A drip campaign, for those who may be unfamiliar with the concept, involves sending a series of targeted emails, designed to enable a business to reach a particular goal. Such a campaign would typically involve using strategic emails to encourage a potential client to sign up for your service.
This may all sound great and we’re certainly big fans of well executed drip campaigns. But the reality is that there are some golden rules that you need to follow, if you want to successfully make use of such a strategy. Let’s take a closer look at what’s involved.
Firstly, you need to be aware that automation will be central to your chances of creating a successful campaign. You may have heard that automation doesn’t work, but anyone who’s told that you that simply hasn’t used automation in the right way!
A great drip campaign relies on having a significant funnel in place at the outset and then playing the percentages. You won’t be able to achieve that, unless you look to make use of an automated approach.
It’s important to note, however, that automation should never mean removing personalization. In fact, the very best drip campaigns will make full use of personalization. A great example of this would be by integrating personalized video marketing content, with research showing that this can lead to an uplift of around 85% in click-through levels. Combining that content with an automated schedule can make all the difference.
Overall, it’s estimated that personalized emails lead to a 451% increase in lead generation. So when someone tells you that drip campaigns won’t work for your business, it may be best to ignore that advice. Try a well-structured campaign and measure the results.
Using analytics to measure results is key and needn’t involve an enormous amount of hard work. It’s likely that you are already recording incoming leads and traffic to your site. Integrating additional tracking within your drip campaign will involve building upon the data that you already have in place. When successfully implemented, you will have a personalized campaign, where you are able to track all of the core elements of interaction.
But are you fearful that email campaigns will somehow cramp your style, in terms of creativity? We’ve noticed that this is a common concern, but we’ve also found that the only limit that’s in place relates to your own imagination. With creative use of personalized videos, images and infographics, your campaign will stand out from the crowd.