For newcomers to email marketing, the extensive vocabulary involved can be a daunting prospect. Knowing the terminology can help take some of the mystery out of how email works, and can also help you to learn more about strategy and what to do with your own email efforts. Today Site Impact will be focusing on drip campaigns: what they are, how they work, and what they can do for email marketing.
A drip campaign is a lot like what it sounds like: it is a campaign that uses a series of connections with a consumer to encourage and nurture conversion. Of course, this term exists outside of email marketing; it’s also popular in real estate and a few other industries. It’s a method used in most direct marketing efforts, and it’s popular for very good reasons. In essence, a drip campaign is a method of sending small bits of marketing information to prospects over a long period of time (hence “drip”--as opposed to floods of information over a short period of time). Generally, as it applies in email marketing, a drip campaign includes pre-written content and pre-developed creative that is sent automatically on a schedule to new prospects.
When a new customer subscribes to your email list, it’s important to nurture their engagement with your brand, and to give them information to keep them updated on what benefits they’re receiving from being connected with your brand. Drip campaigns provide that level of engagement in a hands-off manner, allowing brands to constantly seek new customers without having to spend tons of time on follow-up. The overall goal is not just to inform but to increase familiarity with the brand itself; there are few things that accomplish this better, or more efficiently, than drip campaigns. Where you know there is certain information that all new subscribers need to hear, a drip campaign makes it possible to get that information to them in a timely manner--right when they need it.
The benefits of drip campaigns are fairly easy to see, even on the surface; according to reports from Marketing Metrics, the probability of completing a conversion with a new prospect is between 5 and 20%, while the probability of converting an existing customer is between 60 and 70%. Increased familiarity with a brand has been proven again and again to lead to a greater number of conversions, and the best way to increase familiarity with your brand is to be in your subscribers’ inboxes frequently.
Of course, a drip campaign is a different beast to active sales campaigns. The goal of the drip campaign is not to sell once--it’s to engage and create loyalty. An effective drip campaign will inform subscribers about topics, industry issues, and other things they need to know about your brand, product, and niche. Creating subscriber-exclusive content that can be sent out at regular intervals is an important function in drip campaigns; everyone wants to have the sense that they’re getting value for their time and attention, and providing exclusive information provides that value.
Some examples of drip campaign email types can include things like: welcome emails, anniversary emails, client newsletters, weekly updates, and even more. These are campaigns and messages that have nothing specifically to do with selling a product or service, but instead are aimed at increasing your subscribers’ knowledge of your company and its culture, and the image you want them to have.
While it may seem counter-intuitive to engage in marketing efforts that aren’t directly involved in converting customers to specific purchases, an effectively-formulated drip campaign will win you customer loyalty and repeat purchases--something that is a much greater gain, for only a little work.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)
For newcomers to email marketing, the extensive vocabulary involved can be a daunting prospect. Knowing the terminology can help take some of the mystery out of how email works, and can also help you to learn more about strategy and what to do with your own email efforts. Today Site Impact will be focusing on drip campaigns: what they are, how they work, and what they can do for email marketing.
A drip campaign is a lot like what it sounds like: it is a campaign that uses a series of connections with a consumer to encourage and nurture conversion. Of course, this term exists outside of email marketing; it’s also popular in real estate and a few other industries. It’s a method used in most direct marketing efforts, and it’s popular for very good reasons. In essence, a drip campaign is a method of sending small bits of marketing information to prospects over a long period of time (hence “drip”--as opposed to floods of information over a short period of time). Generally, as it applies in email marketing, a drip campaign includes pre-written content and pre-developed creative that is sent automatically on a schedule to new prospects.
When a new customer subscribes to your email list, it’s important to nurture their engagement with your brand, and to give them information to keep them updated on what benefits they’re receiving from being connected with your brand. Drip campaigns provide that level of engagement in a hands-off manner, allowing brands to constantly seek new customers without having to spend tons of time on follow-up. The overall goal is not just to inform but to increase familiarity with the brand itself; there are few things that accomplish this better, or more efficiently, than drip campaigns. Where you know there is certain information that all new subscribers need to hear, a drip campaign makes it possible to get that information to them in a timely manner--right when they need it.
The benefits of drip campaigns are fairly easy to see, even on the surface; according to reports from Marketing Metrics, the probability of completing a conversion with a new prospect is between 5 and 20%, while the probability of converting an existing customer is between 60 and 70%. Increased familiarity with a brand has been proven again and again to lead to a greater number of conversions, and the best way to increase familiarity with your brand is to be in your subscribers’ inboxes frequently.
Of course, a drip campaign is a different beast to active sales campaigns. The goal of the drip campaign is not to sell once--it’s to engage and create loyalty. An effective drip campaign will inform subscribers about topics, industry issues, and other things they need to know about your brand, product, and niche. Creating subscriber-exclusive content that can be sent out at regular intervals is an important function in drip campaigns; everyone wants to have the sense that they’re getting value for their time and attention, and providing exclusive information provides that value.
Some examples of drip campaign email types can include things like: welcome emails, anniversary emails, client newsletters, weekly updates, and even more. These are campaigns and messages that have nothing specifically to do with selling a product or service, but instead are aimed at increasing your subscribers’ knowledge of your company and its culture, and the image you want them to have.
While it may seem counter-intuitive to engage in marketing efforts that aren’t directly involved in converting customers to specific purchases, an effectively-formulated drip campaign will win you customer loyalty and repeat purchases--something that is a much greater gain, for only a little work.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)