First 3 Pages
The Campaigner® Guide to Effective
EMAIL DRIP CAMPAIGNS
Successful Email Marketing is a Marathon — Not a Sprint
A 2013 Gallup poll on honesty and ethics in various professions found car salespeople
near the bottom of the list, with an honesty rating of just 9%. Why do those selling
cars face the public’s lowest levels of trust? Because, as the reasoning goes, in car sales
you have one chance to make a sale — and even if you do, you won’t likely see that
customer again for years. So building a relationship isn’t the objective; the lifetime value
of any customers who walk into your showroom will be whatever revenue you can earn
from them right now.
As an email marketer, of course, you take the opposite philosophy: Don’t jeopardize
your hard-earned subscribers and customers by bombarding them with high-pressure
promotional emails. Here, the long-term customer relationship is the main objective. Or,
as marketing expert Seth Godin puts it, “One subscriber is worth 1,000 surfers”.
View it this way: Car selling is a sprint (sell to them right now, before they leave), while
smart email marketing is a marathon (build a relationship, and sell to them forever).
So how can you simultaneously maximize your email campaigns’ effectiveness, taking
care not to send too many messages (or too few, or too irrelevant) to your subscribers,
while also streamlining the process for more efficiency? Create a custom, automated
Email Drip Campaign.
When it’s Time for Water, Marathon Runners Don’t Gulp: They Sip. When it’s Time to Market, Smart Emailers Don’t Blast: They Drip.
So what exactly is an Email Drip Campaign? Drip Campaigns are a logical sequence of
emails automated to send at pre-set time intervals, based on specific actions taken by
the recipient. After a visitor to your site downloads a brochure, for example, and opts to
receive future informational emails and subscriber-only offers, your series of messages
will begin automatically “dripping” into their email inboxes over time.
When you create them properly, segment them for relevance and personalize each
message, your smart Email Drip Campaigns can help you build the trust and even
anticipation of your content by subscribers.
A successful Email Drip Campaign involves two interrelated components:
1. A well-planned series of highly relevant email messages sent to subscribers or
customers based on specific actions they take (signing up for your newsletter,
making a purchase from your store, downloading your white paper, etc.).
2. Carefully planned time intervals to send or “drip” these emails. Too frequent, and
you risk turning off the subscriber; too infrequent (or too unpredictable), and you
might not build the relationship and mindshare you’re aiming for.
“The race does not always go to the swift, but often to the ones who keep running”.