Tricks for B2B drip email campaigns: good email deliverability alone isn’t enough

Decided to run a drip campaign? Don’t think high deliverability alone is required; combine email deliverability with some basic but necessary tricks.

Necessary steps while doing B2B drip email campaigns: deliverability alone doesn’t get it done

A drip campaign is a term referring to an email campaign meant to complete the following tasks:

– to gradually turn a subscriber into a customer by showing him you appreciate his interest towards your brand;

– remind the existing buyers that you are there for them and ready to satisfy their needs on really tempting terms.

As you can see, while a b2b email campaign on the basis of decent email deliverability is meant to ensure that prospects become aware of the existence of your brand, drip campaigns’ task is to show that people’s attention’s appreciated and remind them that there are bonuses for being a loyal customer.

In the digital marketing sphere drip email campaigns are used all the time due to the fact email communication is a strong and reliable way of salesman-customer interaction; it’s possible if you have no email deliverability issues, of course. Why is emailing so effective?

-companies have got an opportunity to influence customers in a mild and not disturbing way;

-customers have got an opportunity to choose without being forced into any decisions.

Usually you may hear about the importance of deliverability and sender score in b2b. But a drip campaign requires a bit more.

A proper drip email campaign is run on an automated basis; you base the campaign on triggers, actions and timelines creating a digital mechanism meant to persuade people to stay with your brand without you having to manage its every step.

Combined power of deliverability based b2b and drip campaigns: what are the latter’s advantages?

Drip campaigns have definite advantages that make this type of company-customer communication more than worth using, especially when your email deliverability has no issues and customers will definitely get letters.

When a company puts a drip email campaign into execution, connections begin to be formed between the marketing guys and their prospects. The thing is to make potential customers feel that it has a casual and regular character. Though influencing prospects is performed via the use of automated emails, they still can be filled with personalized content relatable to their recipients. Decent email marketing deliverability is required to ensure that the prospect gets your letter; a drip campaign’s task is to make him feel pleased with what it says and get interested in the brand.

As prospects get interested in what you offer, they become your customers; wait a little more and you’ll see even greater positive change in conversion rate. That’s another thing drip campaigns positively affect.

Also drip campaigns not only persuade prospects into using your brand but also help to reengage those who may be displeased with the company or are considering turning to some other product. However, having gathered necessary information about your customers considering leaving your side you can tailor it into a smart drip project that’ll help you to bring them back to your sales funnel.

Types of situations when high deliverability needs to be combined with a smart drip campaign

Let’s imagine that you’ve fixed all your spam issues decreasing email deliverability, thought the future drip campaign through. But when to use it? Customers fully satisfied with your brand don’t really need to be extra influenced all the time, so who does need a soft extra push?

An automated drip campaign is necessary for dealing with people who don’t know what they want yet; if a person has visited the website but didn’t buy anything or did and then just showed up no more, he needs to be worked with; let him get an automated email reminding that your brand is always there at his service and it’s worth paying attention to. No pushing, just a reminder email is enough.

Newcomers are those who require constant attention lest they change their mind and leave. A welcoming letter to a newcomer is by all means a must. This is one of the most basic things to do while running a drip campaign. Also, it’s higly advised that you combine welcome email sequences with something more interesting, like asking a tricky question. This simple thing will allow you to gather some key data on newcomers and subscribers like gender, their company’s size etc.

However, it may happen so that certain sender reputation or deliverability issues prevent you from successfully executing what you’re planning for drip campaigns of yours. In this case – analyze this! And find issues to be fixed wherever they may hide with Folderly’s email checker – super software for email deliverability from Folderly.

Drip email campaign marketing mechanism: re-engage customers, make use of deliverability

Are there any ways to re-engage customers who are considering leaving you or have visited your website once and didn’t show up anymore? Well, marketing tactics may differ but the basic moves are usually the same.

If a person has bought something from you, this shouldn’t look as if it was unnoticed by you. Sending the customer a confirmation email is always advisable in this case, also in the letter you should offer products related to you brand; here you’ve got a chance to earn something extra.

That simple move can turn out to be a good way of re-engaging customers to your website and brand in general. Your customers’ return to your brand’s online source will inevitably end up in the increase of sales for your company and enlarging in the number of your loyal clients as your customers will gradually turn into loyal ones.

Another customer re-engagement move may be offering your customers products giving extra efficiency to what they have already bought. Be sure that your willigness to give customers bonus products without unnecessary greediness will be appreciated. Nowadays many companies’ purpose is to trick their customers into thinking they are offered more than they’ll have to pay for it while it’s the other way round. Therefore, people tend to appreciate real honesty.

Little tricks in digital marketing: easier than improving email deliverability but still important

It was mentioned above that such a simple thing as sending newcomers welcoming letters is important nevertheless. Thus, you are trying to show customers that they are being accepted to a family of happy clients, not just let to join the ranks of the brand’s consumers. Combining welcome sequences with other kinds of marketing moves will do even more good to your drip campaign.  After a customer has bought something from you, your task is to ensure his satisfaction with your brand and see to it that customer churn is decreased.

Data means a lot in b2b business and you can get it by introducing an email survey; it usually looks like a series of emails asking the customer questions: the first email should ask whether he’s satisfied with the process of buying your products, the second one is meant to find out whether the customer is satisfied with your brand’s quality. Your attention will mean a lot to your customers; especially if you introduce special offers and discounts which will let them have your quality content and products at a lesser price. However, as a drip campaign is meant to be automated, you have to make use of according automation features to find out who visits your website, so that later an automated special e-letter could be sent to their address some time later.

More than just high deliverability: summing up the ways of making drip email campaigns the best digital marketing tool

As you see, a lot can be done to make a powerful digital marketing too out of a drip email campaign. What else can be included in the list of the above-mentioned tricks? Here one can mention automated letters for subscribers’ birthday, customer segmentation etc. As for the latter, it’s your way of treating your buyers depending on how loyal they’ve been to your company. Customer segmentation implies creating a point system ranking buyers according to how much purchases they’ve made. The more points a customer gets, the more valuable he is to you as a client; that’s the kind of a view your customers should be given while using your brand.  Also, it’s needed to constantly heat their interest by sending email with discount, the offers of special deals etc.

On the whole, there’s quite a number of ways to make a drip email campaign most effective. The most important thing is to remember the goal of running your drip email campaign: not to let customers turn to a different brand and use every chance to make them feel appreciated and valued. It’s also important not to be pushy and act so as not to scare your customers off; just be casual and diplomatic.

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Christophe Rude

Christophe Rude

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