{"id":17647,"date":"2020-01-15T08:10:41","date_gmt":"2020-01-15T16:10:41","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=43648"},"modified":"2020-06-05T17:38:55","modified_gmt":"2020-06-05T17:38:55","slug":"how-to-build-an-effective-email-drip-campaign","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/how-to-build-an-effective-email-drip-campaign\/","title":{"rendered":"How to Build an Effective Email Drip Campaign"},"content":{"rendered":"

Drip campaigns<\/span><\/a> are crucial in educating, nurturing, and converting your prospects. They\u2019re the star player in your overall marketing and sales game, so assembling them must be done with a lot of thought, care, and strategy. You also need a firm grasp on what makes your prospects tick so you can <\/span>fill your campaigns with targeted content<\/span><\/a> and the right message, which will move them through the funnel more seamlessly.\u00a0<\/span><\/p>\n

Drip campaigns have this annoying habit of seeming like a very confusing strategy, one with a lot of moving parts and factors that ultimately determine their success. While it\u2019s true that a lot goes into them, <\/span>they\u2019re actually a huge time-saver<\/span><\/a>, and putting them together doesn\u2019t have to be such a headache.\u00a0<\/span><\/p>\n

We\u2019ll cover all of the basics that you need to know about drip campaigns, including the benefits that they offer your marketing strategy and how to put them together effectively. So don\u2019t grab the Excedrin just yet.<\/span><\/p>\n

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The Benefits of an Email Drip Campaign<\/span><\/h2>\n

When it comes to marketing, every minute matters, and every strategy has to deliver. So let\u2019s get into the weeds a bit on the beneficial reasons to invest time and resources into drip campaigns.\u00a0<\/span><\/p>\n

1. Personalized Content<\/span><\/h3>\n

Personalized emails result in transaction rates that are<\/span> 6x higher<\/span><\/a> than non-personalized emails. The whole point of drip campaigns is to offer your audience a consistent stream of touchpoints, filled with personalized content based on what they need and where they are in the buyer\u2019s journey. Each email within a drip campaign works off of each other, offering a little bit of content each time that is meant to help solve a problem your prospect is having.\u00a0<\/span><\/p>\n

2. Steady Progress<\/span><\/h3>\n

Drip campaigns aren\u2019t designed to push leads through the funnel faster than usual. Instead, they guide them at an even pace, gradually helping them become more informed and moving them closer to a decision. As I mentioned in the previous point, each email is meant to work off the one sent prior. They\u2019re designed to assist you with creating a steady progression for your prospects, informing them more and more with each email, hence moving them through the funnel at a controlled pace they\u2019re comfortable with.\u00a0<\/span><\/p>\n

3. Smarter Leads<\/span><\/h3>\n

An educated prospect is a better prospect. With drip campaigns, you\u2019re providing ongoing education for your leads, proving your worth, and building trust. The result is a well-informed lead, and we all know that a knowledgable lead makes for a strong, long-lasting customer relationship.\u00a0<\/span><\/p>\n

Okay, now it\u2019s time to get started. Enter: <\/span>email automation<\/span><\/a> software, of course. When paired with an <\/span>effective CRM<\/span><\/a>, the right automation platform can help you track and analyze your prospects to figure out where they are in the buyer\u2019s journey and <\/span>segment your lists<\/span><\/a> for your drip campaign. It will also allow you to put together the drip campaign and automate it for marketing ease.<\/span><\/p>\n

How to Build an Email Drip Campaign<\/span><\/h2>\n

Putting together a drip campaign is a lot easier than you might think, once you have the right tools. Follow the steps below and create a campaign driven to convert.<\/span><\/p>\n

Step One: Tier Your Prospects<\/span><\/h3>\n

To make sure the right content is sent to the right people, you need to segment your prospects based on where they are in their journey. Here\u2019s a quick breakdown of what that might look like.<\/span><\/p>\n