How Can Drip Marketing Help Streamline Operations and Generate New Business?

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
  • Boost sales
  • Expand global reach
  • Enhance communication
  • Optimize customer service and client relations

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 Email Campaign

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 started:

  • Optimize your website design
  • Offer valuable and engaging content
  • Create a compelling call to action
  • Organize your list
  • Build an email template and fill in content
  • 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 rates.

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 tablets.

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
  • Education
  • 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.

Education

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.

Niche Authority

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 engines.

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 niche.

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.

Call-to-Action

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 something like:

“[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 action.

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.

Split Testing

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 Daily Egg

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 autoresponders include:

  • Thank you messages
  • Welcoming new subscribers
  • Promotional offers
  • Monthly newsletters
  • Weekly updates
  • Countdown to events
  • Page visits
  • Reminders about abandoned shopping carts
  • Re-establishing connection

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 content (23%)

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:

  • Open rates
  • Bounce rates
  • Click-to-open rates
  • Click-through rates
  • Spam complaint rates
  • Unsubscribe 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 2020

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.

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