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Friday, 17 March 2017 07:15

Simple Drip E-mails vs. Advanced E-mail Nurturing Campaigns #MarketingFridays Ep.11

drip-vs-nurturing-email-campaigns drip-vs-nurturing-email-campaigns

Hi, this is Jaime Nacach from Bloominari. Welcome to Marketing Fridays Ep.11.

In this episode we're going to compare what are the differences between a simple drip campaign and an advanced nurturing email campaign. So let's get started with the first.

Regular simple drip email campaign usually refers to an email campaign that has set number of messages pre-defined in a specific time sequence. That means it's designed to send messages to prospects or customers at a regular interval based on certain behaviors or lead status or in this case more specifically in the most simple way it refers to creating a set of emails that are going to be sent to every user who signs up for a campaign or a list. In the simple example, let’s say that you signed up for something, the first email is going to be sent to you usually the moment that you sign up or a few minutes later and then the second email might be set on the campaign to be sent on the third day or on the fifth day so you'll get an email too let’s say on the third day and then email number three you'll get it on the day number seven for example right.  What this means it's a linear set of emails that means whether you open the mail or didn't open the mail or whether you interacted with it or not, you’ll still continue to receive the rest of the emails. This is what the simple drip email campaign refers to.

 

Let's see how that looks visually, let's say here a user signs up that's a little guy here on the left then you get email one on day one, email two in this example on day three, email three on day seven and on and on, email four on day twelve, email five on seventeen and email six on day twenty one.

So that's really just a simple campaign, the problem with this is that yes every user who signs up will get all the emails the problem is you know they may not want to get all the emails or you might not want them to actually receive all the emails in the typical way that you created the campaign. Why because it's important to consider that sometimes you want to check whether or not the user actually opened the first email or if they clicked anything because based on what they did with the email you’ll get a better idea whether or not they're being you know they're interested in what it is that you're offering so by checking on how engaged you are, well not you but how engage the user is you'll be better able to determine you know whether you should continue to email that person or not. 

So that's where the nurturing campaigns come in, in more of an advanced method so in this case emails are sent based on how the user or the recipient actually interacts with the email and nurture campaign supports the best options enables more attributes and behaviors so that you can track for the benefit of qualifying leads properly why because like I said you don't really want to email necessarily everybody in a very simple sequence because you know if they didn't open the first three emails you probably don't want to send the fourth. In this type of more advance nurturing campaigns not all users will receive the exact same set of emails, why because depending on how they interact with the emails they'll receive different emails. For example, in this case the campaign on a nurturing campaign can check whether the recipient opened an email or whether a link was clicked or if a specific page on your website was visited.

So let's see how that looks visually. Take a look at this, this looks much more complex than the first example where we only had you know a set of six emails sent. Here let's say that our customer or user registers and then you know we check whether there was a purchase or there was no purchase right so depending on what's happening different emails are being sent to the user why because that makes much more sense just like a regular sales person will not be answering the same questions to everybody unless they’re asking those questions so that's kind of the same idea. You’ll be able to make your email automated campaign to act in a way as a sales person or in general as a regular human being who is interacting and talking to your user or your email recipient.  

So let's pretty much the main differences between the advance nurturing email campaign and a simple campaign I’ll be saying back in this example. So again keeping my end of the idea of an advance nurturing campaign is about checking the engagement right so based on what people are doing with your emails they're usually showing interest or not so when people take action that means they're usually interested but when people don't take action which means they don't click something, they don't open an email or they don't go to your website then they're probably not the right person to continue sending email to.

All right that's pretty much it for this episode of Marketing Fridays so thank you so much for coming, this was Jaime from Bloominari.

 

marketing lead generation

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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