Drip Campaign Don'ts

January 16, 2018

A drip email campaign is a great way to nurture your prospects and convert more of them into customers. ITC Vice President of Marketing Becky Schroeder talks about common drip campaign mistakes and what you should do instead.

 

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Video Transcript

Maybe you’re using drip campaigns now as part of your email marketing strategy. That’s fantastic. But, don’t get too comfortable. There are still some common mistakes that can keep your drip campaigns from reaching their full potential.

The first rule of drip email campaigns is to not go straight for the hard sell.

Think about your face-to-face interactions with your customers.

When you first sit down with a prospect, you don’t jump for the sale right away. You work to build a rapport. You demonstrate your value.

Remember, the goal of a drip campaign is to gradually disperse or drip content to your audience. Your emails should slowly lead them to your main goal of the campaign. Don’t go immediately for that hard sell.

Here’s another mistake with drip campaigns…

You can plan out when to send emails, and schedule the amount of time between each message.

But, don’t just schedule your drip emails arbitrarily or put too much space between mailings.

You risk reaching your audience at the wrong time. This can lead to high unsubscribe rates and low engagement.

So, pay close attention your drip campaign’s goal, audience, and your sales cycle. Think through how much time should be between each email and how long the campaign should run.

Next, if you’re not regularly updating your contact database, you can’t segment it.

This is a mistake because successful drip campaigns go hand in hand with your contact segmentation.

Segmentation makes sure that your 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 customer.

Do you want him to continue receiving emails, asking for his business? Or, would you rather move him to a new customer welcome campaign?

This is where regular database management comes into play. Keep your contact segmentation up to date.

That way you can send relevant information for where clients are in the buying cycle. Plus, you’ll get improved engagement and deliverability and conversions.

Automated drip campaigns do most of the heavy lifting for your agency. But, don’t leave your drip campaign entirely unsupervised.

It is important you keep an eye on statistics to make sure your emails are reaching their greatest potential.

Consider your open rates, click through rates, bounces, and conversion rates.

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

Here’s another mistake I see... Most agencies will use drip campaigns to nurture leads and move them through the sales cycle. That’s great.

But, often that is where the drip campaigns stop. Prospects convert to customers. And those contacts are never touched again.

So, don’t stop after conversion. Your customers need attention, too!

Drip campaigns for existing customers can be as simple as a welcome campaign. Or, you can use in-depth information to educate customers about their coverage.

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

Email is a great channel for reaching consumers. But a lot can be said for including other marketing channels in your drip campaign.

Each of your customers have different communication preferences.

Try adding text messages or print mailings to your drip campaigns. Text messages alone yield a 98 percent open rate. And by combining print with email, you increase your response rate by 25 percent. 

If you combine all three of these into a single drip campaign, you’d end up with a remarkable all-inclusive drip campaign.

Drip campaigns can be an effective part of your email marketing plan. But, don’t let these common mistakes spoil your efforts. Address any missteps, and make necessary adjustments.

Then, you can take your drip marketing to the next level.

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