Who You Should Target With Drip Campaigns?
Even the best, most well-written content out there can fall flat with your leads if you aren't targeting the people who need to hear your information most! Email marketing can be an extremely effective method of connecting with your database, but only if you are sending the right content to the right people. When content doesn't excite and engage your leads, you can bet that you're only pushing them farther away.
Correctly identifying unengaged leads can help you trim the fat on your email lists and ensure optimal email deliverability and response. Many myths surround communication best practices with those less than active leads, but here are the most important ones to avoid!
MYTH #1: I should try and have all my leads on something, because some communication is better than no communication.
Fact: This couldn't be farther from the truth! Emailing leads with content that is generic and irrelevant or unnecessary only encourages higher unsubscription and spam report rates among your database. Going further, higher amount of unsubscription from your leads damages the chance that your content does reach your that actually want to hear what you have to say.
MYTH #2: It doesn't matter if my unengaged leads send my content to spam; I wasn't able to connect with them anyway.
Fact: It most certainly does matter if you unengaged leads mark your content as spam. Every lead reporting your content as spam harms your system's reputation with your future emails which has a BIG impact on the rest of your dashboard. You want to avoid unnecessary unsubscriptions and spam reports to protect the rest of your system's communicative integrity.
So the jury is in and the stats are clear, your drip campaigns are only effective if you're choosing an audience with clear buy in to your content. One size does NOT fit all and your email content should reflect this. Now that we know not all leads should be targeted in a drip campaign, here are the 3 types of leads you should be excluding from your drip campaigns!
Here are 3 kinds of leads to exclude from your drip campaigns in the future:
1. Leads that last logged in more than six months ago
Leads that haven’t been back to your site in more than six months are not invested in your content anymore and constitute a high probability of unsubscription especially when you subject them to a series of vague messages which don’t really have much relevance for the lead. It is better to reach out to these leads through single messages designed to gage their interest in purchasing or selling in the future. Here’s how you can filter out these leads in your dashboard:
2. Leads you haven’t called in more than 6 months
You should never place a lead on drip campaigns just to send something their way. If you haven’t tried to talk to them for more than 6 months, you don’t know what their situation is anymore and what information they’ll be interested in. Here’s how to filter out these leads:
3. Leads you’re actively working with
If you’ve put in the energy necessary to meet with a lead and begin showing them homes, you no longer want to continue sending them drip campaign messages. A lot of your active clients may unsubscribe unintentionally from your messages because the tone and content of the messages they’re receiving aren’t as familiar as your relationship becomes upon meeting face to face. Don’t risk that sale!
So what’s the bottom line?
Drip campaigns provide a great way to automate some of your communication with your leads, but relying blindly on them can have disastrous effects on your future capability of connecting with your leads. Don’t believe the hype. Not every lead should be on a drip campaign. Nurturing your leads requires more than just a casual user. To get the most amount of return from your investment with CINC, you must be vigilant for circumstances that might push leads to unsubscribe, mark your content from spam or ignore your content. This all starts with properly identifying your audience for each drip and removing those who don’t belong.