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 automatically delivers relevant content straight to visitors who have taken specific actions on your website and helps move them through the sales cycle.

Here are a few do’s and don’ts that you need to follow:

Do’s

Set a clear goal: To ensure your drip campaign is successful, you must start by outlining your goals in a precise manner and follow through. Every email within a drip campaign must support that same starting goal throughout the campaign.

Offer Significance: When creating emails within a drip campaign, in order for your prospects to engage, you must supply them with an email that has value – whether it is an e-book, whitepaper, or survey. Sending emails with valuable content is a must.

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'ts

Overdue the frequency: Sending too many emails within a drip campaign is annoying, and increases the chance of your prospect unsubscribing. Know your contact lists so that you aren’t over saturating them with unnecessary emails, and find the happy medium.

Overload emails with heavy content: Overloading a lead with heavy copy only loses their interest. Build a relationship with your prospect by spacing out your outreach and allow them to digest information in increments. Concise content works best.

Be afraid of trial and error: Make sure that your email sequence is set in place and use A/B testing to see which drip campaign ideas get the best open rates for your prospects. Test subject lines, images, and headlines.

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. Contact us to set up a free consultation.

By Brittany, Account Executive & Marketing Automation Specialist | March 16, 2021