Automated email drip campaigns, the attempt to shepherd prospective customers from point A to point B as directly as possible, have become ubiquitous in B2B Tech and SaaS marketing. The underlying logic? A straight line is the most efficient route.
Hot Take
The customer journey is rarely a straight line. Every individual embarks on their unique path. Consequently, drip campaigns often resemble SPAM more than lead nurture. They neither truly cultivate relationships nor produce qualified leads, thereby betraying the very concept and goal of a nurture program.
What You Should Be Doing Instead
It’s time to shift from a monotonous email conveyor to a responsive, personalized journey for every customer.
- Dispatch a single, pertinent email based on a customer’s engagement with your digital presence. Time is of the essence, and the customer’s schedule should dictate it.
- Then dispatch a new email on the next key engagement.
- Personalize these emails, considering each user’s demographics, preferences, and behavior. Tailored messaging creates meaningful interactions.
- Employ flexible lead scoring. Diverse paths should lead to a Marketing Qualified Lead (MQL). High engagement, regardless of purchase intent, should qualify for human interaction.
In essence, the strategy should center around dynamic, personalized communication that aligns with a customer’s journey, not your buyer’s journey.
Expected Results
This new strategy will revolutionize your customer relationships and deliver more qualified leads and more of them.
- Increased customer engagement as your messages align with their interests and schedule.
- As customers feel understood and valued, expect higher MQL conversion rates.
- Sales teams will drive more targeted and productive conversations with MQLs and prospects from granular insights derived from single-topic focused content.
Summary
Linear drip email campaigns are losing their essence; they’ve devolved into SPAM rather than genuine nurturing endeavors. Embracing a dynamic, personalized approach that caters to each customer’s journey can patch the leak in your current drip campaign. This method refines your marketing strategy, reshapes customer relationships, augments engagement, and boosts conversion rates—this is the crux of a successful lead nurturing program.