How to Set up an Email Drip Campaign to Convert Leads to Clients

Drip, Drip, Drip. We don’t think much about those droplets of water. “It’s just a few drops. It can’t do much,” we think.

I recently moved into a new rental house. The price is a steal for Nashville, but as the saying goes, “You get what you pay for.” My fiancé and I discovered a pest infestation, a basement that floods when it rains, and a leaking dishwasher… just to name a few. If you’ve ever dealt with water issues, you know they can’t be ignored. Even a little drip. Think about how the Grand Canyon was formed. A drop of rain here or there isn’t a big deal, but a drop of rain consistently falling in the same place for a long time can change the surface of the earth (or your rental property).

This idea of results by slow but steady dripping can also be applied to your marketing plan, particularly to your email strategy. It’s what we call a “drip campaign” where you continually send your message in small amounts to your prospect or client, rather than sending everything all at once. It’s the difference between a flood and a drip.

A drip campaign takes patience and commitment on your end, but the results make it worth the effort. 


The Idea Factory client how-to videos are a perfect fit for a drip campaign — and take away a lot of the work on your end. You don’t have to come up with the topic or content because we’ve already provided that for you. All you need to do is create an email process for each video. Here’s what that looks like:


  1. Decide what your overall message will be for these videos. IE: Our firm makes being a client easy and effortless.
  2. Next decide who you want to receive this message. Make a recipient list.
  3. Decide the frequency and timeline you will use to send those emails. IE: Every other month.
  4. Create an email for each video. Make sure the email highlights your overall message, a snapshot of your video, and contains a call to action.
  5. Put your email recipient list in the BCC field.
  6. Save to your drafts.
  7. Schedule your email to send on the dates you picked, or put a reminder to send on your calendar.
  8. Celebrate your results.

These steps will get you through the basics of a drip campaign in Outlook. If you want to kick it up a notch, services like Constant Contact or MailChimp make drip campaigns simple. Once you’ve set one up, you’ll start dreaming up other campaigns to launch.

And remember: Small but steady efforts can create big results.

Need help getting your marketing efforts launched? Let us answer your questions. Click here to schedule a call.

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