Every email has a purpose. That purpose, If you are a digital marketer, Should focus on one goal, for example:
- Thanks for registering, there are coupons!
- This is a summary of what we have done recently
- Happy Thanksgiving and enjoy the free holiday marketing ebook!
Perhaps this concept is most evident in the drip irrigation movement.
What is email marketing?
A drip campaign is a series of emails that you can schedule in advance to “drop” into your customers’ inboxes at the right pace-you can also target them to specific market segments to ensure that they are personalized , So as to provide the greatest value to your subscribers.
For example, suppose someone fills out a form on your website to download your e-book. Your first email may be a notification of the arrival of their free e-book. Your second email may be received in five days, asking them how much they like the e-book. The third time may come a few days later, asking them to pass on love by telling their friends about your wonderful e-book and urging them to register.
Of course, there are more complex drip irrigation activities, and not all of them involve lead magnets like e-books.Some use Sales funnel As a guide, with the purpose of moving, guide them into the next stage of the buyer’s journey.
Why use water drop marketing?
Drip irrigation is effective for Inbound marketing strategy And sales methods.Not only can they automatically cultivate new potential customers and maintain relationships with customers, but they have also achieved good results: Zapier, Drip email can increase the click-through rate by 119%.
What is behind this effectiveness? Well, the advantage of Didi ads is that it can be sent to people who have already shown a certain interest in your brand-they have already signed up for your listing or have purchased something-which means they are ready to succeed. In addition, drip irrigation activities can help make your brand a top consideration in an already crowded inbox. One email may be lost, but multiple emails can help you familiarize yourself with your business.
Your job is to seize this mature opportunity by designing and implementing drip irrigation activities to maintain the attention of these new subscribers and guide them to transition.
Preparation for drip irrigation activities: definition and identification
Before creating a water drop marketing campaign, you need to understand two key points.
Definition: What is your campaign for?
The most basic question is one of the goals. This should be your company’s primary goal in the entire email marketing agenda:
- you think Convert new leads?
- Do you reward existing customers?
- Do you promote sales in a typical off-season?
- Are you sending emails to new subscribers?
- Are you cultivating existing subscribers?
- Do you up-sell to existing customers?
You can (and should) set up multiple drop marketing campaigns for multiple email groups, depending on who you talk to. All of the above scenarios can definitely coexist, but you must start from the basis of pre-defined goals. The rest will become much easier.
Identification: Get to the point
Usually, when people provide you with their email address, they want to be rewarded. A good practice is to give them that thing immediately.
If they are customers of your clothing store, you can use the coupon code to attract them and enjoy a 25% discount on their next purchase. The coupon should be the first email received by these customers.The second may be a reminder if they have not redeemed it, or if they have a thank you letter for related products; the third may be Customer Service Survey Use another coupon as a reward.
A successful drip irrigation event requires only a few emails-three to five is the best choice. If you don’t have a lot of value, please don’t stretch it. There is nothing more annoying than receiving Didi emails every day for a week.
How to organize a successful drip irrigation event
Okay, now it’s time to show some good things-how to really organize a drip irrigation event.We will guide you through the whole process, but it is important to pay attention Marketing automation Tools are essential to solve this problem, preferably one with Built-in customer relationship management And lead generation tools.
1.. Capturing potential customers
The first thing you need to do is to register subscribers to your email marketing, and the best way to do this is to create a way to capture potential customers in the field.A pop-up form with registration rewards is a great way to do this, and login page Available for your Paid campaign. Make sure that these login pages contain embedded forms so that you can provide guides, e-books, or demos in exchange for site visitors’ contact information.
Make sure all your forms are complied with Marketing compliance Practice and require the permission of your subscribers to register them in your email marketing.
2. Limit potential customers
Once you have a reliable list, please pay attention to some important characteristics of each potential customer, such as their industry, knowledge level, field behavior, and any other information you can collect. You need to distinguish your potential customers based on various qualifiers so that you know which ones are going further on their journey and are therefore more willing to buy.This will help you spend more time More qualified prospects So it is likely to become a customer.
3. Segment your list
Based on these qualifiers, classify your potential customers into applicable lists so that you can better Personalize your email content. The more concentrated your emails, Increase your conversion rate will.
This step will also help you organize and centralize your email activities. By understanding and tagging your lists, you can create marketing campaigns that meet the specific needs of those lists.
4. Create an email series for each part
This may seem like a lot of work, but if you have Create content Generally, it should be fairly simple. Extract your best performing content or most informative blog posts and organize them according to the pain points they help solve.
Add this to the most meaningful part of your marketing campaign, and then take some time to write your email. These don’t have to be very lengthy; they just need to provide value.
5. Meet the needs of various market segments
This is important, so we believe that it is essential to completely solve this problem: to ensure that the educational content in the email meets the needs of the people in each market segment. Therefore, if you want to send a message to a knowledgeable group of potential customers, please do not fill in “101” or a beginner’s guide in your email. Remember, your CRM should provide you with a lot of information about potential customers, so use it to connect the dots between who your subscribers are and the content they desire.
6. Tracking behavior
You can also set up bit-by-bit marketing activities based on subscribers’ website activities and email behavior.Develop your activities according to the different paths taken by your subscribers, and use flowcharts or mind mapping tools, such as Diagrams.net or Mind plan.
The following are examples of breeding sequences that you can create with BenchmarkONE. The industry we use here is tourism.
We have included our label rule function. This allows you to apply specific tags to customers based on the actions they take, so that you can better qualify potential customers (put values on more needed actions) and personalize future outreach activities.
7. Establish a frequency for each series
You attributed the interval between each email to the subscribers who knew you in the drip event. However, it’s okay to learn from personal experience. How often do you like to receive emails from brands? You don’t want to send too many emails to potential customers because it might annoy them. But then again, you don’t want to send emails so often that they forget why they signed up for your email marketing in the first place. You may want to start a sequence by sending emails more frequently when you are initially interested, and then reduce the frequency over time, so that you don’t drain your subscribers.
8. Create CTA
If you want your email to be converted (we know you can convert!), you need to provide subscribers with the opportunity to take the next step in the sales funnel. Including CTA At the end of each email, personalize the current position of each market segment. This might be downloading guides, talking to sales representatives, receiving quotes, or arranging software demos.
9. Tracking results
As with any strategy, sometimes you may need to adjust to track statistics such as click-through rates and unsubscribe reasons (you can add a questionnaire on the unsubscribe page to obtain this information) can help you figure out what changes need to be made to improve your result.
Make sure you are not just setting up and forgetting your email activity. Check regularly whether they are doing a good enough job of converting potential customers into customers, or if there are areas that need adjustments, such as updates, CTA, or the number of emails in the series.
Are you ready to launch an email drip marketing campaign? We hope this guide has provided you with the information you need to get started right. Remember, it’s important to use marketing automation tools. BenchmarkONE provides a lot of tools to help you track new prospects and set up automated marketing campaigns to promote full development. Quick View Use our software today and sign up for a free plan to get started!
