Purpose: To cultivate prospects by giving them relevant information based on their area of interest and make the timing of the correspondence appropriate based on their engagement with the material.
Benefits: By altering the tempo and content based on a prospect's activity, the marketing campaign is more tailored and appropriate, and therefore more effective. The automation allows this segmentation and personalization to occur with minimal effort on the part of the marketing team, freeing them up for other strategic initiatives.
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 (within 3 days in this particular example), to capitalize on the prospect's interest in a timely manner without being too aggressive.
Content: Sending research-based pieces of content establishes your company as a reputable resource and educates prospects about why your product will benefit them. By varying the content between case studies, white papers, and other types of reports or information, you broaden your offerings, thus increasing the odds of something appealing to someone, and you can track which medium is most effective over time. Registering for the webinar is the goal of the campaign, so all other items should relate and build up to this event.
Email Type: HTML emails are used in this drip program because they give a more polished, professional feel which is what is most expected in marketing correspondences. Tip: All HTML emails in Pardot are required to have a text-version as well since this is a best practice for both deliverability and readability. 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.