Remember those old war movies where the prisoner is tied down and someone drips water on his forehead, drop by annoying drop? Eventually the prisoner goes insane. Is that what you think of when you hear “drip campaign”? Hey, that’s valid. Being on the receiving end of bad marketing can be torture.
We’re here to take the torture out of drip marketing campaigns, specifically, email drip campaigns. Follow these simple tips stop inflicting pain and to start succeeding in email marketing.
What is a drip campaign?
Here’s the simple definition from Joe Stych at Zapier. A drip campaign is “a set of marketing emails that will be sent out automatically on a schedule.”
Someone goes to your website. They sign up to be on your mailing list. They get a “welcome” email. Then…
Er, then what? You forget about them until the next newsletter comes out?
No. You’ve got their information. They signed up for a reason. And it’s not that they want to be inundated with ads. So what do they want?
Well, what would YOU want? Good stuff, right? Okay. Give them the good stuff then.
Give Them Something to Look Forward To
A good drip campaign is planned out. It’s strategic and organized. You know how many emails are going to be in your series. You know when they will be sent out. And you know what those emails will say. So give your target market a little tease. You can do this right in your welcoming email.
“We’re so glad you decided to learn more about drip campaigns! Over the next couple of weeks, you’re going to receive some advice that people pay thousands of dollars for. We’re going to give it away. So keep an eye out.”
Hokey? Nope. Human beings like a little anticipation. It gives us a reason to get up in the morning. Or in this case, it gives someone a reason to open your email. So tell your audience what’s up and coming, but don’t give away the secret entirely.
Give Them Something Useful
When we say “useful,” we’re talking about information your potential customers can use.
For example, if someone signed up for our “tips and tricks” series, they might have the opportunity to say what they’re most interested in. Maybe it’s web design, maybe it’s SEO. Hey maybe it’s even drip marketing. So they select “drip marketing” and we get their response. They get the welcome email. A few days later, they get an email saying something to the effect of, “Hey! We know you’re interested in learning more about drip marketing. Here’s an article that can help.” Poof. There’s the link to an article like the one you’re reading right now.
Why is this effective?
- The response is personalized to fit their interest.
- The response is timely.
- The response is something they’ve signed up for.
Emails like these are sometimes called “nurturing” emails because they take your potential clients by the hand and teach them something they need to know – which also happens to be something about the product or service you provide.
Remind Them Where They’ve Been
Remember that this is a series of emails, not a disjointed mess of marketing messages. Your emails should remind readers what came before the current one. Give a little recap. Here’s why:
- People often forget what they’ve read – which means they could have forgotten about your product or service.
- People need reinforcement that the previous emails were important enough to pay attention to; therefore, upcoming emails will also be important.
- People might have missed the previous email all together.
With all the information we have coming at us every day, we need something to latch onto. This means repetition cleverly presented can be powerful. Those little reminders you give could be the very things you need to make a conversion.
And for Our Next Act…
Next week, we’re going to give you some more tips to making your drip campaign a thing of glory, not of gory. Stay tuned. Oh, and sign up for our tips and tricks emails. We’ve always got something new to give away. And it’s good stuff. Really.