Every business owner wants customers to buy their product or service, and every business owner wants to see customers return. It doesn’t matter if you are a B2B company, a B2C company, or even a non-profit, without people buying or giving, you cannot sustain or grow.
We are living in a time where buying online is 2nd nature. According to OptinMonster, “So far, 69% of Americans have shopped online, and 25% of Americans shop online at least once per month.”
These statistics tell us that the sustainability of many businesses (which may include your business) may rely on online buying. You have a website, online advertising, and social media to attract customers and to lead them through the buyer’s journey. This is great! However, once the customer’s need is met, you may not see them again unless they need your service again. At which point, they start their buyer’s journey again, because they could not remember who they called the first time. They may or may not call you again, even if you provided great service.
How do you nurture the customer relationship so that they do not forget you? What is the secret?
Drip campaigns. That’s it.
What is a drip campaign? Drip campaigns use email typically through your CRM to send the right message at the right time to the right people. The content of a drip campaign is pre-written and formatted. Each message or email is triggered when a pre-defined variable is met.
How can drip campaigns bring people back?
Drip campaigns help you personalize your communication
Generic emails get dismissed. If it isn’t personalized, many people do not pay attention. Sending out a series of personalized emails will grab their attention. The personalization can be pulled from data within the customer’s record in your CRM. Personalization goes along way especially when everyone is trying to get your customer’s attention, so enabling a drip campaign with personalized messages from birthdays to customer feedback will help you stand out.
Drip campaigns allow you to send relevant content to dynamic lists in your CRM
As we said before, customers buy from you because they have a need. Once it is met, they move on. You can use drip campaigns to send relevant content to dynamic lists. For example, you can create the following dynamic lists:
- Customer survey 3 days after purchase
- Product best practices 14 days after purchase
- Schedule a follow up 30 days after purchase
- Valued customer promotion 60 days after purchase
In this example of dynamic lists, each drip is triggered when a customer is added to the list based on their purchase date. The drip sends an email with a call to action and encourages engagement. Sending relevant content through a drip campaign shows customers that you have their best interest at mind and that you are easily accessible.
Drip campaigns take follow up responsibilities off your shoulders and reduce follow up fatigue
As your customer base grows, it is impossible to follow up with every birthday wish, every questioned asked, every upcoming renewal or subscription, and so on. When you try to remember to respond to every customer, responses start to fall behind, you develop follow up fatigue and your customer develops frustration Drip campaigns automatically send messages when a variable is triggered, so you don’t have to remember that birthday and rush to send them an email. Customers are more appreciative of a thoughtful automated message than a late, rushed email that was written between meetings. Customers who feel appreciated return to your business.
Drip campaigns keep your brand top of mind in time of need
Your customers may not need your services every day, week, or month, but you need to be ready when they do. Drip campaigns remind your customer you are ready to help and that they do not need to look around. Drip campaigns keep your brand top of mind.
Conclusion
Drip campaigns are the secret to bringing customers back to you. The most effective drip campaigns are done through a CRM, because it is connected to your customer data. If you are considering a new CRM, contact us to schedule a demo of X2CRM. Learn how X2CRM’s automation and drip campaign capabilities can help you bring customers back. [/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading text=”More CRM Topics” font_container=”tag:h2|text_align:center” use_theme_fonts=”yes”][vc_empty_space][vc_basic_grid post_type=”post” max_items=”2″ element_width=”6″ orderby=”rand” grid_id=”vc_gid:1642517419741-cf73364c-0e64-9″ taxonomies=”4, 7″][/vc_column][/vc_row]
