Drip email campaigns solve several marketing problems: staying in touch with potential estate planning and Elder Law clients over an extended period of time, reminding prospects of your knowledge and establishing credibility, building top of mind awareness and building name recognition.
Drip campaigns are also known as life cycle emails, automated email and auto responders. They start with the basic premise that the person has reached out to you by filling out a contact us form or asked to subscribe to your email newsletter. They know who you are and have expressed some interest in you and/or your estate planning and Elder Law firm.
Using the data provided by the E2-CRM, you’ll be able to craft a campaign that will target the specific areas of concern for your ideal client. Let’s say all of your data shows that your client base, which we hope aligns with your ideal client profile, has concerns about how their retirement savings might be part of a charitable gifting strategy. Emails scheduled for the fall, when people start making plans for end-of-year contributions, will include messages about charitable gifting. That’s a very simple example.
Drip email campaigns can get more complex, especially with the use of the E2-CRM. If emails about a particular topic generates a higher than usual response rate, you’ll know that you’ve hit an area of concern. The campaign can be set up so that responses to a particular topic trigger a different set of emails than others will receive. This can reinforce your messages and expertise about a specific area, geared to prospects who are more likely to then take the next step and become clients.
A few practical tips:
Each email must stand on its own so that someone who has not read any of the prior emails will not be baffled by any of the information or insights in the content.
The emails need to be consistent in tone and they need to be client-friendly. If they are too technical, you may lose some readers.
Be informative and not promotional. Remember another goal is to alert readers to issues that they may not be aware of and to make sure they know that your office provides the solution to their pain points.
Remember that every email needs a call to action, which is either to begin your automated intake process or to pick up the phone and call for an appointment.
Don’t just write the emails every week and hope they hang together. Prepare them, or have them prepared, all at once in order to see how they work together. It’s like writing a symphony: writing it in bits and pieces won’t create a cohesive whole.