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You may have heard of drip marketing. But you've probably never heard of deep marketing. Drip marketing is a way to send emails to your prospects using an email autoresponder that keeps in touch with your leads through marketing automation. Deep marketing is an advanced way to do drip marketing and email marketing. It combines the personalization of sales with the scope of marketing.
Most lead-generating marketers collect names, email IDs, and sometimes phone numbers. If you send email campaigns, personalize the email with the name tag. Typically, email campaigns start with something like hello subscriber.first_name, where Subscriber.first_name is replaced with the subscriber's name.
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Go Beyond Email Marketing 101
Name personalization is email marketing 101, and pretty much all marketers do it. However, there are much better ways to personalize email. In order to personalize the email campaigns more, marketers need to collect more data. With more data, more personalization can be done with conditional content tags.
Let's say you are generating leads online. They collect the prospect's name, email ID, phone number, and other information about your prospect. In my company, a digital marketing training company, I want to know if my lead is a student, a freelancer, or an entrepreneur. On my lead forms, I add an additional drop down menu that asks them who they are.
The content of my email campaign will be slightly different for each target market. I sell digital marketing training and the benefits for each segment are communicated differently.
For example, I tell students that they can get a good job in digital marketing – if they learn digital marketing. I tell freelancers that they can provide marketing advice to other companies and advance their careers. I tell entrepreneurs that they can grow their business by applying digital marketing to their business.
Going into the technical aspects of the implementation is beyond the scope of this article. However, you don't need to learn any coding to implement this technique. Different email marketing tools have different standards for implementation. I'm using ConvertKit and it provides a way to implement conditional content tags.
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Go "deep" for better click and open rates
If you personalize your email beyond the first name, you will get better open and click rates for your campaigns. Every user will feel as though they are receiving emails specially created for them.
And it doesn't end there. In addition to gathering information about who they are, you can also gather more information about their goals and challenges.
On the form my leads fill out, I ask them to choose between six goals and five challenges. And I add similar conditional content tags to the same email campaign.
A single email campaign with 3 unique pieces of information about the leads would result in 90 different versions of the same email campaign in this case.
Make your leads feel like you are really talking to them
My leads feel like they're speaking to them directly. The open rates of my email campaigns are up to 70 percent! That's because the emails are personal; they are deep. That's why I call this deep marketing. The campaigns are deep, personalized and effective. Each lead feels like you're speaking to them in person.
Creating such campaigns is not easy and takes time. But once you know who your target audience is and what to communicate with them, technology will do the heavy lifting for you. I've generated hundreds and thousands of leads for my digital marketing training program and all leads have at least five data points about them in addition to their contact details. And I also implement similar campaigns for my customers. Every marketing campaign becomes an asset that nurtures the leads for a long time.
I coined the term "deep marketing" because I couldn't find a term in the industry that would represent this type of highly personalized email campaign. You can also implement deep marketing for your websites. Once you know who your leads are, you can save their information in their browser and customize the content of the web pages just as you customize the content of emails.
Hopefully this information and my success will inspire you to achieve your goals and apply the deep marketing approach to your email campaigns.
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