Email is still a viable lead generation source, more than most businesses realize. From work to personal emails, all online shoppers, subscribers, and other customers alike need an email address to sign up for or purchase nearly anything online.
This allows companies with online stores, eNewsletters, or other means of digital income to connect with their customers using autonomous and scheduled email software. And the two most popular ways that email is leveraged today are by way of drip campaigns and nurture campaigns – efforts designed for the benefit of lead capture.
Both send customers emails targeted at converting them to a sales lead; however, these two campaigns are distinctly different in a few key ways. Look at some of the notable differences between drip email campaigns and nurture email campaigns below!
Common Characteristics of a Drip Campaign
Frequent Emails – Drip campaigns include a series of email messages to a customer, designed to keep them engaged and build a lasting relationship with them. For instance, a few welcome emails roll in after initial contact, reminding a customer of the business’s existence.
Educational Content – The material delivered to customers through a drip campaign is often engaging and educational, either about the products they provide or the industry they are part of. This is a more in-depth effort in further fostering that aforementioned long-term relationship.
Beneficial Customer Data Generation – Frequently, marketing companies can collect and leverage data better from a drip campaign than a nurture campaign. This is thanks to both autonomous software that collects metrics like click-throughs and interactivity and the frequency of emails.
Defining a Nurture Campaign
Targeted Content and Frequency – With nurture campaigns, the emails are frequent, but the content they contain is targeted at the virtual behavior of a potential customer. This mainly relates to their recent searches on Google or social media habits.
Abandoned Shopping Cart Recognition – More notably for online stores, nurture campaigns are often triggered by abandoned shopping carts, reminding customers that they began a purchase they never finished. This allows for personalized content that is sent autonomously.
Inactive Subscriber Emails – Like abandoned shopping carts, if a subscriber has notably stopped viewing the business’s emails or website, something called a ‘win-back’ gets deployed. Winbacks are emails that connect emotionally with customers, asking them to return.
Setting Up a Drip or Nurture Campaign with Merrimack Digital!
Understanding and properly implementing a drip or nurture campaign is integral to your digital marketing efforts. These exponential ways to reach new customers and stay connected to returning ones should not be handled alone, making it vital to consider a digital marketing agency in your email campaign efforts.
The good news is that the experienced digital marketing team at Merrimack Digital has your back! Don’t miss out on the variety of digital marketing opportunities for your brand! Contact Merrimack Digital today to help do your marketing the right way.
