Email marketing is hands-down one of the best methods that you can use when communicating with your existing or prospect clients. That’s a fact.
Unfortunately, with so much spam and unsolicited emails being sent nowadays, the recipients have become wary with the emails that they’re receiving.
In fact, first time emails offering unsolicited direct offers are often frowned upon and are marked as spam or downright deleted. Of course, for businesses who are just starting and aren’t quite familiar with how to use email marketing effectively, this has proven to be detrimental to their business’ success.
However, for seasoned marketers who know the ins and outs of email marketing, they have found an effective way of getting around this hurdle. Because of this one technique that they are using, they end-up thriving with their email marketing campaign despite all the spam emails circulating in the web.
What “one technique” am I talking about, you might ask? Drip marketing.
To get maximum ROI on your email marketing campaigns, you need to have a more structured approach behind your campaigns, that’s where you can leverage on drip marketing.
What is Drip Marketing?
As the name suggests, it is a continuous set of emails being sent to your mailing list, customers, and prospects over a certain time interval. These emails can be either informative articles, offers or just help inquiries.
Drip marketing takes the intended audience from just being prospects, to becoming actual buying customers by establishing a level of trust with them through the emails that you’re sending.
How to use Drip Marketing
While there are a plethora of marketing softwares that you can use to run your drip marketing campaign, I use the software InBoundio by Pushkar Gaikwad since it is the most intuitive one that I’ve come across thus far. And since I’m not as techy as I should be, this software has proven to be perfect for my needs.
Another option that you can use is WordPress since it also has email marketing plugins that you can use. Or, you can also run the campaign manually by using Google apps. Whichever platform you use, it’s critical that you pace your emails accordingly so as not to alienate your recipients.
Benefits of Drip Marketing
Drip Marketing allows you to sell to your prospect customers while building a relationship with them at the same time. Pretty neat huh?
Because of this marketing method, selling becomes relatively easy since you’d have already established a level of trust with them – and as we all know, trust is a key factor when selling.
And since you have them in your email list and your relationship with them grows by the email that you send, you can capitalize on repeat business by continuously selling them products of value to them.
Amazing, isn’t it?
Step by step guide on how to build a Drip Marketing campaign
Creating a drip marketing schedule is rather easy, while there are other resources you can check on the web on how to run on, I’d like to share with you 4 very easy steps to do this.
First, you need to create a plan for your drip marketing campaign (try to bring a new plan each month – this helps a lot as far as establishing relationships with your mailing lists). Once the plan is created, strategize how you’ll execute your plan and decide on your target audience. Lastly, bring your own phrase and slogan into the mix, these are critical for making your promotional drip marketing pieces appealing to your current and potential customers.
There are several types of content that you can use when running a drip marketing campaign. You can use brochures, newsletters, mail newsletters (although in this case you need to make sure that you are seen as a reliable source, otherwise you will need to deal with spam filters).
Things to avoid
Here are a couple of things that you need to avoid when running your drip marketing campaign.
- Do not approach your sales ready leads with the same message again and again. Instead, try to create something different and more personal. You’ll be amazed at how this can drastically increase your conversion rate.
- Avoid over dripping. In addition to making sure that you’re providing valuable content to your list, try not to bombard them with too much information. There’s a good chance that they might think you’re spamming when you really aren’t. And it’s all because of the frequency of your drip.
- Avoid sending the same message to your list. Show diversity, freshness, and uniqueness all while providing immense value to your readers.
- Do not send generic messages. Instead, appeal to their emotions by relating to them. This makes you look more credible and personal. Or in other words, worthy of their time.
In conclusion, drip marketing is a strategic marketing technique that allows you to establish and strengthen relationships with your prospect or current customers, this then puts you at a good place when you’ll start selling them your products. This marketing method is definitely worth your time and effort if you’re serious about seeing positive results for your company – use it.
If you have questions or suggestions that you’d like to share, please do so in the comments section below.