We receive a lot of emails with content designed for drip marketing. Most present product information. An invitation to a webinar on a product topic is a popular call to action for these unsolicited messages. Sometimes they offer white papers, case studies, etc. We don’t think these campaigns work. Here’s why:
One reason for implementing a drip email marketing campaign is to revive dormant leads. Recipients with minimal interest in products aren’t likely to warm up to presentations about them, or success stories, white papers, etc. In order to revive someone’s interest, first give them an opportunity to see themselves in a mirror. Acknowledging someone’s pain points, the likely day to day realities of their job, etc. will go much further to gain their interest.
As we noted earlier in this series, Marketo and Eloqua both take precisely this approach. They use editorial copy to focus on pain points and the challenges most mid level marketing managers at mid to large size businesses in 2013 face. Recipients who choose to read a message will be more likely to maintain an interest as emails later in these campaigns present other reasons to engage of a more substantive nature.
But the companies buying the services that Marketo and Eloqua offer somehow miss the need to communicate to recipients that their position is understood as a first step towards engagement. When we receive an email from VMware to attend an event on a highly sophisticated topic specific to enterprise class IT organizations considering virtualization as a solution to on premises hardware lifecycle challenges, our interest is not piqued. VMware hasn’t paid attention to who we are, or why we registered for their mailing list, so their whole campaign amounts to wasted effort.
There is certainly a better way to implement drip marketing campaigns. The actual first step, meaning before the first email is drafted, is to construct a registration form that collects the right information to ensure that the campaign is built on a truly useful theme for a recipient. More about the form in the next post to this blog.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved