Let it Flow: How to Create a Successful Drip Campaign

September 29,2016

Drip campaigns are a vital part of your email marketing strategy. They are a set of automated emails that get sent out on a scheduled timeframe or according to user actions. The content you send out will reflect an action the prospect took, such as downloading an app from the AppExchange, registering for a webinar or subscribing to a weekly newsletter. You will typically want to send out a drip campaign the instant someone fills out a form submission on your website or landing page.

Now that you know a bit more about what a drip campaign is, It’s time to supercharge your drip campaign with a few tried and tested tips to get the most out of your email marketing campaign on Pardot.

Write Compelling Content - Creating quality content that is both relevant and helpful for your potential prospects will always deliver results. You can send out resourceful tips from your company blog or provide more in-depth information in the form of an e-Book and slowly drip the content out. You want to keep your readers both interested (opening emails) and engaged (taking actions) from inception to close. It all begins with a great subject line, which should be as brief and personalized as possible. A great subject line should pique the reader’s curiosity and give them a reason to click through.

Get to Know Your Audience Better - Have you ever sent out a mass email template to a segmented audience, only to realize that the message and CTA were not the least bit relevant to them? Take the time to learn the needs of your audience, then custom tailor each template accordingly. The first email should be something informative, such as a list of tips or a how-to. This email will gauge their attention and regard you as a trusted source right away. The most important thing in an email campaign is the subject line. Try to keep it under 50 characters, and get right to the point with a clear call to action. Remember, you don’t get a second chance to make a first impression. So, make sure it counts!

Follow Up - One of the biggest mistakes you can make is to neglect your lead by not following-up. That lead might not be interested in buying anything you have to offer right now, but they will remember your brand once they are ready to progress to the next stage of the buying lifecycle. You should aim to send out an autoresponder follow up email at least every 2-4 weeks. Don’t let the lead linger around for too long in your Salesforce CRM database. You might even want to test the scheduling of the drip campaign and send them out later in the evening when the person has a bit more time and isn’t busy with work. You will then have their undivided attention and maybe gain a new customer in the process.

Test, Test, and Test Again! - You must always conduct tests to measure the effectiveness of your campaign. Set goals that are relevant to you for each specific campaign and be sure to follow them through. Check the click-to-open-rate or CTOR, which is determined by dividing the number of unique clicks in the email by the number of unique opens of the email. Here you can test the effectiveness of the email content itself. You should pay very close attention to the bounce rate to avoid appearing as spam and having your account suspended. MailChimp offers a great tool to A/B Test your campaigns, so make sure you take full advantage of it.

Closing Thoughts

Regardless on which industry you’re in, you always want to create a welcoming onboarding process for each qualified lead entered into your Salesforce CRM database. Each email should give the lead a reason why they need to click, open and take the required actions. Think of the drip campaign like a great TV show, where each episode leads to the next one. Give your audience the feeling that they simply cannot afford to miss out on the next episode and you’ll have a successful drip campaign strategy.