Based on whether or not your subscribers interact with your emails, an email drip campaign can assist you in company discovering more about your subscribers. Then, based on the actions they take, like visiting your website, watching a video, or signing up for a webinar, you may further segment them. Let's examine drip campaigns to see what they are and how they work.
Here is an illustration of how a lead nurturing campaign may appear:
As you can see, a series of emails are drip-fed based on whether the receiver opened the previous email or not. The ability to send emails based on behavior makes it dynamic. Although they are somewhat predetermined, each subscriber is sent down the road that they indicate they are ready for (or, maybe more properly, the path that the company determines they are ready to go next).
Email drip programs' objectives are to:
- Discover more about your customers
- Adapt the communication to you
- Sort subscribers into groups based on where they are in the funnel
- Engage audience members so they will eventually convert
Determine the type of campaign you want to try first.
- new subscribers' welcome emails
- emails for lead nurturing
- Orientation emails
By providing your leads with pertinent information like case studies, white papers, webinar recordings, videos, or product demonstrations, lead nurturing emails are intended to progress your leads down the sales funnel.
By giving free trial users a deeper understanding of your product or service, showcasing how you provide the answers they genuinely need, and highlighting how you're unique, onboarding emails encourage free trial users to convert to paying customers.
Second, develop a plan.
- Set a clear endpoint for the campaign.
- Make a route that reaches that objective.
- Create a message that is in line with the pathway and objective.
- Identify the target market for this category.
Setting a clear objective for your email drip campaign is crucial. It aids in shaping the messaging you'll develop in a subsequent step and aids in campaign performance evaluation. Your ultimate objective can be to obtain X more paying customers, boost audience trust, or increase sales by X percent.
By outlining each phase of the campaign, or, to put it another way, each "drip" to be delivered to the recipient's inbox, creating a pathway assists you in achieving the end goal. If you choose to run a welcome email campaign, your initial email will "welcome" new subscribers and advance them to other significant milestones you've decided upon. Lead nurturing campaigns may follow a more difficult path to accomplish their objectives, as in the aforementioned case.
Third: Measure Performance
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