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Using Top of Mind Drip Campaigns to Nurture Prospects

It’s important for any sales team to maintain a presence and communication with potential customers, and drip campaigns can help tremendously. The goal of any good drip campaign, also known as a nurture campaign or campaign automation, is to create a sense of familiarity with the leads being nurtured. Once a salesperson creates that sense of familiarity through an automated campaign, it can help increase the likelihood of a sale.

ClickDimensions offers several tools for sales teams to build connections with prospects, including creating a drip campaign via our campaign automation builder. In the example below, you will see a “top of mind” campaign automation that a sales team could use to keep the conversion going with leads and keep them consistently interested in the product or service they are attempting to sell these individuals. We will also discuss helpful things to include in this type of campaign automation.

The Email Interaction trigger in the ClickDimensions campaign automation builder allows you to track interactions with an email you send as part of your campaign. Based on those interactions, you can send people down different paths. For example, a lead that opens the email could be sent down a path to receive additional information while a prospect that doesn’t open an email could be sent a variation on the original email. You could also set it up to have a salesperson notified when someone clicks a link in an email, for example.

The time of day that an email is sent strongly impacts whether the message will be read, understood and remembered by the prospects you are reaching out to. Take care to ensure that the timing of your messages doesn’t have a negative impact on the performance of your campaign. You can use wait/date timers to space out your emails within your campaign automation.

In this example, I have set up the campaign automation to send my follow up email two days after my first email is sent. You can accomplish this by adding a wait timer to a series and specifying a wait time of two days. I also set restrictions so that it only included weekdays and between certain hours.

You can also check if a participant in the campaign automation did not complete the trigger event within a certain amount of time before sending them additional emails within your drip campaign, as you attempt to move participants through the funnel and convert leads to customers.

2017-06-09T12:07:48+00:00 By |Campaign Automation|0 Comments

About the Author:

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Sam Ngaima is a ClickDimensions Marketing Success Manager.

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