Emails are the communication tool most used by companies, whether to close a business deal or to establish a relationship between the brand and the customer. There is no doubt that emails are not going to disappear, but there is already certainty that their impact is undergoing changes. For this reason, new campaigns have already emerged that capture more of the recipient's attention, such as drip email marketing campaigns.
What are drip email marketing campaigns?
Drip email campaigns are a series of scheduled messages that are sent based on customer behaviour, interests and other relevant metrics. This marketing strategy involves high personalisation and targeting, resulting in higher engagement and conversion rates.
Unlike traditional email campaigns, these drip campaigns require advanced segmentation based on several factors such as website behaviour, previous email interactions and stage of the buying process, in order to establish meaningful relationships between brand and customer and avoid saturation or lack of effective communication.
Why drip email marketing campaigns?
1.- Higher open rate
Studies estimate that personalised emails have an open rate 18 times higher than conventional email marketing campaigns.
In addition, if you send irrelevant emails over and over again, it is very likely that most subscribers will mark the messages as SPAM, which will result in the emails never arriving in the inbox again.
2.- Time saving
These campaigns allow you to automate much of the customer communication process. Once set up, they can run continuously without the need for constant manual intervention. This saves time for marketing and sales teams, who can focus on other strategic tasks.
In addition, by having pre-defined emails for different stages of the customer lifecycle, the need to create and send emails individually is eliminated, increasing the operational efficiency of the business.
3.- Improve sales
Personalising emails and making them relevant to each customer segment increases the likelihood that recipients will interact with the content and ultimately make a purchase.
In addition, by maintaining consistent and meaningful communication throughout the customer journey, these campaigns help foster strong, long-lasting customer relationships, which can translate into higher levels of loyalty and repeat purchases.
4.- Re-engage inactive audiences
Many times your target audience stops interacting with your emails and content, although they may still be interested in the services and products you offer. This can be due to a number of factors, such as message saturation in their inboxes or simply a lack of relevance in the content offered at that particular moment. However, with drip email marketing campaigns, you have the opportunity to effectively re-engage them.
By segmenting your mailing list and sending personalised and timely messages, you can tailor your approach to address the changing needs and preferences of your potential customers. Attracting interest again means offering valuable and relevant content that reminds them why they were initially interested in your brand, which can reignite their interest and re-engage them.
Do you want to take advantage of the full potential of drip email marketing campaigns? In PGR Marketing & Tecnología we have expert consultants who can help you to achieve it.
