In today’s technology-driven lives of ours, it is hard to imagine someone who hasn’t been targeted by automated marketing. Marketing Automation is about automating the repetitive processes and tasks of a traditional marketing campaign with the use of web-based services and software. And one of the tools of automated marketing is Drip Marketing, referred to as a Drip Campaign or nurture campaign.
Drip Campaigns, also known as life cycle emails, are automated email campaigns, and autoresponders, and are not limited to email or phone (SMS and calls) based marketing. Those are also prevalent, but drip email is cost-effective, hence more popular. A drip campaign involves a series of emails periodically sent based on a prospect’s behavior towards a specific product or service that guides the prospect through the buying process, also referred to as a "funnel". The delivery of drip emails differs based on target information, i.e. actions taken by lead like signing up for purchasing any product or service, liking any product, or referring it to someone else via the Internet. With these behavioral emails, a prospect is provided with information about products, services, and incentives to choose between. Drip emails can be directed toward product promotions, information regarding any updates, appraisals regarding any activity, and awareness of new customers.
Drip Marketing campaigns can be categorized into one of the following types:
Welcome Campaigns are aimed to pique the interest of leads regarding a product or service to incite a rewarding action like a discounted product. A welcome campaign is launched immediately after a lead is identified by sending an introductory email followed by a series of periodic emails.
Keeping a lead interested and striving for conversion into a customer is extremely important. Retargeting is all about recuperating a disengaged customer and making them active for your business. This is done usually by pursuing browser cookie information and then follow up emails that may include tutorials, information of other related items in your catalog, tips to use other related products, and free offers, gifts, or free trials to make them opt-in for paid subscription or purchase accordingly.
Some prospective buyers require a little more engagement and nurturing before they convert into a customer. A Nurturing Leads campaign focuses on understanding the needs of prospects and providing desired information to answer their questions, concerns, and/or interests engagingly. Educational emails with newsletters, links to webinars, or other relevant material are employed to nurture leads.
As people are more likely to repeat buying patterns based on their previous purchase experience, it is easier to engage old customers than new ones. Follow-up emails after purchases or subscriptions validate that you value your customer and appreciate that they chose you. This can easily lead to brand loyalty. Brand loyalty is imperative in terms of the growth of your business and to enhance your subscriber's list.
Five easy steps to create a successful drip campaign are as follows:
First things first; identify what type of campaign you need at a specific time. Multiple drip campaigns having different goals can be launched simultaneously to maintain engagement of existing customers and to attract leads to enter sales channel as well. Secondly, goals that you want to achieve by launching these campaigns should be articulated ensuring they are SMART; Specific, Measurable, Attainable, Realistic, and Timely.
Divide your audience into segments or niches based on demographics, age, gender, and their actions. This will enable you to know what personalized campaign you need to set up for a specific segment. For example, to design a Nurture Leads campaign, you have to identify the segment that needs nurturing. The campaign you create should be capable of targeting specific contacts with personalized information prone to instigate action.
Content creation is a critical step that makes a lot of difference on what response you get from leads or customers. Based on the outcomes of the last two steps, you can create relevant content for each target segment that best suits their needs and has the potential to convert a lead into a customer, which is the goal. For example, existing customers may not need nurturing, so present them with updates and promotional content. Lead needs nurturing, sending them informative tutorials, and eBooks will keep them more intrigued instead of pitching your product at once. This builds a level of trust and rapport naturally. Once you compile quality content for each segment, you can use the tried and tested stuff; you don’t always have to come up with new content for your emails. It is pertinent to mention that emails should be concise, easy to read, user-friendly, to the point, have a personal touch, and should contain a strong call to action.
Primarily, the objective of Drip Marketing campaigns is to augment sales; therefore, the cycle of Drip Campaigns should align with the sales cycle. Monitor how many emails are sent; determine triggers frequencies and sequence what emails to be sent and set wait periods. You can always improvise your campaign during its course by revisiting what rules you had for your campaign initially. With every Drip Campaign, start simply, and then progress towards complexity, maintain patience with nurturing leads, and perseverance is the key to success.
Once you launch your campaign as an automated program, it will always need monitoring and evaluation to make adjustments for optimization. You can always experiment with the content of Drip emails, their frequency, and sequence. You can tweak the content of emails and may have to add more emails with different content or replace some. This is all optimizing your Drip Campaign. You may have to make amends in the selection of the target segment, as the size and nature of your target audience may change after some time.
Always remember that a Drip Marketing campaign is a process that demands agility, continued engagement, responsiveness to change, and drive to achieve optimization.
If you enjoy the content you've seen so far, subscribe to our newsletter to be updated when we drop more!