Sending a series of automated emails to recipients is an important part of e-marketing success. Many times, online behavior is monitored and emails are sent in relation to those behaviors. They can also be sent at predetermined times. These ideas are called drip marketing and lead nurturing, and in may cases, they are one and the same.
Limiting campaigns can spell trouble
Drip programs are an essential part of many marketing strategies. Many B2B marketers believe this is a way to educate prospective clients and build relationships over time. While these email marketing strategies can be effective, marketers who limit their campaigns may be hurting themselves.
Drip programs can go beyond the scope of traditional email nurturing when they are expanded to include current customers, along with prospective ones. Keeping current customers and employees engaged is an important aspect of this campaign. Although employees who are already customers aren’t traditional sales leads, nurturing relationships with them is certainly something that must be done to ensure success. Here at GreenMail, Inc., we know how important success is to you and your business. Read on to see how these programs can impact your business by focusing on both prospective and current clients, as well as employees.
Once you have gained a new customer, it is not the signal to stop nurturing their leads. In order to keep your current customers interested and entertained, you must provide them with useful, educational and memorable advertising.
On-Board Drip Campaigns
Employing an on-board drip campaign for new clients is not as challenging as you might think. We here at GreenMail, Inc., we suggest doing this by asking yourself and your current customers what new customers might find most useful in automated emails. This content can be created to help clients get started. Emails that are organized with numbered lists, bullet points and quick tips make the content much easier to follow.
Other ways to lead nurturing with customers:
- Make sure that your campaigns are relevant so you don’t send customers information about products that are not useful or boring to them. Use customer demographics, interests and behaviors to create your cross-selling or upselling campaigns.
- Gently remind customers when it’s time to renew contracts. Renewal campaigns are a good way to accomplish this.
- “For your eyes only” – Offer campaigns that allow customers content or information that only they can get through your site. Think about including contests that offer exciting prizes.
Drip email campaigns can also help your employees perform their jobs even better. At GreenMail, Inc., we know that internal drip programs can help employees & sales teams succeed by enabling them to become more educated on their products.
The beauty of an internal drip program, is that many times marketers already have the majority of the content they need to get started, they just need to reorganize it into smaller sections. An easy way to reorganize the information might include creating a “Tip of the Week,” composed from training manual tidbits or excerpts from the company blog. One could even include content from competitors in order to give sales and marketing teams a sense of comparison. Don’t forget to overlook new ways to create interesting content, including videos, such as Wistia.
Building relationships and delivering personalized experiences with clients and employees is a key part of business success. Nurturing leads is an important way to do this – beginning with prospects, and then moving to the next step by educating and nurturing current customers and employees.
– GreenMail Team