Connection is one of the most important things for a marketer to establish with customers and potential customers. You want your audience to associate you with the solution of their specific need, and that takes time. That’s where a drip email marketing campaign can help.
What are the 5 benefits of using drip email marketing campaigns?
Through its steady drips of emails, a drip email marketing campaign can strengthen your customer’s association with your brand as the solution to their problem. With a properly-implemented drip email strategy, your customer will be much more likely to reach out to you when they want a solution to their problem.
It all starts with Marketing Automation!
The beauty of Marketing Automation (MA) is it allows you to find, connect, and engage with prospects throughout the buyer’s journey. Alerts and triggers can inform you when your leads turn hot and are ready to buy. Marketing Automation highlights where the leads are in the sales funnel and allows you to provide the right information at the right time utilizing both drip and nurture campaigns.
You can read more about the Power of Marketing Automation here.
Benefit number one: Stay top of Mind
It allows you to stay top of mind when your customers are ready to buy. Drip marketing gives you the opportunity to showcase your products or services by connecting with your audience and providing exceptional value.
You can create drip marketing campaigns to send emails at specific times based on your business, product, or service. You also have the ability to hyper-target your list based on buying behaviors or personas.
Drip marketing campaigns can be used to:
- Provide useful content to your audience
- Re-engage potential customers
- Onboard new prospects
- Stay top of mind
- Differentiate yourself from the competition
Benefit number two: Market Segmentation
By segmenting your audience and marketing to specific personas, you can start to build thought-leadership, authority, and trust with your potential customers. It allows your content to seem more personable and relevant to the individual or business, and that is where the real magic happens.
You don’t just become another email in their inbox but a trusted resource, and when that prospect is ready to buy, you become the go-to source.
Your clients might not be ready to purchase your product or service for months or even years, but because you have built that trusted relationship with them over time and continued to add value, they will keep you top of mind.
This is where you begin to lead them through the buyer journey. By dividing up your list into groups, you can market specific products or services. Larger companies’ needs are different than smaller ones; C-suite needs are different than sales managers, and so on.
Marketers who used segmented campaigns noted as much as a 760% increase in revenue.
- Company, etc.
Benefit number three: Track and Monitor Trends
You can start to see trends based on your open rates and subject matter, which allows you to continue to create content based on what is of interest to your audience.
This allows you to drive your audience to blog posts, white papers, webinars, and more.
It also shows you as a subject matter expert as well, and your audience will rely on you to achieve their goals.
Your emails begin to cut through the noise, and open rates start to improve.
When you see an increase in open rates on a particular topic or subject line, you are provided valuable feedback as to what interests your audience. This allows you to share similar topics, provide links to your social sites, and drive traffic to your website.
Hint: as a best practice, add some really personal emails into the mix to really connect with your audience. In these emails, we generally don’t have a CTA, and open rates usually increase. Below is an example of a recent personal email that received lots of engagement and responses.
Benefit number four: Cost-Effective
You can save time and money by creating automatic drip nurture emails that are scheduled to go out based on your opt-ins or target market.
Drip campaigns allow you to focus on other tasks rather than sending and responding to emails. Once the drips are created, you can set them up to go out based on a schedule that triggers the emails.
You and your team don’t have to spend hours creating responses to incoming emails. You create the emails once, and you may have to tweak them, but once they are done you can sit back and let your marketing automation system do the work for you.
To learn more about Marketing Automation Systems, you can schedule a call with us here.
Each email in your campaign should have a call to action where your prospect can schedule an appointment with your sales team or take the next step in your process.
Here are some additional suggestions for utilizing email marketing campaigns:
- Welcome emails
- Abandon Cart
- Confirmation Emails
Benefit number five: Opt-out or Unsubscribe
Your audience has the option to unsubscribe or opt-out of your emails. The beauty of this feature is those that opt-out are not your target market.
You are not going to connect or relate to everyone on your email list, and that is okay. There are plenty of potential customers for everyone.
If someone chooses to unsubscribe from your marketing automation, it’s work you don’t have to do by filtering through those that are interested vs. those are not.
You want to speak to your target audience and create connections and build relationships. If someone does not fit that target, then they are not your ideal customer.
When creating a nurture email marketing campaign, here are some best practices:
- Use compelling subject lines–getting the message opened is the first step.
- Deliver exceptional value–since you can segment and target your audience, make sure you speak to them in a voice they will connect with.
- Get personal–a touch of personalization creates a real connection.
- Create a sense of urgency–set deadline dates.
- Use a CTA (call to action)
- Include a PS on your emails-tease about upcoming events or reminders.
- Keep the emails short and simple–too much information is overwhelming, and chances are your audience won’t read it.
- Utilizing a Marketing Automation system you can generate, send, and track your email campaigns.
- Email marketing allows you to stay top of mind, segment your market based on behaviors, products, services, and much more.
- It does not always have to be “all business.”
- Create it once and tweak as needed.
How Can We Help
Do you need help developing a comprehensive Email Marketing Campaign for your business? We offer marketing automation, training, and execution support for companies wanting to take their digital marketing to the next level. If you are interested in learning more, sign up for a complimentary initial consultation/discovery meeting. Schedule yours today, and let’s see if we can help.