1. Top-of-mind Campaign
This campaign is pretty self-explanatory: you want potential customers to have your company on their mind and to consider doing business together, with the help of continuous and well-timed emails. This is a essentially a nurture drip. Consider the length of how long a prospect should stay in the drip and an opportunity to jump to a different drip if criteria changes. Don’t forget to send some notifications to sales if things start to heat up!
- How to execute: Create a journey for prospects to learn about you through newsletters, blogs, white papers, company videos, webcasts/podcasts, blog posts, any content of value.
2. Re-engagement Campaign
It’s easy to forget about inactive leads, but there’s always potential to start building those relationships by re-engaging them in what your company can provide for them. This campaign will allow those potential leads to indicate if they are ready to take on the new business opportunity.
- How to execute: Create automations to find old leads, or leads that have come back from the dead, to add into this drip. Send them messages tailored to learning something that they haven’t learned before with white papers, successful use cases of your product/service, or incentives/discounts. Don’t forget to identify appropriately after they have passed through the drip and it was unsuccessful. They can be an opportunity for future campaigns.
3. Competitive Drips
Competitive advantages are important to customers when choosing what company they want to do business with or buy from. You can be one step ahead of the game by giving them exactly what they are looking for and telling them what makes you the best option as a partner or why you have the best product/service. Strategy is key; don’t negatively talk about other competitors, but rather state the reasons why you’re a better choice, based on a comparison with the competitor, without calling out the competitor by name. In some industries, calling out competitors is acceptable; just be professional.
- How to execute: Craft messages that positively differentiate you from your competitors. Using pain points caused by competitors and matched with your solution will get the potential customer’s attention.
4. Industry Expertise Drips
Tailoring the email drip to the specific industry of the client makes the initial contact more personal and specific to their needs. It also gives the prospect confidence in what you can do for them based on your previous experience in their industry.
- How to execute: Use key pain points that the industry suffers from and how you can solve them with case studies, white papers, any content marketing that focuses on their particular industry. Tailor as much as possible.
5. Upsell Drip
The upsell drip allows you to take advantage of the opportunities you already have with your current client pool. By showing your customers what else you can offer them, whether it be more products or services, you can increase your revenue without having to rely on sales finding other potential prospects.
- How to execute: List of products/services & the benefits, informational videos on the new product/service, case studies where another company utilized this product/service.
Bonus: Sales Enablement Drip
This is an interesting example of an internal email drip. Aligning your marketing and internal sales teams is crucial when trying to gain new leads. A sales enablement drip is an easy way to integrate the two by providing sales with marketing content that they can utilize to help sell the company or product to a potential client. This way, both teams are of value to each other. This drip is especially helpful for organizations that have large sales teams.
- How to execute: Send out monthly newsletters of trending content, current campaigns, updated new content, and how to use the content.