Whether you’re working your Email Marketing strategy inhouse or with an ecommerce email marketing agency you’ve probably already heard of email drip and lead nurturing campaigns, the difference between these two is often misunderstood and therefore the strategy might be mislead.
Let’s talk more in depth about each one of these so that you can differentiate the purpose of each of these campaigns and come up with the best strategy for your email marketing.
Drip Campaigns
Email drip campaigns are sent based only on time and time alone and work perfectly when your goal is to educate prospects on your company’s full portfolio. This type of campaign allows the customer to keep your brand top of mind so that when the time comes and they need your product or service you’re the first brand they’ll think about.
What’s most important while working with Drip campaigns is to keep in mind that sometimes these types of emails may come off as another sales email and turn off potential buyers so try to keep a healthy frequency and send relevant content while offering excellent customer service.
Nurturing Campaigns
This type of emails are based on the lead’s behaviour by using the data gathered from a user’s behaviour to deliver timed and targeted information that will help guide the prospect through the customer journey – buying process. The potential buyer is then presented with helpful information to five them all the information they need to choose your product/service.
Getting Started: know your audience and set your goals.
Identify your target audience, start with the basics by answering these questions:
- Who is the audience? What do you know about them?
- Are they new subscribers?
- What are your goals?
- How long is your sales process?
- What technology is involved? (Marketing Automation, CRM, etc.)
Then, take the time to revisit your customer persona(s) and journey map to determine the best ways to reach your targets. Ask yourself:
- How long is the customer journey?
- What do we need them to know?
- Who’s helping them get there?
- Is my customer service team ready?
Which one works best?
Now you know that Drip and Nurturing Campaigns are similar but different. They are both extremely important to help subscribers engage with your brand and give them all the information they need to choose your company among others. On their own they work just fine. But together, you’ll be able to boost your sales faster and keep your brand on top of mind of potential buyers.
Whether you’re sending Drip or Nurturing Emails, keep in mind that you should send valuable content to your readers, and – for email marketing – Subject Lines are as important as the content itself, here you can find 200+ Great Email Subject Lines For Ecommerce Stores to get inspired and get your email strategy going!
