“Every email in a drip campaign should provide value. Make sure that your emails are useful. Show that you have thought leadership in the right area.” In this campaign, James’ CTA (call to action) is a demo request. The leads will still be able to view the content without booking a demo, but it’s there if they’re interested. The demo request should be positioned as free value - an opportunity to learn more about a potential solution. If your leads feel as though they’re being pushed into a demo which they don’t want, you’ll lose them. If you set up an ‘additional value’ drip campaign successfully - you’ll be booking meetings with leads who already trust you, and your SDRs will love you for it! Key takeaway James had some final thoughts regarding drip email campaigns: “Making sure that you have a good structure for your drip email campaign is only the first step. Use data from previous drip email campaigns to refine future campaigns, review the sequences as they’re running and nurture them.” “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.” “Like many areas of marketing, the value lies in your ability to improve over time.” The Inbound Marketing Playbook / 65