Drip Email Campaigns - Setting Expectations
May 8, 2008 – 12:13 pmHave you ever signed up for something, like a white paper, or free trial account, then the company started sending you emails at regular intervals?
Those are called “Drip” campaigns. The marketer sets up a series of email campaigns and sets them apart at timed intervals. After a “trigger” of some sort (like when you sign up for something), the emails start dripping into your inbox.
When expectations are set, and when the content is actually useful, drip campaigns are really powerful and cool. But if you don’t set expectations, it can be like water drip torture.
Here’s an example of properly setting expectations for a drip campaign (click to zoom in):
2 Responses to “Drip Email Campaigns - Setting Expectations”
Speaking of SalesForce, we are looking at moving to them for our database. Does MailChimp have a relationship with them? Can we integrate via the API easily with SalesForce?
By Rich Shipe on May 8, 2008
Hi Rich, we’re looking into a way of integrating with Salesforce. It’s a powerful tool, that’s for sure.
The challenge is that Salesforce lets you store everyone you’ve ever met, or would like to meet, in *addition* to “people who actually opted-in for something.”
So the potential for abuse is quite high. A user could create a campaign and accidentally import a list of “targets” and “prospects” in addition to “customers” then get reported for spam pretty fast.
If we just did a quick and dirty integration, it could jeopardize the deliverability of our entire system for all our customers.
But I’m confident we’ll find a smart, MailChimpy way of integrating that solves this issue.
We’re gathering data by talking to customers who use Salesforce now. And we’re using it ourselves to better understand the product.
By Ben on May 9, 2008