Drip email campaigns will prosper with the right tools
Drip email campaigns are one of the most potent marketing tools available. You can use them to deliver highly personalized messages to thousands of customers at the exact time they are most likely to be receptive. Implementing a powerful marketing automation system is easy for marketing teams. When you combine that with the right marketing automation technology, the whole process becomes effortless.
Drip email campaigns put control back into the hands of the customer by giving him (or her) the option to opt out at any time. And because people hate being forced to do anything, this tends to increase response. Also, by sending individualized emails over a period of time instead of one large email, you give your prospect a sense of progression and this builds trust with that prospect.
Make the most of customer data
Determine whether or not your current data tools are adequate for drip email campaign data needs. If they are not, ask whether or not you need to upgrade your data tools and/or if you need to create custom data tools. If you want to increase sales from your website, you must first have a website that is easy-to-use, easy-to-read, and does its job properly. This is where the drip email campaign comes in. You can use it as an adjunct to other technologies such as social media, landing pages, newspaper, magazine, open houses and direct mail.
You should have all of your customer data in one place so you can easily access it from anywhere. It’s vital that you understand your customers. What they want, how they get it, how much they pay, how often they buy, their likes and dislikes… everything! Without this knowledge you’ll be flying blind and could very well cause a revenue crisis for your business. How do you do this? A customer relationship management tool or CRM is the best way to control your customer data.
A robust, easy-to-access CRM with all of your customer information makes it simple for you to customize and target your marketing to those customers who are most likely to buy from you. An elegantly simple strategy like this will give you the opportunity to connect with customers at a deeper level and to understand them better. This in turn will lead to more satisfied customers, elevated brand recognition and a more profitable business. No matter what business you are in, modern marketing automation platforms (CRM) will enable you to measure the true financial impact of your marketing initiatives. This allows you to have the upper hand when competing against smarter, more experienced marketers – a valuable tool for any businessman looking to excel in a results-driven marketplace.
It’s all about the strategy… and the framework.
Your email process is the secret to creating high-converting drip campaigns. Once you understand this, your creativity will be unleashed and your ability to create powerful, effective sales pitches will be greatly enhanced. It’s about the strategy. The strategy is knowing where all the pieces of the puzzle are going (aka the structure). And it is about testing different layouts to see what works (border vs no border; sections vs no sections).
You could spend years figuring out the secret to high-converting emails. Get real emails and drips from a leader in the industry. Patti Sampson is an amazing drip campaign guru and has been CRM training for 10 + years.
• Contributing Writer: Andrea Hendrix