Drip campaigns are all about giving the right message to the right people at the right time. It’s a tried and true marketing tactic that works wonders both online and offline.
While the concept of drip campaigns is a staple marketing tactic, the individual executions of the drip campaign vary. Some get it right, while others get it very, very wrong.
To avoid being in this latter category, we’ve put together a list of the best practices you can start implementing today to improve your drip campaigns.
What are the best practices for a drip campaign?
While drip campaigns can be used in various marketing ways, for the purposes of this article we will focus on email drip campaigns. Email marketing is one of the most cost-effective forms of advertising and when automated, it is also quite time efficient.
A successful drip campaign requires some legwork prior to its launch. While it might seem time-consuming at the beginning, a well-executed drip campaign can increase conversions and see more products sold.
To assist you with your next drip campaign, here are some best practices to follow to ensure you are hitting all the right notes.
1. Segment Your Subscriber Lists
Studies have shown that people are 75% more likely to open emails from segmented campaigns than non-segmented campaigns.
Why is this? It’s because segmented emails allow for greater personalization than non-segmented lists.
Segmented email lists allow for greater personalization than non-segmented lists. Click To Tweet
But, in order to get to this level of personalization, you first need to segment your subscribers. To do this, you first must take a good look at your subscriber’s list. Group these people into like categories, such as geographical area, gender, age, marital status, family status, how they came across your site, etc.
If you can break your subscribers into specific categories, you can then create personalized messages for each. For example, one of your segmented lists may be women, aged 50-65, live in Denver, and love motorcycles. The language used in these emails may be different than the language you use for a different segment list. The more you can break the list into specific segments, the more personalized your email content can be.
2. Establish a Goal
The next step is to figure out your end-game. What is the purpose of your drip campaign?
Do you want to turn a prospect into a customer? Are you looking to up-sell a past customer?
Knowing where you want to end up will help you decide which path to take to get you there.
3. Make it cohesive
Now that you know who you are going to talk to, make sure your messaging is clear. Think of it like a recipe. The steps of a recipe walk you through the process from start to finish in a logical manner. The recipe doesn’t jump around in a jumble of steps.
The same concept applies to your email drip campaigns. You want the tone of the message to be consistent, and you want to present ideas in a logical fashion.
One of the best ways to do this is to write all your content in one sitting. By writing it all at once, you will ensure that your tone and writing style stay consistent throughout. This method also helps to ensure you don’t miss any important steps or information.
4. Start with the basics then nurture accordingly
When laying out the plan for your drip campaigns, remember that the beginning information is just as important as the final information. You don’t want to lose the person by confusing them right off the hop.
Start by introducing the topic and go over any information someone may need in order to feel comfortable with the product or service. Don’t assume people are experts in this subject. They may have never heard of your company or know very little about your product.
Therefore, providing background information is a crucial first step.
Best Practices for Quick-Decision Products and Services
After providing the initial information, the next step is to nurture the lead. If your end game is to have the user purchase your reasonably priced product or service, it may only take a few emails to get to that result.
These emails can cover a few quick topics such as benefits, testimonials from happy clients, and access to a free trial.
Because you don’t need a lot of buy-in from the user for them to convert into a customer, you can send these few emails out fairly close together. They should not be too long in length, so receiving an email a day or every couple days won’t overtax the recipient.
Best Practices for Higher-End Products and Services
If the other hand you have a high-priced product or service, this might require more nurturing. You may need to describe more of its features or offer how-to videos in order to earn the consumer’s trust.
Since these conversions tend to take longer, you need to space your emails out. Your prospect probably doesn’t want to hear from you twice a day for three weeks. Therefore, space out your emails so you remain top-of-mind but aren’t constantly in their face.
By using the best practices listed above, you can improve your drip campaign to ensure its overall success. The goal of a drip campaign is to move a user through your marketing funnel to the desired outcome.
These best practices are meant to help retain the user throughout the process and overcome objections they may have. If you have structured your drip campaign successfully, you will see an increase in conversions and sales.
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