9 Marketing Drips That Make Life Easies For Small Business
Marketing campaigns are auto emails that are pre-scheduled to be sent to a customer. Customers can enable a new campaign or enable a pre-existing campaign.
As part of lead nurturing, Jacktrade supports building various types of campaigns. Campaign pre-sets can be altered by the business.
Marketing campaigns are an integral part of any business's marketing strategy. They are automated emails that are pre-scheduled to be sent to a customer. The purpose of marketing campaigns is to engage customers, build relationships, and drive sales. With Jacktrade, businesses can build various types of campaigns to cater to their target audience and achieve their marketing goals.
Types of Marketing Campaigns in Jacktrade
- Education Drips: These campaigns aim to educate customers about a particular product or service. They provide valuable information that can help customers make informed decisions.
- Knowledge Drips: These campaigns are designed to provide customers with relevant information that they may find useful. This could include industry news, tips and tricks, or other relevant content.
- Training Drips: These campaigns provide customers with training materials to help them get the most out of a product or service.
- Re-Engagement Drips: Re-engagement drips are designed to reach out to customers who have been inactive for a while. They aim to bring customers back into the sales funnel and rekindle their interest in a business's products or services.
- Promotional Drips (Coupons and Discounts): These campaigns are designed to offer customers discounts, coupons, or other promotions to incentivize them to make a purchase.
- Relationship Drips (Birthdays, Anniversaries): These campaigns are designed to strengthen customer relationships by acknowledging special occasions like birthdays and anniversaries.
- Sales Drip: Sales drips are designed to encourage customers to make a purchase. They highlight the benefits of a product or service and provide customers with the information they need to make a purchase.
- After-Sale Drips: These campaigns are designed to keep customers engaged after a purchase has been made. They provide customers with information about how to get the most out of a product or service and can encourage repeat purchases.
- Lifecycle Emails: Lifecycle emails are a series of automated emails that are sent to customers based on their behavior and engagement. They aim to guide customers through the sales funnel and convert them into loyal customers.
These kinds of drip email campaigns focus on not only getting your product or brand into the inbox, but into the mind of your recipients.
While it would be great to get conversions, brand awareness and consumer knowledge of your product can result in the best marketing there is – word of mouth, which will lead to conversions in the future – like a snowball effect.
- Repetitive coverage of your brand
- Highlights what your brand is up to
- Highlights accomplishments of your brand
- Comes across as relatable and relevant
- Educate on product use
- Include too many calls to actions
- Highlight industry news/trends that don’t prominently feature your brand
Showing users how to use your product, and training drips are most commonly seen during the onboarding process.
These are focused mainly on teaching readers on how to use your product or service. This generates user engagement and interest in your product.
Training drips are ideal for a product or service that offers upgrades or wants to convert users from a free trial account to a paid account.
- Simple, easy-to-read format
- Links to upgrades, tutorials, and help files
- Review and preview future email
- Include contact details for more information
- Include overly complex tutorials
- Have confusing/creative subject lines
- Include heavy use of calls to actions
The goal of an education drip is to, you guessed it, educate!
Unlike a philosophy class, however, the aim here is to teach the reader something useful and beneficial about the product or service you offer. These can be anything from case studies and reports to statistics and facts – anything that can plant the idea that your product or service would be a great addition to the recipients’ lives.
- Use short, to-the-point content
- Use content that is heavily fact-based with citations
- Include a clear call to action after presenting facts
- Include links back to your website to find out more information
- Include irrelevant pictures – rather use infographics
- Include statistics and studies from the competition
- Compare your product to others
These types of emails are designed to get a customer who originally showed interest before but has since ‘gone cold’ such as visitors who have added a particular item to their online cart but then abandoned it, or clients who have inquired about certain products or advanced features.
Sometimes, consumers need that little nudge towards making that decision to purchase or perhaps just need some more information to make an informed judgment – these emails are the answer to that!
- Refer to the product the prospect was interested in
- Include similar products or services you offer
- Keep context in mind. Are you offering a service that the client would mind others knowing about?
- Include a call to action, links to the product they were interested in, and your homepage
- Be irrelevant. Use the product they were interested in
- Be overly aggressive with your sales content
- Send lots of mail in a short time to the client – they’re already about to leave
This is the kind of drip campaign most email marketers feel comfortable with. Consider these drips to be a sequence of promotional emails usually dealing with one special or promotion that counts down the days the deal runs for. These are amazing for creating urgency and the impression of scarcity, which drives readers to take advantage of the deal in question before it’s too late.
- Send each email at a predictable time, evenly spaced out until the promotion ends
- Include links to the promotional landing page and ensure it works well
- Include links to your website and relevant subscription links to other mailing lists
- Count down the promotional offer email to email.
- Keep emailing about a new promotion soon after the original one ends – this kills future urgency and creates irritability in your clients.
- Keep running the promotion after the specified end date.
- Send the campaign to unresponsive addresses – this will make them unsubscribe. Use a re-engagement drip for this (segmentation tools come in handy here).
A marketer’s dream, relationship drips are intended to build client trust and engagement through a course of emails that follow a continuing brand story / evolving identity. Like any good relationship building exercise, the goal here is to get the recipient to simply like you, your brand and your product rather than trying to convince them that the product is a great addition to their lives.
Think of the fandom of Apple products. Even if the product is not the best or cheapest on the market, Apple fans would still buy. That’s the power of relationship marketing!
Include a few links to your website, blog or other marketing material
- Include good case studies and references
- Use personalization, an informal tone, ask for opinions and be available to respond
- Showcase poll results, clients, news and competitions
- Be overly salesy or pushy – you’re building a relationship, not trying to close a deal.
- Use an impersonal address – use names in the address or even the CEO’s address.
- Use predictable subject lines – you can get creative here!
This is where your sales team can shine. These emails are sent to a group of subscribers that have not bought anything, but are still interacting with your current sends – you can find this out through reporting tools most ESPs provide.
The goal here is plain and simple: get these subscribers to buy by highlighting your best and most popular products.
- Showcase your best and most successful products – think of the reason they subscribed in the first place
- Include multiple call to actions and links to landing pages designed to convert customers
- Start with your most popular and wind down to less successful products
- Highlight the benefits of your products – your sales team will know what to do here
- Try to create a conversation or relationship – leave that for after the sale and to marketing
- Send this campaign to subscribers who are already converting – these customers already know what they want
Great, so they finally bought a product. Does this mean that you move on? Of course not, you don’t stop squeezing a lemon just because you got a few drops out of it.
After-Sale Drips specialize in getting more business out of your current customers by suggesting related products, additional services or great features available on upgrade.
- Focus on similar products or services that complement what they’ve already bought
- Include links to your product offerings landing page
- Give links and information relating to after-sale support
- Include case studies of customers who used your service for great results
- Flood your client with emails – keep it scarce over a couple of days, (3 days after purchase minimum)
- Try to introduce a new product unless it relates to the one that they already bought – keep it relevant!
- Send late mail – this type of campaign should kick in a couple days after the sale, not weeks later.
Popular marketing blogger Patrick McKenzie recommends you start with a simple series of 6 emails that goes out over 30 days, and increases in “‘salesness”’ as time goes on. The email flow he recommends is as follows:
- The problem email – possibilities of replacing their existing process with your product. This email should focus on educating readers on the problems associated with their current method and should barely mention your product.
- The benefit email – A look at the benefits of using a product like yours to achieve their goals. This email should focus on the benefits of using your category of product (I.e. using email marketing tools over mass-mailing from Gmail) and outline how doing so can help improve their lives.
- The transition email – Remember, every potential customer is currently using something else to do what your product could do for them, and the act of switching from that process to using your product is a barrier you need to overcome. This email should focus on outlining a simple and easy process for making the switch from their existing solution to using your product to solve their problem.
- The tools email – An overview of the tools available to achieve what your product achieves, almost like a quick buyer’s guide. This is the first time you introduce your product and outline why it’s superior to your competition. Include a call to action to purchase or sign up for your product for the first time in this email.
- The case study email – A case study on how one of your customers uses your product. Make sure to outline what problems it solves for them (tied to the problems outlined in the first email) and what benefits it brings them (tied to the benefits outlined in the second email). Include a testimonial from a customer and a call to action to signup for your free trial/free plan in this email.
- The resources email – The final email. Suggest some other eBooks, blogs, templates, kits, etc. for learning more about whatever it is your product does. You can also try including a discount code or special offer in this email, as if you haven't converted them from the previous emails a special offer could help tip them over the edge.
Summarizing The Article
While this is just an example, you can see that the focus is on educating prospects rather than making the hard sale. Marketing campaigns are a powerful tool for businesses to reach their target audience and achieve their marketing goals. With Jacktrade, businesses have access to various types of campaigns that can be tailored to their needs and objectives. Whether it's education, knowledge, training, re-engagement, promotional, relationship, sales, after-sale, or lifecycle emails, businesses can use marketing campaigns