EMBiz: Drip Campaign Best Practices

Hi, everyone. Laurel Mintz here, CEO and Founder of Elevate My Brand. And this is EMBiz. Today, we're talking all about drip campaign best practices. And yes, it is still incredibly important that you create drip campaigns because email marketing, much to a lot of people's chagrin, is not dead. In fact, it's still one of the best converting platforms or channels out there for most brands. And when you think about it, it really makes sense. These are folks who have already raised their hand, opted into your marketing and told you that they're interested in whatever your product or service is. So give the people what they want. Make sure you're creating great drip campaigns. Because the truth is, is that a great drip campaign means that you don't have to think about it. A lot of drip campaigns are satisfied with it and forget it, or what we call evergreen, so that you can work on bringing in new audiences instead of worrying about how to nurture your existing ones. However, there are a couple of points that I want to make about how to build the right or the best drip campaigns for your brand. 

Segment Your Audiences

Make sure that your audiences are segmented. We see this almost every time we have a new client come on board. They. They dump a bunch of emails to us or they give us access to their email marketing platform, and it is just messy. And what we say is dirty data in, dirty data out, right? Garbage in, garbage out. So make sure that you have your lists segmented either by the products or services, if that is the specific focus that you have, by gender or demographic or psychographics, whatever it is that is important for you. Or sometimes, for example, we have segmented buckets for the different events that we do. And so we can understand what the messaging needs to look like for the different campaigns at the different events that we go to. So that's tip number one. 

Focus Above The Fold

Keep your messaging above the fold. So a drip campaign can have a lot of content in it, and it can be dripped over time. That's kind of the whole purpose. But make sure that the core messaging, the thing that you're really trying to get across, is at the top of the fold. It's like an old newspaper. I don't know if anyone watching this still even reads newspapers, but you always read the headline, right? So make sure your headline is above the fold. 

Write Skimmable Copy

Make the drip campaigns easy to skim. You've heard me say this before, but people have the attention spans of gnats or goldfish or whatever animal you want to think about. And we need to make sure that they can capture top of fold, but capture the data points that you want them to take away with them in like 10 seconds. I think it's like people make an impression in six seconds or something crazy like that. So make sure that they are easy to skim. That could be bullet points, that could be different colors, different buttons, etcetera. 

Choose One Topic

The final tip is to make sure to focus on one topic per email. One topic per email. The rule is you don't really want to have more than three kinds of calls to action or three important points in any given presentation or page. And that goes even further when it comes to drip campaigns. So we like to keep it simple. One message, one email. And again, if you're creating a drip campaign, you're going to have multiple touchpoints to create new messaging for the audience. So don't think you have to cram it all into one email. 

Make sure you're segmented properly, the content lives where it's supposed to live, and that you're focused so that your audience can focus on whatever that call to action is that you want them to take.