Crafting and Launching the Email Drip Campaign
A drip campaign is a series of automated, personalized emails sent at specific intervals. It’s a more effective way to engage prospects than a single mass email blast.
Email 1: The Introduction and Value Proposition (Day 1)
- Subject Line: Something compelling and personalized.
- Examples: “Hiring a Sales Rep?,” “Question about your sales team,” “Found you on [Job Board Name].”
- Body:
- Hook: Start with a specific observation. Mention you saw their job posting on a competitor’s site or that you noticed they’re hiring for a sales manager. This proves you’ve done your homework.
- The Problem: Briefly touch on the pain point. “Hiring great sales talent is hard, and the best candidates often get lost in a sea of applicants on general job boards.”
- Your Solution: Introduce your job board. “That’s why we created [Your Job Board Name], a highly-curated platform exclusively for sales professionals. We connect you with top-tier candidates who are actively seeking sales roles.”
- Call-to-Action (CTA): Keep it simple. “Would you be open to a quick, 15-minute call to discuss how we can help you find your next great sales hire?” or “Learn more about our pricing and features here.”
Email 2: The Social Proof and “Why Us” (Day 4-5)
- Subject Line: Follow up in the same thread. “Re: Hiring a Sales Rep?” or “Following up on my last email.”
- Body:
- Reiterate: Briefly mention your previous email.
- Social Proof: This is where you showcase credibility. Mention a successful case study (if you have one) or highlight a specific feature that addresses a common pain point for sales hiring. For example, “A client of ours, [Company Name], used our platform and found their top-performing SDR in less than two weeks. Our candidate-vetting process ensures you get high-quality applicants.”
- The “Why Now”: Gently create urgency. “The best sales talent moves quickly. Don’t let your ideal candidate get snatched up by the competition.”
- CTA: Provide a clear, low-friction next step. “Check out our pricing options here to start posting jobs today.”
Email 3: The “Last Chance” / Educational (Day 8-10)
- Subject Line: “Final follow up” or “Still hiring a Sales Rep?”
- Body:
- Position as a Resource: Shift the tone from a direct pitch to an educational one. “I know you’re busy, so this will be my final email. I wanted to share a valuable resource we’ve created to help sales managers, ‘The Top 5 Characteristics of a High-Performing SDR’s.'” This positions you as an expert, not just a salesperson.
- The Benefit: Mention how this resource will help them solve their problem. “We’ve found that companies using this framework have seen a 25% increase in offer acceptance rates.”
- Final CTA: Provide a way to get back in touch easily. “If you’re still looking to fill your sales roles, you can schedule a call with me here at your convenience.”
Tools to Automate the Drip Campaign:
- CRM/Sales Automation Software: HubSpot, Salesforce, or Pipedrive.
- Email Marketing Platforms: Mailchimp, ConvertKit, or ActiveCampaign.
- Standalone Drip Campaign Tools: Lemlist or Woodpecker.
By meticulously building a targeted list and implementing a well-crafted drip campaign, you can effectively reach and convert employers, laying a strong foundation for your niche job board. In my experience drip campaigns work but you have to stick to them and methodically turn your prospects into clients.
