5 Sorts Of Drip Campaigns You Ought to Be Operating (With Examples)

Electronic mail advertising and marketing is a confirmed approach to entice and retain prospects due to its means to ship very particular messages on to prospects’ inboxes. It may be an effective way to construct long-term worth on your model. Nonetheless, its actual energy lies in your means to section your electronic mail listing and ship the fitting message to the fitting client. Once you add automation to the combo, you too can be certain that you goal them on the proper time.

For instance, if a buyer has simply left your website with out shopping for, a well-timed electronic mail encouraging them to return might be simply the nudge they should full their buy. In such a scenario, you’ll use a drip marketing campaign that lets know-how do the onerous work. Simply create the e-mail sequence as soon as, after which set the circumstances when it needs to be triggered.

This information will take a look at the 5 sorts of drip campaigns that your corporation needs to be utilizing and the way different manufacturers have used them to construct loyalty.

Let’s get began!

What’s a Drip Marketing campaign?

Drip campaigns are automated electronic mail advertising and marketing at its highest. It sends out a number of emails at particular occasions and dates all through a specified interval. The emails will also be timed based on the actions and conduct of your prospects. For instance, if they’ve simply deserted their cart in your website, you’ll be able to ship an electronic mail drip marketing campaign encouraging them to finish the acquisition.

Drip campaigns get their title as a result of they “drip feed” a message to your prospects one message at a time, nudging them nearer and nearer to taking a specified desired motion. They’re a essential a part of any advertising and marketing marketing campaign as a result of they help you goal your prospects with the fitting messages on the proper time. Automation ensures effectivity with out dedicating extra time and sources to working a marketing campaign manually. For instance, you’ll be able to create electronic mail templates for gmail properly upfront for particular situations and go away them to run on autopilot.

Supply: Zapier

Drip campaigns may help you drive engagement as they help you ship personalized emails. As a substitute of sending the very same electronic mail blast to all of the subscribers in your electronic mail listing, you’ll be able to section them into completely different funnels based mostly on their demographic knowledge, behaviors, or shopping for course of. You’ll be able to then ship extremely focused emails.

5 Varieties of Drip Marketing campaign You Ought to Be Operating (With Examples)

This part will take a look at among the drip marketing campaign codecs that may assist your corporation develop. You can begin utilizing them proper from if you get a brand new subscriber till after the acquisition has been made, and even past. These automated electronic mail campaigns are designed to focus on the buyer wherever they’re of their buying journey and help you personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a approach to transfer away from the onerous promote and as a substitute concentrate on the worth of your corporation and how one can assist your prospects fulfill their wants.

1. Welcome Electronic mail Marketing campaign

A welcome electronic mail sequence is an ideal approach to introduce your corporation to a brand new subscriber. Goal to be particular and supply hyperlinks to key touchdown pages to drive extra site visitors to your website. This lets you make a wonderful first impression and may help you pique your buyer’s curiosity. This opening electronic mail sequence will usually determine should you get demoted to the spam folder or if the client hits “unsubscribe”, so use this opportunity properly.

A research by CheetahMail estimates that welcome emails usher in 4 occasions the open charges and 5 occasions the clicking charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are likely to have engaging presents for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account on your electronic mail advertising and marketing in order that your welcome emails come from a selected particular person. Regardless that it’s an automatic sequence, your message will get a significantly better response when it looks as if it’s coming from somebody within the group.

Supply: Instapage

Uber’s welcome electronic mail is the proper mixture of incentive and readability. The corporate presents a free journey for the brand new subscriber and tells them exactly what the enterprise can do for them. It additionally clearly states the subsequent steps for the brand new buyer – confirming their telephone quantity on this case.

The welcome electronic mail sequence is your first try to achieve out to the buyer. Keep away from cramming an excessive amount of info into the e-mail, and hold it clear and readable. Like Uber, attempt to incentivize the primary buy with a suggestion and supply clear directions to the subscriber.

2. Retargeting Electronic mail Marketing campaign

Retargeting electronic mail campaigns are an efficient approach to convert your leads into prospects. They help you ship personalized emails to your prospects based mostly on their on-line exercise. Retargeting can be utilized in numerous methods. In the event you’ve ever browsed a website after which later seen an commercial for that website’s merchandise on an internet site or social media web page, likelihood is you’ve been retargeted.

A technique to make use of retargeting drip campaigns is to ship a follow-up electronic mail when a buyer lands in your web page however leaves with out making a purchase order or signing up on your providers. Select the purchasers which can be most definitely to profit from a follow-up mail based mostly on their on-line actions.

Supply: Develop code

Check out this marketing campaign by Uniqlo that makes use of the client’s looking historical past to tell them when a product they love is discounted. It’s the excellent approach to drive gross sales as you already know that the client is within the product. By letting them know that the product is now accessible at a reduced worth, you might be giving them simply the motivation they want. You need to use their wishlist or “save for later” listing to section the purchasers and set off the e-mail if you put the merchandise on low cost.

3. Deserted Cart Marketing campaign

Deserted carts are one of many greatest issues for any on-line retailer, with Statista estimating in a research that about 88% of carts are deserted throughout industries. However this will also be an opportunity so that you can run drip campaigns that give your prospects an incentive to finish their buy and enhance engagement.

Ship out an electronic mail every time a person places objects of their cart however doesn’t take a look at. You’ll be able to spotlight your merchandise’ advantages, give them an incentive to come back again equivalent to free transport, or present extra details about the product.

Supply: OptinMonster

Add just a little humor to your drip campaigns with emails just like the one above, from magnificence model Glossier. They subvert the usual “deserted cart” sequence by brazenly stating it’s a triggered electronic mail. It’s a enjoyable twist on the theme and ties in with its broader model identification, which is playful and irreverent.

It additionally reveals that the corporate shouldn’t be going for the onerous promote and are conscious that their prospects are good individuals who know automated emails once they see them. It’s no surprise the model has an enormous following; take a look at this Forbes article on how Glossier’s glorious buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Submit Buy

Drip campaigns should not only a approach to get extra gross sales however have been confirmed to be an effective way to retain current prospects. One approach to hold your prospects completely satisfied is by persevering with to achieve out to them even after the sale. The post-purchase electronic mail is a wonderful approach to proceed engagement with the client and enhance the probability that they are going to purchase from you once more. Simply take an in depth at your gross sales pipeline and search for the purchasers you’ve gotten closed earlier. They’re the proper viewers for this marketing campaign.

In a research, Emarketer estimated that electronic mail advertising and marketing can increase your retention charge to as excessive as 80%. The primary motive your prospects will come again to you is model loyalty, and the one approach to construct that loyalty is thru constant, focused communication in any respect ranges. Once you proceed to have interaction with the buyer even after the sale is made, it lets you construct belief.

You may invite them to affix your model’s loyalty program or provide offers and reductions that may be availed with repeat purchases. It is usually an opportunity so that you can cross-sell and up-sell by displaying merchandise associated to their buy. For instance, in the event that they bought a laptop computer, you may provide them a particular deal on appropriate laptop computer instances. One other approach to drive the post-purchase dialog is by asking for suggestions and alluring them to go away critiques of the product they bought.

Supply: Smartmail

Check out this attention-grabbing post-purchase electronic mail from magnificence model Sephora. They’ve a intelligent title on your order historical past: magnificence bag. The model offers subscribers actionable content material within the type of 3 ways to share and charge their purchases. The corporate additionally goes one step past the standard post-purchase mail and even consists of ideas and how-tos within the type of make-up tutorials to assist consumers use its merchandise.

5. Unsubscribe Marketing campaign

One other method drip campaigns may help you keep prospects is by enabling you to follow-up with prospects leaving your mailing listing. Not all of your prospects are leaving due to your content material; some might wish to obtain fewer emails basically or could be extra energetic on one other platform. An unsubscribe drip mail ought to purpose to cowl these widespread causes and verify why the subscriber is leaving you. Some methods in which you’ll be able to execute an unsubscribe marketing campaign embody:

• The quick “We’re sorry to see you go” with a touch of humor
• Ship out a survey to ask them what went fallacious and search solutions to tell your future technique
• Encourage them to remain linked with the model on different platforms like social media

Supply: Hubspot

Take this electronic mail from luxurious division retailer Barneys New York, which features a survey to find out why the client is unsubscribing. It allows the corporate to get perception into their prospects’ minds and why they now not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.

In closing

Drip campaigns are an effective way to ship the fitting message to your viewers on the proper time to drive conversions and construct model loyalty. Use these automated emails as you welcome new prospects to your model, and use their on-line exercise to ship focused emails based mostly on their preferences and conduct in your website.

These emails additionally enable you to sort out one of the crucial widespread issues in ecommerce: cart abandonment. A well-timed electronic mail might enable you to keep away from shedding these gross sales. Don’t neglect to proceed the dialog even after the acquisition with a fast survey, advice, or related provide. The ultimate sort of drip marketing campaign targets these prospects who unsubscribe out of your electronic mail listing. Have a look at it as a possibility to be taught the why behind their resolution and provides them choices to attach with you on different platforms.

With the following tips in thoughts, it is possible for you to to create a robust electronic mail advertising and marketing marketing campaign. So, what are you ready for?