If pushed, people will tell you that they wish they got fewer emails. In truth, what they’d like is to get fewer emails that waste their time. Follow the following steps, and you can rest assured that your emails won’t fall into that category.
Step 1 – Getting prepared
What goals and objectives?
It almost goes without saying that, like everything in marketing, the first step to crafting a smart and useful email drip campaign is to lay the groundwork for the campaign. But what does that mean in this situation?
Simply put, before setting up your email drip campaign, you have to choose the goals and objectives for the email series. That’s going to involve a bit of research and deep thinking.
Before getting to step two, can you answer the following questions?
- What kind of campaign are you going to create?
- Who is the target audience?
- How will you get their contact information?
- What are the objectives of the campaign?
- What do you think the audience will find interesting and relevant?
- What assets will you be sharing via the campaign emails?
Once you’ve answered the questions above, it’s time to think about what will trigger the start of the email drip campaign and the subsequent emails. The answer depends on the type of campaign you intend to run, but might also depend on the path you want the prospect or client to follow. Either way, knowing the details before you even start crafting the different components of the campaign will make the entire process more smooth.
Step 2 – Check in with sales
No matter what type of email drip campaign you decide to run, there’s little doubt that the be all/end all goal is to drive conversions and sales. With that in mind, it’s important to connect with the sales team to ensure that the series of emails impart the information that they need leads to know and gathers the information that the sales team needs to make the sales.
Sitting down with the sales team before crafting the content of the drip campaign will ensure that the campaign objectives align with the sales team goals and that it ends up being an effective use of marketing resources.
Step 3 – Craft great content
One could easily argue that this is the most crucial step to the whole process. If your emails are boring or irrelevant it won’t matter what triggers them, what they look like, or who receives them. Great content will engage your prospects or clients and ensure that your next emails get opened.
So, what does great email content look like? Easy.
Great emails are:
- Short and to the point,
- Well written,
- Crafted with the target audience in mind,
- Closed with a clear Call to Action (CTA) that meets the email and campaign objectives.
Write every email with the recipient in mind. Read all emails out loud multiple times. And don’t forget to spend a significant amount of time working on your subject lines. If the recipient never opens the email, then all of the time you spent on the content will be wasted.
Step 4 – Decide on timing and frequency
Again, this is one of those steps that are going to depend on the campaign you decide to run. Will you be sending emails daily? A few times a week? Will subsequent emails be sent only if the recipient opens the previous one or engages with the previous one? The decisions you make should be contingent on both your objectives and your target audience. Keeping in mind who you’re speaking to, will keep you from either over or underwhelming them with your correspondence and rhythm.
Step 5 – Segment your list
OK, we have an objective, a target audience, some well crafted emails, and we know when we want them to go out to. What’s left? Figuring out who will be receiving them.
Your email distribution system will allow you to segment any existing lists, which will in turn allow you to carefully target the correct recipients for each email drip campaign you send out. You may decide to craft different types of campaigns for different segments, or alter the frequency emails get sent out depending on who will be receiving them.
Step 6 – Measure impact and adjust accordingly
The beauty of email drip marketing campaigns is that once they are set up, you don’t have to mess with them too much. They’ll do the hard nurturing work for you.
That said, you shouldn’t just set a drip campaign and forget it. Monitoring the open rates, click rates, and unsubscribe rates will give you the change to make slight changes to frequency or even content so that you can make sure your campaigns consistently deliver the best results possible.