"A drip campaign is a series of emails that are sent in a specific order at predefined intervals," writes Liz McInnis atBuyerZone. You might use campaigns to educate, nurture new leads or cross-sell to customers. Whatever your goal, her bits of advice, like the following, are likely to be useful:
Go light on self-promotion and heavy on valuable content. "Know what your prospects are interested in and offer ideas and solutions to their problems," she says. "Hint: they don't want to hear you talk about yourself all the time."
Format your content for mobile devices. Prospects who open email on iPhones or BlackBerries, but can't easily read your message, are unlikely to track your email down when they're back at their laptops.
Proofread your message. Then proofread again. If you let a grammatical error or a broken link escape your attention, why should a prospective customer let you manage a major project?
Send an avalanche of emails at your own peril. "Sending emails daily will likely annoy your prospects and damage your company's reputation," she says. "You may even see a spike in unsubscribe requests. A good rule of thumb is to send no more than one email a week."
Have a specific goal for each message. A recipient should be able to identify the purpose for each email—and appreciate its relevance.
Reconsider your strategy if it doesn't seem to be working. Don't forge ahead if you notice a drop in clicks or if leads start unsubscribing en masse. Use tests to identify the problem, and adjust as needed.
Go light on self-promotion and heavy on valuable content. "Know what your prospects are interested in and offer ideas and solutions to their problems," she says. "Hint: they don't want to hear you talk about yourself all the time."
Format your content for mobile devices. Prospects who open email on iPhones or BlackBerries, but can't easily read your message, are unlikely to track your email down when they're back at their laptops.
Proofread your message. Then proofread again. If you let a grammatical error or a broken link escape your attention, why should a prospective customer let you manage a major project?
Send an avalanche of emails at your own peril. "Sending emails daily will likely annoy your prospects and damage your company's reputation," she says. "You may even see a spike in unsubscribe requests. A good rule of thumb is to send no more than one email a week."
Have a specific goal for each message. A recipient should be able to identify the purpose for each email—and appreciate its relevance.
Reconsider your strategy if it doesn't seem to be working. Don't forge ahead if you notice a drop in clicks or if leads start unsubscribing en masse. Use tests to identify the problem, and adjust as needed.