3 Unexpected Uses For Drip Campaigns
Automated email drip campaigns are often one of the most alluring features of marketing automation for potential clients, and understandably so. The concept of allowing cold leads that may otherwise have been lost to gradually educate themselves to a sales-ready state — well, it’s the perfect meeting place for email and inbound marketing.
But the drip marketing capabilities that marketing automation offers can be utilized for far more than just nurturing cold leads. By utilizing a professional agency, you can maximize your drip campaigns reach and effectiveness. Let’s take a look at a few ways in which a pro can help you use drip campaigns in unexpected ways to enhance the experience of your current clients.
Using Drips for Client Retention
One of the best approaches to client retention is to show your clients that you are making a continual effort to help them see a higher return on their investment.
A few weeks or months (depending on the nature of your service) after a client has begun working with you, they’ve probably gotten comfortable with your basic service — comfortable enough where they’ve stopped looking for new ways to get more out of it. Don’t let this happen! Place your clients on a best practices drip nurturing track and gradually introduce them to the more advanced nuances of your service. Include content with basic hints and tips, new and innovative trends in your industry, and timesaving strategies along the way.
Using Drips for Cross Selling
You probably have a handful of partners with services that serve as great complements to your own — why not use your drip marketing to help out their cause? For one thing, this gesture goes a long way towards establishing a stronger relationship with your partners and generating referrals or shared future business. And furthermore, suggesting services to your customers that will help them see more value from their purchase, without directly benefitting you, conveys the message that your motives are in the right place.
But there’s one thing you should never forget in creating drip nurturing tracks for your clients: always make sure your emails are providing value. Your clients have already bought into your initial sales pitch, and the worst way to show your appreciation is to hit them with a slew of self-promotional content. Furthermore, your drip emails can never fully replace human communication, so it’s important to have a client advocate or account manager assigned to the case who is aware of what drip nurturing tracks a client is on and can follow up with additional information. And of course, as with all emails, make sure your clients can easily opt out of your drips if they don’t wish to receive this additional communication.
Using Drips for Upselling
In the never-ending quest for new leads, the prospect of upselling current clients is one that too often gets overlooked. But upselling is a worthwhile endeavor (after all, if you can increase revenue while saving on training and implementation costs, that’s worth a second look), and drip nurturing can help.
We can help you create a drip nurturing track that will gradually get your current clients thinking about a more advanced version of your services – and specifically target companies that are growing quickly and could benefit from increased functionality. Consider showcasing case studies of more advanced client usage to show everything your services include, and be sure to include tracked links that can provide additional insight into your clients’ interests. Having this information can help you gauge which features they might be interested in next.
Are you interested in experiencing how Drip Campaigns can keep your services top of mind and drive new business? Whether you’re just needing some advice or a complete campaign, let our expert team create your marketing masterpiece. Visit our Capabilities page to see how Propel Business Solutions can enhance your brand and drive new business in 2015.