Drip campaigns – a communication strategy in which a series of messages is sent based on audience members’ varying actions – are one of the most proven methods for connecting with customers and driving them to engage. In some instances, they are extremely helpful for both the sender and the customers, making the process of doing business or providing a service smooth. In other instances, they can come across as irrelevant and annoying. 

With that nuance in mind, first-time interactions are make-or-break. Have you ever signed up for a newsletter or text, only to unsubscribe immediately when the communication doesn’t provide what was described? Read carefully for our tips on how to communicate with brand-new customers or audience members. Following these steps can help you both engage with someone new in the right way and retain them as a long-term customer. 

Connect with a short but meaningful first touch

Your first outreach should be brief, not salesy and aimed at informing. First impressions really do matter, so aim for your initial message to welcome them to your brand and inform them on what to expect going forward. It should not overwhelm or push to purchase something immediately. If you are not in a sales-focused industry, your message may need to include instructions for next steps (think healthcare), which is completely fine. The goal is to make someone feel good about their decision to connect with you! 

Build trust before asking someone to spend money

Today, consumers are more mindful about how and where they are spending their money. Pushing someone too hard before they’ve been able to ‘vet’ your service or product can lead to an immediate unsubscribe. There should be a warm-up period focused on education and explaining to the audience member why they are in good hands with your company.

Retain by increasing engagement without the overwhelm

A successful drip campaign uses a small range, around five to seven, touches to reach, inform and retain a new customer. Sometimes, it may take a lot longer depending on your industry, and other times it may be quicker. One important tip is to not overwhelm. Sending multiple messages a day or several during the week leads to unsubscribes and lost interest. A slower and more steady approach is better received! Remember the point about building trust – you want to supply quality information that shows your customer you are more interested in helping them fully understand their purchase or decision and that they are selecting the right company or product before firing off too many sales-forward messages.