A Complete Guide To Drip Campaigns Part II Etiquette & Must-Haves

    We are continuing our weekly series on drip campaigns from Snovio. Last week we covered the basics of drip campaigns and how they can be used. This week we will discuss the key aspects of drip campaign etiquette, and why it is so important to follow it.

    As you already know, email drip campaigns are extremely popular for a reason. Drip campaigns are less spammy than their predecessor, with triggers, personalization and diversified settings making them more effective and way more flexible.

    To achieve the best results and create a drip campaign that will generate high-converting conversations leading to sales, you need to dive into etiquette which will teach you how to easily navigate into the inboxes and hearts of your campaign recipients.

    Before we proceed, it’s important to mention that these etiquette tips are valid for all kinds of drip campaigns, not just email ones. You can apply the same drip method and etiquette to any marketing channel (email, texting, videos, messaging, etc).

    Let’s take a look at the five key aspects of drip campaign etiquette, and why it’s a must-have for any campaigns.

    1. Sequences

    Email drip campaign approach is based on sequences of email messages sent to the right person at the right time, and the most important word here is sequence.

    You should always pay attention to the whole sequence of emails – what it consist of, how many messages you have, what is the goal of the whole sequence, and does every piece of your sequence improve it and connect to the previous one naturally.

    Sequence can be based on triggers and/or timing. It’s highly important to double-check that it works as a sequence – one email after another, with every email making perfect sense in relation to the previous one and your goals. It’s easier to imagine drip campaigns as a natural flow of building a friendship – you start with a “Hello!” and proceed, one step at a time, to reach your goal of establishing an effective conversation.

    2. Intervals & Timing

    The second most important aspect that makes a good email drip campaign is timing. There’s two sides to timing – first, when an email message is delivered in the day (basic timing) and secondly, the intervals between email messages.

    Email messages within drip campaigns should be always delivered not only to the right person, but also at the right time. Timing should be set up along with your email sequence, with the number of emails and the content both affecting the timing.

    For basic timing you should consider the time zone and the schedule of your buyer persona. For example, your messages can be delivered at 10 AM recipient time, right after they come to work, so as to catch them when they are most open and attentive. Try to avoid messaging people on weekends – respect their private time.

    As we’ve mentioned, intervals between messages depend on your email sequence. It is a massive mistake to send 2 emails a day if you haven’t received a reply in the first place, just as it is wrong to send follow-ups too often. Make your intervals look natural, imagine you are sending each individual email manually – this will help you decide what the natural intervals for this campaign might be.

    Here is a quick example of a good sequence timing:
    Intro message on Day 1
    1st follow-up on Day 2
    2nd follow-up on Day 5
    3rd follow-up with nurturing content on Day 8, and so on.

    If your drip campaign is based on triggers in your product or service, then make sure you send your message on time while the user is still “hot”. It also makes no sense to congratulate a user on an achievement or a milestone reached in your product days after the fact – do it while they’re hot!

    3. Personalization

    Personalization is what makes your drip campaign stand out from all the bulk email messages in your recipients inbox. Focus greatly on personalization of your messages, including both the subject line and the body.

    It’s a good practice to personalize email drip campaigns with not just Names, but also with any other additional personal info you can access. Here is an example of what you can personalize your emails with:

    • First Name, Last name
    • Company Name
    • Title or Position
    • Industry
    • Name of the relevant product
    • Trigger name (name of the product viewed or action performed)

    The more parameters for personalization you have the more natural and unique your email message will look, and the better it will perform.

    Deeper personalization improves open and click-through rates dramatically, thus making your drip campaigns more and more effective. So once you’ve built your initial sequence with the ideal timing set, think through your personalization.

    4. Respect

    Email drip campaigns work great as long as you show respect to your recipients. Respectfulness comes in many forms, but these are just a few aspects you should pay close attention to:

    • Always allow people to unsubscribe from your list or give them an option to leave your sequence of emails for this particular campaign. It can be done with a link, or by reacting to a personal message and excluding that recipient manually.
    • Always respond to any communication, both positive and negative, but especially negative. You must react fast and respond to any message, complaint or enquiry received. Once you’ve received a message, process it manually. If you are sending your drip campaign to cold leads, fast communication is the key to success. Drip campaigns to users according to triggers in your product or service will get you much less replies, but every single one of them is still important.
    • Pay attention to every email sent – make sure your personalization works properly, use the right writing style, correct your grammar and spelling in accordance with the recipient’s country, age, status and any other personal data you have, and always respond to replies on time. Treat every recipient as an opportunity. It’s not a bulk campaign, keep this in mind!

    5. Friendliness

    This is a crucial aspect of drip campaigns, which, when done right, makes your campaign look so natural you want to respond to it right away. Once you make your campaigns feel friendly, you will master the drip approach.

    To get maximum reply and conversion rate keep this in mind:

    • Use friendly communication style – it works better than a corporate one. Always imagine you are speaking to an ordinary person just like yourself.
    • Keep it polite – don’t use slang or cuss words. Keep your email copies nice and clean, like a conversation with a good old friend (but not your best friend).
    • Keep it short – don’t try to throw all the information you have into a single email, you have a whole sequence for that! Keep your emails as short as possible, nobody likes reading long salesy emails.
    • Don’t sell – use drip campaigns to create an effective communication, don’t scare away a potential customer with a sales offer in your very first email. Offer a consultation, a business conversation, share valuable content, educate each other, but don’t sell! You will have a chance to sell later in the sequence.
    • Don’t overload your email with attachments and distractions – multiple links, questions, CTAs and attachments will only make the recipient lose their focus. The good practice is to have 1 question/link per email – this will keep your recipient focused on what you want from them and won’t get them overwhelmed by choices.

    Drip campaigns have their own etiquette. Only by following all these etiquette advice will you see your email campaigns become more effective and converting than bulk ones. The goal is to create a campaign that is flawless and intriguing – etiquette is exactly what will help you keep it that way.

    This is still just the beginning of our Complete Guide To Drip Campaigns, visit next week to find out more about the best tools for building and launching a drip campaign and the technicalities that often get ignored by beginners.

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    Paul is a digital marketer and growth hacker with 10 years of experience. Currently a CMO at PromoRepublic and the founder of StartupRadius.com, Paul Shuteyev also consults digital businesses on various digital marketing aspects, such as lead generation, PPC, inbound strategies, conversion optimization and more.


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