The modern day digital marketer knows his ins and outs when it comes to email campaigns. So, it may come to you as no surprise that we decided to talk about drip emails here.
As you already know, drip campaigns consist of a series of drip emails based on customer response to your product or service. And since, it consists of a series of emails, it’s important that you are able to hold on to the attention of the recipient over a prolonged period.
Basically drip emails help you nurture a prospect to a customer, over a period of time. But you need quality emails to actually convert, let alone hold their attention.
Writing crisp, relevant emails that convert is an art. And, we will show you how.
You need to write emails that are effective, that will drive a prospect to becoming a customer and make everything that you say completely irresistible.
Where does your drip campaign fit?
Email marketing is a big picture. Drip campaign is just a small part of it. Figure out exactly where in your email marketing campaign the drip campaign lies.
That way, you can figure out how to setup your drip campaign. Create a set of goals, and then try to fit in your campaign. Your goals decide what you want. That in turn decides how you structure your campaign.
There are different types of drip campaigns for different purposes. What type you adopt depends on your goal. Each campaign should have a conclusion, but that does not mean you should not run reruns of the same campaign.
How to write?
A single drip campaign should look united at all fronts. Your first step to getting it correct is to write it in one session. Only then will it look consistent.
Your subscribers might read it periodically, but in order to maintain a consistency in your style of writing and approach, you need to get everything done at one go.
Quality, before quantity
If you think you need time to write, then take your time. If you feel that time is against you, then hire somebody else to do it for you. Do not write because you have to write. Often, that results in poor content.
Inferior quality work will ruin your campaign altogether and you do not want that.
Shorter is better
When it comes to writing content, shorter is better. Shorter is sweeter as well as crisper. Short copy is better for the average attention span of your reader. No one has the patience for a long content.
Think of it practically. An average reader will be receiving hundreds of emails in their inbox daily. If you have to make them open your email your subject needs to be crisp as well as short.
With a shorter line you can get more information across in less time. With that you give users a short, crisp email with short, relevant sentences. This will help them read through your email faster and retain more information.
Isn’t that what you want?
If you think you want to write some more, put down a postscript or P.S. In here you can put in some relevant and important information that you want your readers to remember.
If you put it in your email’s body copy, it might look cramped. So, it is better to take a breather and put it someplace where people will see. And, the P.S., that works wonders as it tricks the human mind to retain the information provided.
Personalization goes a long way
What you sell does not matter. How you sell it, matters. Remember, your subscribers are human, just like you. So write like you would write a letter to someone.
Add a name, make it personal. Lose the formal tone, take a more casual, but firm approach. Personalized emails look unique and are specified for one reader only.
But do not over-personalize. One of the most common mistakes is over personalization. Repeating a person’s name over and over again or using it at wrong places in the email will ruin everything that you are working towards.
Keep them in suspense
Everybody loves suspense. It makes people curious, and keeps them wanting for more. Keep your reader hooked with your email.
Tell them about something special that is coming. Promise them something magnificent. You have to keep the magic going because email series can easily turn boring.
Your job is to keep the readers engaged as much as possible. And, keeping them in suspense is a great way to go about it. Don’t put all your eggs in one basket, and withhold some information that you can use in your next email.
Your goal should be to make your prospect look forward to your next email.
Throw in a CTA
Always have a call-to-action handy in your email. That is an effective way to convert prospects. The call to action, or CTA, is what you want the recipient to do as a result of reading your email.
Make them take an action after reading the email. Make it relevant so that your readers actually click it.
Deploy powerful technology
The simplest way of sending drip emails is to schedule the emails with fixed intervals in between. This is what most drip marketers do, one example is to send drip emails over a 15 day free trial of a SaaS product. You can schedule drip emails at day 1, day 3 , day 7 and so on...
This approach may work for some but ideally drip emails should be sent based on user behavior on the website/app.
Modern marketing automation tools can help marketers send custom drip emails to prospects based on their behavior, demographics, position in the sales cycle etc.
Needless to say, the results are much better.
Bottom line
Of course, you have to tweak things to fit your needs. And that is understandable. Every business has a different strategy and a different set of goals. But what is important is you have a marketing strategy that incorporates drip emails.
Also read: 10 lead nurturing emails every business should send