Best Practices for Drip Campaign Strategy

[Theresa_McCombs]

Hi there! I'm looking for some insight and best practices on the best strategies for nurture campaigns. Currently, we have been running a few test campaigns with the following cadence:

• 8-12 emails/phone call touch points in a 22-day time frame (breakdown below):
  • 3 Emails
  • 1 SDR Phone Call Follow Up
  • 3 Emails
  • 1 SDR Phone Call Follow Up
  • 3 Emails
  • 1 SDR Phone Call Follow Up
• After the 22 day "burst" we send with drip emails once a week or once every 2 weeks without any phone call follow up to those that did not respond or move to a first one-on-one meeting.

What have you all found is a best practice regarding the leads that don't result in a first meeting? Do we need to stop the drip at some point and give them a rest entirely? Otherwise, we could say the drip campaign could go on forever.

If we should give those leads “rest” at some point, how long do you recommend we wait to reengage with them? I also assume we would start them down and entirely new nurture stream based on content they did have some interest in or engaged with previously.

Thanks so much for your help!

[Anonymous]

Hi Theresa,

That's a fairly aggressive cadence for 22 days. I would definitely recommend a cooling off period after that first "burst". As for how long you should wait, I would say that depends on a few factors. For starters, what is the length of your typical sales cycle? Is the above designed for brand new leads? Do you have a standard SLA for this stage in the Lifecycle/RCM? Do you have a "Recycle" stage in your Lifecycle/RCM?

For your second question about the type of content, I would agree with your statement above. They should start down an entirely new nurture stream based on content they had some interest in previously. To that point though, is the above "burst" also sending them content related to something they previously had interest in? If not... why not?

Thanks!

Drew