Attracting new customers and keeping old ones has been a prime objective of all businesses since the beginning of time. A relatively new concept known as drip marketing is helping companies, including CBD retailers like you, to make this goal into a reality. But what is it, and how can it revolutionize your CBD sales?
Drip marketing defined.
As the name implies, drip marketing involves an incremental marketing campaign. You use it to send an automated sequence of emails to your customers in small doses via the point of sale system furnished by your CBD merchant account provider. Over time, you can build, cultivate and expand an email list while simultaneously engaging people in an ongoing conversation about your brand and products. Areas you must consider in drip marketing include the following.
- Frequency of emails.
- Scheduling times.
- Segmentation (which customers get what messages).
- Content customization.
- Triggers.
- Marketing automation flows.
Generally, drip marketing campaigners use automation tools to send content such as newsletters, custom offers, sales fliers, and personalized information.
Benefits of drip marketing.
Whether you sell clothing, web services, or CBD products, drip marketing can benefit your business. Here’s how.
- Harness a set-and-forget email automation system to save time and human resources.
- Engage and foster relationships with prospects.
- Keep tabs on what is important to your CBD customers over time.
- Enhance your brand’s credibility and authority, leading to higher conversions and revenue.
Leverage drip marketing to boost your CBD sales.
Now that you know the basic structure and advantages of drip marketing, it’s time to incorporate it into your own CBD business strategies by doing the following.
- Find your target audience. Ask yourself who you are selling to, what problem you will help them solve, their knowledge of your brand, how you plan to meet the customers’ needs, and how you will spur them to take action. Then segment your potential buyers in preparation for generating content.
- Create emails. Build the structure, frequency, appearance, and actual content of your messages. Focus on the customers’ pain points in the subject and body of all messages to ensure that they remain relevant and interesting.
- Plan out your campaign’s frequency, triggers, and goals. Be sure you know when the sequence of emails will be triggered, i.e., sent to the customers. This could be a date such as a birthday or renewal date or could be based on a user activity like abandoning a shopping cart. Then specify what you want the system to do after the trigger occurs, i.e., send an email series or a text message.
- Start the campaign that you have set up.
- Analyze the performance of your campaign via click-to-open rates, open rates, and click-through rates. Based on the results, you can update the sequence as required.
Use the following drip marketing components to cultivate customers, grow your relationships and increase sales.
- Nurture leads with small portions of helpful content over time. This might be in the form of information about various CBD products and their benefits.
- Welcome new subscribers with friendly messages that provide valuable information about your brand and products.
- Post-purchase messages. These can act as a thank-you as well as offer additional assistance and encourage repeat purchases. You can also use them to solicit feedback.
- Convert abandoned shopping carts into sales with friendly follow-up messages.
- Send promotions that showcase special offers, product launches and discounts.
Drip marketing might be gentle and incremental, but it can act as a marketing powerhouse to increase customer awareness of your brand and inspire conversions and extra sales. Implement this tactic today, and your CBD customers will soon become more engaged, loyal and closer to your brand.
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