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

Electronic mail advertising and marketing is a confirmed method to entice and retain prospects due to its capacity to ship very particular messages on to prospects’ inboxes. It may be a good way to construct long-term worth in your model. Nevertheless, its actual energy lies in your capacity to phase your e mail record and ship the precise message to the precise client. Whenever you add automation to the combination, you may as well be sure 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 e mail encouraging them to return might be simply the nudge they should full their buy. In such a state of affairs, you’d use a drip marketing campaign that lets expertise do the arduous 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 forms 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 e mail advertising and marketing at its best possible. It sends out a number of emails at particular occasions and dates all through a specified interval. The emails may also be timed in response to the actions and habits of your prospects. For instance, if they’ve simply deserted their cart in your website, you possibly can ship an e mail drip marketing campaign encouraging them to finish the acquisition.

Drip campaigns get their identify 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 can help you goal your prospects with the precise messages on the proper time. Automation ensures effectivity with out dedicating extra time and assets to operating a marketing campaign manually. For instance, you possibly can create e mail templates for gmail effectively prematurely for particular eventualities and go away them to run on autopilot.

Supply: Zapier

Drip campaigns may also help you drive engagement as they can help you ship personalized emails. As a substitute of sending the very same e mail blast to all of the subscribers in your e mail record, you possibly can phase them into totally different funnels based mostly on their demographic information, behaviors, or shopping for course of. You’ll be able to then ship extremely focused emails.

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

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

Use the e-mail drip campaigns as a method to transfer away from the arduous 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 e mail sequence is an ideal method to introduce your corporation to a brand new subscriber. Purpose to be particular and supply hyperlinks to key touchdown pages to drive extra site visitors to your website. This allows you to make a superb first impression and may also help you pique your buyer’s curiosity. This opening e mail sequence will usually resolve when you get demoted to the spam folder or if the client hits “unsubscribe”, so use this opportunity effectively.

A research by CheetahMail estimates that welcome emails herald 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 attractive affords for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account in your e mail advertising and marketing in order that your welcome emails come from a particular individual. Though it’s an automatic sequence, your message will get a a lot better response when it looks as if it’s coming from somebody within the workforce.

Supply: Instapage

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

The welcome e mail sequence is your first try to succeed in out to the patron. Keep away from cramming an excessive amount of info into the e-mail, and preserve 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 e mail campaigns are an efficient method to convert your leads into prospects. They can help you ship personalized emails to your prospects based mostly on their on-line exercise. Retargeting can be utilized in numerous methods. When you’ve ever browsed a website after which later seen an commercial for that website’s merchandise on a web site or social media web page, chances are high you’ve been retargeted.

A method to make use of retargeting drip campaigns is to ship a follow-up e mail when a buyer lands in your web page however leaves with out making a purchase order or signing up in your companies. Select the purchasers which can be most definitely to learn 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 searching historical past to tell them when a product they love is discounted. It’s the good method to drive gross sales as you already know that the client is within the product. By letting them know that the product is now out there at a reduced worth, you’re giving them simply the inducement they want. You should use their wishlist or “save for later” record to phase the purchasers and set off the e-mail while you put the merchandise on low cost.

3. Deserted Cart Marketing campaign

Deserted carts are one of many greatest considerations for any on-line retailer, with Statista estimating in a research that about 88% of carts are deserted throughout industries. However this may 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 e mail each time a person places objects of their cart however doesn’t try. You’ll be able to spotlight your merchandise’ advantages, give them an incentive to come back again reminiscent of free delivery, or present further details about the product.

Supply: OptinMonster

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

It additionally reveals that the corporate will not be going for the arduous promote and are conscious that their prospects are sensible individuals who know automated emails after they see them. It’s no marvel the model has an enormous following; try this Forbes article on how Glossier’s glorious buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Put up Buy

Drip campaigns are usually not only a method to get extra gross sales however have been confirmed to be a good way to retain present prospects. One method to preserve your prospects completely satisfied is by persevering with to succeed in out to them even after the sale. The post-purchase e mail is a superb method to proceed engagement with the client and enhance the chance that they may purchase from you once more. Simply take a detailed at your gross sales pipeline and search for the purchasers you will have closed earlier. They’re the proper viewers for this marketing campaign.

In a research, Emarketer estimated that e mail advertising and marketing can enhance your retention charge to as excessive as 80%. The primary purpose your prospects will come again to you is model loyalty, and the one method to construct that loyalty is thru constant, focused communication in any respect ranges. Whenever you proceed to interact with the patron even after the sale is made, it allows you to construct belief.

You possibly can invite them to hitch your model’s loyalty program or supply offers and reductions that may be availed with repeat purchases. It’s also 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 would possibly supply them a particular deal on appropriate laptop computer instances. One other method to drive the post-purchase dialog is by asking for suggestions and welcoming them to go away evaluations of the product they bought.

Supply: Smartmail

Check out this fascinating post-purchase e mail from magnificence model Sephora. They’ve a intelligent identify in 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 same old 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 manner drip campaigns may also help you keep prospects is by enabling you to follow-up with prospects leaving your mailing record. Not all of your prospects are leaving due to your content material; some might need to obtain fewer emails normally or may be extra energetic on one other platform. An unsubscribe drip mail ought to purpose to cowl these frequent 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 splash of humor
• Ship out a survey to ask them what went incorrect 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 e mail from luxurious division retailer Barneys New York, which features a survey to find out why the client is unsubscribing. It permits the corporate to get perception into their prospects’ minds and why they not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.

In closing

Drip campaigns are a good way to ship the precise 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 habits in your website.

These emails additionally assist you to sort out one of the vital frequent issues in ecommerce: cart abandonment. A well-timed e mail may assist you to keep away from shedding these gross sales. Don’t overlook to proceed the dialog even after the acquisition with a fast survey, advice, or related supply. The ultimate kind of drip marketing campaign targets these prospects who unsubscribe out of your e mail record. Have a look at it as a chance to study the why behind their determination and provides them choices to attach with you on different platforms.

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