What is a Drip Email Marketing Campaign and How Can it Help You Get New Business?
When you think about email marketing in general, I’m betting you’re looking at the growing spam folder in your Gmail account and thinking, “I don’t want to be like THOSE businesses.”
But here’s the thing: email marketing is not only the most effective client conversion tool you might have in your marketing toolbox, it’s also likely the most cost-effective.
What is a Drip Email Marketing Campaign?
A drip email marketing campaign is a series of automated emails sent to prospects or clients over a specified period. These emails are "dripped" out at pre-determined intervals, hence the name. The primary goal of a drip campaign is to nurture leads, build relationships, and guide prospects through the sales funnel by providing them with valuable information tailored to their needs and interests.
How Drip Email Campaigns Work
Segmentation: The first step is to segment your email list based on various criteria such as client demographics, interests, behavior, or stage in the buyer's journey. This allows for more personalized and relevant content.
Content Creation: Develop a series of emails that provide value to your audience. This could include educational content, industry insights, case studies, testimonials, and personalized messages.
Automation: Use an email marketing platform to automate the delivery of your emails. These platforms allow you to set triggers based on specific actions taken by the recipients, such as opening an email or clicking on a link.
Analysis and Optimization: Monitor the performance of your drip campaigns through metrics such as open rates, click-through rates, and conversion rates. Use this data to optimize your content and improve future campaigns.
Benefits of Drip Email Campaigns for Financial Advisors
Here’s where you need to be careful. There are a lot of email marketing tools out there for you to use that you just basically plug and play. You don’t have to do a thing to create them - you just download an email list and let them go.
The problem is that thousands of other financial advisors are doing the same damn thing.
You’re not standing out.
You’re likely sending your audience to CNBC or Kiplinger and not to YOUR website.
You’re not really providing value because you’re not telling people what YOU think. And that’s what your potential clients want to know.
When done CORRECTLY, drip email campaigns do the following:
Build Trust and Authority: By consistently delivering valuable content, you position yourself as an expert in your field. This helps build trust and establish your authority, making prospects more likely to turn to you when they need financial advice.
Nurture Leads: Not every prospect is ready to make a decision right away. Drip campaigns allow you to stay in touch with potential clients over time, nurturing them with relevant information until they are ready to engage with your services.
Improve Engagement: Personalized and timely emails are more likely to capture the attention of your audience. This increased engagement can lead to higher conversion rates and more business opportunities.
Save Time and Resources: Once set up, drip email campaigns run automatically, saving you time and allowing you to focus on other aspects of your business. This makes them a cost-effective marketing tool.
Trackable Results: Drip email campaigns provide measurable results, allowing you to see which emails are most effective and where improvements can be made. This data-driven approach helps you refine your marketing strategy for better results.
How to Get Started with Drip Email Campaigns
Choose an Email Marketing Platform: Select a platform that offers automation features and integrates well with your existing systems. Popular options include Mailchimp, HubSpot, and ActiveCampaign.
Define Your Goals: Determine what you want to achieve with your drip campaign. Are you looking to generate new leads, nurture existing ones, or re-engage past clients?
Create a Content Plan: Outline the topics and types of content you will include in your emails. Ensure that each email provides value and addresses the needs and pain points of your audience.
Set Up Your Campaign: Use your email marketing platform to create and schedule your emails. Set triggers based on specific actions to ensure timely and relevant delivery.
Monitor and Optimize: Regularly review the performance of your drip campaigns and make adjustments as needed. Continuously refine your content and strategy to maximize your results.
At Advisor Script, we understand it takes time to create a drip email campaign. That’s why we’ve pre-written six drip emails to go with every eBook package we offer.
The best part? You can customize them! Add in your own links to blogs you’ve written or put in your two cents. We’re just giving you the emails as a foundation; you can build on them however you want to.
