What is a drip campaign?

Surely more than once you have heard of so-called drip campaigns, a key part of lead nurturing actions.

Drip campaigns are processes that follow logical and automated reasoning based on the actions made by the user. We could assimilate it to a path, with its main road and its deviations, along which users travel and receive different brand content based on reactions to emails. For example, if a user opens an email containing a blog post, a few days later they will receive another with downloadable content. If she then clicks, she will receive more product-focused content, such as a case study. And so on.

These actions aim to establish communication with your prospects in the most personal way possible. How can you do it?

keys

First of all, you must be clear that you must segment and re-segment your database. Establish lead categories and create clusters. Here are some keys that will help you understand the importance of segmenting your database:

• First of all, be clear about what you want to achieve with your drip campaigns. In any lead nurturing action, define your objective and what you want to achieve.
• Once you know, who do you want to address? Directors, users, executives, etc. Who is your buyer person in this case?
• Is your product or service focused on a B2B or B2C target? The answer to this question will determine what type of communication and content you should and want to send to your prospects.
• When you have the answers to the questions above, it's time to create different lists based on your prospects' content preferences . If your target is communication and public relations professionals, do they prefer content related to events? Or better with the management of communication campaigns? If your target is B2C and they are interested in the world of fashion, do they prefer sports fashion? Accessories?

These actions will help your leads gradually improve their scoring in your tool. Suppose you establish different segments, in different actions, such as content downloads through forms or visits to certain sections of your website. These actions will make users have a degree of engagement because watching a webinar live does not imply the same degree of commitment as downloading a guide.

Following these keys you can now create your own drip campaigns.

Let's recap:

• Define the target of your action.
• Who do you want to address?
• Adapt your message to your target.
• Focus your content on their needs.
• Analyze your activity; don't forget your scoring.
• Create different content depending on the stage of the buyer's journey.

And ready! Now that you know how drip campaigns work, it's time to get down to business.