{"id":3934,"date":"2016-07-26T16:44:00","date_gmt":"2023-10-18T16:44:51","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3934"},"modified":"2023-10-18T17:35:55","modified_gmt":"2023-10-18T17:35:55","slug":"drip-email-campaign","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/drip-email-campaign\/","title":{"rendered":"Make Your Drip Email Campaign Work Harder For You"},"content":{"rendered":"\n

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Sometimes when a company gets close to a potential customer, there\u2019s a temptation to turn on a metaphorical fire hose of content. You could offer white papers that address their particular pain points, for instance, or webinars that take them step-by-step best practices. You may want to offer them product and service collateral that suggests everything you could possibly offer them.<\/p>\n

Don\u2019t be surprised if many customers get gun-shy when they\u2019re overwhelmed with content. In the same way that you wouldn\u2019t take so long in a sales meeting that a prospect would chase you out the door, the better way to nurture demand is over a longer period of time with a more thought-out approach.<\/p>\n

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This is most often described as a \u201cdrip campaign\u201d because unlike the fire hose, you\u2019re offering drops of content here and there that keep your firm top of mind when a customer is ready to make a purchase. It\u2019s often based on using outbound email more efficiency to maximize business results. These are just a few of the do\u2019s and don\u2019ts to keep in mind:<\/p>\n

Do: Drip Based On Data<\/b><\/p>\n

As with any tactic, drip campaigns need to be oriented around a particular goal. It can be as simple as driving more revenue around a particular product or service, growing your overall customer base or reducing the time it takes to get a purchase decision made. To do that, you need data.<\/p>\n

Start with CRM, which will give you direct access to everything your sales team knows about its historical business results. For example, look for the number of times a particular account needed to be \u201ctouched\u201d before a sale was made, and what of questions they needed answered or clarified along the way. Look for who on the account team was involved, and how they contributed to the final decision.<\/p>\n

Even if every sale has seemed like an uphill battle to this point, your drip campaign should be aimed at accelerating that process, and it\u2019s what you should measure a drip campaign against.<\/p>\n

Don\u2019t: Drip Randomly<\/b><\/p>\n

Next, if you use marketing automation already, identify content that drove effective early-stage awareness or \u201ctop of the funnel\u201d engagement among your customers and prospects. What kind of content flowed from that, up to the point a transaction was made? This is the journey you\u2019ll want to replicate in the drip campaign.<\/p>\n

Things to think about:<\/p>\n