Discover more from ROC - Rehab Owners Community
ROC Weekly Marketing Minute
Using Drip Campaigns to Increase Engagement and Gain More Rehab Clients
Drip campaigns are a way of automating sales outreach by sending a series of emails after a specific action is taken. For example, you can create a drip campaign specifically for loved ones of people with SUD who have filled out a form on your website.
Drip campaigns can be used to nurture leads, convert clients, and provide information. They are used to communicate the value of your facility and create a relationship with your leads.
How to create a drip campaign
Here is a list of step you can take if you are interested in creating a drip campaign:
Choose your software: There are a many software options you can choose from for creating a drip campaign. Be sure the software you choose integrates with your CRM, offers metric tracking, and allows for personalization, like inserting the recipient's name.
Identify your goal: Think about the aim of your campaign. Are you educating leads from your website, reengaging alumni, or appealing to family members of potential clients? Your goal will help you decide on the other aspects of your campaign.
Determine who to target: Determine the recipients of your campaign and segment your contact list accordingly. Consider their challenges, goals, and preferred messaging style.
Decide how many touch points to use: Decide how many emails you will include in the campaign and don't be afraid to send more than you think you should. People interested in your facility want to hear from you, but they will respond better when they receive content that is customized to them. Aim for about four to eleven emails and schedule them anywhere from four days to a week apart.
Create and personalize the content: Be sure to use messaging that is specific to your audience and appeals to them. You can use the personalization features in the drip campaign software to insert the recipient’s name and other important information to help increase the chances of the email being read.
Set up criteria for taking someone out of the drip: Set triggers that will automatically remove people from the drip once they meet certain criteria. For instance, once someone calls your office to enquire further about your services, you don’t want to continue sending them emails asking them to call.
Drip campaign best practices
Here is a list of best practices you can follow for your own drip campaign:
Keep it short- Remember that the point of the email is for your recipient to get to the CTA as soon as possible. Try to keep your email to about two or three short paragraphs.
Include a CTA- Include a call to action at the end of the email to prompt readers to take an action. For example, you can encourage them to call, visit your website, or sign up for an open house you are hosting.
Track your metrics- Tracking aspects of your campaign, like the open rates and click rates, can help you learn what works best. Consider the day of the week and time you sent your emails and consider whether they need adjusting.
Use a follow up sequence when the email isn’t opened- If a recipient has not opened their email, send another one. You can target the messaging to help encourage them to read your emails. If you are unable to convince them to open the email after a few tries, you can send them a final “sign-off” email that explains you won’t contact them anymore.
Benefits of drip campaigns
Continuous conversation- With consistent emails scheduled, you can create an ongoing conversation and stay top of mind. Try to build the conversation with each email and stay consistent so that your email delivery meets their expectations.
More revenue- The segmentation of your contacts and the customization of your messaging can help you connect with leads in a meaningful way. Having specific messaging for each segment can help the campaign feel more personal and increase the chances of gaining clients.
More engagement with less effort- Drip campaign software allows you to automate the entire campaign sequence. This means that you can spend time creating your campaign once, and then let the software do the rest. This can also help you weed out uninterested people, and help engage those already interested by providing them with information they want.
SMS drip campaigns
You can also conduct drip campaigns via SMS. If you have collected lead phone numbers, use them! SMS drip campaigns are typically even more successful than email, with higher response rates. Be sure to apply all the best practises you would for an email campaign, such as tracking your metrics, keeping it short, and including a CTA.
Best drip marketing tools
Here is a list of some of the most common drip marketing tools:
Remember: Don’t worry about sending too many emails. You aren’t bothering people if you are offering them something they need. You can continue to contact your leads until they request you to stop or if they unsubscribe.
If you are interested in joining the ROC community, please complete this form for consideration: https://tinyurl.com/5btxe39z