Create a story
Develop a storyline that is relevant to your solution(s), such as the life and times of your typical customer. Make sure the content is well-written and constructed like an old movie serials about crime fighters, where readers are anticipating a new chapter.
Run a campaign
Start a campaign to reduce waste or to create a movement. This is a variation to cause marketing and can be effective at generating followers.
Host a contest
Design a contest for customers and prospects alike. Leverage social media by having participants follow you. Make it simple to join. Post updates, new information, or other fresh content on social accounts.
Announce an event
Tell your list about an upcoming event that your enterprise is participating in. Use reminder messaging to update readers. Add to previous emails by providing fresh information about the events or its participants. Make sure to include a reference to the new information in your Subject header. It can be an event your enterprise is sponsoring or a third-party event that you’re connected to or attending.
Promote a new product
Introduce a new product with a time-sensitive promotion. Use each message to introduce a new benefit/feature. Update the Subject header to announce the new benefit/feature.
Announce partnerships then drip the benefits
Send an announcement about a new partnership or organization change then follow up with messages about how the move will be beneficial. Be sure to link to websites associated with the change to generate traffic.
Host a charity fund drive
Announce a charity fund drive and follow up with milestone achievements, uses for funds, thank donors, etc. Follow up with goal attainment, notable donors, and other information.
“Did you see this?”
Provide third-party content that can be helpful to your leads. For B2B companies, this can include a wide variety of information such as financial, operational, small biz, legal and regulatory, trends, whatever.
Create a conversation (like with social media)
Use a drip campaign to start a conversation about a topic that is close to your lead’s heart or work responsibility. Send follow up messages that include comments made other participants. Remember to use bcc:!
Send video links
Provide links to helpful and/or informative videos that can benefit your list. After several messages, take a poll on which videos were beneficial or suggestions for future videos.
Get your marketing and sales people together for brainstorming and input on what interests prospects and customers.