How does it work? Before you start your email drip campaign, there are a few things to consider. Who are you going to send your emails to? You don’t want to blast your entire database with the same campaign, as it will not be relevant to a significant proportion of your prospects. Instead, narrow your focus down to a target audience that you can reach with a super-relevant message. Look at your Ideal Customer Profile (ICP). Create a group for your drip campaign that matches it. What are the goals for your campaign? Next, think about the B2B marketing KPIs for your drip campaign. What do you want your prospect to do when they go through your email sequence? Do you want them to call your sales team for a demo? When you have a goal, you will know if your campaign has been successful in reaching it. Have you planned the campaign in advance? Now, it’s time to plan your campaign. How many emails will you send? How often? You don’t want to bombard your prospect; instead, gently walk them through what you do. That’s good lead nurturing. What content will you include in your emails? Think carefully about the content of your emails. What will it be? Make sure you go for impact, with sharp subject lines and striking graphics. How will you introduce yourself in an email? Is your tracking in place? Once you press go on your campaign, keep a close eye on your analytics. If there is a part of the sequence which is not generating enough engagement, look at how you can fix it. The Inbound Marketing Playbook / 59