Drip Marketing: What & What-NOT To Do When Trying To Ride The Wave
With the internet throwing up a plethora of new advertising channels and engagement avenues, it’s time to take a look at what you need to do in order to stay at the top of your game. One way to keep ahead of the pack is develop a sound drip marketing strategy, and driving customer engagement.
In this post, we’ll discuss the possible ways that you can drive your drip marketing campaign to success while keeping it safe from the pitfalls of inexperience.
Don’t Send Out A Tsunami Of Email
Flooding your prospects inboxes with superfluous amounts of information is never the smartest thing to do. Everyone knows that, right?
Lots of overzealous marketers tend to believe that the more emails they ply their prospects with, the better the response rate. But quite the opposite is true. Sending out content on too regular a basis can actually drive waves of subscribers away from your drip marketing program.
Do Organize Your Sales Funnel
The idea behind drip marketing is to maintain a presence in your prospects minds until they’re absolutely ready to buy your product. Email blasts, direct mail and tele-reminders all work in tandem to achieve this.
But when your customer buys, they’re most likely researching the product online first and their prime resource are the emails that you send. When they open up your mail and click on a product only to be routed to the home page where they have to find the product all over again, it means you as a marketer are placing unnecessary obstacles in their path as they make their way down the funnel.
Send them to product-specific landing pages instead.
Don’t Sustain Ennui
When your sales cycles are long and buying frequency is rather low, it’s important to keep your customers engaged and interested in your brand on a near continuous basis. And that’s precisely what an effective drip marketing campaign does.
An ineffective campaign, however, will drive potential customers straight into the arms of the competition and this often occurs because the content that’s being sent out doesn’t deliver enough value or is just flat out boring.
Do Create Negative Bias Toward The Competition
This may sound like a bit of a dirty trick, but you can undermine the efficiency of the competition by sending customers comparisons of rival products comparisons that objectively explain why your product trumps all.
Now, I’m not saying that this will keep prospects away from the competition, but rather, it serves create a bias in their minds when viewing rival landing pages.
Don’t Assume That You Have To Do All The Talking
Treating your drip marketing campaign like a one-way information channel is one of the worst things you can do. Lots of companies send out a single email per week to their entire customer and prospect database and then wonder why they don’t get particularly fantastic results. That’s cause feedback is essential.
You can get better responses by either incentivizing your feedback with an e-book or a kickass infographic, or by creating a forum, starting threads and beginning the challenging task of building an online community. Or you could put up an obscurely place form on your website and pray.
Do Optimize For Mobile Devices
Mobile devices are everywhere. Studies show that in 5 years, increasing bandwidth, better functionality and the joy of portability will cause mobile browsing to surpass laptop and desktop web interaction. By optimizing your drip marketing campaigns for mobile browsing platforms, you can ensure that engagement with customers happens on a far more regular basis.