Drip Emails Are Drowning Us
and the solution to the problem
Over the past few years, drip emails have gained in popularity as a form of marketing, whether for lead generation or retention efforts. They are great when you are the one sending them, but not so much if you are on the receiving end. When you are on the receiving end, they end up drowning your inbox with noise to a point to where they are no longer providing any value. At Whiteboard, we have ditched the drip.
When drip emails first started gaining popularity, particularly in the tech startup scene, they made you feel as if the product or service that you signed up with cared about you. Now that almost every service or product contributes their drip emails to your inbox, you have realized it isn’t anything special and you have now become numb to it, to a point that is a bit annoying. It is no longer just a drip but more like your inbox is getting beat down by Niagara Falls.
While drips are usually well-intentioned, their frequency translates to noise. Also, a majority of drip emails have similar formats and styles of messaging. This lack of differentiation fails to provide the recipient with a sense of unique value and these messages get lumped into the “I’ve seen this before” delete pile.
Drip emails are an easy way to get in front of an audience and be on the top of their mind. The problem that comes with drip emails is that you have to make them as broad as possible so that you appeal to as many of the individuals that you are blasting the email to. So, they become a generic email that really isn’t speaking directly to the individual receiving it.
“If you try to be everything to everyone, you’ll be nothing to no one.”
If you are willing to put in the effort and learn more about your audience on an targeted level and tailor your messaging accordingly, the benefits will greatly outweigh a generic drip campaign.
The Solution
Ditch the drip email campaign and setup behavioral emails.
Behavioral emails are a great way to help your audience realize the value in your product or service as quickly as possible. This form of email takes more effort, because it requires you to really understand your audience and what it is you want them to accomplish with your product or service. It isn’t as simple as emulating a competitor or another drip email campaign in hopes that it will work.
Usually based upon triggers, behavioral emails are more intimate to the user and represent an action that the recipient has either performed or has not performed. The triggers are usually directly related to the core value your product or service provides the end user.
Use Case Example
An example of when we send a behavioral email in Whiteboard is when users are associated with a shared workspace and don’t have a profile photo. The reason we do this is because based upon our analysis, there is tremendous value in having a profile photo when they and the users interact, in a shared workspace. So, we send our users a gentle encouragement to upload a profile photo so they can gain the most value out of Whiteboard.
This email is more valuable to the individual than a standard drip email and will directly impact the individual that it was sent to and when they act on it, they will see value from it. The next time that they receive an email from us, they are going to be more likely to read it and consume what we have to say rather than just delete it.
With our behavioral emails, we aim to help the users of Whiteboard obtain the most value out of our product. That’s what everyone wants and we want to help them get there as quickly as possible.
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