Drip marketing campaigns make it easy and efficient to get your message out to your prospects. It’s so easy, in fact, that you might be tempted to send out more messages, that are less targeted, than you should. With that in mind, we’ve come up with five things to NOT do with your drip marketing campaigns:

1. Don’t overdrip! Don’t be a nuisance – remember less is more when it comes to email marketing.
 If you annoy your target, you risk alienated them and getting your emails marked as spam.

2. Don’t send out ‘salesy’ content. You’ll turn your prospects off and make them less responsive to your messages. Instead send helpful, meaningful content.
 As with all content, the more compelling it is, the more it will resonate with your target audience.

3. Don’t repeat messages. As great as your latest “Top 10 List” is, sending it once is enough.
 Let your prospects share your messages for you, if they choose to.

4. Don’t make it impersonal. Emails are impersonal by nature so you need to work hard to personalize your messages. Using dynamic content can greatly add to your emails’ credibility. Messages based on user actions on your website, the marketing material they downloaded, or their level of interest are great ways to personalize your messages.

5. Don’t email your entire database. Drill down, segment, and target for each message as deeply as possible. The deeper your segmentation goes, the more customized your marketing messages can be.

Keeping these 5 tips in mind will help you improve your company’s email effectiveness, and minimize your unsubscribe rate.

Tim Niziak

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5 responses to 5 Things to NOT Do with Your Drip Marketing Campaigns

  1. Can you actual put dynamic content in emails using Pardot now? I have seen this thread on the Idea Exchange before and saw it’s planned – http://ideas.pardot.com/forums/36996-ideas/suggestions/1353167-create-customized-content-blocks-for-email

    but I didn’t think this was available yet. If it’s available what fields can you base the content off of?

    • Not yet Taylor but definitely soon! We’re redoing the way we do dynamic content on sites (to make it super easy to use) and will then extend that to email.

  2. Good stuff Tim, especially point 5, the drilling down to target specific, which can be done in many ways. Makes the message stronger and more relevant.

    • Thanks for the feedback, Brenda! I agree – the more targeted and customized your message, the better results will be.

      • That’s true — intuitively, I think this was always obvious based on the fact that the number of campaign emails auto-filtered into trash is > the ones kept in the inbox. When we started strategizing for our email campaign at our startup, we decided to test the email campaigns of other companies. After evaluating a mix of startup email campaigns and those of established companies, we found two that were clear outliers — Code Academy (a startup that teaches regular non-tech folk to code) and Amazon. More here http://bit.ly/MJgiUH.