These are used to win back the interest of cold, unengaged or former leads. A great type of email to put in this type of drip is a case study showcasing current client work.

4. Competitive Drips: Target competitor’s clients with the various benefits of switching services. You see this all the time with phone companies. Suggested content include any statistical information, case studies and testimonials.

5. Promotional Drips: Entice leads with limited-run promotions and special pricing. The pressure of a limited-time offer is a known champion when it comes to converting leads into customers. A reduced price or free add-on may be just enough to make a sale.

6. Region or Industry Drips: Use a specific campaign to target various regions and industries. Tailor information and articles so that is resonates with a specific target audience. We recommend using this type of campaign if your company targets many different industries or personas. Slight personalizations go a long way in email marketing.

 

Now that you know about a few of the different types of drip campaigns, put them to use in your email marketing. Not sure how to begin? Brand Iron is ready to help automate your marketing. Get started by filling out the form below or visit brandiron.net and give us a call: 303-534-1901

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