Now that you know the importance of email drip campaigns for your startup or small business, it’s time to get the ball rolling. But where do you begin to ensure you are really connecting with consumers? We’ve outlined five simple steps that will set you on the path to better and more frequent engagement with both leads and customers.
1. Focus on Your Subject Line
Without a good subject line, you run the risk of losing consumers before they even open your email. The email subject line has to immediately grab the readers’ attention in a way that makes them curious to know more. The trick here is to say as much as you can about the email’s content in as few words as possible. Most subject lines range from 41-50 characters—any shorter and you simply can’t sum up your email; any longer and your readers become weary before they even open the email. Also avoid the need to be overly clever in your subject line. It’s better to just say it like it is.
2. Keep the Content Short and Simple
Especially in the earliest stages of your email drip campaign, it’s best to keep your email marketing copy concise. Consumers are busy and aren’t willing to wade through a lengthy email. Stick to the main points—maybe even use a bullet-point format. Your goal is to form a relationship with consumers through a series of emails that allows them to get to know your business so that they feel comfortable with you. It helps to address your recipients by name if possible in order to make your email feel more personable. And keep in mind that pitching your offer too early can be a real turnoff.
3. Include a Call to Action
Every email needs to end with a call to action (CTA). This is your chance to tell the consumer exactly what you want them to do. Maybe your CTA is clicking a link that takes the recipient to your blog or your website. Or maybe it’s a link to a calendar that allows the consumer to set up a demo session. If you feel it is too soon to ask for an in-person meeting, your CTA could be as simple as asking for a response to your email with any questions or feedback that the consumer may have. The most important thing is that you keep the communication open as a two-way street between you and the consumer.
4. Focus on the Follow-Up
Whether you are emailing a lead or a customer, the follow-up is a vital part of the process. Consumers don’t always act on the CTA, especially in the early stages of a campaign, but that doesn’t mean they aren’t interested—and it certainly doesn’t mean you should give up on them. It’s rare that a consumer responds to the first email in a campaign, but the chance of a response increases with each follow-up email. For more on the importance of the follow-up, click here.
5. Measure the Impact of Your Campaign
The great thing about email marketing is that there is no guesswork involved. Most email marketing platforms, such as Funnelfly, allow you to monitor your campaign by viewing open rates, click-through rates, and conversion rates, among other things. You can even see how many users have unsubscribed. All of this information is useful in knowing what is resonating with readers and what isn’t. Based on these reports, you can tweak your campaign as needed to get higher rates and more growth.
The Bottom Line
E-mail drip campaigns are ideal for meeting your leads and customers where they are and creating personable, ongoing relationships that will result in growth for your company. Funnelfly can help you get started with our easy-to-use, automated drip campaign platform that can have you up and running—and sending automated emails—in as little as 30 minutes. Get started today with our software created by startup founders specifically for startups and other small businesses. With Funnelfly, you can be sure to send the right message to the right person at the right time.