Email marketing is similar to social media in that it's a marketing tool that's most effective for follow-up, not lead generation.
Consider these statistics about follow-up: 2% of sales are made on the first contact; 3% of sales are made on the second contact; 5% of sales are made on the third contact; 10% of sales are made on the fourth contact; and 80% of sales are made on the fifth to twelfth contact.
Yet... 48% of salespeople never follow up with a prospect; 25% of salespeople make a second contact, then stop; and just 12% of salespeople make more than three contacts.
Effective follow-up equals more sales, yet most businesses do not follow up enough with prospects. Enter drip email marketing: To nurture leads, you can send a series of emails on a set schedule—a drip email campaign—to your prospects until they become ready to buy.
Now, let's talk about how to create effective drip email campaigns. It only takes four simple steps.
Step 1: Choose an email software program
The first step is choosing an email marketing program to use for your drip email campaigns.
Here are some of the most popular ones:
Each of those has pros and cons, depending on your particular situation, so you should research them for yourself to see which one best fits your business needs and budget. For example, MailChimp is a more user-friendly program that helps beginners in the campaign creation process. On the other hand, Aweber is a bit more complicated, but it has more advanced capabilities. Many have free options as well as premium paid versions, so you can choose the program that fits your budget.