If you are a business manager or chief marketing officer, the chances are that you have, at some point, heard of email drip vs. lead nurture programs. These terms are often confused, especially among starters, who tend to use them interchangeably.
While email drip and lead nurturing follow similar concepts, they are different marketing tools. If you wish to incorporate any of these in your marketing campaign, but you are not sure of where to start, here is everything you need to know about email drip vs. email nurture.
What is Email Drip?
This marketing strategy involves sending automated emails to targeted contacts. To achieve this, you should have a planning tool to help you schedule the emails in advance, and once the set time comes, they are forwarded to the selected contacts automatically. However, while these emails are automated, you can personalize them for each contact so that they are marked as spam. You may add each contact’s name and other essential details to make them appear as if you took your time to craft an email for your recipients.
Other than saving your time, email drip campaigns are an effective way to increase brand awareness and retain existing customers.
When Would You Use Email Drip vs. Email Nurture?
You recently started a beauty product line, and you wish to create brand awareness and reach as many people regarding the new business.
The first step is to identify your target audience. In this case, you may choose to target young ladies. You should then send a welcome email, informing them of your new company. On the second day, you may send another set of detailed emails on all the available products. On the third day, you can send an email informing them of your discount offers and then later send a follow-up email to check how many of the recipients are interested in your products.
In this case, you can use a drip program to introduce a new business or product.
The Goals of an Email Drip Program
Drip email programs come with a range of benefits, including:
Increase Engagement With Minimum Effort
One of the reasons why email drip is preferred to email campaigns is that it brings more engagement. In the example stated above, you will realize that through the sequence of emails sent within a particular timeline, you are able to interact with your audience. You have a chance to inform them of every step in improving your brand, and they can give you feedback on the same.
Maintain a Continuous Conversation
When it comes to email drip vs. email nurture programs, email drip allows you to keep the conversation between you and your subscribers going. You can inform them of a new product launch, discounts, or any other changes in your business. This helps you create a relationship based on trust, not to forget that it keeps your company at the top of the subscribers’ minds.
What Are the Best Practices in Implementing Drip?
Determine Your Audience
The first step is to define your campaign audience based on triggers such as new subscriptions. Moreover, be careful when sending automated emails to avoid confusion and to ensure that you only send emails to registered customers with an updated profile. Avoid sending too many emails, as that can be irritating to your prospects.
Pay Attention to the Email Content
The content of the email will significantly determine the conversion rate. You should not just create random emails and then forward them to all your contacts without personalizing them. Target the emails and make them relevant to the specific recipients.
Plan Your Campaign
Determine your goals and establish how many emails you wish to send throughout the campaign. Come up with a creative way to personalize the messages and know when and how to remove a particular set of recipients from a drip series.
Evaluate the Campaign
You should assess the campaign regularly to establish if you are on the right path or if you need to make some changes.
What is an Email Nurture Program?
This marketing campaign involves cultivating leads and creating stronger relationships with leads from an existing pool to encourage conversions. Once you identify your target group, you should try to nurture them and lead them down your sales funnel until they convert from prospects to real customers.