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Email Drip Campaign

3 Drip Campaign Emails With An Above 40% Open Rate

by stacy

An email drip campaign is a type of automated sales outreach that uses emails to communicate with customers. In this case, it’s a series of automated emails that are delivered to a specified audience once they complete a specific action. Suppose a lead downloads a whitepaper on recruitment best practices and then opts into a drip campaign that sends them relevant recruiting content regularly. The final email may include a call to action to seek a demo of your recruiting software.

If you want to nurture a freemium customer or convert blog subscribers, you can use drip campaigns to do it. You can also use them to offer relevant information to prospects from a certain industry. A campaign can be designed in any way you like, although there are a few popular varieties that you should be aware of. I’ll go over them in more detail below.

Drip Campaigns Come in a Variety of Forms

Let’s take a look at some of the drip programs that you may use to nurture prospects and leads in your organization.

Drip Campaign for Onboarding

It’s time to extend a warm welcome to a lead who has submitted their email address through a form. This may be done by giving them content that would be of interest to them. An onboarding email sequence should deliver value to leads, entice them to continue connecting with your brand, and prompt them to contact your sales department.

In an onboarding drip campaign, you can deliver leads the following messages:

  • Create a list of blog pieces and case studies that would be of interest to someone in their target market
  • They will receive an exclusive welcome coupon that they can use for a short period.
  • A selection of products that they’ve already looked at and considered (signaling purchase intent)
  • Drip Campaign for Retargeting
  • A retargeting campaign targets users who have interacted with your content in a meaningful way. In addition, they downloaded a white paper, returned to the same page many times, or purchased an ebook.

When they return, you must provide them with even more targeted material that will assist them in making a purchasing decision. You may also find out what they thought of the resources they used by asking them questions.

You can provide your prospects the following information in your lead nurturing emails:

  • A fillable workbook for the most recent guide or booklet that they have purchased or downloaded.
  • An email was sent directly from a sales representative wanting to schedule a time to talk.
  • A request for comments regarding the resource they downloaded
  • Campaign Following the Demonstration
  • This would be applicable mostly in the technology business, where sales representatives frequently conduct product demonstrations to prospects and leads. However, if you have a product that can be exhibited in person, this form of drip campaign would be effective for you as well.

Following a demo, it’s critical to re-emphasize the importance of your product and to share success examples from other organizations with the audience. Sending guidelines on how to persuade higher-ups to support your cause is also an option.

Here are some content ideas for a post-demo campaign that you might find useful:

  • A collection of video testimonials from previous customers
  • A collection of tutorials on a certain aspect that the lead was particularly interested in was provided.
  • The ability to take advantage of a limited-time free trial offer that you extended over the phone
  • In B2C sales, you may also send out an email campaign to customers who have abandoned their shopping cart.

I began talking with a couple of my sales colleagues to learn more about their best practices and corresponding open rates, and David Sneider, former head of growth at Sendbloom and current CEO of Expand, shared the following comment with me:

“Initial email communication is the ‘tip of the spear’ when it comes to establishing commercial ties. The copy you create must be succinct and authentic, demonstrating to the reader that you can add value without overwhelming them. Finally, the recipient should have the impression that all you want is to make their day and their business better.”

This made a lot of sense to me! If I am more real in my interactions with others, the engagement and length of my relationships should improve. David’s top recommendations and best practices for designing a drip campaign were quickly revealed to me, as were his three most successful email templates, once I pressed him a little further.

How to Set Up a Drip Marketing Campaign

  • Select a drip campaign software program.
  • Determine what you want to achieve with your drip campaign.
  • Determine how someone came to be involved in this election campaign.
  • Determine the number of touches that your drip campaign will receive.
  • Produce the written content (and personalize it).
  • Understand when it is appropriate to remove someone from the drip.

1. Select a drip campaign software program.

Firstly, you’ll need a sales automation solution that allows you to schedule emails in advance and deliver them to different portions of your lead database. For example, you may use Sequences, a tool in the HubSpot Sales Hub, to develop and send email drip campaigns to your customers.

When it comes to drip campaign software, it should be smooth in its integration with your CRM and provide real-time performance information that will allow you to alter and update your campaigns as needed. It should also allow for extensive customization – no two leads should receive the same email at the same time. At the absolute least, the greeting should be directed at the individual who will be receiving it.

Last but not least, your program should be user-friendly and simple to learn for all of your sales representatives.

2. Specify the result you want your drip campaign to achieve.

Are you attempting to re-engage clients who have fallen out of favor? Do you want to nurture fresh leads? Existing consumers should be cross-marketed to.

Identify the desired outcome at the end of the drip and create a road map for your reader to follow to reach that goal.

Consider which of the following objectives is most closely aligned with your objectives:

  • Educate the public about a new product or service
  • Increase your company’s brand recognition.
  • Customer input should be gathered.
  • Increase user engagement and generate revenue
  • Increase the number of registrations for a future event.
  • Once you’ve determined your campaign’s overall goal, you should consider who will be included in this drip marketing campaign. This gets us to the next phase of our presentation…

3. Figure out how someone came to be involved in this campaign.

You want to be certain that the appropriate people are receiving the appropriate message at the appropriate time. So, who will be opting into this drip campaign, or who will be split into this drip campaign? To find out, ask yourself the following questions: What will pique their interest in the middle of the workday is the question.
Having answered these questions, you should have a strong understanding of who you’ll be targeting, how you’ll segment this audience, and how you’ll reach and deliver value to this audience in the most effective way possible.

4. Determine the number of touches your drip campaign will receive.

You can send more emails than you believe you should. Customers are eager to hear from you; all they require is that the appropriate material is supplied at the appropriate time. With this in mind, you can set aside one email per week for scheduling. Business-to-consumer enterprises can get away with sending a few more emails, but B2B companies should limit themselves to no more than five emails per month.

Your drip campaign can last anywhere from four to eleven emails, each of which is delivered four, seven, or fourteen days after the previous one. Determine how many touches you will need to make with your audience to properly nurture them and prepare them for your offer.

5. Produce the written content (and personalize it)

A common misperception regarding drip marketing is that they are sent out in a thoughtless mass email that is neither relevant nor suited to the demands of their target audience. However, while some drip campaigns deserve to be classified as such, this shouldn’t be the case with your drip emails.

The ability to produce relevant and customized material that may be sent to certain groups of your drip campaign is now available.

Consider the following scenario: you have a drip campaign for businesses that download your company’s case study, which features a customer whose Midwest SMB benefited from your contract accounting services. Organize your campaign so that anyone who downloads this case study is automatically entered into a drip campaign you’ve created specifically for Midwest small and medium-sized businesses seeking seasonal accounting assistance.

Make sure that each of the drip emails you send has a new piece of valuable material for your prospects. For example, you could send them a nice email once they have downloaded their case study, something like this:

6. Recognize when it is necessary to remove someone from the drip.

It is the worst possible experience for a prospect to complete your desired activity without getting unenrolled from your drip marketing campaign. Consider the following scenario: a prospect has been enrolled in a drip campaign to convince them to book a demo.

A bad customer experience occurs when someone schedules a demo on a Tuesday and then receives another email on Thursday requesting them to arrange another demo.

It appears much worse when the drip campaign has been adjusted to make it appear as though you are the one who is sending the emails. This gives the impression that you either don’t recall who your prospect is or that you’ve been acting like a phony the entire time.

Understand when it is appropriate to remove someone from your drip. Install an unenrollment trigger that will unenroll a prospect as soon as they perform the action you’ve set as the aim of your drip campaign.

Are you ready to start planning your drip campaign? I’ve developed a list of best practices to follow to guarantee that each email is in peak condition.

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