Every email has a purpose. That purpose, if you’re a digital marketer, should be focused on a single goal, like:
- Thanks for signing up, have a coupon!
- Here’s a roundup of what we’ve been up to lately
- Happy Thanksgiving, enjoy a free holiday marketing ebook!
It is particularly evident in drip campaigns that this outlook exists.
What Are Email Drip Campaigns?
Drip marketing campaigns should be regarded as a means of providing subscribers with relevant material at the precise times they require it.
A proper explanation of email drip campaigns is that they are a sequence of computer-generated emails that businesses can use to provide useful information to their subscribers, including notifications and alerts.
Once someone enters their email address into your website, a greeting email is automatically sent. A sequence of notifications is sent out over the course of the next few weeks, ending when they make a purchase.
So automated drip campaigns can be triggered by:
- Dates that matter to your audience, such as birthdays, anniversaries, or other events
- Actions someone takes (or doesn’t take), such as a sign up, first purchase, email unopen, abandoned cart, unsubscribe, etc.
No matter what, your emails go along with potential customers as they work their way through the sales process.
There are multiple ways you can use drip campaigns.
For example:
- Welcome email drip campaigns introduce your brand to anyone who joins your email list.
- Onboarding email drip campaigns provide subscribers content based on actions they take.
- Educational email campaigns help educate potential customers about your product line, uses, benefits, and real-life users.
- Promotional email campaigns allow you to present cross sell offers, discounts, and upgrades to relevant customers.
- Re-engagement email campaigns reignite communications with those who’ve stopped engaging with you.
Basically, a drip email campaign allows companies to cultivate possible clients slowly, heightening understanding of the business and stimulating interest in their services and products.
Eventually, these leads are driven towards a purchase. If everything goes according to plan, it is likely that you will be able to convince them to make further purchases at a later date.
It is certainly true that an email drip campaign should be a major focus of any marketer.
What are the advantages of using a drip email campaign for your business?
Let’s discuss this in more detail.
Benefits of Using Email Drip Campaigns
Be honest – sending drip emails can significantly enhance your email marketing strategy.
Here are just a few ways how.
1. Saves Time
Picture yourself sending an email to all the individuals who registered on your mailing list.
You must also compose a message regularly to maintain prospects focused on your company.
Then envision creating a different one depending on user activities and preferences.
This is where marketing automation software can help.
Rather than having your marketing team worry about what to include in an email and when to send it out, a drip automatically does this for them.
Additionally, automation makes it possible to create a more efficient workflow, freeing up your employees to concentration on more crucial projects.
2. Improves Lead Nurturing Campaigns
Investigations indicate that half of leads are not in a position to obtain something immediately.
What does this mean to you?
Approximately half of your intended viewers require encouragement to act.
No matter how much effort you put into advertising your item, it won’t have much of an impact on that particular demographic. You need to convince them slowly, with continuous interactions.
You can use email correspondence to educate leads about your company, earn their trust, and get them closer to making a purchase.
3. Creates a Continuous Conversation
Individuals are connected to thousands of people and their emails are filled to the brim with material. What methods can you use to stay in people’s thoughts?
A drip campaign is a useful tactic for maintaining a dialogue between you and your subscribers.
Through marketing automation, emails can be prepared in advance and then sent at specific times. This allows you to constantly stay in communication with your desired customer base and makes it difficult for them to overlook your company.
Look at it this way.
If someone from your high school contacts you monthly, would you retain their name in your memory?
Yeah, of course! Boy, you’d more than likely be familiar with the name of their husband/wife, offspring, and pet.
Can you claim the same sort of friendship for someone you haven’t spoken to since you finished high school? To be truthful, there are some fellow students that I don’t remember since we never stayed in contact.
If you do that to your subscribers, you could be forfeiting potential customers.
4. Enhances Your Communication Strategy
On certain days you are blessed – a possible customer quickly turns into a purchaser.
In most cases, you should be focusing on persuading your subscriber to become a paying purchaser with no need to use excessive sales tactics or be overbearing. You cannot stifle the problems with excessive material goods in the expectation that they will solve themselves.
Each person should be allowed the freedom to come to a conclusion in their own time. The best way to build a connection with clients is to send them personalized emails that are both engaging and intended to create a lasting connection.
Using drip marketing, you can monitor the actions and tastes of your customers. This guarantees that you create and keep up healthy interactions with all your possible customers.
5. Facilitates Segmentation Efforts
As an experienced digital advertiser, you recognize that people are at diverse stages in the process of making a purchase.
That’s why drip marketing is so important.
Remember, it’s all about relevance and timing. By paying attention to the indicators of behavior and measurements of your subscribers, you can divide your email list into different sections to ensure they respond more favorably to your messages.
Using data-based lifecycle emails, you can deliver communications that are highly relevant at the fitting moment based on whether the individual is a prospective customer, somebody’s first-time purchase, a repeating consumer, or an expired customer. By keeping track of their behavior throughout the process, you can discern precisely when they are prepared to purchase.
So placing subscribers into different funnels significantly increases engagement. One of the reasons why the rates for unsubscribing, responding, and converting are so positive is an untold secret.
On top of that, it would be unwise to treat all your contacts in a single way for a drip campaign.
6. Generates Better Email Marketing Results
Other strategies can be employed to strengthen your marketing initiatives with drip campaigns.
Studies suggest that the level of involvement of a new subscriber is highest during the initial 48 hours.
That means you need to send a welcome email. A subsequent promotional effort like a sequence of messages sent to new customers can produce great outcomes. Research has demonstrated that sending out emails separately yields 80% more opening rate than delivering them all at once.
But guess what? Constructing connections, developing prospects, and assisting prospective buyers throughout the sales process are essential.
Thanks to marketing automation and email drip campaigns, there is a huge potential to increase your conversion rate.
It has been demonstrated by stats that utilizing lead fostering approaches, like email chronicle efforts, can create 50% more business ready prospects with a 33% lower cost.
7. Personalizes Interactions
Any response that a person on a mailing list gives to an email or link provides useful information about what they are interested in and helps to form an understanding of who they are. Now you have the ability to produce campaigns that are tailored to their individual likes and needs.
Rather than sending everyone in your email list the same message, it would be more effective to provide personalized content applicable to each subscriber that would further encourage them to move down their sales funnel.
For example, you can identify what challenges a recipient of your emails has and what interests him/her by assessing how involved they are with your emails.
This opens up opportunities for you to:
- send targeted, relevant content
- build their trust
- offer suitable solutions to their problems and answer their questions
- connect with potential customers at the right time
How to Put Together a Successful Drip Campaign
Right now it’s time to get to the important part – learning how to create a drip campaign. We will guide you through the complete system, but you need to be aware that you require a marketing automation tool to make this project successful, most ideally one that includes an integrated CRM and lead creation tools.
1. . Capture Leads
The initial step in establishing your email marketing is signing up subscribers, and the most effective way to do this is to find strategies to acquire leads while they are still on your webpage. Using pop-ups with rewards for those who sign up plus creating landing pages for your paid adverts are both good approaches to employ. Make certain that the landing pages contain embeded forms which will allow you to give a tutorial, electronic book, or demonstration in return for contact particulars of site visitors.
It is important to ensure that all of your paperwork is in line with marketing policy regulations and that each of your subscribers must grant consent for you to add them to your email advertising list.
2. Qualify Leads
When you have put together a thorough list, make a point of noting the essential attributes of each lead, including their business sector, their familiarity with the topic, how they conducted themselves while on the premises, and anything else you were able to pick up on. It will be beneficial to categorize your leads depending on different eligibility criteria so that you can tell which ones are at a more advanced stage in their buying process and, consequently, better prepared to purchase. This can enable you to invest more time on prospects that are more suitable and more likely to turn into purchasers.
3. Segment Your List
Organize your leads according to these criteria to create separate lists, so you can customize your email messages for a more individualized effect. The better your conversion rate will be, the more specifically you can craft your emails.
This measure can also aid you in setting up and concentrating on your email campaigns. By comprehending and categorizing your lists, you can make campaigns adapted to the precise necessities of the people in those lists.
4. Create an Email Series for Each Segment
It might appear to be a difficult task, however, if you have gotten into the habit of producing content on a regular basis, it shouldn’t be too hard. Group your strongest content or most useful blog entries based on the issues they assist with solving.
Incorporate this material into your campaigns in the proper places, and then dedicate some time to compose your emails. They do not have to be overly long; they simply require being rewarding.
5. Cater to Each Segment’s Needs
It is crucial that we take care to ensure that the educational material in our emails meets the individual requirements of each group. If you are reaching out to a well-informed group of prospective customers, don’t inundate the message with an introduction to the basics or fundamentals. Be sure to access the wealth of data from your CRM to join the pieces together connecting your prospects to the content they wish for.
6. Track Behavior
You can also establish programs of regularly sent emails based on the website activity and email preferences of your followers. Plan your promotional initiatives in accordance with the different paths that your subscribers may follow and utilize a flowchart or mind mapping resources such as Diagrams.net or XMind to arrange it.
7. Establish a Frequency for Each Series
The interval of emails in your drip campaign relies on having an understanding of your followers. Nevertheless, drawing from personal experience is not detrimental. How often do you like receiving emails from brands? You don’t want to bombard your prospective contacts with too many emails, as this may frustrate them. Yet, you shouldn’t send emails so rarely that your subscribers have no recollection of why they signed up for your email campaigns. You may choose to initiate contact by emailing regularly when your subscribers are still interested, and then gradually decrease the rate of contact so you keep from overwhelming them.
8. Establish a CTA
If you are aiming to convert readers of your emails, you need to provide your subscribers with a chance to work their way down the purchasing pipeline. It is important to make sure each email is ended with a “call to action” tailored to the stage of the segment. This might involve getting a handbook, arranging contact with a sales employee, asking for an estimation, or organizing an exhibition of your program.
9. Track Results
If desired, you may want to make adjustments to your plan as circumstances dictate. Checking metrics such as click-throughs and the justification for unsubscribing (you may include a questionnaire on your unsubscribe page to obtain this data) can help you identify any areas where you may need to make changes to improve your results.
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