HomeUncategorizedHow Can Drip Marketing Help Streamline Operations and Generate New Business?
How Can Drip Marketing Help Streamline Operations and Generate New Business?
March 26, 2020
One of the basic goals of any marketing
campaign is to get your products or services in front of as many potentially
interested eyeballs as possible. Utilizing tools that help deliver important
and relevant information to the right people can be a tremendous benefit for
businesses of all sizes and scopes.
So, how is this accomplished? One widely used
technique is a process called drip marketing.
What is drip marketing?
A drip marketing campaign, also known as an
automated email marketing campaign,
is a method used to collect email addresses in order to provide targeted
content to people that have expressed interest in what you have to offer.
The beauty of this approach is that you now
have the attention of a list of people that have already taken action to find
out more about your products or services.
Why use email marketing?
Simply put, email is one of the best ways to
reach the largest audience in 2020. Statista research data indicates that in
2019 there were 3.9 billion email users around the globe. That number is
expected to reach 4.3 billion by 2023. That is an enormous
number of potential customers at your disposal!
How does drip marketing work?
Before getting started it is a recommended
practice to lay out your marketing
objectives. What are you looking to accomplish with this campaign?
It can be helpful to prioritize items like:
Engaging new customers
Develop and establish your brand
Introduce new products or services
Expand global reach
Optimize customer service and
These are just a few examples of what you may
hope to accomplish with a drip marketing campaign. After you have a clear idea
of what you wish to achieve, it is time to get started.
Steps to Create a Successful
Getting things rolling can be one of the most
challenging aspects of implementing any new strategy as it can be overwhelming
trying to decide where to begin. Here are some helpful steps to get you
Optimize your website design
Offer valuable and engaging
Create a compelling call to action
Organize your list
Build an email template and fill
Set up an autoresponder
Track your progress
Optimize Website Design
A well-designed website is a crucial aspect of
any drip campaign. This is how customers find what you are offering and have
the opportunity to engage. A professional and intuitive design is essential for
holding customer interest and avoiding high bounce
What is a bounce rate?
Bounce rate refers to how long people are
staying on your website after landing on a particular page. For instance, if a
visitor lands on a page or post on your site and immediately clicks away, it
contributes to a high bounce rate. As you have probably guessed, a high bounce
rate is not something you want to achieve.
What causes a high bounce rate?
There are several factors that can result in a
high bounce rate on your website. Typical causes might include:
Web design is not intuitive or
easy to navigate
Slow loading times for web pages
Misleading links or titles
Click baits ads
Website is not mobile responsive
A good rule of thumb to follow is to put yourself in your customer’s shoes.
Do you like visiting websites filled with tacky ads and auto-play video blaring
at you at top volume? No? Well, neither does anyone else.
Also, no one wants to wait for anything
anymore, not even for a few seconds. Slow-loading
web pages cost retailers $2.6 billion in lost sales each year.
Lastly, and this point cannot possibly be overstated, your website must be mobile friendly. People use their
mobile devices for everything these days, including a wide range of business
operations. Statistics report that mobile usage increased 222% between 2013 and 2019. That number will
only continue to climb in the future.
This heavy reliance on mobile devices is also
true for email, as upwards of 66% of emails are accessed on smartphones or
Valuable and Engaging Content
Consistently posting useful and captivating
information on your website offers several business advantages. Some of the
benefits of offering valuable content on a regular basis, include:
Solving pain points for customers
Become an authority in your niche
Establish your brand
Improve SEO and google rankings
Solving Pain Points
Good marketing is all about solving problems for your customers in
a practical and convenient manner. The majority of your potential customers
will either be looking for ways to overcome adversity or gain more relevant
knowledge on their topic of interest.
Informative and reliable postings are an
excellent way to show customers you offer
something of value and are knowledgeable in your field. It also provides a
way to connect with potential customers. The more relevant information you
post, the easier it is for people to find you through search engine queries.
As you begin to build an established library
of valuable postings, your business can become recognized as an authority in your field. This helps build
trust, not only with your readers but also with google and other search
Establish Your Brand
Using content to build your brand is an
effective way to separate your business
from the competition. What sets you apart from others in your field? What
is your chief focus and who is your target audience?
Improve SEO and Google Rankings
Search Engine Optimization (SEO) is one of the
best ways to organically reach new
customers while growing your brand and becoming an authority in your market
This can be achieved with the steady posting
of original and relevant material on
your website. This process takes time and effort, but it really helps set your
business apart from the competition and makes it easier for potential customers
to find you.
Maybe most importantly, SEO helps deliver quality traffic to your website. Quality
traffic refers to people that have already shown sincere interest in
your products or services.
Once your website has been optimized to
generate interested traffic and engage your visitors, the next step is to
create a compelling Call-to-Action (CTA).
CTA refers to any prompt, form, or offer that
causes visitors to take action on your website.
It can be as simple as encouraging visitors to
subscribe to your newsletter, or may involve giving away something free in
exchange for signing up. For example, a CTA might offer a link to a free ebook
or online course in exchange for a visitor’s name and email address.
Whatever the approach, a CTA should be very
clear and concise, leaving no room for confusion about how people can take
advantage of your offer. According to WordStream, “Emails with a single
call-to-action increased clicks 371% and sales 1617%.”
Organize Your List
As you begin to accumulate a collection of
email addresses, it is important to make sure they are systematically arranged
to personalize content for your new customers. People are typically only
interested in content that is relevant to them, so it makes no sense to bombard
them with a bunch of inappropriate material. In fact, that is a good way to
irritate and possibly lose these new email acquisitions.
Studies on segmented email lists show that marketing strategists who actively
organize email lists into practical groupings saw a 77% Return on Investment (ROI). You may want
to group your email lists by geographic location, interests, email frequency,
or any other criteria you feel is relevant.
Furthermore, personalized email subject lines are crucial for optimizing
conversions. Personalized subject lines in your emails can increase open rates by up to 50%. Most email
marketing platforms make it quite simple to automate first names in the subject
line or body of the email.
Create an Email Template
The next step involves creating relatable and engaging content to send
out to your customers. The subject line should be captivating and customized to
your target audience. It is highly recommended to add a first name in the
subject as it triggers a sense of familiarity for the reader.
For example, your subject line may be
“[First Name], claim your 25% rebate in the
next 24 hours!”
Making the offer time sensitive is another
useful approach. Business owner Marcus Taylor reported a 147%
increase in conversions after implementing a limited time offer with
a countdown timer attached. Creating a
sense of urgency is a proven method for getting hesitant customers to take
Once you have piqued the interest of your
readers long enough to open the email, the next critical step is to back it up
with alluring content. A good approach for the email body is to introduce a
pain point your customers are experiencing and demonstrate how you can provide
a practical and affordable solution. Try to keep it short and sweet, including
images wherever possible.
An effective way to see if your email
conversion funnel is actually working is through A/B content testing. A/B testing works by creating two versions of
your email to see which one generates a better response.
“A/B testing lets you know what words,
phrases, images, videos, testimonials, and other elements work best.” – The
Set up an Autoresponder
We have reached the stage of your email
campaign where the term “Drip Marketing” comes from. Drip marketing
strategies are so important because most of your potential customers will not
pull the trigger and make a purchase on the first offer they receive.
Sending out follow up emails to each
subscriber manually is time consuming and inconvenient. An autoresponder
takes care of this problem for you by delivering a continual “drip” of emails
to your list of recipients. By automating
this process it frees up more time to focus on other business operations, enhancing productivity.
An autoresponder can be configured to send
emails based on specific actions or a timed release. Some typical functions of
Thank you messages
Welcoming new subscribers
Countdown to events
Reminders about abandoned shopping
The prevalence of marketing automation continues to rise as businesses become more
familiar with the abundant benefits and solutions it has to offer.
“According to a report published by
Markets and Markets, the global marketing automation tools market size is
expected to grow from $3.3 billion in 2019 to $6.4 billion by 2024.” – Encharge
Of all the marketing automation
strategies being used, emailmonday reports the three most widely
implemented techniques are:
Email automation (64%)
Profiling and targeting (26%)
Personalization using dynamic
Track Your Progress
Tracking results offers a measurable means of determining what works and what doesn’t for
your drip marketing campaign.
Generating analytical reports allows you to maximize the results of your email
campaign. Ongoing A/B testing helps tweak your approach until you are getting
the desired outcomes.
Some useful data to track to optimize
marketing automation includes:
Spam complaint rates
Employing a combination of the tools on your email marketing platform and google analytics, you will have the
means to accurately track and assess the success of your campaign.
Best Email Marketing Software
There is a wide selection of email marketing
platforms to choose from, and it can be daunting trying to find the service
that is the best fit for your business.
Some of the best email marketing software to
consider in 2020 includes:
You are now armed with the necessary information to
get started on your own successful drip
marketing campaign to connect with more potential customers, increase sales
conversions, and build lasting relationships with your subscribers.