Drip email campaigns have a lot of potential. In case you aren’t familiar, drip email campaigns are designed to automate the process of sending multiple successive emails to members of your target audience. Over time, you can significantly increase interaction rates and conversion rates this way; as a consumer gets more emails from a given brand, they become more familiar with the brand, and they’re exposed to more opportunities to take action. Eventually, if they’re a good fit, they should make a purchase or take some other significant action.
Unfortunately, most brands that are leveraging drip email campaigns are using them incorrectly. At best, this means they’re never going to reach their full potential. At worst, it means they’re alienating their audience actively and sabotaging their potential results.
The power of drip email campaigns is a double-edged sword. The reason these campaigns are so popular is because they are cheap and easy. Because they’re entirely automated, you don’t have to spend much time or effort optimizing them or executing the campaign. Because it’s based on email, it’s relatively cheap to put a campaign together. And because the learning curve is relatively easy, you don’t need any special training or certifications to get started.
These are massive strengths, and they’re part of the reason why drip email campaigns can have such a high ROI. However, they also present a handful of disadvantages. Notably, people have a tendency to overestimate the value of drip email campaigns or overestimate their own abilities to extract value from those campaigns. Just because it’s easy to get started with something doesn’t mean it’s easy to capitalize on its full value. And if you’re overconfident in this area, you might overlook some of the most fundamental mistakes that you’re making.
So what are the biggest problems we see with drip email campaigns, and how can we fix them?
Drip email campaigns often fail in one way or another, but this isn’t a reflection of the potential of the strategy. Instead, it’s a reflection of how the strategy is considered and how it’s executed. An honest and critical assessment of your previous email habits should help you identify some of the biggest problem areas associated with your campaign execution and forge a path for the higher ROI in the future.
Originally appeared in Entrepreneur