drip email marketing

Drip Email Marketing vs. Lead Nurturing Campaigns; When To Use Each

Many marketing tools seem similar and are often mistaken for one another. Two tactics that are often confused are drip email marketing and lead nurturing campaign. It’s true that there are similarities in the way they work. However, they are two distinct tactics that serve different purposes. You should have both in your marketer’s toolbox to use when appropriate, especially with attraction marketing. Let’s learn a bit about each tactic and when they should be used.

Email Drip Marketing

Emails are a huge part of modern marketing. One email marketing option is email drip marketing. Named after drip coffee makers, this marketing tactic sends out emails at specific timed intervals. Time is the only factor used to indicate when an email is sent. Nothing else.

When should you use email drip marketing?

  • Educating prospects on all the products and services in your company’s portfolio.
  • Keeping your brand in front of your customers while they are contemplating a purchase.
  • Announcing new products or services for your business.
  • Showcasing best sellers in your portfolio.

A well-crafted drip email campaign can educate and inform your audience. However, done too frequently, or used only to pitch products or services, your audience may perceive these emails as spam.

[Read About Interactive Email Marketing Trends Here]

Lead Nurturing Campaigns

A lead nurturing campaign is not based on timed emails. It is based on the lead’s behavior. When a lead performs a specific behavior, it triggers an email with targeted information to be sent to your audience. These emails are designed to guide the lead through the buying process.

This type of campaign depends on gathered information about the lead’s behavior. Specific behaviors that can trigger an email include:

  • Which whitepapers grab the lead’s attention
  • How many times they visit a specific page on your website
  • Which webinar they attend
  • Which of blog post category they spend the most time in

The goal of the emails sent during a lead nurturing campaign is to deliver useful information at critical points in the sales cycle.

A marketing automation system is ideal for lead nurturing. You can build full campaigns within the system that automates almost everything in the process. The power of marketing automation systems is their ability to capture key data. This then triggers the specific emails that nurture leads.

They Complement Each Other Very Well

Drip email campaigns and lead nurturing campaigns, if well designed, will do their jobs well. They both help leads engage with your brand and give leads the information needed to make an informed decision about your products and services.

They are each powerful tools in the marketer’s toolbox on their own, but working together, they are even more powerful. Coordinated campaigns can help close deals faster and keep your brand ahead of the pack.

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Lead Generation Strategy

The Right Lead Nurturing Strategy Can Help You Stay Top of Mind

Just as you put thoughtfully planned initiatives in place to help with new lead generation, you must also think about how you will then nurture these prospects through the sales cycle once you obtain the lead. Successful attraction marketing is having leads. A smart, strategic email and direct mail program can help you maintain a consistent connection with prospects and grow the relationships you have available to you—remaining ‘on their list’ and top of mind when they are ready to act.

Lead Nurturing Basics

It’s a proven fact: marketing needs to assist sales in order to achieve the most effective conversion results. So when you create a program that keeps prospects in touch with your thinking beyond just a salesperson’s outreach, you provide an opportunity to push the prospect through their journey faster. Utilize various outbound communications as key touch-points that complement the sales teams efforts, yet showcase your company’s thinking on a different level. Provide information contacts may be seeking out—not what you want to tell them—to build trust as they make their way to a purchase decision.

Key Considerations

The goal is to offer interesting, relevant and varied content that is not primarily self-serving in nature. Begin by creating a detailed plan for messaging and scheduling of communications. Think about common questions prospects may have, and how you can provide those answers while conveying your competitive advantages, promoting educational content you have to offer, and building trust in your abilities.

A study by DemandGen found that leads that are nurtured with targeted content produce an increase in sales opportunities of more than 20%. To ensure even greater success, target content to coincide with the behavior and mindset of your audiences at different points in their journey—naturally guiding them through the sales funnel by providing the right information at the right time in the buying process.

[Read About The Importance Of Lead Generation Content Marketing]

Fine Tuning

Set a solid foundation for your program by maintaining an up-to-date database with as much information on each prospect as possible. Determine the activity level, timing and quantity of communications that makes sense for each. Be organized, yet allow for adjustments as your program evolves. Track and score behavior and deliver content accordingly, allowing the sales team to receive better quality leads along the way to reach their goals. And remember: conversion is the ultimate objective. Always hold something back—never tell the whole story in your email—make them want to click through to your site or landing page to learn more.

How Marketing Automation Can Help

According to ChadwickMartinBailey, 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. Automation makes it easier to schedule emails, segment contacts, manage your content, trigger responsive emails based on actions, and track the lifecycle of prospects in your marketing funnel. By addressing their specific needs, contacts stay engaged; yet you are ultimately in control because you set the parameters for informing, interacting with and nurturing each lead. It provides you the ability to better target your contacts in a personalized way—assisting the buying decision based on their behavior—and leading to increased conversion rates. Consider investing in one of many standard marketing automation software systems to simplify your Top of Mind program initiatives.

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50 powerful call-to-action phrases

3 Helpful Tips To Improve Your CTAs To Generate More Leads

Calls-to-Action (or CTAs) are images, buttons, text, etc. that prompts one of your website visitors take some kind of action. CTAs could be trying to get visitors to download a white paper, read an article, or contact for more information. They are an important part of beginning to convert website traffic into leads.

Here are three ways for you to improve your CTAs and to make sure they are maximizing their presence on your website and generating the most contacts.

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Benefits of Marketing Automation

5 Benefits Of Marketing Automation

When researching purchases online, customers expect timely responses to their questions. Organizations that are able to respond quickly and provide content that addresses that customer’s specific needs are more successful. A Harvard Business Review study found that companies are 60 times more likely to qualify a lead, if they follow up within one hour.

Marketing automation helps enable organizations to respond to those requests quickly, engage leads with relevant content, track and score each lead’s behavior, and deliver better quality leads. Read more

The Buyer's Journey Explained Stage By Stage

The Buyer’s Journey Explained Stage By Stage

As technology advances, the amount of research done prior to making a purchase increases. Because it is so convenient to search for questions and concerns on a smartphone, tablet, or computer, people are becoming more cautious in their purchase decisions and want to be absolutely sure that they make the right choice. That’s why it is a marketer’s job to help this consumer and lead them through the “Buyer’s Journey”.

The Buyer’s Journey is the 3 step process that someone goes through leading up to a purchase decision, comprised of an awareness stage, consideration stage, and decision stage. In simpler terms, the Buyer’s Journey is the consumer’s procedure before buying a product or service.

No matter what stage your audience is in, including perfect CTAs that lead to a relevant and beneficial content offering is essential. Also read  3 Helpful Tips To Improve Your CTAs.

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Improve Your Marketing Strategy By Asking These 4 Questions

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu – The Art of War

Often in business, we feel like we’re on a good marketing strategy. But, as we move further away from when that strategy was defined, we’re really just going through the motions. Activities are being completed, but we lose sight of why we are doing them and what they are supposed to accomplish. In addition, there can be changes in the marketplace, competitor’s messaging, consumer concerns, and even the methods of communication.

8 Tips on Social Media Best Practices For Your Business

Most companies review their strategies at year-end, but the best businesses are updating and improving their strategy more often than annually. By more frequently updating your marketing strategies and refocusing your activities, you will stay on track, get through all of the noise and reach your audience.

How about a summer strategy tune up?

Make sure that you’re staying on track to achieve your goals. Ask yourself these four questions:

  1. Does your media mix properly address the ever-changing ways your target audience consumes information?
  2. Is your messaging strategy corresponding with your current competitive advantages?
  3. Does your social media have a strong strategy that echoes your brand yet reaches beyond?
  4. Are there measurements to track whether or not your tactics are executing your strategy?

Stevens & Tate is a full-service advertising agency specializing in strategic creative thinking. Contact our team to discuss your marketing strategy today.

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