Do you find yourself trying to cull leads? Trying to increase sales? Or even re-engaging with past clients?
A drip marketing campaign might be just the thing your business needs.
Many business owners may not fully understand how a drip marketing campaign works and some may not have even heard of the term before. A drip marketing campaign is a set of automated emails, which are sent to specific people based on their user action. These automated emails are sent in a certain order following a specified timeline. For example, if a user signs up for a webinar you’re having next week, an email is automatically sent out to him.
Drip marketing campaigns work because they keep your business top of mind. People often don’t respond when they initially see something unfamiliar. When people are exposed to that same business a second time around it will be recognizable and often peak interest. By the third exposure people are more inclined to act upon what they are being sent and viewing.
The average single open rate of drip campaigns is roughly 33%. Drip open rates are three times higher than the click through rates of emails sent individually.
Automated marketing doesn’t have to be complicated. Here are three typical scenarios for using an email drip marketing campaign and the steps to take to be successful.
With lead nurturing you want to build trust with your potential clients while also intriguing them with your offers and knowledge. In order to build trust it is key to offer helpful content that will peak their interest and keep them coming back. Social proof will help to solidify this inquisition to lead them to the final sale. Scarcity of your emails during this campaign is also critical. By offering something for a limited time or mentioning something only a few times you will tap into the fear of loss factor and potential clients will be more inclined to take immediate action.
- Thank You – When someone opts into an offer you should immediately send out a thank you email with your promotional offer.
- Follow-up – Within the next 3 days you should have a follow-up email that tells people what to do in order to receive their desired outcome. This should be a sort of cheerleading email letting them know that you have their back and can help them attain their goal.
- Social Proof – A day or two later an email should go out showing social proof of other influencers or customers who endorse you or your solution. People love receiving recommendations from other people so it doesn’t seem as salesy.
- Special Offer – If your potential client still hasn’t bit you need to have another email go out a day or two later offering a special or limited time discount or demo. This is meant to lure in people who are already on the fence and seeing the special promo gets them to take the leap.
- Limited Time – In the next day or two send another email using limited time only or almost out of stock to help push the fear of loss. Clients will know that there was a special discount the other day and everyone else is buying it up. Clients who were already intrigued will be inclined to think others already took the offer and will be afraid of missing out.
- Content – Although your potential client may not have jumped on the bandwagon this time around they may still be intrigued and could be a client in the future. You want to keep them hungry for more information. Top things off with a helpful campaign that includes information to help them with their problem without going too deep and urge them to sign up for your newsletter or follow your blog for future information.
Closing A Sale
Once a relationship has been built between you and your client, it’s time to close a sale. They already like what you have to offer and trust the information that you give them but that doesn’t necessarily mean they’re ready to make a purchase. You need to continue the relationship building and make your potential clients think logically about what you have to offer. Make them feel like they’re in control and making the decision so it doesn’t come off salesy.
- Problem vs. Solution – Introduce a problem that you’re able to help people solve. You need to be specific about the problem at hand and state why the problem needs to be solved. Follow all of this up with a brief explanation of how you can help them with this problem.
- Advantages – A day or two later an email should go out with the advantages of working with you and your solution. People naturally think “What’s in it for me?” and you need to address this. There has to be an immediate benefit for them if they decide to take this step.
- Decision Making – Another day or two later a third email should be sent that tells them why this is a good decision. Help them justify why they should take this step with comparisons, testimonials and some logical thinking.
- FOMO – Two days later an email should go out that gives them the Fear Of Missing Out. If people don’t take action today they will miss out on a great opportunity, they will still have their said problem and will keep running in circles.
- Reminder – If anyone hasn’t taken action by now you should have a final email go out asking if their problem still exists. If the potential client has taken any action yet. If they’re still interested in taking that next step. Just remind them that you’re still there to help when they’re ready.
Re-engage with cold leads or sales
Everyone knows that it’s easier to get an existing client to make a purchase than it is to recruit a new client. However, every now and then clients drift away. There could be a number of reasons clients and potential clients move on, perhaps you weren’t top of mind or maybe they had to make a special trip out of the way to get to you and it’s now on the back burner. What ever the reason is you don’t want to lose them. Sometimes sending out a client survey to find out why they are no longer engaged helps and can help solve future problems with other clients. By doing so you may even get them to opt back into your offer.
- Content – Your initial email should tell your cold leads what they’ve been missing out on. Get your name back on their radar and give them some great content and information to attract them again.
- Lead Magnet – About 2 to 4 days later send an enticing email that is a lead magnet. This lead magnet should be connected to a special lead nurturing campaign to give more attention, specialized information that goes above and beyond to pull them back in.
- Better Accommodations – A couple days later an email should go out that includes a short survey or a call to action requesting feedback. This allows you to intrigue the cold leads again and start building that trust and right when you have them thinking about your products or services again you can ask them for their honest opinions. Not only does this make your leads feel like their opinions matter but they really do matter, you’ll be able to learn so much about your business and clients and will be able to apply what you learn into your business model to hopefully prevent further cold leads.
- Big Announcements – As much as you try sometimes you just can’t get back those cold leads. That’s ok and you don’t want to bombard them with unwanted emails and become a nuisance. Simply move them to a “cold” email list and only send big announcements to them. Maybe one of the big announcements will pull them in again later down the road and the process can start all over again.
Drip marketing campaigns can be highly beneficial to your business.
When you’re being pulled in a million different directions and trying to find the time to make connections and build relationships can seem nearly impossible. Drip marketing campaigns can help to take some of that stress off and allow you to do the work you were meant to do.