How Using Email Drip and Nurture Campaigns Can Explode Your Lead Generation

Written by Silvia Lightcap

Email marketing is one of the most successful marketing tactics of the digital age, but are you utilizing it to the best of your ability? More than 290 million emails are sent daily. By 2023 that figure is expected to reach 347 billion daily emails.

Email marketing is the most effective and personalized way to connect with leads. It offers the ability to directly nurture leads and then turn those leads into customers. In fact, on average, companies see a return of $38 for every $1 spent on email marketing. Another bonus, email marketing converts 40 times as many consumers as social media.

However, just sending content to a list of subscribers doesn’t necessarily mean that your company is getting the most benefit out of your campaigns. Utilizing a drip or nurture campaign can specifically target individuals on your list. The better targeted your campaigns are, the more effective your email campaigns will be at converting qualified leads into customers. 

Advantages of Using Email Marketing for Lead Generation

Low Costs

When you are comparing marketing strategies, email marketing has the lowest cost. Taking into consideration the cost to maintain personalized databases and automation tools, email marketing is relatively inexpensive and has one of the highest ROI values when compared to other digital marketing techniques. On average, email marketing yields $44 back for every $1 you spend – a 4400% ROI.

Easier Content Creation 

In marketing, content creation is involved in every aspect of our jobs. We create content for SEO, websites, social media, and blogs. Email marketing can make the most out of the content you have already created, leading to more efficient and effective use of your time. Recycling your already existing content by sending your subscribers a selection of articles and videos according to their interests saves hours on developing new content. 

Powerful Personalization

Utilizing email marketing to generate leads notifies us of the behavior and wants of each recipient. It is a unique, direct, and highly personalized tool. Start your email marketing tactics by collecting relevant information about the subscriber’s age, gender, location, and interest. Once you have this information you can segment your contact list to personalize your emails with the most relevant content. Personalizing emails by individualizing each message you send to a subscriber will ultimately increase your email’s open, click, and conversion rates.  

Measurable 

 Thanks to metrics like open rates or click ratios, measuring your email marketing campaign and comparing results over time becomes quite simple. Additionally, there are several benchmarks for email marketing, segmented by industries, making it even easier for you when setting your goals.

Drip Campaigns 

 An email drip campaign is a type of automated campaign that allows you to send out a series of scheduled and personalized emails to your contact database over an extended period. Drip campaigns are a combination of general emails and specific emails that would apply to your broad segment.

 Types of Drips

  • Re-Engagement Drips: Targeted toward inactive leads to encouraging them to reenter the sales process.
  • Onboarding Drips: Provide resources for a lead to get started with your company after a close.
  • Competitive Drips: Focus on differentiating your product or service from that of your competitors.
  • Top-of-Mind Drips: Engage with not quite sales-ready leads over a longer period through consistent touchpoints.
  • Welcome Drips: Introduce new prospects to your company at a comfortable pace.

How to Create a Drip Campaign

 To create a drip campaign, it is important to plan your heart out. A thoughtful and strategic email drip campaign takes time, but the reward is far greater. Mapping out the journey and delivering high-value content will convert cold leads into raving fans.

Identify Goals

Ask yourself, what is the ultimate goal of your drip campaign? Are you trying to build brand awareness, nurture potential leads, or retaining customers? Once you identify your goals, use them as your guide while you iron out the rest of your campaign. The more specific your goals are before you plan your campaign, the better targeted your emails will be.

Segment Your Email List

When creating any marketing campaign, it is essential to know who exactly you are trying to reach. Drip campaigns are personalized in nature, so the type of list will determine the type of content you will be producing and curating. Segment your contact list by relevant information, such as age, gender, or buyer type. 

Create Beneficial Content

What content should you be employing in your emails? Include easy to digest, quality content that provides a ton of value. This is the time to determine what content is most useful for your buyers. What content will assist and guide the recipient along the buyer’s journey? For example, if you are building brand awareness, your emails need to focus on educational content about your products and services, making sure to end with an appealing offering. 

Nurture Email Campaign

Nurture campaigns differ from drip campaigns because they are based on behavior instead of time. Nurture emails are categorized as a series of emails that are sent based on the recipient’s behavior. The purpose of these types of campaigns is to deliver timely, targeted information that helps guide the lead through the buying process. Your campaign should deliver educational value to potential customers while guiding them to engage with your company.  

When recipients receive emails, the emails are designed to present potential leads with information to guide them along the buyers’ journey. With any beneficial nurture campaign how a lead interacts with your company specifically affects the campaign. The number of times a lead visited your website, which articles or guides they’ve read, and what seminar they registered for.

Types of Nurture Campaigns

  •  New Customer Campaigns: An opportunity to introduce yourself to potential customers and create a pattern of engagement.
  • Post-Purchase Campaigns: A way to generate more reviews on your product/service, and a great way to communicate that you care what they think.
  • Repeat Customer Campaigns: A high-value segment of your customers that are likely to advocate for your brand. Structure your emails to make your customers feel like a big shot.
  • Re-Engagement Campaigns: For re-engaging at-risk customers. Consider this an opportunity to get back on your customer’s radar.

How to Create a Nurture Campaign

Identify Goals

The most crucial step to any campaign is to identify what you want out of the campaign. Are you identifying pain points, targeting a specific industry or segment, increasing purchases from existing customers? Once you identify your goals, they will help you identify your structure. Nurture campaigns are traditionally more specific than a drip campaign, meaning identifying your goals first will make your emails feel as if you are specifically speaking to your buyer.

What is Your Buyer’s Journey?

Every sales process has a personalized journey known as the buyer’s journey. The ultimate way to sell a product or service to a customer is by understanding the process they take to make a purchase. A buyer’s journey traditionally happens in three stages. 

  1. Awareness Stage: This stage is when your buyers establish that they have an issue and begin trying to find a solution. 
  2. Consideration Stage: This is when a buyer compiles a list of possible solutions to fix their issue. 
  3. Choosing Stage: This is the process when the buyers will select a solution to the issue. 
  4. Decision Stage: The stage will focus on what criteria your buyer uses to eliminate and select the best option for them.

Always make sure you are leveraging quality content within these emails. Consider the following questions: 

  • What content are your readers most interested in? 
  • What content would be the most useful to move along the buyers’ journey? 
  • What are the next steps?

If you are building brand awareness, your emails would want to focus on educational content about your products and service, ending with an appealing offering.

Segment Your Email List

Similar to a drip campaign, identifying your target audience is crucial. When talking to your audience, you want to make sure that the target audience will be receptive to the type of content you are producing. Segment your contact list by relevant information including buyers’ type.

Content Creation 

Similar to drip campaigns, the type of content you deliver to your recipients needs to be quality content. The type of content your readers are most interested in should be considered for the deliberating process.

Lead Generation with PHOS Creative

Obtaining new leads is a priority for any business, especially in times of uncertainty. Our email marketing campaigns are focused on creating the most qualified leads to your website, which will in turn create more conversions. 

If you are interested in better utilizing your email marketing campaigns and investing more in your digital presence, we’d be happy to talk through strategies specific to your business.

Silvia Lightcap