Drip: Marketing Automation VS Traditional Email Marketing
Drip webinar contrasting traditional email marketing vs marketing automation. There’s tons of reasons why email marketers should consider transitioning to marketing automation. When automated campaigns are built correctly, these campaigns can provide much more relevant messages. This is because the recipients opt-in to the automated drip campaigns by performing specific actions. These drip series are tailored to the recipients actions, drastically increasing the relevancy.
Drip Campaigns and Lead Nurturing / Scoring
Drip campaigns are very effective for lead nurturing. If a recipient opts into a campaign automation while in the research phase, you’re able to nurture them through the research and purchasing product. Because drip campaigns are sequential campaigns, you’re able to guide them through the research phase through the progression of information. Once they’re through the research phase and ready to purchase, you’ve already built up the rapport with the recipient and can hit them with the call-to-action.
Marketing automation also allows for lead scoring. You’re able to add points when a recipients performs a specific action, meets a certain criteria or performs a certain goal. You can subtract points using the same criteria. This helps you identify your most qualified recipients. Scores can also be used for list segmentation.
Marketing Automation and Tags
Marketing automation suites have shifted away from database fields (which can still be used) to a tagging system. Tags are useful for deep segmentation. Marketing automation suites are also designed to automatically tag recipients once specific goals have been met. For example; changing a tag from Lead to Customer. The automatic tagging and removal of tagging streamlines the marketing process and when done right, helps ensures complete and accurate data.
Campaign Automation Workflows
Drip marketing automation campaigns are built using a campaign workflow. The workflow maps the path the recipient takes through the automation. The automation is able to fork, based on specific criteria. The criteria can be anything, like a campaign action, for example. The different paths can be used to serve up different campaigns, end/continue the automation and a wide range of other actions.
Although using automation workflows can seem a little overwhelming at first, it becomes a lot more simple once you’ve gotten used to it. The best part of all, is that campaign automations are “Evergreen” campaigns. That means that once you’ve built it, that campaign can continue to run untouched for a very long time. This saves you time and effort in the long run, as traditional email blasts have to be designed and sent each campaign.
Also remember that drip campaigns can be as basic or complex as you want. It could be as simple as a series of emails with wait times in between, or these large, elaborate campaigns with tons of if/then statements built into it. Don’t let the complexity of the possibilities intimidate you, if all you’re trying to do is something simple.
Get Started With Drip Email Marketing Today!
Ready to get started with Drip email marketing? Signup for free! Drip offers a free tier for your first 1,000 recipients. This will allow you to test drive the powerful email marketing suite 100% free. Drip specializes in drip campaigns. When built right, these automated campaigns perform much better than traditional campaigns. Drip also has some innovative opt-in tools that traditional opt-in forms can’t compete with. Get started with Drip email marketing risk-free today!
Learn More: Get Started With Drip Email Marketing