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Most companies sequence anywhere from 4-11 emails to be sent through their drip campaigns. It’s up to your business to determine how many total touchpoints you’ll need to prime your audience to become customers. It is important, however, to ensure that drips incorporate different paths based on customer responses and information they provide.
It is also strongly suggested that your human teams are able to quickly monitor and personally engage - taking over the conversation – as your customers ask buying questions or share specific, pre-determined information in their responses.
Drip marketing is the process of sending a series of emails or messages to your audience at predetermined intervals based on the interactions they’ve had with your brand thus far. The goal of drip marketing is to move more leads down the funnel to become customers.
While your CRM likely has a sequencing tool that creates specific paths based on prospects' responses, these are generally clear forks in the road instead of empathic, relationship-growing interactions. Good conversational AI can better recognize the intent and help the prospect in a more human way – teasing out critical information and helping the customer speed their own path to a sale.
Why not simply use humans, then? They don’t scale as well as AI.
Drip email campaigns allow you to follow up with your leads in both the long and short term. Each message is designed to prompt your leads with gentle messaging to take action and remind them about your brand or products. Re-drips are also a great way to follow up with leads who once expressed interest in your brand but have yet to convert into a customer. Think of drip email campaigns as an effortless - and scalable - way to reach out to your interested customers.
