If you decide to set up a drip campaign for your blog, make sure you do it right. Here are some of the most important best practices to follow.
1. Make sure your email list is opt-in.
First things first, good email marketing requires that you only contact people who have actively made the choice to join your email list. Buying emails or adding people you found online that you think might be interested will not only result in people deleting or ignoring the drip campaign emails you send, it will get them marked spam – something that could get you booted from your email marketing platform.
Your drip campaign should only be triggered when a visitor to your blog knowingly signs up for your email list.
3. Use it to define your positioning and create camaraderie.
What sets your blog apart from similar blogs out there and makes it worth following? That’s your unique positioning.
Use your first emails to lay out your positioning and humanize yourself to your subscribers. They’ll be more likely to connect with a blogger they feel they can relate to. Don’t be afraid to show some personality.
3. Highlight your best work to get your subscribers on board.
This is your chance to win subscribers over and hopefully turn them into followers for the long term. Break out your best work to show them what you’re capable of.
This helps you impress your new subscribers, as well as a way to drive new traffic to some of the blog posts you’re most proud of.
4. Make it one part of a larger email marketing strategy.
Your drip campaign shouldn’t be the last thing you send your subscribers. Develop an ongoing email marketing plan to keep communicating with your subscribers long after they first sign up. You can email them to alert them to new blog posts, start a monthly e-newsletter, or create unique content just for your email list.
Whatever route you choose; just make sure you stay in touch. That’s the whole point of an email list.
5. Pay attention to your email analytics.
While a drip campaign technically only has to be created once and will keep working for as long as you want it to, you’ll want to revisit it at least once or twice a year to look for ways to improve.
Check your analytics to see which emails people open, which they respond to, and which they click on the links in. You may want to tweak the wording, change subject lines, or update your drip campaign with new content and links based on what the analytics show you.
6. Ask your readers to take action.
Ideally, you don’t just want your subscribers to read, you want them to engage. One way to get them more actively involved is to directly ask for feedback. You can make a survey part of your drip campaign, or include a CTA in your emails asking for subscribers to reply with their input or add comments to your blog posts.
Subscribers that provide feedback are valuable because they clearly care about the direction your blog goes in. And their responses can help you improve your blog and make sure you provide what your audience is looking for moving forward.
7. Personalize your emails.
If your blog covers an array of topics, then you may have some subscribers more interested in one subject area than others. In that case, it could pay to set up different drip campaigns that each emphasize specific topic areas.
That way you can be sure that everyone who signs up is getting information relevant to their interests, which makes them more likely to stick around and stay a subscriber.