Drip Email Messaging is a great tool in the marketers’ resource kit. Most modern Sales Lead Tracking and Management Software Systems include at least some sort of drip email marketing feature to be used as part of lead nurturing process. Advanced lead systems (such as Leadpro247) include a plethora of event triggers and action choices that can be leveraged to send a variety of automated drip email messages. In fact these drip marketing messages blur the difference between the transactional messages and marketing /informational messages. However, marketers have to be cautious and make sure that they are not substituting the drip messages for personal email one-on-one email messages and follow-up phone calls.
Leading lead tracking systems such as LeadPro247 tightly integrate the drip marketing function with lead follow-up activities and feedback mechanisms such as online surveys. While these features can be leveraged to increase the prospect engagement, the same can never be considered as a replacement for old fashioned phone calls and direct email messages.
Reasons
There are several advantages of personal telephone calls and email messages, especially when the lead is in a warm ot hot stage. Here are some of the reasons:
- Low Delivery rates – Drip email delivery will be much lower than the personal / direct email delivery rate. Important follow-up messages should not be missed.
- Low Open rates – Even if the drip messages are delivered to their in boxes, the email open rates will be significantly less. Though right subject lines and other email header parameters could reduce this issue, a serious / hot prospect should not be left out for any reason.
- Minimal Personalization – Though the email messaging is greatly improved with automated personalization feature, it cannot be equate to the personally hand crafted email messages. A human being can respond much more personally depending on the nature of follow-up and the action which triggers the email.
- Missing Personal Touch – Personal telephone calls can produce significant results when the lead is in the advanced sales stage. By automating the follow-up messages, you miss out a chance for personal interaction and faster lead conversion.
