If you supply a plant with too much water, it will do more harm than good. This equally applies to our leads. Email marketing specialists know this fact very well, and hence, drip campaigns are an all-time favorite for marketers across the globe. Setting up drip email campaigns might be intimidating, but when done correctly, it’s one of the most effective methods to increase brand recognition, improve engagement, and maximize conversions. Today, I will share a mini-guide for new marketers to learn the basics while seasoned marketers can brush off their basics. Keep on reading to know more about drip email campaigns.
What is a Drip Campaign?
Drip campaigns are a series of automated emails sent against specific deadlines or user activities. They allow you to communicate with groups of individuals depending on events, such as when a user creates an account or how frequently that person visits your website.
There’s no need to personally compose and deliver each drip email because it originates from a backlog of previously prepared emails. They may also be customized with your contacts’ names, corporate information, and other information.
To put it simply, drip marketing is a permission-based marketing technique in which businesses send a succession of focused messages over time. Messages are sent at predetermined intervals or in reaction to a predetermined event.
Drip campaigns are often sent by email, although SMS, short messaging services, and social media are also occasionally utilized as delivery routes.
According to a study, relevant tailored emails generate 18 times more income than those that are distributed broadly. Perhaps this isn’t unexpected, given that individuals who read your drip emails are significantly more likely to open the links included inside them, with a 119% increase in opens.
When Should You Use a Drip Campaign?
You may conduct drip campaigns for several reasons and build as many as you desire. The objective is to get subscribers to do something particular. The following are the top three scenarios in which automated drip marketing makes the most sense for your company.
You want a welcoming, pleasant atmosphere whether you move into a new area or begin working for a new firm. The same is true when it comes to signing up for newsletters. Therefore, getting the tone right from the start is critical. Otherwise, your subscribers are likely to unsubscribe or simply ignore your subsequent emails.
Users expect—and enjoy reading welcome emails when they join up for a new mailing list. A study on welcome emails finds that these autoresponders had a 58.7% open rate on average, compared to 14.6% for regular emails. The open rate increases to 88.3% when the welcome email is delivered immediately (i.e., just after the user registers up). Drip campaigns generally begin with welcome emails, and you must harness all subscriber data you have at your disposal, including how they opted in. Also, try to include a welcome gift in the form of a freebie or discount coupons to motivate your new subscribers.
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You created appealing emails, advertised flash sales, and ultimately persuaded users to click the “add to basket” button. Then, all of a sudden, your hard-won lead evaporates. That’s daunting! It’s more frequent than you may expect to abandon a completely loaded shopping cart. In 2019, the global percentage of shopping cart abandonment was found to be 69.57%.
Drip marketing for abandoned shopping carts aims to alleviate any reservations your potential consumers may have about your product or service. Thereafter, your drip emails have a decent probability of sealing the deal. According to SaleCycle, abandoned cart emails have a 46.1 percent open rate, a 13.3% click rate, and an average income of $5.64 for each email.
Purchase recommendation algorithms are at the core of almost all customer-centric businesses (which generally happen to be eCommerce stores). The more purchase patterns you can track, the more you can anticipate what users want. This information, in turn, enables you to send targeted promotional emails, including items or vouchers tailored to shopping trends.
It will require you to set up nested automation workflows that use 360-degree buyer data to create customized messages that can be classified as purchase recommendations, upselling, cross-selling, or down selling. Here’s an example:
How to Set Up a Drip Campaign
Now that you know some of the finest examples of engaging and converting your subscribers with drip campaigns, it’s time to map a successful drip campaign:
Understand Your Target Audience
Drip campaigns all involve dividing your list of subscribers into distinct segments and targeting them on an activity/event/time basis. You may also consider factors like average ticketing size, time since last purchase, engagement rates for concerning topics, and CTR. This will help you understand the exact approach you will need for each subscriber segment.
Create Content Blocks
You won’t be writing down tailored copies every time you send a drip email marketing-oriented message. Instead, you need to create dynamic content blocks that will be assembled based on the segments and even individual subscribers. This will make your messages appear fully personalized without making you look into every email copy personally.
Plan Your Campaign
You will then need to figure out your drip campaign logistics – what the workflow looks like right from initial contact to sale. This is also where you define your campaign goals, ensure that the email copy and images resonate with sender intent, and decide how you will assess your outcomes.
Set Up Email Automation Workflows
Once you have chosen a plan, you will need to create automation workflows that encompass all probable user cases. You need to create cascading workflows that dynamically modify your messages depending on how the recipient interacts during the last outreach effort.
Evaluate and Modify
Just because your drip is automated does not imply that you can allow it to run uncontrolled. You have spent a lot of time analyzing user segmentation, and refining those segments and strategies based on the results is crucial. Thus, the mantra is to assess, adapt, repeat until all elements ranging from your subject lines to CTA buttons and everything in between are thoroughly optimized.
Drip campaigns enable companies to contact different types of subscribers based on their customer journeys and lead maturity. This is itself one of the biggest reasons why every email marketing specialist like me pays extra heed to drip email campaigns. I hope this article helps newbies and brands that are looking forward to harnessing drip email marketing for the first time in 2021.