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Small businesses need to figure out the best marketing strategy to invest their budget that would help attract new customers and ensure that existing customers keep coming back as they cannot afford to invest in something that won’t generate the required result.
Email marketing is popularly known to be a cost-effective method of reaching out to people and apart from its ability to deliver the highest ROI which is about $42 for every $1 spent, it puts your business where most of your customers visit every day – their inbox.
Considering the possibilities email marketing offers to marketers in achieving their marketing bottom line, businesses that are not launching an email outreach would be missing out on a lot of opportunities.
Each outreach creates the opportunity to promote your brand in a new way to your customers which can help build and solidify your relationship, discover what your audience wants and deliver them, increase traffic to your website and boost conversion rates.
However, setting up email campaigns can be daunting considering the number of subscribers you need to engage with at every stage of the sales funnel. The most efficient method is to automate your outreach, which is also known as drip campaigns.
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What is a drip campaign?
A drip campaign is an email marketing strategy used to send multiple emails to subscribers at a specific time, stage, or date due to specific triggers or actions.
Drip campaign emails are sent to new subscribers when they sign up for your newsletter, mailing list, or campaign. They will continue to receive an email that will nurture them through the buying process until the end of the campaign.
Drip campaigns are effective in developing a brand consistently and automate the daunting, time-consuming, and delicate process of manually sending emails which would prevent unexpected mistakes.
Luckily, most email marketing software comes with the option of setting up a drip campaign. This will enable you to write and design the emails beforehand and automate the process of compelling them to subscribe and ensure that they remain engaged.
Moreover, some drip email senders are a part of bigger all-in-one email marketing platforms. Such platforms offer other tools like email hunter for building prospects lists, email verifier to check email addresses and reduce email bouncing.
Why should you choose drip campaigns?
It is usually a big opportunity for anyone to choose to subscribe to your email list. This implies that they are not only interested in your offers but will also love to hear more about your brand and subsequent offers. It is ideal to make the most of this opportunity.
The following are significant reasons for any marketer to choose email drip campaigns.
Help to introduce your brand to your subscribers
New subscribers might have read about your offer or post about your brand but yet to know the basics and what your brand stands for. A drip campaign offers the opportunity to introduce your brand and the reason they should get on board.
It also enables you to define what your brand stands for based on your term and what holds value to you in the forthcoming relationship.
Enables you to start a solid relationship with your subscribers
For instance, if you meet someone for the first time at an event and meet them again after a year, you might have less memory about them compared to if you see the person a couple of times in a month or year.
Apart from the fact that drip campaigns help your business to remain in the memory of your subscribers after they have joined your list, it builds a relationship that is open to many possibilities.
This implies that they need to hear from you regularly because once your subscribers begin to forget you, your email might seem confusing. Drip campaigns allow your subscribers the opportunity to interact and engage with your brand after signing up and you will become very familiar whenever they later hear from you.
The process is automated
A major benefit of a drip campaign is the ease. You only have to invest time and effort into the design of an introductory email once and automate the whole process of sending them to new signups.
Subscribers will receive important emails that will improve their connection with your brand while you can concentrate on other things like content creation and design. The automated feature of the drip campaign implies that you only have to set it up once and continue to use it for several months.
Why do you need an email drip campaign tool?
People are regularly on the go. For an outreach to succeed, it is very important to engage them at every opportunity because their attention can be easily swayed. The timely engagement drip campaign tool offers makes it an indispensable tool for marketers.
Basically, drip campaign tools help marketers to automate the manual process of reaching out to their subscribers at every stage of the sales funnel.
Drip campaign tools automatically send a welcome email to every new subscriber that signs up to your mailing list and also sends specific emails based on specific triggers or actions until the end of the campaign. Finally, these tools help to measure and track the result of your campaign for current and future campaign improvements.
Automating your email sends offers an open rate of 86% and about a higher click-through rate of 196%. They can also provide about 320% more income than the typical email send.
Considering these statistics, drip campaign tools offer a world of possibilities to brands and marketers. However, drip campaign tools usually come with varying features, prices, and limitations. Although large brands might require a drip campaign tool with every feature, smaller brands need to focus more on their bottom line and analyze their objectives and opt for a tool with features that will make things go smoother and feel less overwhelmed.
It is very easy to see the possibilities drip campaigns are offering marketers when it comes to engaging, nurturing, and converting subscribers to their intended objective
Of course, a drip campaign tool can help you schedule and automate the entire process of sending emails to your subscribers which has shown to be effective and generate higher results compared to normal sends which can be daunting and prone to mistakes.