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The Anatomy of an Exceptional Drip Marketing Email Campaign

Drip Marketing

Email drip marketing has long been a go-to strategy for marketers who want a direct method to reach their audience. Contrary to some strong opinions in the marketing industry, email remains one of the most effective ways to convert leads into customers and drive revenue. Don’t just take our work for it though, check out these stats on email marketing.

The rise of email marketing platforms like MailChimp, HubSpot, and AWeber have brought new levels of efficiency and nuance to modern email drip marketing campaigns. It’s been years since anyone’s pressed “send” and hoped for the best. Today you have the convenience of sophisticated analytical tools that enable marketers to determine the precise moment when their emails should be sent. It also allows for split-testing subject lines, send times, email copy, and content.


Consequently, the capabilities of these platforms has encouraged the proliferation of drip marketing.

The Structure of an Email Drip Marketing Campaign

Generally speaking, drip campaigns are structured around 4-5 separate email, but many companies will customize the number of emails in their campaign to correspond with the ultimate campaign objective. Additionally, the objectives of drip marketing campaigns will depend on the goals of the marketing department. Common goals include:

  • Increasing sales
  • Nurturing leads
  • Driving website traffic
  • Generating brand awareness

All drip marketing campaign start with an introductory email. This can be sent to your list of past and current customers, or to a list of prospective customers you’ve gleaned from webinars and gated content. With this introduction, you can begin split-testing your subject lines and other email elements. This will allow you to identify  elements that generate the desired results. Since the sending of the emails is automated, all you have to do is sit back and watch as the results flow in.

Like subject lines, best practices for the timing of your drip campaigns will vary by company, industry and time of year. However, it’s typically best to space out your emails over the course of several days or weeks. Few people enjoy receiving daily emails from the same companies over and over. You never want to send an email to leads every single day.
Drip campaigns are often automated based on time, but they can also operate on the basis of actions. For example, if you send an email promoting a 25% discount on your products, you can specify that people who open the email but don’t follow a link to your website will be sent an automatic follow-up email two days later. Action-based automation can be especially effective because it allows you to customize messages and only send to customers that are actively engaged and interested in your brand content.

Advantages and Disadvantages of Drip Marketing

Drip marketing is a fantastic way to streamline your customer outreach. It also helps your marketing team save time, money, and resources they would normally spend using more traditional marketing avenues. This tactic also enables you to establish trust and familiarity with people who are clearly interested in and want to engage with your brand.

Check out our blog post on the most successful elements of drip campaigns.

The primary disadvantage of drip marketing is the inherent danger that comes with any kind of automated outreach; landing in the spam folder. Once an email is in the spam folder that’s a count against your email service provider. If the amount of email that are ending up in spam folders continues to increase over time (also know as the spam placement rate), it’s time to revise your drip marketing campaigns.
It’s worth noting that drip marketing isn’t necessarily the best solution for every email campaign, or even every company. As with all marketing tactics, it’s important to evaluate what you hope to achieve with drip marketing.  Make sure that you and your team are prepared to invest the required time and resources needed to create an impactful email drip marketing campaign. Drip marketing is a powerful tool for efficiently generating sales and leads for your business.

Ingredients of a Perfect Marketing Email

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