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3 Must Haves for a Successful Drip Campaign

By Emily Smith on Jun 26, 2018 5:17:00 AM

Topics: Education

Childcare organizations often find themselves looking for a way to nurture potential enrollments, communicate with incoming leads and re-engage lost opportunities. If any of these are on your to-do list, a drip campaign may be the solution you're looking for.

A drip campaign is defined as a series of messages delivered through lead nurture programs with the intent of acquiring new enrollments or aiding in the retention of current families. Drip campaigns involve delivering relevant and frequent content into the hands or inboxes of prospects that may have expressed interest in your brand, but may not be ready to make a decision yet.

ChildCareCRM Drip Campaigns seek to be a highly effective solution to your long-term marketing strategy. Our automated approach allows organizations to send prepared emails and text messages to subscribers no matter where they sit in your funnel with intentional follow-ups triggered by the recipient’s interaction with your content.

Here are a few best practice tips you may consider making as you build out your campaign automation.

Segment Your Audience

By creating target audiences for each of your Drip Campaigns, you can create a more meaningful experience and increase your response rates. Create distribution groups with unique interests or attributes. This will drive your open and clicks and ultimately your conversion to the next stage of the funnel. Some target groups we see are:

  • Single Statuses within your pipeline
  • Age Groups & Classrooms
  • Wait List by Reason
  • Lost Opportunity by Reason
  • Special Employers
  • Expert positioning content
  • Re-engagement drips for Stalled or Lost Opportunities

Customize Your Messages for a Better Reader Experience

Now that you’ve spent time deciding who your target audience is, create content they'll be inclined to view and respond to. Stay top of mind by delivering emails and text messages tailored to their needs. Harness your unique benefits and features by age groups or specific interests of a group of people. This will drive your open and clicks and ultimately your conversion to the next stage of the funnel.

Test Alternate Messaging

Almost every email you receive in a promotional campaign has been run through an A/B or split test. By split testing two versions of your campaign, you'll be able to see which version is attracting more conversion from your prospective enrollments. Test alternate messaging, delivery times and media. Are more parents responding to your message via email or is a text message proving to be more effective? Launch both versions of your campaign and check in after each touch point. Being able to see a clear winner will allow you to course correct for future messages.

To get started with ChildCareCRM and launch your first drip campaign, schedule a demo or call us today.

Emily Smith

Written by Emily Smith