An email drip campaign is a series of emails that are sent to subscribers, or “dripped” in a certain order at a certain rate to trigger readers into becoming consumers. You may have heard it referred to as drip marketing, automated email campaign, lifecycle emails, autoresponders and marketing automation–they all aim to snag customers.
They can be effective, strategic and efficient, because you write them ahead of time, and establish a set schedule (predetermined by you) so that they are sent out automatically–even personalized with first names and bits of essential information. Set it and forget it, essentially.
Put simply, drip marketing is all about giving people the right information at the right time.
Drip Campaigns are Proven to Work
Research proves that email drip campaigns really work:
1. Automation increases revenue. B2C marketers who send automated emails see conversion rates as high as 50% (eMarketer).
2. It reaches people at the right time when they’re ready to open and click. Automated emails get 119% higher click rates than broadcast emails (Epsilon).
It works because you are sending relevant information that keeps subscribers engaged until the moment they decide to make a purchase.
When to Use Drip Campaigns
You have a variety of reasons and uses at your fingertips. You can create specific campaigns for:
- Educating users
- Rewarding your best customers
- Helping people who hit a certain page on your site
- Nurturing leads
- Abandoned shopping carts
Most importantly, though, you can pin-point user groups with drip emails, segmenting your email list, and reaching the right people when they’re ready to buy.
Now that we know why you’d use a drip campaign, here are other factors to consider.
Drip Campaign Considerations
Content is Key
Neil Patel of Crazy Egg states that drip campaigns are “absolutely valuable to your marketing efforts. But they’re only as good as the emails you write.”
In other words, they need to stand on their own and should not rely on the others in the pipeline.
They also need to be to the point and engaging.
Cover Your Customer Basics
Cover the basics. Are you confident that you really know your customers and prospects? Make certain of this before crafting your messages. Here’s what you should know in your bones:
Do you have a persona outlined for this audience segment? (For a refresher on personas, check out our post here.)
Write Your Drip Campaigns Together
Write them all together. All at the same time. This guarantees a cohesive narrative, and you will have a grip on the sequence and timing of its progression.
Patel adds: “Each drip campaign should move to an eventual conclusion. This doesn’t mean that you stop marketing to the prospect. Instead, it means that you move them to a final action point, which is presumably your goal.”
Timing Matters for Drip Campaigns
Conversion XL advises starting with a higher frequency for sending your emails, slowing down as time goes on: …start with every day, then every few days, then once a week, then once a month and so on. As for the email sending times – check your newsletter statistics and see if any particular times of day produced more open rates.
Measure Your Campaign’s Success
Will you look at bounce-rate, click through rates, time spent on website or sales conversions?
Perhaps all or a mix. Whatever the case, have the target metrics identified prior to starting your email drip campaign.
Now it’s time to turn on the faucet!