Drip campaigns are a key part of lead nurturing actions. Drip campaigns are processes that follow a logical and automated reasoning based on the actions made by the user, mostly via email campaigns but lately also with messenger, chatbot and sms campaigns.
This video will help explain:
We could usa a road as a metaphor, with a main highway and its deviations, along which users travel and receive different brand content depending on the reactions to the emails. For example, if a user opens an email containing a blog post, a few days later he or she will receive another one with downloadable content. If they then click on it, they will receive more product-focused content such as a case study. And so on.
These actions aim to establish communication with your prospects in the most personal way possible. How can you do this?
First of all you must be clear that you must segment and re-segment your database. Establish lead categories and create clusters. Here are some keys that will help you understand the importance of segmenting your database:
These actions will help your leads to gradually improve their scoring in your tool. Let's suppose you establish different segments, in different actions, such as downloading content through forms or visiting certain sections of your website. These actions will make the users have a degree of commitment because watching a live webinar does not mean the same degree of commitment as downloading a guide.
Following these keys you can create your own drip campaigns.
And that's it! Now that you know how drip campaigns work, it's time to get down to business.