If your brand is leveraging email to interact with your customers, you're probably well aware of the fact that email offers a 4,300 percent ROI. At the same time, though, it's important to remember that it is very easy to disregard an email, much easier than that of an SMS or a telephone call. With these two competing factors in mind, how can you better engage with your audience through email so that your campaign will be a success? The creation of a drip campaign to help your audience along the customer journey may be just the thing.
The concept of a "drip campaign" revolves around sending informative materials to your audience over a period of time. As the name implies, you are slowly "dripping" them information, whether it's about your industry in general or your product or service specifically. Plus, based on the action someone takes with one of your emails, you can target them with more relevant information. Drip campaigns are one of the most powerful tools that marketing automation can make use of; with little time commitment or effort after setting up the initial campaign, you can generate a stream of consumers with a potential high conversion rate.
To set up a drip campaign, you should first and foremost create a welcome email for all new signups. This establishes an initial touchpoint for your communications, though make sure this email, and all subsequent emails, contain the ability to unsubscribe – it is against the law not to. You can then set a variable waiting period between the time the initial communication is opened and the next one is sent or received, and plan for the contingency that an email may not be opened. As the overall goal of a drip campaign is ultimately conversion, you should provide the most immediate and relevant information you can throughout, and be willing to establish multiple endpoints within your campaign for people that aren't interacting. Remember, however, that just because someone may not be interested in your offering at the current time does not mean that they may not be in the future so it's a good idea to consider retaining this data.
So long as you ensure that subsequent communications are consistent with the format and tone of the initial one, even if several different types of informative content, such as videos, ebooks, or whitepapers, are offered, your drip campaign will pay dividends despite your lack of continued involvement. One of the key focuses of marketing automation is eliminating tasks that may be considered redundant, and there's nothing more so than crafting and sending out a litany of emails, all tailored for specific people and their interests. Email drip campaigns can save time, money, and effort when it comes to the lead generation process, making it a very valuable concept no matter what field or industry you are in.
With SimplyCast 360, setting up automatic drip campaigns over a variety of communication types, such as SMS and phone call, in additional to email, is as simple as possible. With over 15 different communication platforms to utilize, you can experiment to see which types of drip campaigns work best for your specific audience. Click here to sign up for a free 14-day trial and discover how SimplyCast 360 can seamlessly create drip campaigns to nurture your audience, giving you more time to focus on more important aspects of your brand.