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GETTING STARTED ON DRIP MARKETING
You’re ready to get started.
But there are just a few more details you aren’t sure about…
How do you make your drip marketing as successful as possible?
Where do you start?
CONNECT WITH “TRIED AND TRUE” TIPS
Understanding tips the “pros” use to make their drip marketing more effective will save you time spent on “trial and error” and help you connect faster with your target audience through the use of “tried and true” strategies.
By the end of this lesson, you’ll discover a number of successful techniques for getting people to know, like and trust you and keep your solutions at the top of their mind.
• You’ll incorporate these tips into your own drip marketing strategy so people stay engaged with your message over time.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll explore:
- Why the style of format for your email matters.
- Strategies for “getting the click” with links to pages vs. making your email a “tell all” novel.
- Determining which days’ work best to send your email.
- And the importance of putting regular calls-to-action in the emails such as links to articles and offers
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
3 FORMAT STYLES
When you send messages via an email marketing service there are three main formats used:
The first is a full HTML style that includes high-quality graphics, images and links.
- Think of this as the “glossy magazine” look.
The next is the much simpler plain text format which does not include images or hyperlinks.
- Think of this as the basic style most people use when sending email to one another.
Many marketers are starting to use a “hybrid” format that doesn’t include the heavy use of images or graphics that is easier to read on mobile devices.
- A simple header image is used and hyperlinks are included, but the rest of the email looks like a plain text message.
PLAIN TEXT OR NOT PLAIN TEXT
Studies have shown that the vast majority of people read their emails in the HTLM format.
- This format is preferred by marketers because it allows you to track which images and links people are actually clicking on.
This is an important feature for improving your email messages to make them more effective.
Fortunately email marketing services like MailChimp.com let you send both types to connect with the widest range of individual preferences.
The primary concern in the type of format you use should be making the best connection with your audience.
- Think about the target market’s expectations when you develop the format.
If it is a newsletter-type email more people will expect the “glossy magazine” type images.
However, if the message is designed to be a personalized follow up, the plain text may support that objective more effectively.
GRAB ATTENTION FIRST
Next, many marketing “pros” use a “minimalist” approach to what gets shared in the actual email.
- They will provide an attention-getting headline.
- And enough copy to get the interest of the reader.
- Then they provide a link to read more, or find out other details.
This can be a much better strategy than sending out long emails covering everything you want to say.
Let’s look at some of the advantages of this strategy:
KEEP IT SHORT AND SWEET
First by keeping your emails short and to the point, you increase the chances that people will actually read them.
- Providing links to more in-depth content allows to you find out what your audience is really interested in.
- This helps you to invest your time in developing more content about things people actually care about.
From the reader’s perspective, a concise email saves them time in determining if they want to read further…or not.
WHAT GETS THEM CLICKING?
This strategy also allows you to link to a web page with videos, audios and other content that would not typically be in an email.
- The bottom line is: test to see what works.
- Which types of emails have the best open rates?
- What types of links get people clicking?
It should be one of your goals to have people feel comfortable clicking on links in your emails especially when it’s something little like “read more.”
- This level of trust will serve you well when you start asking them to take the next step by clicking on an offer.
WHEN DID THEY FIND YOU?
You’ve looked at what format to create, now decide which day of the week you’ll send emails.
There is a simple concept in drip marketing for what interval works for continuing the conversation.
- It is: “The day they found you is a good day.”
In other words if Friday afternoons are when they have time to find your website and sign up or make a purchase:
- Then future emails should be sent on some interval of 7 days.
For example, you would send a message 14 days after subscription.
Then you could send another one at 4 weeks.
This way they would get the email on the same day of the week that they found you in the first place.
IT’S ALL ABOUT “ME”
This is a little different concept than picking the best days of the week for an email campaign.
- In an email campaign, everyone will get the same message on the same day.
In this case, you do want to see which day of the week gets you highest open rate for most of your list.
- In contrast, drip marketing is all about the individual.
If Friday’s are the best day for them, then future messages should hit on that same day of the week.
TAKE A LITTLE ACTION FIRST
Finally, let’s look at the importance of including regular calls-to-action in the emails.
Most time you are putting a very small step that involves little risk on their part.
- It could be a simple: “Read more” with a link to the rest of the article.
- Or perhaps a link to your “Contact Us” page after a “how-to” email that says. “Need some additional help with this? Contact Us”
LEAD THEM DOWN THE TRAIL
Think of each call to action as a little “bread crumb” that leads prospects further down the decision-making trail of whether you are the right solution for them.
- Occasional offers for products or services also remind readers that you are a commercial enterprise and do want their business.
Think of how you can include the concepts of scarcity and urgency to make your offers more effective.
- Find a balance between little “non-salesy” steps that educate and engage readers and actual offers that motivate them to take the next action.
Giving information can be an effective strategy, but not if you don’t ask for the sale.
TIME TO GET REAL!
It’s time to go to your Practice Guide and apply some of these tips to producing your own drip marketing content.
- Think about your messaging from the perspective of the reader.
- Is it relevant to their goals and needs?
- Are you keeping the communication engaging and valuable?
Now that you’ve explored some of the secrets of the drip marketing “pros” let’s get into the “nuts and bolts” of putting together an autoresponder sequence with Lesson 4: “How to Create a Message Series”