Do you want to stay in touch with your prospects while continuing to provide them with valuable information? Try the marketing drip! In this article, we’ll define what drip marketing is, the key elements to include in a campaign, and finally, we’ll share with you the best practices for campaigns that are truly successful.
WHAT IS DRIP MARKETING?
The term “drip marketing” refers to a communication strategy based on sending a series of automated messages to customers and prospects at specific intervals. For reasons of economy and efficiency, these messages generally take the form of e-mails. However, drip marketing, or drip marketing, also refers to phone calls and other methods of communication.
If you are looking for ways to optimize your marketing activities in order to increase your income, drip marketing campaigns could be a useful strategy to add to your directory. Drip marketing allows you to stay connected to your customers and maintain the interest of prospects. Your goal is to get the right information to the right people, at the right time, with minimal effort on your part.
You might hear of drip campaigns referred to as automated email campaigns, autoresponders, or marketing automation, but all of these terms mean the same: sending email. Automated emails according to a pre-established schedule and based on pre-defined factors. This term is linked to that of “drip feeding”, which means “to provide gradually and in small quantities”.
THE KEY ELEMENTS OF A DRIP MARKETING CAMPAIGN?
Now that you know what drip marketing is, it’s time to present its elements.
1 – The triggers
Triggers are the events that set off your drip marketing campaign. How? ‘Or’ What ? By causing a new prospect to enter your pipeline or by propelling them further down the funnel. Depending on the specifics of your business, the range and number of triggers may vary. Here are some of the most common triggers:
- a new subscriber to your blog;
- the creation of a lead;
- a potential customer who leaves the site without validating his basket;
- someone creating an account in your e-commerce store.
2 – The conditions
In order for your prospects to start engaging, triggers aren’t always enough. A set of predefined conditions must first be met. The terms of a drip marketing campaign are determined by the marketing manager who plans the campaign. If you have no idea where to start, here are 2 concrete examples:
- Condition 1 : send an email when a prospect has clicked on a particular link;
- Condition 2: wait two days before sending the first email in the sequence.
3 – Actions
In drip marketing, actions refer to the actual elements of engagement that make a connection between the company and its customers. Depending on the type of marketing drip in question, these actions can take the form of emails, text messages, direct messages on social networks or push notifications.
BEST PRACTICES FOR CREATING YOUR DRIP MARKETING CAMPAIGNS
1. Be informative while being concise
There are a few types of emails where long content is really useful. For example, if your prospect is specifically interested in how you founded your business, you can create a drip marketing campaign on that topic.
However, unless it’s a similar case, your prospects should get to your call-to-action as quickly as possible. Be concise and get straight to the point in no more than two or three paragraphs.
2. Send your emails on Friday
There is a lot of debate about the best time and the best day of the week to send emails . Research by Campaign Monitor shows that Fridays have the highest open and click-through rates (18.9% and 2.7% respectively). This research also shows that Saturday is a day to avoid.
While the studies you conduct can be a good compass, your sending rate will really depend on when your prospects interact with your emails the most. So keep an eye on the stats to determine which is most effective.
3. Do A / B testing on dispatch hours.
When is the best time to send drip emails? We have seen that Friday is a preferable day, but at what time? Data suggests mornings are highly efficient (even starting at 4 a.m.), as most office workers (who typically start their day at 9 a.m.) check their emails in the morning.
However, the best time for your business will again depend on your potential customers and not on published studies. Where are the vast majority of your customers located? What is their sector of activity? Do they work from home and tend to work regular hours? Answer these questions before validating a sending time.
4. Track open rates, click-through rates etc.
In the tool you have chosen to run your drip marketing campaigns, you should be able to see open rates, click-through rates and responsiveness rates. The latter is particularly important because it tells you the percentage of people who actually clicked after opening the email.
Tracking this information allows you not only to determine the best day and time to send your emails, but also to perform A / B testing on the wording, positioning or design of your CTA. You can also test the effectiveness of your subject lines by looking at the open rate.
These 3 measurements are indeed the easiest to find and analyze. But, if you want, you can track other key metrics, such as churn rate , to gauge the overall performance of your drip marketing campaign.
5. Set up a follow-up sequence after no response.
Your potential client did not respond? Now is not the time to step back and consider this to be a lost prospect. Send a follow-up email – over and over again, without being boring or intrusive. Remember that a drip marketing campaign is always about delivering value. And, you have some to spare, don’t you? If you fail to reconnect with your prospect after several attempts (at least twice), then you can send a “break” email and remove the lead from the sequence.
6. Ask for feedback if your drip marketing campaign is not successful
If a prospect doesn’t convert – that is, if they don’t schedule a demo, call the sales team, or sign up for a webinar – send them a link to a survey. Watching the indicators is one thing. Hearing directly from your prospects what you can improve is another.
Create a survey and try to understand why the prospect was not interested. Was it just the wrong time? Did they choose a competitor? Armed with these answers, you can create a drip campaign that truly engages your prospects every step of the way in the buyer’s journey.