Known as drip campaigns, also lifecycle emails, auto responders and marketing automation, drip marketing campaigns are a series of marketing emails that are created, scheduled and then sent out on a well-planned schedule.
Don’t think of drips as just a series of “Call us today” and “Here’s why you should call us today” messages. The use of CRMs means that these drips can be highly specific, highly targeted and therefore, highly effective.
If you are running a good drip campaign, you can divide your emails into segments that will relate to the people receiving them. For instance, if you hold a workshop, you can send emails in a segmented calendar like this:
One (1) week after the event: to people who have not made appointments thanking them for attending and inviting them to make an appointment if they have any questions. You can also provide them with an article or a checklist, perhaps one that was not given out at the workshop.
Two (2) weeks after the event: to people who have still not made appointments, asking if they have any questions and letting them know about a recent change in the law, maybe an article that you have written or a blog post on the new law.
Four (4) weeks after the event: an email to those who have made an appointment and have retained your firm – thanking them for becoming part of your practice and remind them that you are available to answer their questions.
Drip campaigns can include life cycle messages. If you have their birthdays on file, sending a birthday card – digital or hard copy – is easy. But if you also know when they became grandparents, how about sending a congratulations message – and an article about the importance of new parents having wills and an estate plan to protect their new family?
Let’s not forget the auto responder. This is the message sent when a visitor to a website or person who responds to an email receives an automated response. The typical response is “Thanks for reaching out to us; we’ll respond shortly to your question.”
Seems simple, but they are important: the auto responder tell the person who has made an effort to type in a response or fill out a form that their information has been successfully received and – most importantly – that someone will see their question and respond.