When you get hit with one drop of water, it’s easy to ignore. But as I am writing this blog, a torrent of drops are pouring down outside my office. It’s enough to make me take notice (even without a window). The same is true with email marketing. One impression won’t drive much traffic, but a constant drip marketing strategy will bring clients to your door.
Many small business owners are frustrated with quantifying their return on investment when it comes to Internet marketing. They have trouble seeing how any individual ad campaign has put money in their pockets. One of the easiest forms of content marketing formats to quantify is email marketing. Maybe that’s why one of the latest big things is what is called “Drip Marketing.” According to Zapier.com:
[T]hey’re a set of marketing emails that will be sent out automatically on a schedule. Perhaps one email will go out as soon as someone signs up, another will go out 3 days later, with one more going out the next weekend. Or, the emails can be varied based on triggers, or actions the person has performed like signing up for your service or making a purchase, which is why they’re also sometimes called behavioral emails.
You can even target drip emails based on whether or not the reader engaged with the last one you sent.
For example, a lawyer with multiple practice areas could send an introduction email after a reader subscribes to his or her blog. That introductory email could include excerpts and links to one of the top blog articles for each topic on their blog. The second, follow up email will be focused on the practice area that the reader clicked on. That way, the lawyer’s marketing is laser focused on exactly what the reader is looking for.
That’s what makes drip marketing so much more effective than a standard e-Newsletter. Both reuse your valuable blog content, where e-Newsletters use a shotgun approach, drip campaigns are more like a sniper rifle. Automated emails using drip marketing techniques see 119% higher click rates than standard one-size-fits-all e-blasts.
That is because they put information in front of readers when they are ready to read it. If a potential client signs up for a lawyer’s blog on family law issues, it’s probably because they are considering a divorce. It’s on their mind. So if the lawyer can put an article on divorce strategies and tactics in their inbox a day later, they will be much more likely to click on it and read it than they would be when the firm gets around to publishing their e-Newsletter later that month.
Drip marketing and other kinds of targeted, automated email marketing can be a great way to convert browsers into buyers. By targeting their specific interest, you can speak to their need and make them much more likely to sign up for your services.
Lisa Schmidt is a writer for Legal Linguist. She can help law firms create drip marketing email campaigns to target readers and bring new clients to their door. If you would like to start a drip marketing campaign, contact Legal Linguist today to schedule a meeting.