No matter what industry your company is a part of, you likely have a diverse target audience with different needs and schedules. Therefore, sending the same email to your entire contact list is not going to be an effective strategy for speaking to the varying needs of your existing clients and prospective customers. General newsletters can offer a little something for everyone, but to truly speak to all members of your audience, it’s helpful to embrace sequenced emails, also known as drip campaigns.
What are sequenced emails?
We’re glad you asked! Sequenced emails include a series of several emails (generally 2-5) that are triggered when users take specific actions on your website or at your place of business. These emails only need to be created once and are sent out automatically based on different user actions, such as joining your contact list, visiting a specific page of your website, or making a purchase on your website.
Because sequenced emails are only sent at specific times, they feel more relevant and personalized for users. For example, when someone joins your email list, they might receive a series of welcome emails introducing them to your brand to help build trust and inform them of what you have to offer. Someone who is just joining your mailing list will be much more receptive to lengthier emails detailing your brand mission and values, as well as overviews of your products and services. Conversely, longtime followers may only be more interested in recent news or special offers. Being able to tailor emails to different customers at different points in the buyer cycle not only helps boost conversations, but lets customers feel like their specific needs and wants are being met.
Building a sequenced email campaign
The types of sequenced email campaigns that work best for your business will depend on how you typically interact with customers, who your target audience is, and what industry you’re a part of. For instance, the drip campaigns used by e-commerce businesses will vary from those at brick and mortar stores. For any business, sequenced drip campaigns can be an effective way of continuing to nurture your contacts and make them feel like your brand speaks specifically to their needs.
- Welcome Emails – Did you know that welcome emails generate 4X more opens and 5X more clicks than general email marketing campaigns? Therefore, you’re missing out on tons of valuable engagement if you don’t have a sequence of welcome emails ready to send out to new contacts. Your welcome campaign can effectively guide users from curious consumers to converted customers by sharing details about your brand, success stories and testimonials from previous customers, and problem solving solutions that your company can offer.
- Post-Event Emails – Attending a trade show, community event, or professional networking event can give you lots of new contacts to follow up with. Instead of a generic welcome email, consider setting up a post-event campaign that feels more genuine for those new contacts.
- Long Time, No See Emails – Sequenced emails may not only target users who’ve taken specific actions, but they can also call out users who have not taken action in a set period of time. For example, you may create a drip campaign to target customers who have not made a purchase or appointment in the past six months, reminding them of other products and services your brand has to offer. You can also showcase new products they may not know about yet.
With Anchor Wave, you can reap the benefits of email marketing with customized solutions that help you reach your target audience effectively. See what we can do by scheduling a strategy call with our team today.
