Your email mailing list is progressing nicely. You’ve created an excellent funnel, and people are subscribing by navigating through it and clicking the subscribe button. You’ve got a solid social media presence, and your blog is gaining backlinks. So you’ve mastered the art of marketing?
Sure, but there’s more. The problem is that content marketing, social media marketing, and SEO are all designed to attract visitors to your website and keep them coming back. They’re there to assist you in developing a large mailing list and turning leads into hot leads, which can then be converted into consumers.
But what happens once you have it? After they’ve clicked subscribe and are ready to start receiving your email marketing updates, what happens? Here’s a brief overview of how drip email marketing engages your consumers.
What is Drip Email Marketing?
Drip email marketing is a kind of automated email marketing strategy that enables you to establish a series of pre-written, automated emails delivered as soon as a consumer or potential client performs any one of several actions.
The following are a few of the terms you might have heard used to describe it: automated email, autoresponders, marketing automation, or lifecycle emails. To summarize, all of these are essentially the same thing: emails sent out according to a plan based on what your subscriber does.
How it Works
A drip marketing campaign is a sequence of simple, automated actions, such as:
Opting in
Any one of a predetermined number of trigger events activates your customer or subscriber. For example, subscribing to your newsletter, requesting more information about a certain product, service, or event like a webinar, or purchasing a specific product or service are all examples of trigger events.
Sending the emails
Then, after your automated email setup has been completed, it sends a series of pre-written, scheduled drip emails that each perform a distinct action. A welcome email, for example, might include a link to download a video or ebook (or even both), as well as a follow-up to see whether they liked the video and read the book, followed by a final email inviting them to sign up for a consultation.
Encouraging further opt-in
You may want to terminate an email drip campaign after it has completed its cycle, or you could urge people to sign up for the next one. If you wish for the latter, you will goad them into doing so.
When to Use it
You may use drip marketing campaigns for a variety of purposes, such as:
Lead generation
The use of autoresponders in your marketing funnel might help direct interested and engaged potential consumers into the sales process.
Ongoing customer nurturing
When it comes to existing customers, you want to develop a rapport. This may be done by sending targeted and personalized messages in drip email marketing campaigns that each fulfill a role in maintaining and developing your client relationship.
Ongoing sales
You may use a drip-email campaign to nudge consumers to buy more of your product or service if they acquire it as a one-off.
Generating feedback
It’s always a good idea to understand what your customers think of the product or service you provided them. This form of email marketing may assist you in obtaining that valuable feedback.
There are several more reasons you might utilize automatically generated email drip campaigns, which would vary depending on your industry and goal. A successful drip campaign would ensure to always mix personal follow-up with auto-response so that clients don’t feel like they’re being shunted in one direction.
