Drip marketing campaigns reach customers through personalized emails along the customer journey. These targeted emails increase engagement with your brand and help build a strong relationship with customers.
However, tracking the customer journey and sending customized welcome, reminder and re-engagement emails takes time. Marketing automation reduces the time drain and removes the pain from the process.
These campaigns are not the same as traditional email campaigns. Often, the difference between email and drip campaigns sometimes gets lost. So, let’s review first.
Very simply, email marketing campaigns get delivered on specific dates at specific times. For instance, you set delivery to run the first of the month at 8 a.m. or on a major holiday. Drip campaigns match the consumer’s journey along the sales funnel. They are not based on a set time but on a behavioral trigger or the stage of a customer journey.
Marketing automation allows you to retain control over email content and when it is delivered. But, tracking individual customer journeys to ensure each customer receives the appropriate emails in a timely manner is taken care of for you. You simply create your content, set your ideal delivery schedule and automation handles the rest.
Drip email marketing allows you to set the stages of your customer’s journey and determine the best “what and when” of delivering emails to consumers traveling through them. These triggered, drip emails deliver based on your segmentation and a consumer’s stage in the customer journey. The result? Behaviorally triggered, highly personalized emails that get results.
A consumer first engages with your brand via social media, your website or a blog post. The CTA encourages them to enter an email to subscribe to regular posts. They bite. Marketing automation logs their address and generates a welcome email.
The triggered email might offer a demonstration of your product or a getting started guide. You may choose to offer a free trial, encourage a download or install your application. The key is including a single CTA which offers value to the consumer and connects to your brand.
Three to five days later, if the consumer fails to respond, another email goes out offering motivation or removing barriers to convert to a customer. Through this series of emails, you demonstrate to the consumer that you understand their problems and offer viable solutions.
Reminder emails follow when no response is gauged. Automation notes the lack of response and sends a reminder that the offer or trial is about to expire. Using an interaction history, the offer may even be automatically up or downgraded based on your preferences.
The upfront work of drip marketing is worth your time. It really works! And, once you create the content and set up your drip campaign processes, you sit back and reap the rewards. With drip campaigns, your leads get personalized attention, and no customer goes unseen.
Contact the TouchConvert team today to discover how we link into your CMS seamlessly to get you results that go beyond those of traditional email campaigns.