Drip vs. Nurture, Which One is Best?


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Drip and nurture are two words that are often used interchangeably when it comes to sales and marketing e-mail campaigns, but they are two very different animals. Each has a very useful application when it comes to your client/prospect communications. In this episode of Above The Noise, Luke talks about how to leverage each type for your business.

Video Transcription

Guys today, we’re talking up sales and marketing emails, and I want to to talk to you about drip campaigns versus nurture campaigns. And I think a lot of times we get confused we tend to use them interchangeably in this industry.

But they really are two different things. I think a good way to look at it is when it comes to your drip email campaigns. These are really the emails that you use to get a prospect interested enough to go into your sales funnel, whereas a nurture campaign these are the emails that are going to help you advance that prospect through the sales funnel ultimately to the close. Both of these are effective ways to help you increase sales so let’s dive right in. Now with your drip email campaigns these are a set of emails that you’ve written that go out dictated by one variable in one variable alone, and that’s time.

So maybe you’ve set it out to go day one day 15 day 30, but this is going to go out based upon time to the list that you set up. Now a good practical application for you when it comes to your drip email campaigns is this is a great way to showcase your brand, showcase the products and services that you offer. So let’s say you’re a retail store and you got a new product line coming in, maybe set up a drip email campaign where day one it’s an intro to the new product, day 15 it’s a coupon, day 30 it’s a blowout sale. It’s a great way to stay top of mind with that client base.

Now keep in mind with your drip email campaigns you can’t target down to a specific profile, a specific individual. That’s where your nurture campaign comes in. So guys, if you send a drip email campaign of a new product and someone gets interested now based upon their interactions you can target them with your nurture campaign so let’s say you’re a realtor someone comes to your site with question information on a property and you’re going to find out that they’re interested in the city or maybe it’s the suburbs based upon those likes and interests you can write specific emails to target them and nurture them on this buyer’s journey.

The takeaway.

So there you have it guys the main difference between a drip email campaign and a nurturer campaign is that a drip email campaign is really dictated by time and time alone. It’s a great way to showcase your products and your services and then a nurture campaign can actually help you target that specific buyer’s profile. Now if you’re just getting started and emailing start with drip email campaigns they’re a lot easier to get going.

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