The Do’s and Don’ts of a Drip Campaign

You’ve got an abundance of leads knocking at your door. Reaching out to each and every prospect could take hours, not to mention that you could be reaching in the dark when delivering your pitch. Why not capture and nurture qualified leads with a customized drip campaign? It delivers relevant content straight to visitors who have taken specific actions on your website and helps move them through the sales cycle. But, before you hit send, here are a few do’s and don’ts that you need to follow.

DO personalize your emails

Messages that don’t address a reader by name often end up in the trash box. Be personable when you introduce your brand and allow them to get to know who is on the other end.

DON’T over do the frequency

Have you ever brought something from someone you didn’t know and trust? Before you sell, build a relationship with your prospects by spacing out your outreach and allow them to digest the information.

DO align your e-marketing strategy with your sales goals

A drip campaign is part of your overall marketing strategy and should work toward the same business objectives. Make sure that you outline your goals in a precise manner and follow through.

DON’T use a one-size-fits-all approach

Your prospects don’t have the same needs, so why are you sending them the same message? Create segmented lists that categorize leads based on their interests and deliver tailored content.

DO test your email campaign

There is nothing worse than sending an email that wasn’t meant to be sent. Make sure that your sequence is set in place and use A/B testing to see which subject lines get the best open rates.

DON’T continue to nurture prospects that are sales ready

Prospects that are eager to buy are assigned to a designated sales rep who can further up-sell your products or services. But, be ready to re-nurture them if they aren’t ready to close the deal.

Now that you know the ins and outs, it’s time to get your drip campaign up and running. Give the Marketing Automation experts at BBG&G Advertising a call to help you get things rolling. Call 845.615.9084 and ask for June or Deborah.