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Ditch the Pitch: Tips for Successful Drip Email Campaigns

by Nitin Maheta

Both online and offline businesses benefit from email campaigns. Autoresponders are a kind of tool that many use to build user engagement by sending email newsletters automatically. When a visitor comes onto your site and signs up for your email newsletter, they are placed on a list so that emails are automatically delivered at certain intervals (usually a specific number of days).

The problem is, many people build autoresponder sequences that sound machine-generated. If you have ever unsubscribed from an email list because it didn’t sound personal enough, you were probably being delivered a sales pitch without a human message. Instead, you need to make these emails sound spontaneous and human in order to succeed. Here are some tips for a more successful drip email campaign.

Start with your highest bounce rates.
Look at your analytics to find out what pages make people bounce the most. The pages with the highest bounce rates may need to be reformatted and redesigned to be more visually appealing, or if you’re sure they are not losing people because of the appearance, they need content to draw people in. Offering an email autoresponder sequence in exchange for an email address is a great way to do this. You could send videos, an ebook, discounts, or whatever else people are looking for when they stumble on these pages.

Give content for the first three to four messages.
Make sure the first three or four autoresponder emails are content-based. Don’t include pitches, just give your audience great, useful stuff that they need. Don’t try to pitch then straight away, or they will hear “sales” and won’t be interested. You might get good sales numbers, but you could get better numbers by focusing on engagement before offering carefully-targeted pitches. This focus on content will show your audience that you’re an expert, and it will offer a taste of the solution. For instance, if you’re selling an ebook on a certain subject, you can offer sample chapters, give them inside stories about how it was written, or provide a relevant case study.

Make sure your pitches are relevant.
Your email campaign should have been building a story – talking about problems and possible solutions, giving advice, and so on. The initial problem that caused them to sign up for your list is probably still there, though. The ones who will never open your emails or buy from you will unsubscribe immediately and those who aren’t immediate buyers will continue to read your emails, and in the future, may be ready to buy. Finally, the ones who will open and buy will see your carefully-targeted pitch and be ready to solve the problem that they started out wanting to fix.

Don’t let your email autoresponder campaign fail because you were too pitch-heavy. Instead, the future of drip email campaigns is in knowing what people want, delivering it to them, and then giving them paid solutions. You don’t want to jump into the “pitch” stage of your relationship before your subscribers even know you. Remember, they aren’t just email addresses – there are people behind each email address judging you on whether you’re useful or just another greasy online seller.