How to Build a Behaviour Change Email Drip Campaign

Posted by Marketing & PR on 19 Dec 2022

How to Build a Behaviour Change Email Drip Campaign

As a leading marketing automation agency, we are focused on behaviour change in Manchester. One of the most effective methods we use for reaching a target audience is a behaviour change email drip campaign.

Email is still one of the best direct communication strategies available and an email drip campaign is ideal for nurturing an audience to make positive changes to their behaviour. Let’s explore the crucial role an email drip campaign can play in a behaviour change campaign.

How email drips fit into the stages of a behaviour change campaign

Behaviour change marketing seeks to tackle the barriers of making a positive change and can be broken down into the following stages:

● Pre-contemplation: Maybe I should stop smoking
● Contemplation: I really need to stop smoking
● Preparation: What will I need to do to stop smoking
● Action: Joining a non-smoking program
● Maintenance and Termination: Being smoke-free for a period of time

These four stages of change fit perfectly with an email drip campaign, as each stage can be targeted to help the audience progress through the stages and educate them on the help that is available to them as well as the benefits they will see after the change.

Creating a behaviour change email drip campaign

First things first, you must be clear on your goal. Let’s take the quit smoking example we used above; you will want to break your email drip campaign down to each stage and communicate the key messages that can nurture the audience to swap a negative behaviour with a positive one.

The main aim of any behaviour change campaign is not to convince the audience but motivate them. No-one can be forced to change but you can inspire them to want to change. Taking the five stages above, map out the key messages for each stage and plan how you will communicate them to the audience.

Think about the assets you have that could be helpful, such as success stories from others who have quit smoking, an eBook or animation that explains the dangers and benefits of smoking or perhaps blog content that is packed full of useful tips to overcome cravings.

Remember, each email needs to be of value to the audience. It needs to give them something they didn’t have before to motivate them towards making a change. Are there ways you can make the change less daunting or more fun? Think about how you could gamify the journey or break it down into small steps to help it appear more achievable.

Once you have mapped out your email content and written them, decided on the intervals between each email. Send them too often and you could become an annoyance rather than a motivator, but leaving big gaps between emails could result in losing momentum.

The length between emails will vary on the audience, so testing different intervals and measuring the analytics can help you decide which interval works best for you. Review your open rates, click-through rates and actions to understand how your audience is engaging with your email drip campaign.

Measuring the success of your campaign and tracking key metrics can help you determine the success of your campaign and regular reviews can help highlight any tweaks that may need to be made. The longer your campaign runs, the more insight you will have to fine tune it.

Behaviour Change Manchester: Our Expertise

We’ve been creating highly successful social marketing campaigns for our customers for over two decades. We love our work and use the latest marketing communication tools and most current segmentation and customer insight techniques.

This allows us to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and whole communities – for the social good.

Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioural Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.

This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.

Perfect Circle has delivered social change for clients like schools, local government, not-for-profit organisations, the health sector and niche commercial businesses, and we’re really proud of what we’ve done so far.

If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, we’d love to hear from you. Please visit our contact page and get in touch.

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