Effective E-mail Drip Marketing for Lead Conversion and Management
Drip Emails or Auto-responders E-mail drip marketing is a popular form of electronic marketing where e-mail is “dripped,” or sent, to message subscribers on a predetermined basis, usually with the assistance of e-mail marketing software such as LeadPro. Similar to newsletters, an email drip campaign is initiated by consumers adding their name and e-mail address to the list of e-mail recipients. The e-mail is then composed by the company controlling the drip marketing campaign, and is used to disperse updated information on a consistent basis. Drip Emails are also referred as autoresponders or sequential emails or event triggered emails. A good example of an e-mail drip marketing campaign is when a real estate website encourages visitors to sign up for their property listings. New listings are then sent to participants on a weekly basis, giving the readers an opportunity to review properties specific to their areas, price range, and requirements. This can keep potential customers informed about the homes that they are interested in, even after they may have forgotten about the website they first visited. Drip Email Delivery Issues One of the major problems many companies experience with e-mail drip marketing software is that their e-mails are caught and deleted by common spam catching methods. Unfortunately, consumers are usually unaware the problem exists, and never receive the message you were trying to relay to hem. E-mail drip marketing campaigns must be crafted very carefully to reduce the risk of automatic deletion. Redundancy, overuse of keywords and phrases, and large attachments or multiple graphics are red flags for spam catching software. Try to limit the use of graphics, and steer clear of attaching anything to your e-mail drip campaign messages. Attachments aren’t even necessary; if you have something you would like to share with consumers, point them to a link where they can download it instead, on their own terms. You should also use a basic e-mail address for your marketing campaign. E-mail addresses that contain a strange combination of characters, or that are extremely long, are often marked as spam by most e-mail programs. If you absolutely have to use a long or oddly formed e-mail address, you can encourage consumers to add your company’s email address that you use for your e-mail drip marketing to their approved sender list. This will ensure that your e-mails are received every time. You may want to add a warning to your submission form so that consumers are aware upon signing up that they need to add your e-mail address to an approved sender list.
Email Contents Keeping your drip marketing e-mail short and sweet, but informative, is the best approach. Leaving readers wanting more will encourage them to keep returning to your website for more information, but offering them something of substance will ensure them that there is something worthwhile to be found there. Long drip marketing e-mails are a turn-off, because it requires heavy reading about a topic that some members of your audience may not be interested. Focusing on a generic topic is a good method for any type of mass e-mail campaign, so that your readers don’t become bored or distracted. Drip Email Software integrated in Lead Management Most of the Lead Management Software systems provide interfaces to Email Marketing solutions with drip email delivery feature. Lead Tracking systems such as LeadPro includes an integrated Drip Email Marketing feature which helps manage your sales lead data from a central database. In such cases, users need not switch between systems and the data need not be imported / exported between disparate databases. Hence exercise caution and do your homework before choosing a Lead Tracking and Management software solution for your business. The drip emails should always based on intelligent triggers. For example, after a prospect buys your product or service (and becomes a customer), your system should not send another drip email requesting the same customer to buy your service! Obviously, your readers are receiving your e-mails because they want to, which gives you a better forum for marketing your company’s products or services. Just remember not to go overboard, because you can scare aware potential customers with too much information, or too many e-mails. Limit your contact to once a week; once every two weeks is the best route to go, as it isn’t too long for them to forget about your company, but it’s not so often that they become annoyed. Of course, as you progress with your campaign, you will be able to tell by how many people continue to stay on your list just how effective your practices are. It also depends on your business requirements and target audience.
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