A drip—or nurturing—campaign is a series of marketing emails delivered incrementally over a period of time. Once set up, drip campaigns are an easy and automatic way to stay in front of your leads, build brand awareness, manage relationships, and increase your sales rates.
We’ve illustrated two examples of how these powerful campaigns can nurture and convert leads in both B-to-B and B-to-C markets.
Email nurturing campaigns are effective in both B-to-B and B-to-C marketing, but they’re especially ideal for longer-tailed sales cycles more typical in the B-to-B market. That’s because they enable marketers to maintain a high level of engagement and momentum over time.
Drip campaigns help you nurture leads down the sales funnel, dynamically segment customer lists, and send leads the right information at the right time.
The goal is to engage leads with relevant content and frequent calls to action, nudging them to take the next step in the sales cycle. Combined with lead scoring, drip campaigns let your sales team know exactly when a lead is ready to buy.
Customers abandon their online shopping carts for a multitude of reasons, many of which might seem difficult to control. But with marketing automation, online sellers have powerful tools to entice them back.
Shopping cart abandonment campaigns allow sellers to follow up with customers who’ve abandoned their potential purchases, offering them additional information on why they should complete the transaction as well as tangible incentives to do so (e.g., a 10% discount offer).
Just like in any other campaign, these emails are timed to go out at specific intervals and are based on the lead’s behaviors and responses.
Once the customer makes the purchase, they can automatically be added to an upsell or cross sell campaign.
These are just two examples of how drip campaigns can convert leads to sales. Depending on your business, the possibilities can be endless.
The content can be dynamic—the messaging can automatically change and be customized to reflect the preferences or characteristics of the audience.
The work flows are essentially “set it and forget it.” Besides occasional tweaking to optimize results, the platform sends the emails automatically, giving you more time to strategize and grow.