Drip Campaigns: 6 Ways You’re Doing It Wrong

August 3, 2016 Heather Cherry

man with head on laptopBy now you should know how effective drip campaigns can be for your insurance agency. You may even be using them in your email marketing strategy right this moment.

Don't get comfortable yet. There are a few common mistakes that may keep your drip campaigns from reaching their potential.

You go straight for the sale.

It can be detrimental if you open up any communication by immediately reaching for the sale.

Consider your face-to-face interactions. When you first sit down with a prospect, you don't ask for the sale right away. You work to build a rapport and show your value.

Remember the goal of a drip campaign is to drip content to your readers. Your approach should be gradual. Your emails should slowly lead your contacts toward your main goal for the campaign.

This means spreading your message throughout several emails over time.

If you are struggling with developing content, start looking at who your audience is.

Think of your first email as a warm up to the drip campaign. Briefly introduce yourself or emphasize a need such as an upcoming policy expiration.

You're scheduling your emails arbitrarily.

With drip campaigns you can plan out when to send emails and the space between each message.

Yet, too often I see these emails scheduled at random. Or, emails are spaced out too consistently with no thought.

Come up with a unique and thoughtful game plan for each drip campaign. Otherwise, you risk reaching your audience at the wrong time. This can lead to high unsubscribe rates and low engagement.

To come up with a schedule, think about what decision you want your readers to make.

Pay close attention to each drip campaign's goal, audience, and sale cycle. Think through how much time should be between each email and how long the campaign should run.

You're not regularly updating your contact database.

Successful drip campaigns go hand in hand with contact segmentation. This ensures drips are reaching the right audience with the right message at the right time.

Think of it like this: You have a prospect who converts into a client. Do you want him to continue receiving emails asking for his business? Or, would you rather move him to a new client welcome drip campaign?

It's not just about getting your contacts into the optimal drip campaign. It's about making sure they stay in the right drip campaign at all times.

This is where regular database management comes into play. Keep your contact segmentation up to date. It helps to send your clients relevant information for where they are in the buying cycle.

An added bonus: improved engagement, email deliverability, and conversions.

You leave your drip campaign unsupervised.

Drip marketing is a great way to let your emails do the heavy lifting for your insurance agency. An agency marketing tool like AgencyBuzz lets you automate these campaigns.

Once you've initiated your drip campaigns, it's easy to fall into a set-it-and-forget-it mentality. But, don't let yourself fall into this common trap.

It is imperative you keep an eye on statistics. Make sure your emails are reaching their greatest potential.

If you notice some of these metrics aren't where you want them to be, it's time to adjust the emails in your campaign.

Some statistics to consider when looking at your campaigns:

Open Rates - You may want to take a look at your subject line.

Click-Through Rates - You may want to review your call to action.

Bounces - You may need to rethink your lead generation methods.

Conversion Rates - You may want to rework the content or order of your emails.

You only use drip marketing to nurture prospects.

Most agencies use drip campaigns to nurture leads and move them through the sales cycle.

But, too often that is where the drip campaigns stop. Prospects convert to clients. They get pulled from the prospect drip campaign but are never inserted into another.

I urge you to not stop after conversion. Your clients need love, too!

Drip campaigns for existing clients can be as simple as a welcome campaign. Or, in-depth information that educates clients about their coverage.

Regardless, your drip campaigns should not end when a prospect converts into a client.

You only use email in your drip campaign.

I am on Team Email most of the time. But, a lot can be said about including other marketing mediums in your drip campaign.

Each of your clients may have different communication preference. Different people may be more receptive to different communication platforms.

You may want to try adding text messages or print mailing to your drip campaigns. Text messages alone yield a 98 percent open rate. By combining print with email, you could increase your response rate by 25 percent.

Can you imagine what could happen if you combine all three of these modes into a single drip campaign? You could end up with an all-inclusive and remarkable drip campaign.

Drip campaigns can be the most effective part of your email marketing plan. But, don't let yourself fall victim to these common mishaps.

Address these issues and make necessary adjustments. You can take your drip marketing to the next level.

About the Author

Heather Cherry

Heather Cherry is and email marketing professional and the product manager for AgencyBuzz - ITC's automated marketing system. She is responsible for leading the AgencyBuzz team, presenting email marketing best practices for Operation Agency Success & Masters of Marketing, and prides herself in cultivating customer-driven product excellence. She has a bachelor's degree in rhetoric and writing from The University of Texas at Austin (Hook 'Em \m/). Her email marketing specialties include targeted marketing, database segmentation, customer journey through automation, integrated lead client nurturing through all ITC products, and highly-visual email marketing campaigns. Heather currently resides in Frisco, Texas (a suburb of Dallas), and is a self-proclaimed mother-of-the-year and world's okayest wife. She likes dad jokes, Tyler Perry movies, and Oxford commas.

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