Have you been following our step-by-step checklist for building your own drip marketing campaign? (You can start here at the beginning of our series on “Getting Started with Drip Marketing.”)
We hope you’ve been working on your campaign messages and getting them into the marketing automation software. Which software doesn’t make a difference, really. The procedure is the same. Here are a few last considerations.
If 60% of the success of your marketing campaign is due to your list, and 30% is due to your offer, then that leaves us with the 10% attributable to the design. It always seems to us like the layout and design is what most people want to consider first–yet it has the least impact on the success of your campaign.
However, if you have made it this far, then consider these…
Marketing Automation Message Considerations
- Will you use graphics? While header graphic can certainly make an email look professional, some drip campaigns would definitely suffer from graphics (e.g. such as the Proposal Follow-up series). Most of the time, you want the e-mail to look as though you are sending it only to one person….and that’s not conducive to graphics. However, if you want to present more of a marketing face, by all means, add a graphic to the top of the e-mail.
- Would the message benefit by breaking some of it into bullet points? Bullets can make a longer e-mail easier to read.
- Do you have a complete signature included on the e-mail? OK, this is a pet peeve of ours. Your signature should include your phone number and an e-mail address. Read more about our recommendations here.
- Want to add a p.s. near your signature? Who can resist reading a p.s.? We usually add it just above the signature.
- Does the email message pass CAN-SPAM requirements? Send your emails to a test site to check for any potential problems. If you use Swiftpage, send the email to SpamCheck@swiftpage.com and preface the subject line with spTest (all one word).
- Don’t forget to do a test send to yourself and a friend to verify that all the mail merge fields work, the links are correct, and that there are no spelling/grammar errors.
This is more of the technical side of getting your drip campaign going. Give us a shout if you would like to set up an appointment for any marketing automation coaching at this point. You might also want to sign up for our next Drip Marketing Camp… to help you get up and running.
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I started to realize a long time ago that graphics really hurt my response rate. the harder i tried to make it look pretty, It just made it look more and more like spam. So, now I use full text.