Drip campaign, also known as automated email campaign, autoresponders, lifecycle emails, and marketing automation, is a series of pre-written auto generated emails, which are sent right from the awareness stage of the lead funnel till the lead is converted and thereafter.
Realizes the issues and pain points
Emphasis on issues and pain points. Entertain and inform using multi-channel marketing, but remember email is most effective.
Shows interest in finding a pertinent solution, understand industry trends, products & brands.
Pay attention to solutions. Educate the prospect to measure the buying criteria. Use white-papers, e-books, videos, reviews and more.
Is keen to interact with sellers and assess precise products.
Showcase the demos, data sheets, trials, and vendor comparison to make your prospects realize what it is like to work with you. You can also offer them ease of communication to help them decide.
Chooses a specific solution; validates the reason of purchase.
Let the prospects know that they have taken the right decision by making the entire contract process easier. Begin training and implementation through webinar and other tools.
Anticipates worthy product / service alongside excellent customer relationship.
Constant understanding through loyalty programs and feedback loops. Take care of them with emails, phone calls, newsletters and other channels.
Will possibly become interested in other related products / services.
Touch base with them regularly and provide information on other products.
Remove them from your prospects’ list or schedule them for future re-engagement emails.
Keep your prospect engaged with a detailed analysis of the product and its payback.
Videos are highly impactful and can get maximum response and engagement.
Make the final move into the sales process by demonstrating your products / service.
Drip email campaigns are really powerful and used by most companies, especially for sending out targeted
and relevant content to end prospects.
Segment your list appropriately in order to create personalized email along with offer. Further, segment lists into channels from where they came, small scale or large scale customers etc.
Right communication based on user preferences or based on the amount of time that has passed since your last e-mail is the key. Choose your frequency schedule wisely otherwise users might unsubscribe.
It is a mystery knowing exactly what might excite or aggravate sales prospects, so you will need to slowly feed them various different messages and gauge their reactions.
Consider creating multiple email designs for your segmented email list. Fashion several emails with different images, layouts, content, subject lines, and so on. This can effectively help you engage with potential clients.
Maximizing ROI with email campaigns might be the goal of every business. However, it is essential to instill trust among readers. So, plan and schedule your emails strategically to guide your buyer through the sales process. Make sure not to send follow up sales email just after a couple of introductory emails.
If a prospect clicks to unsubscribe, let them land on a landing page with a preference center where they can select the kind of communication they want to receive. Make it easy for your prospects to select frequency of messages, type of content, and how they receive that content.
Imagine the drip system placed wrongly or not utilized as per the requirement, the crop fails to grow! Likewise, drip email campaigns should abide by the certain rules and avoid the common mistakes.
Just drips never work if they don’t integrate well with other factors. Here are a few more things that go hand-in-hand with drip campaigns.