Email newsletters are an excellent method to send out your team’s most recent updates, but they have a fundamental flaw: new subscriptions see only new emails and never see the initial emails you sent to your list. After they join up, all they’ll see is the information you provide them.
Drip campaigns are a type of marketing email that is sent out periodically on a specified schedule. They are also known as drip marketing, automated reply campaigns, autoresponders, lifecycle emails, and marketing automation. Then one email will be sent when someone joins up, another three days later, and another the following weekend.
Alternatively, you can customize these emails depending on triggers or activities the user has taken, such as registering for your services or making purchases, and that’s why they’re also known as behavioral emails.
What Precisely are Drip Campaigns?
As previously said, drip campaigns are automatic emails sent out based on specific dates or user activities. They allow you to communicate with groups of individuals depending on events, such as when a user signs up or conducts a sale on your website.
When a drip email is sent, it is drawn from a queue of previously produced emails; there is no need to compose and send each one individually. These emails work wonders when personalized with your contacts’ names, corporate information, and other relevant information about your brand that your users should know of.
In a nutshell, drip marketing is about providing consumers with the correct information on time. If someone recently joined your blog newsletter, for example, a drip strategy may send a welcome email straight away, followed by an email showcasing some of your most-read material two days later. Alternatively, if a potential client has been hanging onto your “premium upgrade” site for a few weeks but hasn’t yet taken the plunge, a drip campaign might send them an email with five reasons to upgrade to the premium plan.
The benefit of drip emails is that everything happens automatically depending on defined triggers and user segments.
When is a Drip Campaign Appropriate?
The phrase “drip marketing” refers to a variety of marketing tactics. However, the aim remains the very same: keep consumers interested in your product.
Let’s look at the below stages where an automated drip campaign might help you deliver relevant content to targeted readers and convert them into buyers. You may wish to test a couple of these with your consumers to test if these emails pique their interest in different ways for your service or product -
- Lead Nurturing
- Welcome to the Onboarding of Abandoned Shopping Carts
- Engagement \Courses
How to Create One for Your Campaigns?
Now that you’ve known all about drip campaigns, you’re all set to incorporate them into your email marketing. Here’s a flowchart that’ll help you straighten all your steps -
Determine Your Target Audience
Drip campaigns are all about segmenting your subscriber list and targeting content to specific consumer groups. So an essential part of this is deciding which trigger and groups you’ll utilize for your drip marketing plan.
Drips are often triggered by one of two sorts of events: an activity in your app or on your website or the addition of user demographic data.
Construct Your Message
Now that you identify whom you’re going for, you need to create a useful message and catch their attention. What action would you like the user to take? Alternatively, what would you like the user to understand?
Write text that is clear, actionable, and appealing based on your response. Maintain the voice you’ve developed for your business, but make sure your communication is consistent.
Create a Campaign Plan
Next, you must determine the mechanics of your drip campaign, including the procedure from initial contact through sale to support. This is also the time to define your campaign’s goals, ensure that the text in each email flows in sync with the others, and establish how you’ll track your progress.
Begin Your Campaign
Start mailing after you’ve settled on a plan. You may achieve this by creating your bespoke drip software or purchasing an off-the-shelf program that will get you up and running in minutes.
Evaluate and Modify
Only because your drip strategy is automated does not imply you can leave it alone. You spent a significant amount of time studying user segments, and the results require you to revise those segments and your approach.
If you’re not receiving as many click throughs as you’d want, try reworking your calls to action. Similarly, if your sale-closing email isn’t reaching your conversion rate targets, try extra informative messages before requesting any user to pull a trigger. The mantra to successful drip marketing lies in - evaluate, tweak, and repeat!
Before We Go
Use this information to understand everything about drip email campaigns and set one up that's automated for your marketing activities. It ensures better ROIs and also saves you a lot of time and money in the long run!