Modern marketing strategy has email marketing as one of the components that cannot be overlooked. Not just in different email marketing campaigns, but probably the campaign that suits the best with your company can cause your success or inability. The following article, however, will discuss everything there is to know about two types of email campaigns – drip campaigns and nurture campaigns to illustrate how one might work better for your company compared to the other.
What is a Drip Campaign?
Drip marketing is the main kind of automated drip campaign that is conducted mainly through a tool such as e-mail to send out predetermined and tailored emails made to export a specific group’s customer base. Drip emails are usually expected to produce more than 80% higher opening rates and three times higher click-through rates than single-send emails. So, be it for nurturing leads to retaining customers, understanding drip vs nurture campaigns, or perhaps for just increasing the awareness of your company, a drip campaign does it all. Some different kinds of campaigns are:
- Top-of-mind drips communicate in a non-sales-ready way with a target lead potentially for an indefinite duration over preserved touchpoints.
- Drips: these drips entice fresh potential clients into your organization using a languorous speed
- Competitive drips do differentiate your product/service from those of competitors.
- Re-engagement drips contact inactive leads and tries to pull them to kick-start the process into the sales funnel.
- Onboarding Drips is a series of resources a client can receive to start working with your company after closure.
A Drip Campaign Implementation
The drip marketing model starts with personalized email content which again starts with your contacts list. Segment this list according to demographics and/or behavioral criteria generally linked per the established buyer personas or newly defined bespoken category for that campaign. Then, the content gets further fleshed out with a mix of best practices for overall emailing and personalized ones for segmented contacts.
Drip emails depend on automation, and, fortunately, there are many automatic tools with characteristics for various industries and types of companies. A drip campaign can effectively be modified via excellent technology and a solid analytical strategy to have maximum value for both your firm and recipients concerning metrical open and click-through rates, unsubscribes, bounces, and conversions, which are all very helpful and convenient.
What is a Nurturing Campaign?
Nurture campaigns are similar to and different from drip campaigns in the context of email campaigns; they are a series of emails sent based on a lead’s interaction along with time-targeted, named content that guides the lead through the purchasing process. They are the hybrid campaign model. In other words, these emails must provide helpful information to educate the prospect about why he or she should choose your product. In contrast to drip campaigns, intended to identify customer needs, nurture campaigns, which were named quite appropriately, are to build a relationship with a lead.
Such specific behavioral data will matter for nurture campaigns, such as the number of times a lead has visited your website, what articles or guides they have read, and what seminar they have registered for. Keep in mind that delivering educational value to that lead while stimulating their engagement with your resources is a goal, and rather than drip-marketing, every such action requires the activation of a nurture campaign, leading to an even more personalized sending schedule.
Nurture Campaign Development
As with the drip campaign, a nurture campaign for leads requires list segmentation, personalized messages, and unique calls to action. All automation software and features like templates, A/B testing, and scheduling also apply to nurture emails.
The difference is in understanding buyer interest via behavior more closely associated with your products and services so that your marketing is more direct.
Drip Vs. Nurture Campaigns – How To Tell Which is the Best One?
The decision will always come down to several factors for your business, including strategy, goals, and even resources available for the company’s operations. Remember that dripping is a method whereby the customer will be educated, their noses leading them down the pipe to conversion. At the same time, nurturing is spotting those leads that have shown intent but refusing to provide the offers until they are ready. So, drip marketing is entering into lead nurturing through a sub-type.
Drip campaigns benefit younger and novice marketers because they require less effort to set up and demand little more than analytics or resources. Nurture campaigns, processing more complex workflows, tend to keep sight of long-term goals that require greater planning and execution. However, the real value of a well-crafted nurture program can be in the form of returns from well-nurtured lead-turned-clients.
Winding Up
To sum up, there is no need for a winner-takes-all scenario. Resource permitting, it could be advisable to implement both drip and nurture campaigns in one’s automated email marketing. When wielded together, they could pack an even mightier punch that covers the short and long-term of your lead nurturing process. E-mail is, of course, only one item in getting effective benefits of lead nurturing.
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