Autoresponders and automation have proven to be effective for email marketers due to their performance in the inbox and ease of use. While there’s a lot of statistics and information about automation and autoresponder, in this blog post, we’re focusing on a specific type of automation: Drip Email Marketing.
This is a marketing communication plan that communicates with a customer or prospect using designated information over a predetermined period. The messages are sent over a predetermined course and are formatted according to the behavior, status, or actions of the recipients.
The most effective and popular medium for drip marketing is email marketing because it can completely automate the process and easily collect data from opt-ins, without any intervention from you.
Drip Email Marketing Strategies
Today we’re discussing the dos and don’ts of two powerful forms of email drip campaigns designed to help build relationships with your customers and prospects.
Top of Mind Drips
These campaigns focus on not only getting your product into the inbox but into the mind of the recipients. It can result in the best marketing strategy there is – word of mouth, which will create future conversions.
The Do’s
- Highlights your brand activities
- Repetitive coverage of your brand
- Comes across as relevant and relatable
- Highlights achievements of your brand.
The Don’ts
- Educates readers regarding proper product use
- Highlights industry trends that don’t feature your brand
- Include too many calls to action.
Relationship Drips
Relationship drips are a marketer’s dream because they are designed to boost client engagement and trust through a series of emails that follow an evolving identity and ongoing brand story.
Just like any good relationship-building exercise, the goal with this type of campaign is to get the reader to like and trust you, your product, and your brand instead of trying to convince them that your product is a great addition to their lives.
Consider the fan base of Apple products who will buy them even if they are not the cheapest or best on the market. That’s a great example of the power of relationship marketing!
The Do’s
- Include good references and case studies
- Include links to your blog, website, or other marketing material
- Use an informal tone, personalization, ask for opinions and then be available to respond to those comments
- Share clients, news, competitions, and poll results.
The Don’ts
- Use predictable subject lines – get creative
- Be pushy or overbearing with sales
- Use an anonymous address – include names in the address.
These drip email campaigns work so well because they’re consistent enough to be noticed, but not to the point of being annoying. The key to a good drip campaign is to get your triggers and data correct so that you’re sending the correct campaign to the right people.
At Blue Orchid Marketing, we’re here to help you include drip email marketing successfully into your marketing campaign.
We can also help you with Social Media Marketing, Website Design, Reputation Management, Direct Mail Marketing, a blogging program – or any other marketing tools. Give us a call today at 203-746-5901 or send us an email to sales@BlueOrchidMarketing.com to get started.