In the world of digital marketing, it can be difficult to find and nurture qualified leads. For this reason, many marketers experiment with different strategies in order to get a leg up on competitors. One of which is email marketing and, more specifically, email drip campaigns. For anyone unfamiliar with them, read along to discover what they are, and how they can benefit your business.
What are Email Drip Campaigns?
In a nutshell, drip marketing is comprised of automated email campaigns that send to a person or audience when they do (or don’t) take a specific action.
For example, if a lead signs up for a digital marketing whitepaper, they could be put into a drip campaign that sends information related to digital marketing. Essentially, email drip campaigns send, or “drip,” prewritten blasts to prospects or customers based on their actions or lifecycle stages.
Not to mention, if a contact hasn’t interacted with you or your content for a certain period of time, the email will hopefully re-spur their interest. Ideally, this will bring your brand back to top of mind or inspire them to interact further. That’s pretty much the goal of these campaigns.
Why Email Drip Campaigns can be so Rewarding
Enhancing Engagement
One of the best things about email drip campaigns is that they make it easier to engage leads better and more efficiently. Since they’re largely based off of users’ actions, they’re more likely to get a response because they’re relevant.
Whether emails relay benefits of a recently purchased product, or remind users of an abandoned shopping cart, they work. Just try to use welcome emails when starting off your campaigns. Otherwise, your drips might come across as random and potentially forced.
Promoting Content
In most email drip campaigns, marketers send relevant content to users. After all, when you create content, the goal is for it to be seen and read.
Therefore, you can accomplish that goal by sending relevant content to the right users at the right time. In digital marketing, there’s nothing better than having your content successfully reach your target audience.
Nurturing Leads
When emails drip to prospects, they move further down your marketing funnel towards becoming a full-fledged paying customer. Since some people aren’t always ready to make a purchase in the beginning, you will need to nurture them with emails.
Whether you’re promoting the benefits of products or addressing potential objections, drips can go a long way for your business. Think of it as a sales pitch over a series of emails. But you don’t have forever, so be sure to make them count!
Email drip campaigns have proven to be a godsend for some digital marketers. So, if you’re looking for a boost in your efforts, consider trying a drip campaign.
