Many marketers understand the power of automated drip campaigns to move leads through the sales cycle. Successful marketers know that drip campaigns are the best way to nurture existing customers.
Smart marketers know that selling to existing customers is easier and cheaper than generating new leads. Isn’t it much simpler and more According to Marketing Metrics, the likelihood of selling to a new prospect is 5-20%, while selling to an existing customer is 60-70%.
That’s simple math, and it starts with onboarding new customers.
Of course, successful customer drip campaigns begin with a content marketing strategy that guides and directs your efforts. Starting with a strategy allows you to create drip campaigns that target specific customers’ needs and interests.
Let’s look at how to create a drip campaign for existing customers.
Begin With the End in Mind
Set expectations early on and add value from the start of what should be a long and valuable relationship.
A well-written welcome email should give customers exactly what they want, plus something extra as a “thank you” for joining. You can then provide links to supporting content or educational resources such as white papers or ebooks. Adding contact information for support isn’t always necessary. A discount on future purchases is another way to welcome and thank new customers. Not to mention the value of simply providing useful content.
Welcome emails also help new customers discover your blog. Send new clients a link to a relevant blog post. This blog post should contain links to related posts. Evergreen blog posts are important because they can help current and potential customers in multiple ways. A great evergreen post can drive years of valuable traffic to your site via SEO and email nurture programs.
3. Segment and Set Rules
Content segmentation allows you to target specific audiences. Set up rules and triggers in your marketing automation platform to deliver relevant content to your customers based on their viewing and searching habits. Relevant content can help close a sale.
Provide solutions and thought leadership
You can use drip campaigns to promote useful content that positions you as a thought leader. Planned nurtures build trust and deepen relationships. Here are some helpful hints.
1. Don’t Sell
Create helpful drip campaigns that educate and inform your customers on topics, industry issues, and solutions to their problems. By providing useful information, you reinforce the value of your relationship and increase the likelihood of a repeat purchase.
2. Important Blog Posts
Knowledge is really power. Giving customers links to helpful blog posts is one of the simplest ways to help them succeed. In the eyes of the customer, you have given them a gift, not a post. A simple link gives your customers access to a free gift that helps them and builds brand loyalty.
3. Unique Content
Offering exclusive client content kills two birds with one stone by leveraging two powerful influence tools: scarcity and reciprocity. Exclusive content is more likely to be opened. The fact that it is exclusive implies high value. Ego-boosting content also helps. You made them feel special and valued by giving them exclusive content. This special offer can increase the likelihood of new purchases or return visits from your customers.
It’s A New Dawn, It’s A New Day, and Your Email’s Feeling Good
They help build rapport, trust, and confidence with your customers. Here are four examples of proven emails that show your customer you care.
1. Anniversary Emails
Anniversaries and other milestones are great ways to increase engagement. The key to successful anniversary emails is to focus on the customer, not your company, product, or service. When done right, anniversary emails make customers feel valued and part of the family.
2. Industry-Related Event Reminders
Event reminders are thoughtful, useful, and a low-cost way to build relationships. They give your customers useful information and show them you consider them part of a larger family. Even if they don’t attend, the thought counts.
3. Holiday Emails
Most holiday emails seem to be celebrating Spam Day. Great holiday emails know how to connect emotionally with the holiday spirit. Don’t make your email a sales pitch. Make it unique to your customers’ tastes by segmenting. Holiday emails should be about the spirit of the holiday, not commercialization.
4. Client Newsletters
Like magicians, most newsletters are bad, uninteresting, and intrusive. But the best are simply amazing. You can find many great newsletter examples online. Here are three good starting points:
- Your subject line is vital in your newsletter. The subject often determines whether or not a recipient opens it. Don’t underestimate the power of a good subject line!
- Only 10% of your newsletter should be an offer or company specific.
- Make your opt-out simple or your content will look spammy.
Remember that keeping existing customers is far cheaper than acquiring new ones, so don’t “fake it until you make it” with customer drip campaigns.
Your success depends on genuine content. Anything less will irritate your customers and make them think your content is all junk. Clients will likely do the same for you if you shorten content.