Drip campaigns set your audience up on a pre-determined journey (set by you!) They are a great way to deliver emails to your customers at the right time and at the right place. Beginning with the date a buyer signs up - you can add them to the drip campaign and set them up on their journey. Your pre-set messages go out according to the frequency you set along your sales funnel. These campaigns automatically hit subscriber milestones relieving you of the burden. (For more information on drip campaigns click here.)
However, crafting the emails delivered by drip campaigns can produce writer’s block. The fact that these messages are pre-determined to a wide audience can leave you stuck on what to say. To help focus your message, keep your buyer personas in mind.
Writing to a broad audience leads to confusion, which is why targeted messaging is so important to your drip campaign. By addressing the personalities and questions of the masses your email will seem disjointed, overstuffed or missing something. In all cases, the email proves ineffective.
Using your buyer persona to craft emails focuses your message on the questions and concerns of a particular group of people. What fears do they face? What objections do they raise? What information gets them to say, “Yes!”? Now, you have something to write about.
Website behavior and a buyer’s stage in the buyer cycle further hones in on your message. Each email becomes a targeted, personalized note (not one that assumes all buyers are at the same decision-making point).
Demographic information further defines your buyer persona. Education and job position enable you to write in a way easily understood by your customer. Avoiding industry jargon and explaining terms as needed gets your message across clearly.
Having this information at your fingertips allow you to create more conversational emails. Talking with your buyers as you would in-person fosters a sense of connection. Vague, inauthentic emails tend to be considered sketchy — not a great way to start or build a relationship.
Furthermore, gender and age details give you insight into what attracts the eye of email readers. Choosing graphics and colors which appeal to your customer demographic increases the open rate. Human beings love a good graphic, but it must be relevant to them.
Statistics prove the benefits of combining drip campaigns and buyer personas. Click-through rates of drip campaigns rank three times higher than single sends. And, their open rates come in 80 percent higher. What does this mean for your bottom line? Drip campaigns done well generate 80 percent greater sales at 33 percent lower costs.
The buyer persona exercise at TouchConvert prepares you to set up successful drip campaigns. After completing this step in the process, you are ready to start crafting effective drip campaign emails aimed at your specific persona.
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