HTML emails are a great way to reach a large population of contacts with a minimal effort. Send attractive looking newsletters to your clients informing them about special offers, deadlines, sneak previews, upcoming products etc. There are various strategies that can be employed for your marketing campaign – a drip campaign is one that allows you to send out e-mail messages automatically in a gradually timed fashion.

People may visit a site to browse the products being displayed, but how can you translate that visit to a purchase?  A drip campaign is a good way to keep people informed about your new products and possibly buy one of them in the future. Here are a few ways to have a successful drip campaign.

When visitors come to your site, it’s important to give them a chance to join a sign-up list.  This list should include their e-mail address, and other options for them to indicate their areas of interest.  This way, you can have a thorough database of information for your contact pool, and you can use these details to target your campaigns more specifically.  If somebody indicates interest in sports products, for instance, you can send a special e-mail when there is a new line of products or a special offer.

The purpose of a drip campaign is that it is specific.  If the subject line of your e-mail is general and irrelevant to the reader, he or she will delete it immediately.  A drip campaign targets an angle – that angle should be used in your subject line to draw your reader in.  If they visited your company’s site to find out about books by a certain author, your subject line should include that detail.  Don’t create a blanket subject line – mention the facts right up front.

For visitors who have made a purchase at your website, make note of what they purchase for future drip campaigns.  Make your future e-mails customized – send messages out that are always based on the history of purchases, not just any areas of interest that were indicated originally.  This will make the reader more inclined to read these message as well, as he or she will feel that it is relevant to them. 

The purpose of a drip campaign is for the company and the client to forge a relationship.  Make the clients feel as though their interests are being looked after, and most importantly, make them look forward to the e-mails you will be sending them in the future.  If they feel that your campaign is accurately meeting their needs, and that it is timed well enough that they are not bombarded with e-mails, they will take the time to open and read the messages. 

In this day and age, the hardest part of an e-mail campaign is to get readers to open messages and read them.  If you manage your drip campaign properly, you can get and keep customers’ attention.