According to the Epsilon Email Institute, drip email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.

Drip email marketing campaigns can deliver a lot of benefits to business marketers. They can help you to build a mutually beneficial relationship with your customers. Apart from assisting you to get new customers, they can help you retain the ones that are already loyal to your business. The result of all this is increased sales, the reason why you are in business in the first place.

While drip email campaigns can be effective, they only bear fruits for those who know how to use them. This article looks at the six steps you should follow to create a successful campaign.

1. Define the Goal

You will need to first define what you want to achieve with a particular campaign you are launching. For instance, you could be launching the campaign because you want to boost an already existing social media marketing initiative, warm up email leads, or you actually want the customer to purchase a product as a result of the campaign. Also, define how you will measure that the campaign is effective.

2. Build the Email List

Once your goals have been defined, it’s now time to build an email list. You need to know exactly what kind of email your prospective customer will probably read. If you already have an SEO marketing strategy in place, you’ll have an idea of the keywords that your prospective customers are looking for. This will help you craft an effective call to action.

3. Craft Relevant Content

This is probably the most important element of a drip email campaign. No one wants to waste time reading content that is not useful to them. Apart from wanting to create money for your business, you also need to ensure that the person reading your email benefits, whether they will eventually buy from you or not. It will be advisable that your content results from a well thought out content strategy.

4. Set the Frequency

The frequency of emails you send to your list of subscribers will depend on your initial goals. Even though the timing will depend on your specific situation, it’s common that such campaigns start will a higher frequency which then slows down as time passes.

It’s also important to consider the different time zones of the people you are sending emails to. Analyze the times when your response rate is higher and adjust your schedule accordingly.

5. Have a Strategy For Following Up

A customer signing up for your subscriber list is just the beginning. Your actions following this will decide whether your campaign is successful or not. In your follow up emails, ensure that you keep the customer knowing what is in it for them. Also, if you’ve promised the customer that you’ll be sending two emails per month, keep your promise.

6. Measure the Impact

If you followed step number one, you would have an idea of what to look for in order to see whether your campaign is successful or not. Look at numbers of new customers and any increases in the bottom line. Is the number of clicks on your website increasing? Maybe the aim of your campaign was to increase traffic to the signup page; look at the numbers.

Most importantly, pay attention to the overall ROI. According to a 2015 report from the Data & Marketing Association, email marketing has an ROI of 3800%. If the number of inbound leads and sales are increasing then you know your campaign is effective and you need to do more of what you are already doing. Where you do not see a difference, you may want to evaluate your strategy.

These six step will ensure that every email you send out has an impact.