Drip Campaigns vs. Authentic Emailing
In the battle for consumers, marketers are continuously seeking ways to grab someone’s attention. Email marketing is an invaluable tool and an absolute necessity for anyone hoping to reach the masses. But it also comes with decisions: drip campaigns or authentic campaigns?
Not surprisingly, both have their pros and cons.
Drip campaigns are a type of marketing that makes use of lead nurture programs. They work by sending pre-written emails to prospective customers over a lengthy period of time. The process is automated, a major perk for busy business owners.
Another benefit of drip campaigns is that they’re correlated with engagement. The reason is simple: emails are sent to people who already have an interest in your product or service. This interest creates higher conversions and reduces the odds that you’ll irritate a customer by reaching out.
Drip campaigns are a great way to manage a high number of leads. Because of the automation involved, you won’t waste your time reaching out to people who provided fraudulent information (from fake email addresses to listing your phone number as 867-5309…many of us have done this a time or twenty).
In essence, drip campaigns help separate the potential customers from the internet surfers who are just wasting your time.
The largest drawback of this type of emailing is that it’s not personal and that places a limitation on its longevity. Once you have heard from a lead – they’ve requested information, for instance – put a cork in the drip campaign and send them individualized emails, instead. Failing to do this risks alienating your consumer: interested parties want to hear from other people; they don’t want to hear from your Mac.
Authentic email campaigns
Authentic email campaigns are attractive because they’re personalized and that’s something people like: we all enjoy attention! Addressing someone’s unique need, remembering a tidbit they told you about themselves, asking them how their children are – each cultivates a relationship. That’s what a good business is: lots and lots of relationships.
But, alas, authenticity takes time. Can you email two thousand leads, asking Mary in Detroit if she ever found her lost cat, or Jack in Nevada how his ill aunt is doing? There’s not enough time in the day!
Some folks assume that merely addressing someone by name is enough to up the level of engagement. Occasionally, this works. But spammers do this as well, reducing its efficiency. Most people receive enough personalized spam to know this.
Authenticity in email is time-consuming, which means it should be reserved for people who are truly interested in what you have to offer. Otherwise, it’s not beneficial to your profit margin.
Drip campaigns are an excellent way to bait potential customers. Once you have them on the proverbial hook, authenticity helps reel them in.
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