Drip marketing is a strategy that allows you to nurture leads, communicate regularly to your customer base, increase your sales and stay in front of opportunities that are in various stages of your sales cycle. Drip campaigns have been a proven value add to help reach your business objectives. Whether they are new prospects, halfway through the cycle, or close to signing on the dotted line, it is critical to provide your identified target audience with relevant and helpful information.
Whether drip marketing and lead nurturing are new concepts for your team, or you already have a strategy in place, check out the drip marketing campaign examples below.
Drip marketing campaign example one: lead nurturing
For our first drip marketing campaign example, the scenario is that a prospect downloaded one of your content offers. The goal of this type of campaign is to continue educating the prospect and determine if they are a qualified lead. This campaign will run for one month, incorporating a multi-channel outreach strategy.
Consider creating a different campaign for each content download you offer, tailoring to the topic in which the prospect already expressed interest.
- Week 1:
- Email a blog on a similar topic of the original download.
- Send the same content (or something related) via direct mail, with a personal note from a sales rep.
- Post that blog on social media outlets as well.
- Week 2
- Email a video on a similar topic of the original download.
- Also post this video to your social media platforms.
- Week 3
- Email a whitepaper or other long-form content on a related topic, but require the prospect to fill out a form to download. Since you already have basic information about the prospect, this form can be used to gather additional information.
- Call the prospect to connect regarding content from the email.
- Post a link to the whitepaper on social media, still requiring the form completion for download.
- If the prospect downloads the content, send email 4a below and also reach out with a call from sales.
- If the prospect does not download the content offer, send email 4b below.
- Email 4a: Send a case study and include a call-to-action to schedule a discovery call or start a free trial. As noted above, follow this email with a call from the sales rep, because this prospect has shown continued interest and is more qualified.
- Email 4b: Send an email asking the prospect to subscribe to your newsletter or follow your company on LinkedIn to continue receiving valuable information. Don’t pursue as aggressively, but stay in touch with additional nurturing campaigns.
Drip marketing campaign example two: lost opportunity
For our second drip marketing campaign example, the scenario is a lost opportunity – a sale that didn’t close. The goal of this campaign is to stay in touch with prospects who didn’t turn into a customer and continue providing value to lost opportunities to encourage future discussions. They might’ve said they’re not interested right now, but that doesn’t mean they can turn into a customer down the road. When they may be in the market for your product or service at a later time, you want your company to come to mind, so they decide to do business with you, instead of your competitors.
This campaign will continue until the prospect re-enters your pipeline. Below, we will outline one year of outreach. The first email should be sent one week after the opportunity was closed as a lost deal. Throughout the year, subsequent emails, direct mail pieces, social media posts and outbound calls will be executed monthly.
Although campaigns can be pre-written or automated, it’s important to make it as personalized for the prospect as possible. We recommend creating multiple lost opportunity campaigns for different industries, business needs or job functions.
- Email 1: Express the intention to stay in touch with the prospect and share an educational piece of content related to the prospect’s business needs.
- Here is an example: “ Here’s an article about [insert article topic and link to article] that I hope you find beneficial. Please reach out at any time with questions or to discuss your business needs.”
- Subsequent monthly emails: For each following email, continue to send valuable content relevant to the prospect’s business. These emails will vary, but several examples are included below.
- Send content that you’ve already created, including blogs, videos, whitepapers, infographics or other resources. Keep the content educational rather than promotional the majority of the time.
- Incorporate some articles from trusted industry sources, so you’re not only sending content related to your brand. These articles may be tips or tricks, how-to advice, regulatory information, or pertinent industry news. Occasionally include content that promotes your business in a variety of ways, to continue educating on products or services you offer. Examples might include case studies, webinars, free trials, or timely promotions. In these emails, include a call-to-action encouraging the prospect to get in touch with you if they are interested in learning more.
If the prospect schedules a consultation or a salesperson makes contact, remove the prospect from the workflow. Otherwise, continue sending beneficial content to provide value and stay top-of-mind.
Drip Marketing Campaign Example Three: Current Client
Just because someone turns into a client, doesn’t mean you should stop nurturing them. Creating a drip marketing and nurturing sequence for your clients will help build a trustworthy and hands-on relationship, will increase customer service and can even cross sell or up-sell other services.
Below are some examples that can help you build rapport with your customers.
Email 1: Send a welcome email when a client comes on board. This will help get the relationship off on the right foot, making a great first impression. You can set a trigger for the welcome email to be sent when a new user sign ups for your product/service, subscribers to your newsletter or signs a contract with your company.
That first welcome email can introduce you and your business, provide special offers, or can simply be a friendly welcome email that lays the foundation for your partnership.
Subsequent Client Emails: Throughout the course of your relationship with each client, establish a cadence of outreach. Make sure you reach out to your client base enough where you are helpful and continue to grow the relationship, but not where you are too forceful. Pick a cadence that fits your audience, whether it is monthly, quarterly or something customizable.
Newsletters, surveys, company highlights and thought leadership pieces that highlight your product or service are great resources to send to your clients. Make sure to include calls-to-action that allow you to gather feedback - this will help you learn about what your clients like, want, need and value about your relationship or service.
If your client becomes a past-client or purchases another product or service from you, re-evaluate the drip marketing campaign they are in.
While these drip marketing campaign examples are an excellent place to start, there are countless ways to incorporate drip marketing into your sales and marketing outreach strategy. Interested in learning more about drip marketing and how to effectively implement it at your business? Check out this ebook to get started.