Email blasts v. Campaign drips: When to use each to optimize your ROI
We've all been there. Toes on the line. Shiny ...
We’ve all been there. Toes on the line. Shiny ball in hand. Eyes on the prize.
First, you take a few steps (hopefully straight) toward your goal. Then, you wind up your arm and push the ball forward with all your strength. Finally, you back up ever so slowly, saying the same prayer you do every time to visit the lanes, “oh please, oh please, oh plllleaassseeee.”
Mere seconds that strangely feel like a lifetime, later you are sure to enact one of two emotions: complete joy or bitter defeat.
This is repeated at least a dozen times in each game played at the nearest alley for the amateur bowler. For the pro-bowler, no prayer is needed. They step perfectly in alignment with their sweet spot goal. Their ball comes off their hand smoothly in the direction of their target. Predictably, the pin falls just the way it “should.”
In every alley across these beautiful United States, bowlers of various skill levels gather for a bit of competitive fun every day of the week. Some are of the first group; they toss the ball and pray something good will happen. An elite few approach the line with precision and grace, knowing they will succeed. Wherever you fall on this spectrum of skill, know that you are not alone and that the work you put into increasing your accuracy is worth it!
In business, like in sports, mastering each facet of a skill set takes time. Emailing is no exception.
As you transition to using email as a reach-out tool to effectively support your sales efforts to drive new and repeat business to your funnel, it will become apparent that the need for different campaigns is needed to reach the right people at the right time. This is not the time to use the ever-popular ‘spray and pray’ method! It doesn’t work predictably to knock down pins, nor will it work predictably to be read (or acted on) by your reader.
When building your contact lists, bringing in new clients, booking meetings, etc., your goal is to use email like a pro-bowler uses their ball. Make the most of your emailing efforts by using it like a well-sharpened tool to get to the intended target with just the right action at just the right angle.
In sales, the intended target is referred to as an Avatar or a Persona. Whatever you like to refer to as your “perfect client,” make sure to keep them in mind as you draft your messaging. Plan what you want to say, say it all after an engaging intro, edit it to simplify, add a compelling CTA, and make sure to spell check it before hitting send.
You can send two types of campaigns to your Avatar: Blast and Drip. Each style is valuable and useful, depending on your intended outcome.
In the simplest of explanations, an email Blast is a one-off piece of content, and a Drip campaign is a series of emails that build on each other.
Typically, an email Blast is used for sales, updates, invitations, and newsletters. These are all single communications that may or may not be linked to each other; they can stand on their own and most often have a bold call to action.
Drip-style campaigns are a series of emails sent out as a pre-determined series over time that string together to nurture the relationship between client and business. The content of each build on the content of the previously sent email, generally ending in a simple, easy to complete CTA. Drip campaigns are used by companies of all sizes and industries for various communications, including welcoming new clients, follow-ups, and more. They are intended to be more of a conversation than a splashy “ad.”
With each type of campaign, success is directly reflected by two main factors: the quality and accuracy of your list and the perceived quality of your content.
Sending out either campaign type to an un-refined group of recipients can be considered “spraying and praying.” Like the beginner bowler tossing the ball in the general direction of the pins, any email sent without proper setup and planning will not reach the intended avatars you had in mind. MaverickApp was designed for precisely this situation. The smart AI finds, collects, and manages contacts that meet the requirements to be your ideal client. You can then engage with the lists in a way that brings you the most ROI.
A great way to prove the quality of your offering and, therefore, the initial level of trust is by including a good amount of personalization. Let’s assume your collected thoughts are well-written in the body of your email and well introduced in the subject line. Sending the same note to every person on your list makes the reader feel as if you do not know anything about them, especially if multiple people from the same company are on your list. While this is fine for a few very select sets of campaigns, more often than not, the readers appreciate at least an attempt at including personalized information somehow. This can be as simple as inserting their first name into the greeting. It is even better when you identify and speak to their pain points individually and offer a solution.
So, which is better? The answer depends on your current goal. Using both to communicate with your contacts is the best strategy. For each situation you find yourself wanting to send out an email, consider what will work best to achieve the results you are looking for. If a quick, “Hey there, FYI…” type of communication will garner the attention you are after, draft and send out a Blast. If you think the information needs to be seen in deeper detail, you will probably find better open and reply rates over time with a Drip campaign that encourages what feels like a virtual conversation.
By far – almost 80%, in fact – Drip campaigns deliver a better ROI over time. They take a bit more planning and perhaps a bit more technical practice but clearly, the effort is worth it in the end. Because of this, it is no surprise that clients of MaverickApp find success using our incredible AI to seek out their avatars and send them a perfectly written and timed Drip campaign that results in new contacts to fill their sales funnels. The smarter technology we have honed in on and deployed creates situations that encourage connections to be made faster with little manipulation on the user’s part.
Whatever the situation is, since most success is tied to the quality of your list, MaverickApp is ready and waiting for you to easily launch your next email campaign right from your current email box. We wish you Godspeed as you build your list, fill your funnel, and reach your sales goals!
Start your flight plan to make the most of your email campaigns with MaverickApp!
We've all been there. Toes on the line. Shiny ...