Are drip campaigns the key to unlocking email marketing management?

On July 31, 2018

We live in a world where instant gratification is the norm. The digital transformation of society has meant that constant communication via mailing lists is often cited as the best way to build a relationship with customers.

Ever since the first mass email was sent in 1978, the overwhelming majority of brands have embraced the humble email as a primary method for engaging with database lists of both existing customers and cold prospects. As a result, the concept of successful lead nurturing via strategic message placement, such as a pre-prepared email marketing campaign, has become somewhat of a holy grail, albeit one that inevitably relies on that message reaching the right person at the right time.

The medium is the message

One of the sad truths about the fast-paced society we live in is that thousands, if not millions, of email messages get lost in the white noise of daily life.

The reason for this is quite simple … there is a vast amount of email marketing out there that's missing the mark. Add into the mix that the average person has become adept at either filtering unwanted messages or ignoring them entirely and the need for an efficient email marketing strategy becomes clear.

A structured drip campaign, for example, allows brands to send marketing materials or pre-written content to prospects over a period of time, with the intention being to nurture a lead through constant messaging. Social media has also become more prevalent in recent years, which means that the vast amount of data that existing email lists can provide makes them a useful channel. 

Constant connectivity may be one of the benefits of the digital world, but it puts added pressure on a company to get the message right. The average person gets around 121 emails every day, according to HubSpot, and it is not unreasonable to assume that a vast proportion of brand-centric emails merely sit unread in a crowded inbox. 

With that in mind, an email-based marketing strategy needs to be approached with precision and clarity. Good email marketing is not only valuable or relevant to the individual but also expected and integrated into the lifestyle of the customer. Blindly sending out emails into the digital ether will be doomed to failure. Instead, the prudent marketer will tailor the email marketing campaign to both appeal to the customer and demonstrate value.

Successful email marketing can be drip fed.
Successful email marketing can be drip fed.

Drip marketing is a great way to achieve these aforementioned goals.

Email-focused drip campaigns, for instance, build relationships and brand awareness. A constant challenge is to remain both consistent and creative in your messaging, and marketing automation via pre-prepared email lists can be a vital tool to have. Around 61% of consumers in the United States, for example, prefer to be contacted by brands via email, while only 5% are OK with brands contacting them through social media, according to a recent survey by Statista. 

Understanding the consumer

An effective email is just the start. Content is always king, which puts the onus on the brand to provide people with messages that they will not only open when they arrive but also look forward to receiving in the future.

Companies need to understand what the prospective buyer wants and tailor the drip campaign to fit those needs. In addition, a successful campaign builds on various types of content – blog posts, newsletters and new product announcements, for example. Finally, the drip campaign has been designed to automate the process from the start.

The golden rule is to remember that drip campaigns can hinge on two things. First, the message must be consistent. Second, and more importantly, they need the data generated by email lists.

To find out how The Prospect Shop can provide the latter, contact us today to learn more about how targeted mailing lists can grow your business.

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