PROSPECT GEN

Email Nurturing and How it Can Warm-up Your Pipeline

Using drip e-mails for e-mail nurturing is considered to be one of the most effective techniques to communicate with prospects. E-mail nurturing in a growing organization can evolve communication with customers to amore segmented approach, like designing drip emails for every stage in the buying process.

The marketing and sales world is continuously changing and evolving, but e-mail marketing is still considered to be an integral part of this world. This is due to its three value driving features: its affordable, personal, and leads to high return on investments when implemented properly. Based on research by Mailigen, 89% of marketers use e-mail as a primary channel for generating leads.

The future of email marketing is discussed from one time to another, but all current statistics show that e-mail marketing isn't dead. Rather, companies have increased the budget spent on the channel due to its effectiveness and high returns.

So, how exactly do you organize an e-mail marketing that turns prospects into into paying customers? There are two ways this can be done:

  1. Traditional email blast being sent to subscribers
  2. Drip marketing

But what is the difference between these two methods?

Traditional Email Marketing

Your organization has a large e-mail list through an effective content strategy and various lead generating efforts. You have added in exit pop-up techniques, hello bars, optimized all landing pages, and even implemented other marketing strategies to acquire leads. Overall, the marketing strategies you use have resulted in a steady flows of e-mails into your company’s database.

As a next step, your company starts implementing an e-mail marketing campaign. It consists of product related news, updates, etc.

Case 1

Day 1: A customer visits an online shop and checks out the latest shoes. However, he finds the price to be a bit high, so he abandons the cart.
Day 4: He receives an e-mail from the store about the latest company websites and how they plan to add new shoes to their product categories.
Day 15: He receives a newsletter than highlights their latest shoes collection.

Sharing new product updates and information to customers via newsletters or promotions can be a successful way to keep customers engaged, but it still is important to develop a personalized e-mail strategy that is also relevant to the customer.

This is when drip marketing comes in.

What is Drip Marketing?

Drip marketing includes automating your e-mail campaigns, or placing them on autopilot.

Drip campaigns are triggered email sequences that are sent on a pre-defined schedule to specifically target subscribers and achieve a specific result. It is time-bound and tailored to the customer’s buyer stage. It isn’t surprising that it’s always one of the top e-mail marketing trends.

Why is it important?

It’s importance comes from the sophisticated ways it lets you successfully communicate with your leads, prospects, and loyal customers. Companies communicate with leads depending on their actions (signing up for free trials, buying shoes, subscribing to weekly newsletters, or negative actions too like abandoning shopping carts or canceling their newsletter subscription.

Drip marketing includes all email marketing facets from the first welcome message to the closing e-mail, on autopilot mode ofcourse. It is definitely more effective than bulk e-mails because they’re specifically designed for individuals based on their buying behaviour and actions.

By tailoring email marketing depending on customers’ behaviour and actions, you’ll be able to successfully nurture leads. Companies can then move these leads from prospects to buying customers and profit.

Effectiveness of drip marketing

50% of acquired leads are qualified, but aren’t immediately ready to purchase something from you. Keep in mind that not all leads are going to be in the exact same buying stage. Each lead has different motivations, requirements, and needs.

For example:

  • They just subscribed to your newsletter and are in the awareness stage.
  • They just participated in your company’s webinar and showed interest in the latest product or service you’re offering.
  • They signed up for a free trial you’re offering to get a better idea about your product before buying it.

No matter what stage the lead is in, the e-mail campaign has to be targeted, personalized to every customer, and relevant to every stage.

With an effectively executed marketing workflow, you’ll be able to move leads further down the sales funnel, while capitalizing on their persons and behaviors.

No matter what buying stage a lead is in, your email communication should be targeted, personalized and relevant to each stage.

As an example, let’s consider the previous case, but from the perspective of drip marketing.

Day 1 You visit an online shopping website and check the latest products by Nike. However, just like the first case, you decide that they’re too expensive and abandon the cart.

With you implement a drip marketing strategy, here is what gets changed:

  • Same day You receive an e-mail from the company that there’s a product in your cart with a link to proceed to pay. However, you decide not to open it.
  • Day 6 You receive an e-mail from the store informing you that they’re offering a 15% discount on the shoes you like. You open the link, but still decide to not process with buying them.
  • Day 10 You receive another e-mail that the product is now on 25% sales, and that it’s limited offer for 24 hours.

In this case, the e-mail is personalized and relevant to every stage. You have provided the buyer with several options over multiple campaigns that are targeted to their needs. This enables you to tap into customers’ confidence with every e-mail you send (drip) until they’re ready to make a purchase.

So how exactly does Drip Marketing work?

  • They are based on triggers: Since drip e-mails are based on certain triggers, it makes the workflow easy and seamless. You can easily define certain periods and behaviors as a result of which the e-mail will be triggered to the customer.
  • Highly relevant: Whether it’s teaching the prospect about the advantages of your product, to advising them about an abandoned shopping carts, drip campaigns are highly relevant to customers’ needs.
  • They nurture leads: Research shows that companies that nurture leads generate more than companies that don’t by 50%. The process of nurturing is important as it helps in converting prospects into actual paying customers. This happens one drip e-mail at a time involving an offer drip, then a free trial one, then a discount drip, etc. When actions are behavior defined, this helps nurturing leads to actual buying customers

Drip marketing works because it keeps your business top-of-mind with your audience. Through timely, relevant, and context-driven emails, a lead has a much better chance of moving through your marketing funnel.

Here are another examples:-

  • A lead open an e-mail and clicks on the link about SEO for example. You tag the customer with ‘’SEO’’ and then move him into a previously prepared e-mail sequence on how your company can provide SEO services.
  • A customers views your website’s page about upgrades, but doesn’t end up upgrading. You send an e-mail three hours later to follow up and add a special bonus or discount.
  • Your company is preparing for the yearly Black Friday Sales on hosting domains for example, so you run a search to find all prospects you tagged with ‘’hosting domains’’ and send them e-mails with a 50% discount.

Types of Drip campaigns

There are six different types of drip e-mails. Every type either educates, engages with prospects based on certain triggers, or successfully closed prospects.

1. Re-engagement drip emails

These drips e-mails are specifically targets to inactive prospects with the aim of rebuilding the relationship and reconsidering your products and services. They can include a helpful blog posts, your latest e-book, or even a video tutorial addressing pain points the lead could be having.

2. Top-of-mind Drips

The goal of this type of drip e-mails is to occupy your prospect’s mindshare over a certain amount of time. By using top-of-mind drips, companies ensure that they’re touching base with prospects on a regular basis.

3. Welcome Drips:

Welcome drip e-mails are easy to manage, and their intent is being a soft welcome messages as opposed to directly bombarding customers with sales or promotion deals. They usually have the highest open and click through rates.

4. Follow up Drips

Follow up drips are used to touch base with users who didn’t purchase a product or service after signing up, or haven’t been active with your company at all. An example would be customers who are subscribed to the company’s newsletter, but don’t open the e-mail link to read it.

5. Product focused drips:

It is essential to keep customers informed about any new products or services, or even updates that takes place. Companies have been able to enhance their churn rate by doing this. Examples of content that could be shares includes white papers, quarterly industry reports, etc.

6. Promotional Drips

Let’s assume that you segmented your customers’ datebase based on their behavior data. You send them a list of new products the company is offering. They open the e-mail, but close it rightaway and don’t make a purchase.

Based on customer behavior data, you have segmented your database based on buying stage. Recently, you sent them a list of latest movies to watch and book tickets for. They opened the email, but took no action. What do you do?

You start a promotional drip campaign, which results in prospects receiving a tailor offer to help them in making a buying decision.

Conclusion

It is expected that by the end of 2030, 257.7 billion emails will be sent on a daily basis, so drip marketing is clearly not going anywhere!

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