Email marketing is all the rage these days, and why shouldn’t it be? Email is a fantastic way to get in touch directly with your clients and prospects. Leveraging a drip email campaign to cross-sell existing clients, or stay top of mind with a prospect, is great because it gives you the ability to see who is interested in what you have to offer and who is simply deleting your messages. The Zywave Digital Marketing Platform provides strategic industry specific email campaigns in our content library. We can also work with your agency to create custom email campaigns to target niche markets.

When beginning any marketing effort, you must first strategize. Here are some tips for starting a successful drip email campaign:

1. Define your goal: Every successful drip campaign begins with a defined target and goal. Think about who it is you want to sell to and what product you wish to sell them.
   • Cross-sell products (i.e. life insurance policy to a new homeowner)
   • Nurture leads
   • Educate for client retention

   This will help make content creation easy once you have determined whom you are marketing too.

2. Determine frequency: Now that you have determined your goal, it’s time to consider how often you should email. Typically, it is best to wait at least a few days between each email that goes out.
3. Consider your content sequence: Start by laying out what each of the emails will entail and writing the content that coincides.
   • Email 1: Introduction
   • Email 2: Education
   • Email 3: Introduce features
   • Email 4: Client testimonial/story
   • Email 5: More education
   • Email 6: Offer
   • Email 7: Follow-up on offer
4. Launch your campaign: Pick a day and begin your marketing push. Be sure to have all the content complete and scheduled before you begin. This way, you aren’t stressing to complete content and rather monitoring results.
5. Follow-up: The beauty of a drip campaign is that you have the ability to see who has opened and clicked on the emails. This is an excellent way to tie your sales efforts into your marketing initiatives. Once the drip campaign is complete, make personal phone calls to the people who have opened up emails within the campaign.

A successful drip campaign begins with a great plan and great strategy. Leverage these tips to help kick-start your next campaign. Don’t forget our dedicated Client Success Managers are here to provide guidance in planning your agency’s tailored marketing strategy!