Use Drip Campaigns to Keep an Eye on Leads

When you’re cold-emailing people, your success rate is going to be a little low. It’s a good tactic, but in-person meetings, phone calls, and inbound marketing tends to work better. That means, while you should still be using it, you need to make it efficient.

Everything should be automated, and very little of your email campaign process should be handled manually. Once the email content itself is created, plug it into an automated emailing service and don’t think twice about the initial emails. Your employees’ eyes should be on responses only. One of the most effective ways to do this is with drip campaigns.

What are drip campaigns?

Drip campaigns are one method of nurturing your leads. Instead of sending them one massive email trying to sell them on a product, it’s a series of smaller emails designed to get more conversions over time. Instead of just emailing a potential customer once they sign up for a free trial, you email them a few time. Instead of contacting contact leads in even a series of disconnected emails, the emails blend together and have a central message. Here are t20 formats that get you more clicks:

Use the speech method:

Were you ever told in speech class to (i) tell your audience what you’re going to say, (ii) say it, and (iii) tell your audience what you told them? It’s a basic speech structure that gives people three chances to hear what you’re saying. That’s important, because people don’t pay attention and they get distracted easily.

Do the same thing with your news about sales and promotions. Email leads about what’s going to happen, email them about what’s happening, and then tell them what they missed (but can still get for now).

Be sorry that they missed the meeting.

If your business operates off of demos and meetings, your drip campaigns should focus on that, not just direct sales. So set up a drip campaign suggesting a meeting data, reminding them the day before the meeting date, and apologizing that the time didn’t work out. It doesn’t matter that they didn’t agree to a meeting, because you’re not forcing them into a meeting. People don’t like missed opportunities, even if they didn’t sign up for them.

The more you email leads without spamming them, the more likely they are to engage.

Leave a Reply

Your email address will not be published. Required fields are marked *