As implied in the name, email drip marketing is the process of literally “dripping” in some relevant information…
…through email over time, in order to keep your audience engaged and successfully get them through your sales funnels.
You can automate these emails so that they respond to triggers like a customer opting into your mailing list, clicking a call-to-action, making a purchase or any other action to push customers further into your sales funnel.
You can even set emails to go out at a certain time of the day when they’re most likely to get opened.
How It Works
When done right, email drip marketing can help you foster a strong relationship with your audience, build their trust and lay the foundation for converting them into paying customers.
Research shows that 73 percent of people prefer this method of getting information about a company compared to traditional advertising.
A typical email drip campaign will have a life cycle that looks like this:
First, there will be an action that triggers the drip; maybe a prospect opts into your mailing list. The opt-in will be followed by a welcome and introductory email, which will eventually be followed by an offer.
After you have made your offer and the customer did not respond, you will send about two or three follow-up emails. If you find the prospect is still not engaged after your follow-ups, remove them from the campaign.
Do not spend too much time on a prospect that has not shown interest in your product; they might not be a legitimate lead and will start viewing you as spam. Studies show that only 25 percent of leads are legitimate and will advance to sales, so find those leads and break-up with the rest.
How to Set Up an Effective Drip Marketing
Set a Goal
When you start a drip campaign, you have to first figure out the goal you want to achieve. Are you just trying to warm up your prospects? Or do you want them to start buying the product? Be specific about your desired end results so that you can track and measure it.
Create Great Content
The most important part of your email campaign is the content. Your content needs to be good and offer your prospects something they want to receive. Look back at your end goal, and create your content based on how you want your prospect to reach that end goal.
If you want people to start using your product, you could send them emails about its benefits and tips on how to maximize its use.
Think of the Customer
You also need to consider your audience’s decision-making process to encourage them to take the step you want them to. If you want them to buy from you, what can convince them to do so?
You’ll probably need to earn their trust and show them how your product or service can be the solution to their problems. Always address their concerns and teach something new in every email.
The general idea is to send emails frequently and consistently, but avoid doing it manually or the process will become extremely difficult.
Once you have your optimized content ready, set the time and the frequency at which the emails will be sent.
Automating your emails will not only help you free up some time to focus on other tasks, but it can ultimately increase sales revenue up to 34 percent.
The frequency will depend on your audience. You could start with high frequency and reduce it as you go. For example, start sending emails every day, then do it after a few days, then once a week, and so on.
Segment the Audience
Segment your audience to a smaller group with similar needs, wants and concerns. Make the criteria as detailed as possible, so that you can clearly address the audience in a manner specific to them.
Then create parallel email content that you will send to each segment. Study each segment’s wants and preferences, both on content and email frequencies, and cater to them according to that information.
Avoid sending a generic email to a broad audience; it will only waste your time and funds trying to pursue an audience in the wrong way or with the wrong information. With drip marketing, you can reduce cost per customer acquisition by an average of 33 percent.
Track and Measure
It’s very important that you keep track of your campaign’s activity to see if it’s effective or not. Measure your email open rates, click-throughs and link clicks. Evaluate its effect on the overall bottom line and how much traffic comes from your drip emails to your landing page.
All this information will help you improve the campaign and send better emails.
Email drip marketing is one of the best ways to nurture leads and build a relationship with your audience. Nurtured leads produce a 20 percent increase in sales opportunity, and they make 47 percent larger purchases than non-nurtured leads.
This means drip marketing is a great way to increase your overall revenue. ,The trick is to be persistent enough that your audience will notice you, but not so relentless that you start becoming annoying.