Have you ever gotten an email like this?
Or, perhaps a better question, have you been doing this to your customers? It’s okay, we’ve all been there, and in today’s Marketing Minute, I’ll share with you how drip campaigns can help you avoid email overload.
What is a Drip Campaign?
If we dump all the information a customer could possibly need at once, we’re going to overwhelm and lose them.
A better approach is to feed them a bit at a time to maximize their chances of remembering it. In the marketing world, we call this a drip campaign. The goal of a successful drip campaign is to nurture a relationship with a prospective client, hopefully leading to a future sale.
How a Drip Campaign Works
Let’s look at an example. Let’s say you built a campaign around selling boats.
- Your initial event might be a registration-only reveal webinar for your latest model. To register, attendees need to provide an email address, which you will use to follow up after the event.
- After the event, we send them the recording. If we’re using segmentation, we can send a different message to those who “attended” and those who did not attend the live event.
- Now let’s say you decide to follow up with those who did not click to watch the recording by sending them a few written specs about your model. Those who did watch can get another promotional video since we see that video is working for them.
- Then we keep going through this process, a bit of information at a time.
In the end, we pass our engaged contacts over to sales as qualified leads!
Applications and Getting Started
There are so many applications for drip campaigns, such as
- Product campaigns
- New customer onboarding
- Communication with in-person event attendees
Any time you need to communicate a lot of information, why not spread it out over time?
To get everything you can out of drip campaigns, you’ll need to consider getting a marketing automation platform. I invite you to watch my Marketing Minute on that topic next!
Ready to build your campaign? Let us help at Force 5.