Drip-Drip-Sold: Nurturing Leads With Drip Campaigns

How do you know when your prospects are sale ready? Do you waste resources chasing leads that are not actually interested? Wouldn’t it be great if there was an automated process to nurture your leads and let you know when they are ready to approach? Enter the drip campaign. Send your leads a series of targeted emails depending on whether they open the previous one and get notified when they have made it through the entire process. At that point the apple will be ripe for picking and all you have to do is close. Alternatively, you will know if they are not sale ready and you have the opportunity to bring back their interest with targeted content for those that did not open the previous email.

How does this process work? The itracMarketer automation tool allows you to trigger actions based on specified conditions. For example, once the lead enters your database, an automatic welcome email is sent to them with useful information for their buying decision. If they open that email, you can specify a wait time or automatically send them a second email with information to lure them in further. If they do not open the welcome email within a specified period of time, a special offer can automatically be sent to try and win back their interest. The process can be automated even further building upon the same principles. The result is either a hot prospect that is ready to buy or a cold lead that you have wasted no resources on.

The actions that trigger the next drip can also get more granular. Triggers can be based on whether the contact clicks a link in a campaign. It is even possible to specify certain consumer attributes as conditions for receiving a particular email. Perhaps you would like to send special offers or information based on a lead’s geographic location. There are numerous actions and attributes that can trigger campaigns within the itracMarketer platform. The best part is that all of the data and the results are tracked. The reporting will show you what is working and what is not in order for you to improve the effectiveness of your campaigns.

Set up a drip campaign and the benefits will pour. The specified conditions allow you to be relevant to your leads by delivering timely information, which in turn moves them down the sales funnel. The predefined process also allows you to allocate resources to only the hottest leads and not waste time on ones that do not qualify. The process can be as simple or as complex as you make it but either way the end result will be: increased sales, improved productivity and a reservoir of consumer information.


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