Drip, Drip, Drip Campaigns: Part Two

drip campaign

Last week, we broke down what a drip campaign was and how to go about setting one up.

Fun fact: A drip campaign doesn’t have to be email. It can be direct mail and even phone calls. It could even be a combination of all three.

Hopefully, your drip campaign is well on its way to building trust within your local community. If you’ve identified your target audience, you’re ready to begin. However, there are several tips and things to keep in mind while creating any good drip campaign:

  1. Write your entire campaign in one sitting so it has consistency and flow.
  2. Plan out your campaign! How many emails will you send? How will you measure success?
  3. It needs to be quality, so if you don’t write well, outsource it.
  4. Short and quick emails help with short attention spans found in today’s society.
  5. Avoid spammy titles or your emails will never get opened.
  6. Make it personal so it’s not just another email arriving in someone’s inbox — rather, it’s a note from a friend.
  7. Have a call to action that pairs well with the subject of each email.
  8. Don’t forget to identify your goals.
  9. Create suspense, like telling them there will be a surprise in the next email they get from you.

If you have goals set and want to measure success, the most common strategy is to create special links for your emails that will allow you to track how many clicks you get. Called “Urchin Traffic Monitor” codes, you can use an analytics suite like Google Analytics to create and track these links.

One final thought on why you should consider using email campaigns if you haven’t already started: The benefits are huge. One blogger shared customer loyalty, customer retention and an increase in sales/engagement are among the three biggest benefits. And in the world of the gym business, those sound like three things you want.

So sit down today and identify your audience. Define your purpose for the drip campaign. Figure out if you or someone else should write it. Then get started. Take the above tips and implement them.

As you’ve heard, the time of “Build it and they will come” is over. So build it, let them know about it and then they will come.

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.