“Different people prefer to interact in different ways. Make sure you’re sending a mix of video content, case studies, decks and more to ensure you’re connecting with each lead in their preferred way!” James Sutton, Campaign Marketing Executive, Cognism A drip campaign can consist of any of the above-mentioned emails in a cadence. We like to use drip campaigns to engage with leads who’ve already downloaded our gated content. The advantage here is that you already know what content they’re interested in, so you can provide more of the same. By regularly providing helpful content, you’ll demonstrate the value of your company and build a positive relationship with the lead. “One of the many great things about drip email campaigns is that you have the ability to change them in an instant. If something isn’t working, change it! If something is working well, use it as inspiration for your other campaigns.” James Sutton, Campaign Marketing Executive, Cognism The ANYTHING BUT BASIC guide to email marketing / 26