How to set up drip marketing campaign?
Drip marketing is a branding strategy where marketers send messages to their customers and prospects at regular intervals of time. Originated from the term ‘drip irrigation’, drip marketing works on the same concept where marketers send messages to their customers for lead generation, on boarding, customer support, and service. Several companies use drip marketing as it allows marketers to send a pre-determined set of messages at regular times that repeatedly exposes the audience to their brand.
It has proved to reduce sales costs and customer support costs. Lately, marketers are realizing that automation and creativity can go a long way in making successful drip marketing campaigns. So, they are constantly putting efforts on creating campaigns that can stimulate their branding process.
Email marketing plays an important role in drip campaigns as messages are often sent via emails. To help you with this, below is the roadmap to successful drip marketing campaign-
1.Lead nurturing
Lead nurturing is a process of building a quality relationship with the customers in every stage of sales channel. Generating lead in today’s buyer-driven market is not a cakewalk. Below are few tips that marketers can use when a customer signs up for a free trial of the product-
- Welcome your customer with an introductory email and a phone call.
- Forward emails to eBook containing customer success stories.
- Shoot a call to your customer asking him why he has not yet purchased the product.
2.On-boarding and customer success
After your customer purchases the product and starts using it, you have to connect with him personally via email. Below given tips provides guidelines on how you can leverage drip marketing strategy after a person buys the product and becomes your customer-
- Once your customer starts using the product, send him a Thankyou email.
- Offer him ideas and tips on optimum utilization of the product.
- Also, send him articles and manuals to elaborate his knowledge about each feature of the product.
3.Customer retention
Just focusing on acquiring and expanding your customer base won’t help you in long run. You have to give due importance to maintain healthy and long-term relationship with them.
- Also, you can actively ask for feedback and listen to grievances from your customers via email.
- Get in telephonic touch with them.
4.Up-sell and cross-sell
Marketers can strategically persuade their customers to try out their new products by mentioning about their debuting product in emails.
- Include Case-studies and success stories.
Marketers have to do an acute research before taking up drip marketing campaigns. This is because emails and messages have to be customized according to the business and type of customers. If done successfully, drip campaigns could bring great fortunes for businesses by generating huge traffic.
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