5 Types of Email Marketing Campaigns (And Which One to Choose Based on Goals)
Email marketing is the crème de la crème if you’re looking for the marketing channel with the highest ROI—with a 4000% return on average. ...
September 12, 2023
Email outreach campaigns won’t work if they don’t support and pattern after your customer journey.
You have to know what your customer needs to hear at any given time, send them the necessary message to direct or remind them of the next action, and ultimately push them through the sales funnel towards conversion and, eventually, loyalty and advocacy.
So how do you ensure that you keep up with them? Is there a strategy that follows the customers’ journey with your business, so you’re sending relevant, effective emails?
Yes, there is. And it’s called the drip outreach marketing campaign strategy.
The last thing you want to do is to waste your marketing budget, sending the wrong messages at the wrong time. You might even annoy the recipients, as they’ll realize how useless or irrelevant your emails are—considering them spam.
So, in this article, we’ll give you all the information necessary to understand and implement a drip outreach marketing campaign. The more you know, the more you can guide your customers via emails.
Drip outreach is an email marketing strategy where you send a limited number of emails automatically, on a predetermined timing, based on actions that the customer takes or where they’re at in their journey. Each message is carefully crafted to build upon the audience’s action or previous outreach and move the reader towards a desired action.
Businesses use drip marketing to stay connected with their audience in a personalized, targeted way, following and nurturing their actions and behavior. It’s especially useful if your business runs on a subscription or gated-content model, as a drip outreach campaign will improve customer retention, where 90% of consumers are more likely to buy from companies that remember them.
Here’s how it helps you:
You can think of drip outreach marketing like this: every time you reach out to a customer, it’s like giving a little drop of information. Over time, those drops add up and create a steady flow of communication that keeps you top-of-mind. And if you imagine watering a plant slowly, those drops are necessary to help the customer “grow” to become a loyal purchaser and advocate.
Of course, the keys to a successful drip campaign are to keep it personal, know your audience’s interests and needs, and deliver the content they want when they want it.
Before diving into a drip outreach campaign, you have to determine your objectives, including:
It’s pretty straightforward to set up your drip campaign but what’s most important is maintaining it. Besides updating the message, see what works and what doesn’t work so that you can improve your campaign every time. Find out how you can continuously improve your content to keep nurturing your audience.
Organize your drip outreach emails to ensure that you’re sending the right message each time. Similar to new friendships, impressions and continued perception matter.
How will you introduce yourself? How will you keep the conversation going? How will you keep them interested and engaged? Every message you send is a critical customer touchpoint—don’t blow it by sending the wrong emails at the wrong time.
So, what steps in the sales cycle should you craft a message for?
With a drip outreach campaign, targeting your audience properly and effectively has never been simpler. Keep your audience in the loop and show them you care to keep that relationship going. You won’t be sending random emails—you’ll be sending strategic emails that support your buyer’s journey, which ultimately and directly fuels your bottom line profits.
Have you been looking for ways to improve your email marketing campaign? Contact us at ScaleUpSales today to find out how we can work together to achieve your targets. We can help you with drip campaigns too, of course. We’ve done it before and we’ll do it again.