Drip Campaign Best Practices

Oct 29, 2022 | email best practices

A drip campaign is an email marketing strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. Drip campaigns can be used to nurture your relationships with leads and customers, keep them engaged with your brand, and eventually convert them into paying clients. When creating a drip campaign, it’s important to consider what type of content will be most helpful for your target audience. Think about what questions they might have at each stage of the buyer’s journey, and then create content that addresses those needs following drip campaign best practices.

Drip marketing has become a marketing staple for many small businesses and startups. It’s inexpensive, easy to set up, and highly effective. Since they’re not based on contracts like a retainer or monthly plans, drip campaigns can manage the entire sales funnel, or can be used to nurture in the early stages, with conversion to a plan or contract in the future.

Criteria for a successful drip campaign

Before implementing a drip marketing campaign, make sure that your organization has the following prerequisites:

Your business website is properly optimized for search engines. Visitors to your website should not have difficulties navigating through the site. This includes making sure that your site is not riddled with spelling or grammar mistakes. The content on your website should be relevant to your target market. This means that the content is not only good but also consistent.

Set Goals

The most important thing to do before you set up a drip campaign is to set your goals. A common mistake many marketers make is that they forget to set their goals. This can lead to confusion and will not help you achieve success. Think about what you want to achieve from your mailing, and how the recipient will find it.

Have An Email Address

Most email marketing solutions allow you to create drip campaigns using the email address of your leads and customers. They are called “address based” drip campaigns. The recipients of your messages are identified by the email address alone.

Establish Campaign Criteria

Campaign criteria is what you use to personalize the messages based on a given attribute. Email addresses are a unique identifier, which means that you can easily personalize your email content based on the email address. In B2B businesses, you can personalize the content to make it more relevant to your leads and customers depending on their industry, company size, company revenue, job title, seniority and any other attribute that you can get through the email address.

Consider Your Timeline

The frequency of the email campaign is also very important. You can target specific events or timelines, or segment the mailing according to a previous contact or transaction. You can then target all users who subscribed 30 days after their first purchase. This is a very effective way of driving repeat purchases or upselling customers to related products.

For instance, you might send a message that says, “thanks for your purchase, please take our survey” to people who have recently purchased something but haven’t taken the survey.

The Bottom Line

Drip campaigns are a great way to keep your leads and customers engaged with your brand. By sending them timely, relevant content, you can nurture your relationships and eventually convert them into paying clients. Be sure to implement drip campaign best practices for the most effective marketing.

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