Online marketing has evolved in recent years, but email marketing still retains one of the highest return on investment rates of all possible marketing methods. However, many marketers tend to overlook the importance of email because they assume too much about recipients and their habits.
Yes, many people tend to ignore the majority of emails they find in their inbox. They may open some that seem interesting with an enticing subject line or special offer, buy may not take the next step or bother engaging with the brand further. One of the best ways you can revitalize your email marketing efforts is with a drip campaign.
Why Drip Campaigns?
As the name suggests, drip campaigns “drip” tailored content to your mailing list using an automated process. Depending on how recipients react to previous emails, the drip campaign system tailors its next message accordingly. Instead of casting a wide net with low targeted appeal or bombarding your mailing list with low-value, repetitive messages, drip campaigns aim to nurture leads more naturally.
A more robustly targeted email marketing campaign means the different types of leads in your mailing list receive the most relevant information. For example:
- Core customers and repeat buyers receive emails containing new product information and teasers, coupons for discounts on future orders, and “insider” news that appeals to established customers.
- Strong leads who are close to making a purchase will probably want to read success stories from other customers, recent breakthroughs in the industry, and content that shows the brand as an industry leader.
- Lukewarm leads who are on the fence about whether they want to take the next step with a brand may receive video content that offers valuable, relevant information in an easily digestible format.
- Cold leads and new members of the mailing list typically receive more general content aimed at stoking interest. This is the point where you determine what kind of leads your new recipients are and how best to reach them, so you can get creative with how you introduce new leads to your brand.
There’s no “right” way to construct a drip campaign, and every brand has different customers with different goals, needs, and expectations. Ultimately, you must analyze your past email marketing trends to see what resonated with your audience and what fell flat. Drip campaigns are a great way to recycle and repurpose your content so more of your mailing list can see what you have to offer, so start experimenting to find a formula that works for your audience.