Drip Email Campaigns


Every sales person has been through it: dial, leave a message, hang up, repeat. Some days you just can’t seem to get anyone on the phone, and it can feel like you’re banging your head against a wall. The only thing worse is the person who never returns your calls.

But let’s be honest: if you were being called every day, multiple times a day, from dozens of different sales people, would you return every call? It’s a nice idea to say you will, but there may not be enough hours in the day. Sometimes ghosting is a necessity, not a power struggle.

Once you’ve left a slew of voice messages and sent enough emails to a prospect, you eventually have to cut your losses and walk way. But as a sales person it is so hard to leave potential money on the table.

Enter drip emails.

Having a drip campaign is a natural second step to a stalled sales process.  It’s less intrusive than a phone call and is a visual reminder that you would like to set an appointment (once you hang up the phone after listening to a voice message, that message is gone. Emails tend to stick around in Inboxes for a lot longer, being seen every time the account holder opens Outlook).

There are plenty of fancy programs out there to use in a drip campaign, but all you really need is your corporate email address and some templates.

First, determine who your campaign is going to target. People who haven’t returned your calls in three months? Six months? People who haven’t done business with you in more than a year? Maybe multiple campaigns to help cover all your bases?

Once you’ve gotten your lists compiled, set your schedule. Sales people typically know their travel schedules a few months in advance, so plan to send out campaign emails 2-3 weeks before you travel to a certain zone.

Next, create your content. You already know that the typical, “I’m going to be in your area on such-and-such date blah, blah, blah,” doesn’t work (or you would have gotten a response by now). So, plan to give specifics about your product, the timing, the market, what sets your company apart, etc. Your travel schedule isn’t as important as what you are saying, so focus on how your product can benefit their clients.

Create several different emails, so you can just plug-and-play. Send email #1 out 2-3 weeks before your next trip to Springfield, then send email #2 out 2-3 weeks before your second quarter trip to Springfield. Email #3 goes out between your second and third quarter trips and email #4 will be sent 2-3 weeks before your fourth quarter visit. More important than timing is your content – make sure it’s relevant and make sure it’s compliant.

Longevity is key to a successful drip campaign. Don’t give up after four or five emails. The more your name shows up in your prospect’s Inbox, the better your chances are of getting in to see him or her.

The ESA Advantage

Executive Scheduling Associates is prepared to help you toward your sales goals in any way possible, including assisting in the creating and implementation of your drip email campaigns. We can help with creating lists and content, making schedules and sending the messages.

Do you have an email strategy that’s worked for you? Tell us about it in the comments below.

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