Ask Yellow Dog: Do Drip Campaigns Delay a Sale?

I’m starting to work with a new client and we’ve discussed adding a welcome series of emails with an opt-in offer to their website. This is something I often talk about with clients when we’re getting their newsletter setup. Do you have an opt in offer and should we have a series of welcome emails about it? The answer is usually:

• Yes
• No but I can
• No, hard pass – please don’t make me.

Here’s the specific question from my client:

I know we’ve talked about doing a four part series. In theory, I’m fine with that, but I have been wondering if continuing to drip useful information to potential clients may inadvertently prevent/delay them for reaching out because they know more information is coming… I definitely want them to have that “whoa this is a lot we should probably just pay them to help us” feeling but not the “well this is manageable I’ll just keep waiting for these emails” feeling.

I LOVE this question.

It’s how we all feel about our opt in and any drip campaign series. Will they wait to buy or will they buy now? Here’s my response…

Good question…Downloads are a funny thing. Some people will download the list because they want something for free and never really plan to hire you – they just want the DIY. And some people download but never look at it. And then the 3rd group download it, use it and realize that yeah, they need you.

SO – I don’t think someone who needs to hire you NOW will wait the whole 4 weeks (or however long we make the series last) to call you if they need you. AND at the bottom of each email we can add a button to “schedule your initial consult” or whatever we decide to do.

Most Importantly?