Gone are the days of email blasts. Drip email campaigns, or “drip marketing” is an email-based method of staying “top-of-mind” with your demographic without driving them away with too much communication. And it works.
A drip campaign starts with a generic email, then sends drips of shorter emails whose content and timing suit the recipient. It learns from the specific recipient’s opens, clicks and engagements, or lack thereof, to constantly tailor its messages for optimal effectiveness. This avoids the problem of alienating recipients with too many emails that don’t interest them.
Sounds complicated. Is it really worth it? According to Campaign Monitor, every dollar spent on email marketing brings back $44. So, yes. It’s worth it.
The good news is, you don’t have to have a complete understanding of this complex system in order to use it.
First: invest in an automated marketing tool that manages your contacts, tracks their activity on your site, and sends drips accordingly. They are not all alike. Some are best suited to certain kinds of campaigns and businesses.
- Contactually – Prioritizes relationship building
- Agile CRM – Engages with both email and social media
- LeadSimple – Created for property management and real estate
- HubSpot – Great for blogs and social media
- InfusionSoft – Incorporates your “to-do” tasks and has an eCommerce component
There are many more drip marketing tools out there, so look into the best one for your goals.
Second: invest in high-quality content so those drips have maximum impact.
- Check out ReallyGoodEmails.com for examples of and resources to create, well, really good emails.
- Use whatever marketing tool you choose to determine what emails you need to design (or hire someone to design).
People usually check email while they’re doing something else, like watching TV, lying in bed, our out and about, so those drips will be drops in the ocean if the content is too sloppy, too wordy, or too complicated to hold the recipient’s attention.
Check out this article by Neil Patel in which he dives into the best drip email campaigns he has seen and what made them perform so well.