In our previous blog post on March 1, 2017 titled “Drip Campaigns: What They Are and How They Can Help,” (https://datadynamix.wpengine.com/drip-campaigns-can-help/) we talked about the three main benefits of drip campaigns. They were lead nurturing, timely information, and easy automation. To sum things up, drip campaigns are great for making email marketing easier and more effective. Now that you know that benefits, you probably want to know how to best execute drip campaigns. Well, we’re here to help you!
Segmentation – This is a no brainer. There are many different types of people in this world and some are more similar than others. It’s important to group people together so you can reach them in the most effective way possible. You’re not going to send the exact same email to every single person, at the same exact time, etc. There are people of different backgrounds with different interests, different religions, different wants, different desires and different needs. And guess what? It’s your job to group the people you are targeting into segmented lists based on the demographics and psychographics you deem most important.
Just like with anything, it’s important to have feedback on what’s working and what’s not. Otherwise, how can you grow? Metrics are your friend and they will give you insight on whether or not your drip campaign was successful or not. When it comes to digital and email marketing, there are many small tweaks that can make a big difference when it comes to results. If the results aren’t exactly where you want them, try mixing things up with your wording, your writing, or even with your layout of the email.
In the “Analyze” section, we talk about making small changes and watching how they affect the results of your drip campaigns. Small changes are great and can offer different insights. But don’t be afraid to take it even further and mix up the type of information in the email and the way it’s presented. Emails aren’t limited to words only. Try videos or images, or even try offering incentives or promotions. Whatever it is, don’t get stuck doing the same thing over and over again. People like excitement…even in their emails.
If the purpose of drip campaign is to be timely and to nurture leads, and the end goal is likely to make a sale, then execution is pretty important. And how does one execute successfully? Through planning and strategizing. Take the time to develop a logical and orderly way to send emails out so you can keep your leads on track. For some potential customers, it will take time to get them warmed up and interested. Other people might already be ready to pull the trigger. The emails need to be sent in a progressive order that reaches the right people, at the right time, with the right message. This isn’t something that just happens. There must be thoughtfulness behind the effort or it won’t lead to successful results.