Because it can take months for construction leads to turn into clients, it pays to stay in contact with your prospects over the long term. An email drip campaign lets you keep in touch without adding to the work you already have.
Guiding Your Leads
An email drip campaign is a pre-scheduled sequence of emails automated to be sent at specific intervals. These campaigns are often set up to start when a website visitor performs a trigger action, such as downloading a free tips sheet or signing up for a webinar.
The ultimate goal is to guide your prospect through your sales funnel, but each campaign has a more specific primary goal. It might be to welcome new leads, educate prospects about the services you provide, nurture greater trust and rapport or reconnect with a client you haven’t heard from in six months or longer.
Regular, well-timed contact keeps your firm at the top of your prospects’ minds, while also letting you soft-sell your services by showcasing your successes. It can also help you build long-term relationships that result in more return clients and referrals.
Crafting Your Campaign
When you set out to create a campaign, know your goal first. What step do you want to lead your prospect toward? The content in your emails should give your prospects whatever they need to take that step, whether it’s a clearer understanding of your design-build process or more reassurance of your skill at restoring historical homes.
Finally, decide how many emails to include in each campaign, as well as when each email will be sent. As a rough guide, you’ll want to start out with a higher frequency, then slow down over time. A welcome campaign might consist of a daily email for one week, whereas in a lead nurturing campaign, you might send a weekly email for the first month, then cut back to one every two weeks for the next two months.