There are plenty of ways to use email marketing to grow your small business. The ability to communicate with your customers and prospects with personalized emails allows for plenty of marketing flexibility.
If implemented correctly, it's possible to use email to skyrocket your conversions, leads, and website traffic. You have probably heard about a million different ways you can change your email campaign for more growth.
Today we are going to talk about one specific aspect of email marketing called drip campaigns. We will start by explaining what drip campaigns are, and then we are going to look at how you can use this strategy to grow your business.
Essentially, a drip campaign is a series of emails you send out to your audience over days, weeks, or months. The goal is to convince the subscriber to take action by downloading a lead magnet, taking advantage of an offer, or otherwise engaging with your company.
The name comes from the idea that you are dripping content to your followers with the hopes of getting them to complete a pre-determined action.
Let's say you want to turn an email subscriber who has never bought something from your website into a customer. You would send out a series of emails that touch on points that the consumer finds essential. At the end of your drip, you may send an email that attempts to close the deal while offering the consumer a deal that’s too good to pass up.
Now that you know the definition of an email drip campaign let’s look at some of the ways you can improve your strategy today.
Explore customer pain points and goals
Before you start blasting out drip emails, you need to spend some time understanding your target audience. You can reach your goals and create more diverse drip campaigns when you take some time to dive into the pain points and goals of your customers.
There are so many brands out there today. It is hard for consumers to decide which company they should turn to when they have questions or concerns. Generally, people want to communicate with brands that "get" them. Also, companies that go out of their way to please their customers tend to have plenty of actionable data on how they can continue finding success.
The first thing you need to do is create customer personas for the people that visit your website the most. Your total number of personas will vary depending on your industry, product selection, and brand reach.
You will want to pull analytics information from your website, social media, and email, and combine that information with customer feedback to learn more about the problems your customers are facing.
If you don't have enough actionable data, take to social media, and talk to your target audience. Over 3 billion people use social media across all platforms, so it's a safe bet that you'll be able to find, engage, and build rapport with your audience by having a greater understanding of their goals and pain points.
Segment and personalize several lists
Next, let's talk about what you should do once you start building several customer persona profiles. Segmentation in marketing is the process of dividing your customers up by their behavior on your site, preferences, or activity level.
Don't feel like you can't create several different segmented lists for various campaigns. Your customers all have unique needs and wants, and creating campaigns to attract each segment is normal. For example, you might create a drip campaign designed to re-engage customers that bought something from your store, but hasn't opened an email or visited your site in months.
Similarly, you can target brand new subscribers by sending out a welcome email series. Welcome emails tend to see the highest open rate, with an average rate of 82%.
Personalization goes hand in hand with segmentation. The degree of customization you use will depend on your marketing goals and how well you know your target audience. Some brands only go as far as to make general profiles for their audience, limiting personalization possibilities.
It's important to note that creating a deep level of individualized personalization will increase conversions and sales. One study found that by personalizing emails with the subscriber’s first name, it increased open rates by 26%.
Nurture, nurture, nurture
Next, let's talk about the content of your emails. If you don't have a headline and content that catches the attention of your readers, you are going to have a hard time mastering drip campaigns.
The key to getting more engagement is to make sure you're properly nurturing your leads. Earlier, we mentioned the value of understanding pain points and goals, well, that's where this information comes in handy.
Subscribers are not likely to open an email if the message doesn't deeply resonate with their goals or personal values. Implement segmentation and personalization with your detailed customer personas to create content that speaks to your segments.
For instance, the owner of an online pet store would likely create campaigns for people with different animals, so they can adequately nurture their needs. A dog owner wouldn’t benefit from an email with tips for taking care of a cat, right?
The more time you spend nurturing your target audience, the more they will trust your brand and likely shift from consumer to customer.
Seal the deal with a winning CTA
The final tip we have for you today deals with your call to action or CTA. At the end of your drip campaigns, your goal is to convince the consumer to take action by clicking your CTA. If your call to the customer to take action doesn’t spark their interest, your campaign numbers will dwindle.
Make sure you are taking steps to secure more consumers by creating an engaging and highly visible CTA.
One of the ways you can improve performance requires you to split test different elements of your button. Changing the text that prompts the consumer to take action, and the color of your button can have a massive impact on performance. One company found that changing to a red CTA button resulted in 21% more engagement compared to emails with green buttons.
Experimentation is great for determining what works best for your target audience.
It's vital that you measure your results against past campaigns where you used a different call to action. Obviously, this is impossible if you are starting your first email marketing campaign. But as your business grows, start experimenting with different CTAs to see if you can manage to get different responses based on changes you’ve made.
Every business is different, but when you spend the time to get to know your customers, you'll have a much easier time creating educational and engaging drip campaigns.
The tips we provided here are excellent for people that want to revise their current campaign or start from scratch for the first time. You’ll find that by using these expert-level tips, you’ll have no problem growing your business with email marketing.
We hope that you’ll use drip campaigns to build stronger bonds with your audience while creating personalized content to keep them engaged with your brand. You can see rapid growth if you keep at it and find new ways to improve and fine-tune your email strategy.