Photo by Canva Studio from Pexels A well-developed email drip campaign can turn prospective clients into customers.
You just have to gradually reel them in.
The whole concept of drip email writing is to keep them on the line, keep them engaged with your product, and show them that you offer what they need at the time they need it.
Automating this process can maximize efficiency so that you and your sales team can better focus your efforts without losing out on those potential clients.
Let’s go over drip email writing, why you need one, and how to turn those already-generated leads into paying customers. What is an Email Drip Campaign?
An email drip campaign is a series of emails that are triggered by a specific user action, behavior, or characteristic that qualifies them to become a prospective client.
Perhaps you’re a mortgage lender and a potential new customer has downloaded your online guide for first-time homebuyers.
They are then added to your target audience and begin to receive your emails — dripped to them — over a defined period of time.
These campaigns can be as simple or as sophisticated as you’d like. Some software programs allow you to further customize your drip emails and the user actions that prompt them.
But no matter which approach you go with, the objective is the same — create an efficient way to fully automate a relatively personal email dialogue with each individual prospect within a large, but relevant audience.
Designed correctly, an email drip campaign will help you and your company to quickly build broad market awareness and consistently generate highly qualified leads for your sales team. Sales Automation vs Marketing Automation
Your drip automation can be separated into two methods.
Sales automation assumes some already-existing show of intent. The customer called, filled out a lead form, or downloaded an ebook, and you’re trying to engage them in a sales conversation.Marketing automation is used to engage your target audience and generate that show of intent. This is more of a general education approach that prompts them to make that call or fill out that form in the first place. This could include content like your blog posts or an email newsletter.So an email drip campaign is used to generate a response from the prospective client, even if it’s a “no.”The campaign is a tool to gather responses and proactively sort your sales pipeline.You can then identify the highest priority leads while keeping the rest of the pipeline warm for future (stronger) intent. When Should You Use a Drip Email Sequence? Anything that can be automated, should be automated. Especially things that can be repeatable and still effective such as an email drip.Use a drip email sequence when you want to sort the serious, high-priority leads from the casual-interest leads.Inquiries into your business should prompt you to set up your drip campaign.You’ll want this in place for those who have already moved past the product research phase and into the reaching out phase.Consumer actions that show interest in your product should […]