The intention of a drip marketing campaign is to close sales, grow revenues and build your business. By implementing a drip marketing program you’ll be able to feed leads into a sales funnel eventually turning those leads into prospects and then subsequently move those prospects through the channel until they become new clients.
Most insurance marketers will tell you that the most successful drip marketing programs help to build lasting relationships, improve customer or client retention, enable you to solicit feedback from customers that can help develop product or service enhancements and establish credibility by helping you to become perceived as a knowledgeable expert.
Engaging new leads provides opportunities to make sales
Drip marketing campaigns are an opportunity to learn more about clients and prospects, get their feedback on a particular topic, and invite them to share their own experiences. It’s important that you develop content that adds value for the recipient. You may also wish to promote an upcoming event geared to provide useful information, or an educational event, such as a seminar. A drip marketing campaign is an excellent opportunity to provide contacts with more information thereby getting them excited about attending these events.
Remember to keep messages on topic and short as this will help to keep the recipients attention and increase the likelihood they’ll willingly read future messages. Don’t send out random messages and remember that drip marketing is all about nurturing relationships with contacts.
It’s crucial that you don’t send emails that turn off potential prospects. If the message recipients believe the emails are just there to sell them they may quickly learn to ignore them altogether. What is needed is a strong communication plan that maps out a message delivery timeline that doesn’t inundate people with tons of emails. Try sending no more than one email a week.
Attempt to craft your messages so that they resonate with the individual receiving them. Be thoughtful and develop messages that are specific to each individual contact. Certainly try to mix things up and try using new messages, formats and subject lines as things progress.
Refrain from sending the same email out more than once as this is counter-productive and may have a negative impact on your credibility.
Drip marketing has a lot of appeal when done properly and can enhance the efforts of insurance marketers in every line of business.