Email is a vital aspect in creating a successful marketing campaign. Pat Sehn and Kevin Hospodar spent some time in the studio discussing the benefits to different approaches to email marketing that we utilize as a digital marketing company.
Creating Purposeful Content
One of the most prominent characteristics we focus on creating through emails is purpose. The language used must be specifically tailored to fit into different categories– particularly nurture campaigns versus drip campaigns. Email campaigns are multi-touch emails that are done in automation. These emails are sent out to entice your prospect, customer base, database, or whatever audience you are targeting to raise their hand and express an interest in whatever it is that you are presenting.
Delineating Between Nurture and Drip
A nurture campaign can be thought of as you nurturing and trying to guide the recipient of the email down a certain path. A drip campaign is more of you dripping out information and standing in front of the recipients of the email.
What Are Nurture Campaigns?
For a nurture campaign, it is imperative that your sales team spends time talking to people and gaining awareness and creating brand recognition. You have to build a foundation for the relationship between the brand and the audience. Discussing a case study and working your way down through as someone becomes familiar with your brand can be a good approach to achieving this.
What Are Drip Campaigns?
As for drip campaigns, an important aspect is making sure that you extend your knowledge base as far as possible. Awareness equates to successful marketing campaigns, and widening your perspective on something happening in your industry never hurts. It’s important to steadily drip that information out with a goal in mind, whether that goal is simply sharing information or inspiring action, although those two can go hand in hand and unfold in a way that feeds each other.
With a strong purpose and goal comes a strong campaign, and we are happy to start building that strength here at Steady State Media. For more information on email marketing, feedback on your systems, or even ideas about how it could be effective for your company, visit steadystatemedia.com.