B2B Email Marketing Tips: Building Your First Drip Campaign

By Matt Curtis

Kai_Vogel / Pixabay

Today, your marketing team stands with a wealth of assets; from social media accounts to e-books there are many things to manage. Regardless of new fads and trends, one single platform has remained one of the most valuable pieces and for good reason, your email list.

Although the email marketing realm has become tougher over the years, it still converts. Therefore, you should always be working to grow and nurture your email list. The best way to do this by building your first drip campaign, here are the tips you need to succeed.

B2B Email Marketing Tip #1: Your Email List is Your Most Valuable Asset

Before we discuss the what, how, or why of email drip campaigns it is important to reference the value of your email list. Your email list is arguably your most valuable asset because it’s yours. Despite its size, Facebook could disappear tomorrow, Snapchat could go the way of Vine, and Yelp could simply cease to exist.

If any of those platforms go under, you can’t retrieve your follower list or reviews, you’ve just lost years of work. In the case of your email list, it’s your property and you have full control over it. Once you’ve built it, it’s yours to keep so why not do something with it!

B2B Email Marketing Tip #2: Email Marketing is a Physical Sales Funnel Turned Digital

We’ve established the strength and value of your email list but what do you do with it? The answer is tried and true, it’s being used by marketers around the world daily, it’s the drip campaign. A drip campaign is fairly simple in concept and extremely similar to traditional sales funnel but in the physical setting. The similarities are quite striking if you set them side-by-side, have a look:

  • Traditional Sales Step 1: Set up an initial meeting with a prospect
  • Drip Campaign Step 1: Add a prospect to your email list
  • Traditional Sales Step 2: Nurture the prospect over the course of multiple weeks through varying mediums
  • Drip Campaign Step 2: Nurture the prospect over the course of multiple weeks through emails with resources
  • Traditional Sales Step 3: After knowledge and trust are established, create a nice offer that converts the prospect to a customer
  • Drip Campaign Step 3: After knowledge and trust are established, create a nice offer that converts the prospect to a customer

Traditional sales funnels are much more detailed and, in that matter, so are drip campaigns. Regardless, at their core functions both serve to introduce, provide value and establish credibility and finally convert prospects to paying customers.

Composing a drip campaign is fairly simple, here’s an example of a 6 email B2B drip campaign:
•Greeting
•Did you know?
•Here’s a blog
•Here’s a crazy fact!
•Here’s another blog post
•Let’s talk/ Hard sell

As you can see from this campaign there’s only one single email that’s sales related, the rest are all simply educating, adding value, and building credibility for your business. A good rule of thumb is to always link from these educational emails to resources on your website and, most Go to the full article.

Source:: Business 2 Community

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