Pardot Drip email campaigns — you know you should be using them. All the experts say these campaigns are important. But the reality is you’re the one who must figure out what to use them for, and that’s not always easy. In fact, sometimes it’s easier just to keep “Develop drip email campaigns” at the bottom of your to-do list.
If you’re in this situation, read on to learn about seven campaigns that you can start using today.
1. Cross Selling and Upselling
Would you like revenue coming in without taking up a lot of your sales team’s time? Most companies have products or services that are complementary. Try setting up a series of emails that describe the benefit of products related to one of your best-sellers. However, avoid making the emails sound like a sales pitch.
Send the campaign to customers who have purchased the best-seller. You can do that easily if you use Salesforce and Pardot to send emails to your segmented customer database.
2. Nurturing Prospects
Your prospect database contains the names of prospects who have shown interest in your company but haven’t taken any action. Send a series of emails to those prospects that answer the questions you typically receive from undecided prospects.
You have prospects in your database who don’t know they need your product or service. Your sales team can’t spend all of their time trying to educate those prospects. Therefore, set up an email campaign to handle it for you. Discuss industry trends, case studies and testimonials from other formerly skeptical customers.
4. Industry Expertise
Communicating your company’s expertise is helpful to put prospects over the top in terms of buying from you. It’s also important to maintaining commitment from existing customers.
An industry expertise drip campaign might contain links to blog posts you publish on important industry topics, press releases, industry reports and company awards. Send the campaign to prospects who have expressed interest but who haven’t made a purchase, and customers you haven’t interacted with for a specified period of time.
Help support your customer retention goals with an email campaign that demonstrates how much you value their business. There are always things new customers need to know, and your customer support staff will appreciate having some of the more repetitive tasks done via email. Provide new customers with lists of resources, procedures for getting help when they need it and answers to frequently asked questions.
There’s nothing more frustrating than losing customers because they don’t know how to take advantage of your product or service. A drip email campaign is an excellent way to provide the instructions your new customers need without overwhelming them. Make sure to include a way to contact you and your support staff to get more assistance.
7. Reviving Leads
If you’re doing a good job of generating incoming leads, you’ll need an automated way to reengage leads that have gone cold. With a product like Pardot, you can let the system identify leads that have had no activity for six months, for example. Send this type of campaign from the sales representative who had prior contact, offering an infographic, report or industry news. Open the door by encouraging the lead to make contact for more information or assistance.
Keep in mind that drip email campaigns are easy to set up when you have marketing automation tools like Salesforce and Pardot. Letting the systems do the work of identifying targets for different email campaigns will make you an email marketing genius.
Also published on Medium.