Drip campaigns take the set it and forget approach - which may seem a bit counter-intuitive when it comes to being proactive with subscribers and clients, but hear us out. They are the best way to keep a subscriber engaged over time, while not worrying about how many emails you have to send out. There are however tips and tricks to having a great email drip campaign.
I came across an interesting list of don'ts when it comes to drip marketing - and getting started. This is a list of 10 things to avoid for every excited marketer embarking on a new drip marketing journey on a newly acquired marketing automation platform. Afterall, tools are as good as processes defined and decisions made by the people behind it.
- Don’t keep dripping the prospects who are sales ready
- Don’t overlap the lists for different drip marketing tracks
- Don’t over-drip a prospect to annoy him/her- don’t give a chance to hit unsubscribe
- Don’t make the drip marketing template ‘salesy’ in content
- Don’t drip a contact who is not even remotely interested- don’t give a chance to hit spam
- Don’t repeat messages/themes in drip campaigns
- Don’t repeat HTML rich emails
- Don’t make it impersonal- as drip campaign is a series of emails, it is easy to get lost
- Don’t make a list too long – segment your list and have multiple drip marketing tracks
- Don’t just send a ‘Thank You’ email in drip campaign- attach interesting content to engage further
I think that the list above are great things to avoid to keep your campaign fresh, and to really use a set it and forget to your benefit. It's all about making a subscriber seem that you are genuinely interested in them - and that you actually want their business, and not just to spam them.
Check out some of the drip marketing campaigns we have put together for our clients here.