- On 12/08/2019
The primary goal of an email drip marketing campaign is to attract the right subscribers and send subscribers highly relevant emails that encourage them to commit to your call to action.
Drip campaigns are implemented using marketing automation so you can set up the emails and schedule when each will be sent to the subscribers.
This campaign type is what our marketing automation feature will help you achieve if you signed up for an account with us (if you haven’t already).
What makes drip campaigns creative compared to other types of email marketing tactic is they combine the ability to build your list while sending them emails that they signed up for in the first place.
As a result, there is a greater chance for more sign-ups and a lower risk of people unsubscribing.
If you have no idea how to come up with a drip program for your business, then you’re in luck.
Below are different examples of successful drip email campaigns to help inspire you to come up with your own.
What makes a drip campaign successful?
To create an effective email drip campaign, first, you need to pinpoint your pain:
- Do you need more checkouts?
- Drive back to your website your one-off website visitors?
- Do you need to increase engagement among your existing subscribers?
- Or onboard users smoothly so that they set up their accounts and start using your service?
All of these can be automated via the right drip campaign!
Why drip campaigns?
Drip campaigns are an excellent way to achieve consistent growth and automate time-consuming, demanding, or delicate manual tasks which otherwise could incur mistakes. While some drip campaigns vary by niche, there are some automated email details that every brand needs some form of to be successful and in this article, we’ll show you the best of them.
Whenever a lead first subscribes to your mailing list, they should immediately be sent a welcome email. This is the first step to onboarding your future customer and your chance to introduce yourself, talk about what you offer, and demonstrate why you’re superior over your competitors. These emails are generally well-received, earning a 58.7% open rate on average—over double the standard email open rate of 14.6%.
To be effective, make sure your first welcome email is sent out quickly and that you don’t just send out a single email. Instead, you should set up a series of three to five emails that focus on educating your new lead about your brand and what they can expect from you.
Types of welcome campaigns:
- An email that includes some of your most-shared blog posts.
- Offer a new trial-level service or discount just for signing up.
- Feature case studies or client testimonials about your services/products.
When people leave your email list, there are still options to follow up with a drip campaign. You aren’t stuck just cursing and moving on. Instead, you can send one last email to attempt to bring the lead back into the fold with a short, “We’re sorry to see you go!” message and a push for the customer to follow you on social media.
The truth is that most people who unsubscribe from your email aren’t doing it because they hate your company or what they offer. They might just be trying to clean up their email or want to interact with you in a different way. Make sure you give them other options, so you don’t lose them.
Types of unsubscribe emails:
- Send out a survey asking what you can do better to make them happy.
- Offer other opportunities to interact with you by linking to your social media.
- Add some humor or personality to demonstrate that your company is more than just emails.
Abandoned Cart Campaign
In 2017, the average cart abandonment rate was 78.65%. In other words, three out of every four of your shoppers will leave your site without ever making a purchase. This is where a drip campaign can really come in handy, allowing you to re-engage those customers and lead them back to the “purchase” button.
To set up this type of drip campaign, you want to send out an email whenever a user leaves un-purchased items in their cart. The email can be anything from a simple, “We’re sorry you left. Enjoy free shipping on us if you decide to return” to “We saw you left product 1 in your cart. Here’s what people are saying about that product.” You don’t want to lose these leads because clearly they are already engaged, so the best thing you can do is try to draw them back in.
A successful abandoned cart campaign:
- Tells your customer what they’re missing by leaving.
- Offers an incentive to bring the customer back into the fold.
- Provides new information that enhances the product or service they almost purchased in order to finalize the sale.
Onboarding emails ultimately help convert free trial users into paying customers by educating and nurturing them over time. They already signed up for a free trial, so now it’s your job to explain further your product or service (how to use key features, etc.), how it will help solve their problem, and how you stand out from the competition.
Ideas for onboarding campaigns:
- Follow up with your free trial users by explaining the main problems your product/service solves
- Remind your free trial users of the main reasons why they signed up for a free trial
- Ask for feedback
How do you turn a lead into a customer? Email retargeting is one of the most valuable tools in your arsenal. It works via a browser cookie and allows you to reach out to potential customers based on their actions across the web. According to Moz, email retargeting conversions can be as high as 41%.
You can retarget in a variety of situations, not just when someone abandons their shopping cart. You can send a follow-up email after a customer visits your website without taking action or after a customer reads your blog and leaves a comment. The critical part of successful retargeting is choosing those customer actions that you believe most deserve a follow-up email and then setting up a drip campaign that follows your “if this, then that” rules.
Ideas for retargeting campaigns:
- Send a follow-up email to leads who have downloaded a free lead generation item.
- Follow up with customers who visited your site or read your blog without taking action.
- Ask your customers to provide their email for a free gift or quote and send a follow-up.
These are great for contacting inactive prospects and pulling them back in. Whether they’ve been deleting your emails without opening them, or failing to click through once they’re in — re-engagement emails can captivate these once-interested subscribers. It’s okay to offer them to unsubscribe or cancel their account if they’re no longer interested in your brand. You don’t want to develop a bad reputation by irritating uninterested people.
Ideas for re-engagement campaigns:
- Write a specifically-designed email for people that haven’t been active recently
- Use FOMO (fear of missing out) to give them an offer that will re-engage them
- Ask for feedback (ex. have we done something wrong)
Brand loyalty is vital. The truth is that it’s far easier to get a repeat customer than a new customer. In fact, the probability of selling to an existing customer is 60-70% compared to 5-20% for a new customer according to ClickZ. The key is not ignoring your new customer in favor of a potential customer.
By sending a follow-up email after a purchase, you show your customer that you appreciate them and that you are focused on creating brand loyalty. Just make sure that your post-purchase campaign emails provide value based on what the customer purchased and what they showed interest in.
Successful post-purchase campaign ideas:
- Invite your customer to join your brand loyalty program offering discounts for repeat shopping. 79% of consumers look for deals in loyalty or reward programs before making a purchase.
- Offer a list of “similar” products that other customers have purchased that might be valuable.
- Ask for feedback on their purchase or provide tips on how best to use their purchase with links to videos, blogs, or infographics that may be helpful.
Finally, before you do anything, don’t forget about…
The customer journey
To increase your odds of engagement, send drip emails that are relevant to recipients and their progress through the sales funnel. For example, if someone recently became aware of your business, they’re likely not ready to buy. They need to be nurtured with more educational, valuable content before seeing a sales pitch. Subscribers who know your brand, and been considering it for a while, would likely appreciate product/brand comparisons, coupons/discounts, and free trials.
Discover your audience’s needs and pain points, and adjust your messages accordingly. This will help strengthen relationships and provide you with better campaign results.