Apr 02, 2022
In Events and Discussions
Email drip marketing campaigns can be both a gift and a curse. Done well, they can help you build trust with potential buyers over time, setting the stage for eventually converting them into customers. Get it wrong, however, and drip emails can look a lot like spam. For every great cold email you send, all it takes is an objective or untimely follow-up message to lose a prospect (and damage your reputation) forever. This is a great example of the well-structured drip email workflow that Pardot uses to connect, nurture, and convert leads into customers. Pardot example The idea is scary enough for marketing teams working with sophisticated marketing automation platforms. In this article, we will try our best to simplify the whole process of how you can implement drip email. What is droplet marketing? A drop marketing campaign is a series of automated content sent to potential customers at specific times to nurture them into taking a specific action and moving it up your sales funnel. They are also known as "nurturing" activities or activity automation. They are usually triggered by actions taken by your subscribers. Your drip campaign ends when you send your final message to the prospect; usually via email. You can gauge the performance of a campaign by the number of subscribers taking the desired action. This action may be purchasing your product or registering one of your services. You can even register for your free webinar. Whether you're in the e-commerce market or blogging, you need drip marketing. And you need to make the right choice for your specific market. According to Email Monks, companies that excel at drips reduce sales by 80% at 33% of the cost. get more conversions So, how can you structure your drip campaigns to get more conversions? Let’s consider 6 proven methods for thousands of businesses; large and small to structure their drop campaign email series: 1. The most important drip email When your potential customers are ready to buy a product, they look at the company they have in mind. Following your subscribers means they'll think of you when they're ready to buy the type of products you sell. At this stage, you have a lot of new prospects who haven't made a decision yet. Some of them are industry mailing list your email list, while others are just regular blog readers, social media fans, etc. When they enter your funnel by subscribing to your newsletter, you have to dazzle them so that they remember you when they are (once) ready to buy your product. So how do you stay in their minds? Simple: Provide content that shows potential customer value. How does your product benefit their life or business? You can send this content regularly in the form of blog posts, videos, webinars, and more. This type of drip email also works when customers show interest in your products. For example, if your subscribers check your car sales page, that might trigger the first drip email. You can send such subscribers an email telling them to come to your dealership office for a test drive of the car they just checked out. If you get a " No" response, you can send another message encouraging your prospect to take another test drive. If they end up taking a test drive and buying the car, you send a "thank you" message and move your customer to another drip campaign. Isn't that impressive? However, if they fail to buy after a test drive, you can encourage them by sending another message with car details and a discount or other incentive. The purpose of this drip campaign is to make sure your prospects don't forget you during the sales process. This is an example of the movement of the all-important water droplet. If they click on your email, your prospect will continue into the sales funnel. If not, you can define another action. This could be a variation of sending your first message. Email interaction You can also set a delivery time. In this example, the wait time is two days. It will also be sent on weekdays and during business hours, when people will be able to see it and take action. wait timer 1 An activity with a message looks like this: Email Click to Open 1 2. Educational drip emails Many times, people want to make sure they're making the right decision. Even if they want to buy shoes, T-shirts, or even information products (e.g. e-books, software, online courses). They want to know they'll get their money's worth. The purpose of this email is to transform your timid subscriber/prospect from indecisive to a confident and fiery prospect who is ready to take action without asking anyone else's opinion. That's what education is for! Education Drip Email With educational drip emails, you can give them the information they need. This will outline how your product will benefit their personal life, business or career, as the case may be. You will tell them all the fields of application of such products. Case studies of companies that use it. Here's an example from Wishpond that follows two soft sales of educational content. I got this in my inbox when I subscribed to the company's email list.