Depending on your product and business model, the number of touchpoints it takes for a prospective customer to turn into a sales lead will vary. On average, though, it takes about at least 7 interactions and as many as more than 13 touchpoints before a qualified sales lead even emerges, the Data & Marketing Association reports. That’s all before a sale occurs.
That amount of time may already be expected by your brand, but that doesn’t mean you can’t strive to lower it. One of the best ways to nurture the prospective client relationship in today’s digital world is through drip email marketing. Email is a primary form of marketing automation. Tools like Infusionsoft and MailChimp may be used to send relevant, targeted messages to business leads and customers.
When your web visitors take certain actions, they receive automated marketing that speaks to them and is more likely to convert them into leads and customers. Here’s how.
Drip Email Marketing Definition
Drip email marketing is the use of an already-created set of emails that are sent out based on the actions users take. For example:
- Two users sign up for your email subscription through your website. They immediately receive a welcome email.
- One user opens the welcome email. Two days later, they’ll be sent an e-book with more information based on the web page on which they subscribed to your emails.
- The other user doesn’t open the welcome email. One week later, they’ll be sent a coupon for one of your products.
- The user who receives the e-book opened it. A couple days later, they’ll receive a free consultation offer from your business.
- The user who was sent the coupon opens it and uses it. They’ll receive a whole other new set of emails based on the product they purchased.
As you can see from these examples, interacting with or not interacting with your brand will trigger unique messages. The objective is to keep users engaged, and to stop pestering those who aren’t engaging with your brand.
Most email tools charge based on the number of subscribers. By cleaning out lists based on disengaged users and spending your money interacting with those who are interacting with you, you increase the value of your marketing automation efforts.
Benefits of Drip Email Marketing
Drip email marketing campaigns require time and strategy to execute. You’ll have to anticipate user behavior, use customer personas to drive content, and plan well in advance.
Drip email marketing efforts are well worth the effort. The Email Trends and Benchmarks Q2 2017 report by Epsilon Marketing found open rates for drip campaigns were 64.5 percent higher than those for other “business as usual,” or non-drip email marketing campaign, emails. Click rates for drip campaigns were 115.9 percent higher than business as usual emails.
Why is this? Because drip emails are more personally relatable to the customers they’re being sent to. There is something in the email that triggers a connection to the prospect, based on the actions they’ve already taken. Unlike spam bulk emails that may only relate to a small portion of recipients, drip emails are highly relevant.
You can use drip email marketing in a wide variety of scenarios, including:
- Welcoming and onboarding
- Abandoned shopping carts
- Education and courses
- Nurturing leads
- Offering coupons based on purchases
- Re-engagement for disengaged prospects
- Engaging current customers with relevant news and offers
In addition to making email messaging more effective, drip email campaigns also provide businesses with more useful data. You’re able to glean better insights based on specific actions. The email client you use (or that an agency like AlphaMind will manage for you) provides robust analytics that help you make smarter marketing decisions. These include everything from the best time of day to send your emails, to calls to action to feature, to subject lines that increase open rates.
Marketing automation shouldn’t run automatically forever. Using the data from drip email marketing campaign interactions, you can constantly evolve your campaigns so you’re sending the ideal amount of messages, with optimized content.
AlphaMind Creates Drip Email Marketing Campaigns that Work
Your business prospects are receiving an average of more than 88 emails per day outside of work, according to The Radicati Group Email Statistics Report, 2014-2018. You’re competing in inundated inboxes. The best way to stand out is to send messages that actually relate to what your prospects are doing, and that’s why drip marketing campaigns produce higher open rates and clickthrough rates.
If you’d like to create effective drip email marketing campaigns to turn more web visitors into leads and more leads into customers, please contact AlphaMind Studios. We’ll provide you with a free consultation on how we can help you grow your revenue through marketing automation and drip email marketing. Contact us online or at (303) 832-5193.