Purpose: To follow up in a timely manner with relevant content and alert the sales team as prospects identify themselves as interested leads.
Benefits: The automated follow-up and automated lead assignment and notifications save marketing teams time because these are no longer manual tasks. It also enables the sales team to respond to leads promptly and see the immediate benefits of event-generated leads, and it creates a seamless experience for the prospect himself.
Time: Emails are sent periodically, typically every 7 to 10 days, but if a prospect shows interest, a follow-up webinar invitation arrives soon after and the prospect is assigned to a group, thus assigning the lead round-robin to the sales team.
Content: The emails contain relevant and education-based information which culminate in the largest value-add, a webinar. Tip: It is important to send an introductory email to explain why you are contacting the prospect and what they can expect over the next few weeks. Explaining where you met them and that you will be sending more information about their topic of interest over the next few weeks sets the stage.
Email Type: HTML emails are used in this drip program because they are more visually appealing and the most widely accepted medium for sending thought-leadership content. Tip: If the prospect never clicks on a link, they are added to a list (labeled here as "Non-Responsive") so that they can be tracked, further nurtured, or involved in another campaign. For step-by-step instructions on creating a drip program, see Drip Programs.
For more tips and tricks for effective email campaigns, see Email Marketing Best Practices.
Click the image below to see an example of a marketing drip program in Pardot. The image will open in a new window.