Save Time and Stay on Message with a Drip Email Campaign

You are probably collecting email addresses (if not, stop reading now and go do that). But what do you do after you get their email address? Most people have a basic welcome email confirming their subscription and are then never to be heard from again. Or, you might send an update every month with a long list of what's happening. 

Don't do this. Instead, start developing a drip campaign - otherwise known as an automated email campaign. 

With a drip campaign, each new email sign up will receive the same set of emails in the same order. For example, if I sign up on Monday, I'll get email #1 on Tuesday. And when my mom signs up on Thursday, she'll get email #1 on Friday. 

What do I write?

When you set up a drip campaign, it helps you stay on message because all of the content you write has to be evergreen (good today, good tomorrow, good in six months).  This content should revolve around the pain points and outcomes you help clients achieve, but you can also use it as a chance to explain how you work, what's important to you, and your various expertise.

Then, when you have special events, you can send a one-time email blast to your list, but the drip campaign will continue unimpeded. 

How often do I need to send emails?

This is up to you. Some choose to send daily emails, some send weekly. I would recommend weekly as a minimum - but again - it is up to you. 

The main goal is that you want to stay top-of-mind of potential clients. You can do this by providing easy-to-digest bits of information that provide value.

How long do they need to be?

These emails do not need to be long. In fact, I would recommend that you purposefully make them as short as possible. 

Just be sure they provide value to the reader. 

I don't recommend writing an email about the amazing spiritual journey you experienced at the retreat last weekend. Tell that story to your friends. Instead, use what you learned at the retreat and give your followers something useful they can use. 

Have you already started a drip campaign? How is it going? What is working for you? 

*This cover image was shot at the Musée des arts et métiers in Paris. It is one of the first alternators created in the late 19th century. Even though I couldn't read the French descriptions of anything in the museum, I could still understand and grasp the importance of most of the inventions (thanks Mrs. McWhorter). So many of them, like this alternator, served to automate our lives so that we could have time for other tasks. While a drip campaign will never be as valuable as the alternator used to power your computer, it can help you build a loyal following of potential clients. 

Adam Nicholson