How many marketing emails do you need to send until you make a dollar? It’s not as simple as making lemons out of lemonade, if no one knows you made lemonade how are you ever going to sell it? Drip marketing campaigns are designed to keep contacts and leads aware of your products and services. When is the last time you bought or subscribed to a service the first time you saw it? Probably never, so why should you expect your prospects to?

Understanding Drip Marketing Campaigns

Drip marketing campaigns are typically systematic and sequential based on what leads or contacts do while engaging your website. If they’ve submitted a contact form on your website, and accepted to opt-in to marketing campaigns, you of course should be pursuing them like your first crush to get a date. Not asking at all will produce no result, and asking too much is annoying. That’s how you need to look at email marketing drip campaigns. You’re there, you’re available, but you have to be patient.

Email marketing metrics seem to sometimes give marketers and company owners a feeling of “what didn’t they buy anything”? It’s not that they won’t, it’s just not the right time. A consistent accessibility to your products and services is going to give more opportunity to convert a prospect into a customer. Fishing doesn’t typically land a fish on the first cast.

The key thing to remember is they have given consent for you to contact them. You should be celebrating. This type of commitment from a customer is huge, it is not insignificant. According to a leading email marketing service Mailchimp, the average open rate for an email is about 21.33% and click through rate is 2.62%. If you are maintaining those numbers month to month and year over year you are doing fairly well. The trick now is to curate your list and sunset unengaged individuals and heighten highly engaged contacts.

Curating Your Marketing List

Many email service providers and Customer Relationship Managers (CRMs) have built in tools to ensure your delivery is handled effectively, sometimes even right out of the box. But there is a lot more then a simple “unsubscribe.” If your contact list have individuals that have not “engaged” an email, such as opening one, for over a year. It may be time to sunset that contact from your more consistent and steady campaigns and into a smaller volume drip campaign. This keeps your main marketing campaign healthy and allows you to focus on which fish are biting.

Now that you have a health list, we can focus on what we can do to not just have great open rates, but click through rates that start converting. Here’s where the salesmanship comes in. Promotions, lifestyle, sales, free trials, events, webinars, you name it every industry has something to create further excitement then a simple nudge. By creating different types of campaigns, you’ll start seeing what leads engage with what type of content. Maybe someone opens a “10% Off” for an ecommerce brand more than a “See our new products”. This person knows what they want, and they are waiting for a cost-effective opportunity to strike.

But wait a minute, we haven’t even mentioned SMS marketing… and you’ve heard SMS marketing has higher open rates so why even bother with email?

STOP TEXTING ME NOW. The risks of SMS campaigns

If there is one thing that SMS campaigns are it is, they are not email campaigns. They have different reactions, engagement rates, opens, clicks through rates, and approach. No one likes getting a text message early in the morning about some offer on something they don’t care about. People also don’t engage with their text messages the same way at all.

In some cases, SMS open rates can exceed 98%, according to an article posted by Forbes. But again, if you put yourself in your customer’s shoes, when you receive a text message, you are immediately thinking this a friend, family members, or work associate and the inner urge to check to make sure something is ok is inherently part of receiving a text where it is not so with email.

 The main point of all of the emails and marketing efforts are the same as they’ve always been. Consistency, reliability, relatability, and on-brand messaging. It’s most important that you properly handle requests to unsubscribe, curate your opt-in list, when continuing your marketing efforts. The hardest thing to quantify is public sentiment, but if you really allow yourself to think about all the major purchases you’ve made and brands you know by heart, you’ll see they all have one thing in common. Don’t. Stop. Marketing.

If you are looking to have a reliable marketing firm reach your customers with email and SMS marketing that doesn’t overburden your leads and treats your prospects as unsold clients, contact your local experts at ALTAMIT today. Visit ALTAMIT.net to chat live with an online specialist. Or call (888) 377-ALTA, that’s (888) 377-2582 to speak with a specialist now.