Mailing lists are a wonderful method to keep your team up to date with the newest news, but they have one big flaw: new subscribers only see new emails and never see the first ones you sent out to your list. This is where drip marketing can be a useful tool.
Drip marketing, sometimes known as drip campaigns - has been a successful marketing strategy for years. It involves creating a constant flow of marketing material and sending it to customers over a specific period.
Drip marketing is all about delivering the right information to the right people at the right time. If someone recently signed up for your blog newsletter, for example, a drip campaign may send them a welcome email straight immediately, followed by an email with some of your most popular content two days later.
Setting up drip email campaigns may be intimidating, so in this article, we've covered what drip campaigns are, why they're successful, and how you can use them to turn a disengaged user into a client
What Is A Drip Campaign?
Drip campaigns are a series of automatic emails that are sent out in response to certain deadlines or user actions. 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 manually compose and send each drip email because it comes from a queue of previously prepared emails. They may also be customized with your contacts' names, corporate information, and other information.
A drip campaign might send them an email with five reasons to purchase the premium plan if a potential client has been hanging around your "premium upgrade" page for a few weeks but hasn't gone for the offer. The appeal of drip emails is that everything happens automatically depending on your defined triggers and user segments.
Key Components Of Drip Marketing
Now that you know about drip marketing and drip campaigns, let's look at its key components.
Triggers are the events that start your drip marketing campaign by prompting a new lead to enter your pipeline or driving an existing lead further down the funnel. The range and quantity of triggers will vary depending on the specifics of your organization. Some of the most popular drip marketing triggers are as follows:
A new subscriber.
The generation of a lead.
A potential consumer abandoning their buying basket on the website.
Someone registering for your online store.
Triggers kickstart the campaign and get the wheels turning. However, a series of pre-defined requirements must be satisfied before the engagement actions may begin.
Drip marketing campaign conditions, like triggers, are defined by the marketing manager who is organizing the campaign. Thus, they are only bound by the creativity of the previously mentioned manager. Here are a couple of examples of how conditions work:
Sending an email once a lead clicks on a certain link.
Waiting at least two days before sending the first email in the series.
Actions are the real interaction components that build a relationship between the business and its consumers in drip marketing. These activities can take the shape of emails, SMS messages, social network direct messages, or push alerts, depending on the sort of drip marketing that is being used.
Why Should You Craft Drip Campaigns
Drip marketing may help you increase sales by converting visitors into customers, increasing repeat transactions, and reengaging an inactive audience.
You develop a relationship with your audience and demonstrate that you're an amazing resource for their requirements by expressing your company's worth. A study showed that half of us are involved in a "never-ending quest for products, services, and information to assist behavior change”. Drip campaigns support this trend.
Drip campaigns are particularly effective because they are targeted, which means they are based on a specific activity and can be customized. More than 90% of customers say companies that recognize and remember them are more likely to buy from them.
How Drip Marketing Campaigns Can Be Implemented
Drip campaigns are used to provide a tailored message to the appropriate person at the right time. They work for your business while you focus on other things because they're automated emails that include things like order alerts, welcome greetings, & happy birthday wishes, etc.
Drip campaigns that are automated make it simple to engage with the appropriate individual at the right time—without having to do the legwork every time. There are several instances of drip campaigns that might work for your company - whether they are triggered by dates or actions.
Each potential buyer may be followed via drip emails as they progress through your sales funnel. Welcome drips, onboarding sequences, lead nurturing efforts, abandoned shopping carts, and new product suggestions are just a few examples.
Reach Out To Your Audience Based On Important Dates
Date-based automation allows you to reach out to your audience on the days that are important to them. This automation may be used for a variety of situations, such as -
Subscription renewal or reordering prompts: A drip campaign is a great way to notify your audience when their subscription is up for renewal if your business offers subscription or membership-based products. Remind them of the value you give and how your services have benefitted them. If at all possible, tempt them with upcoming new goods.
Anniversaries & Other Events: While you might not want to make this a series, sending an email on a customer's birthday, the anniversary of their first purchase, or any significant occasion can be a fantastic way to reaffirm your brand's value—and possibly even induce a purchase.
Communicate Based On User Behavior
Many drip campaigns can be triggered by an action taken, or not taken by a member of your audience. Here are some examples of drip campaigns.
Drip programs are very well adapted to active engagement from prospects. When someone signs up for a webinar or a content piece like an interactive tool, that's your cue to send them relevant material.
For instance, if your business sells skin-care products and a prospect signs up for your skincare guide for 2021, you can send them additional tips and promote your skincare products and services.
Lead nurturing may take various forms, such as providing more information about product features, what they will learn from your online course, or educating them on your service. In any case, a lead nurturing campaign can improve not just your sales but also the purchase value of your products.
Abandoned Shopping Carts
Online customers frequently add items to their shopping carts, then delete them before making a purchase—or abandon the transaction entirely.
A well-crafted abandoned cart email can persuade them to reconsider their decision. But be cautious; you don't want to look overbearing.
If a shopper abandons a certain shirt, for example, you may send an email advertising your whole spring collection, or a line from that designer, without mentioning the exact item they chose.
When someone contacts your customer support or sales staff, for instance, to enquire about order progress, shipment timeliness, or another issue, a drip campaign might encourage them to do more.
A drip campaign might encourage them to sign-up for emailed invoices or online or automatic payment if they call about a missing invoice or payment.
A drip campaign can also urge them to finish a training video on how to use your product or a product registration if they started but didn't finish. This strengthens their bond with your company.
When someone makes a purchase, suggesting related goods is a wonderful method to increase sales. This might be included in an email that confirms your order or sends you a shipment notification.
If someone purchases a dress on your site, you may advise a belt or scarf—whether they're often purchased together or recommended by your in-house specialists.
Alternatively, you may contact the customer a few weeks or months after the purchase to offer refills or replacement components. If someone buys an air purifier on your website, for example, you may send an email three months later offering replacement filters.
Unsubscription Follow-up Emails
You might send an email asking for feedback if someone unsubscribes from your e-newsletter. If customers cancel from your subscription service (such as a gym), you might provide a unique offer or incentive that encourages their return in addition to asking for feedback. You may even contact them 3 or 6 months later to lure them back if their circumstance has altered.
How To Set Up A Drip Marketing Campaign
One of the nicest aspects of drip marketing programs is how simple they are to implement. These may be split down into numerous essential phases, just like a typical email marketing campaign, and effective execution of each will result in a great campaign.
Identify Your Target Audience
First and foremost, you must understand your target audience: you must determine who they are, what they want (even what they don't realize they want), and how they act.
This stage is required for every marketing campaign, but it is especially crucial for drip marketing since it allows for a more personalized approach to each member of the target demographic.
Market segmentation allows you to have a deeper knowledge of the many segments that make up your target audience, as well as their triggers.
Drip marketing is based on two forms of segmentation based on triggers. Action triggers or demographic triggers can be used to segment the target audience.
Action-trigger-based segmentation means that you organize your drip campaign by segmenting individuals based on how they engage with your company. When they initially join, for example, you give them a welcome email, and once they make a purchase, you send them a receipt with shipping information and a handful of up-selling offers.
Demographic-trigger-based segmentation includes keeping track of your customers' actions and gently push your leads into conversion. Upon registration, it focuses mostly on prior transactions, cart abandonment, and extended inactivity.
Furthermore, analyzing the market and connecting the results of your study with the audience you want to target aids in the creation of SMART goals. You'll be able to describe the aims of your drip marketing campaign as well.
Do you want to concentrate on lead nurturing? Do you want to increase conversion and persuade your customers to buy your products or services? Do you wish to build a solid relationship with your clients? Or maybe you're curious about all of the above?
Setting the first goals of your campaign helps you to define the framework of activities you'll need to take to attain them in one way or another.
Craft Your Message
Now that you know who you're going after, you need to come up with a message that is both beneficial and attention-getting. What are you looking for the user to do? Or, what do you want the user to take away from the experience?
Write text that is clear, actionable, and appealing based on your response. Maintain the tone you've established for your company, but make sure your message is clear.
Plan Out Your Campaign
Now, you must determine the mechanics of your drip campaign, including the procedure from initial contact through sale to follow-up. This is also the time to define your campaign's objectives, ensure that the text in each email is consistent with the others, and establish how you'll track your progress.
Consider the following questions as a starting point:
How many emails will I send, when will they be sent, and in what order will they be sent?
Is my message in sync with my triggers?
How will I measure the success of my campaign?
Initiate Your Campaign
When everything else is hot and ready, you may launch the campaign and send your emails out. Here's a tip: launch your campaign with the aid of automation software to obtain the best results and substantially increase your productivity.
Final Takeaways - Evaluate & Re-Adjust
Lastly, remember that you shouldn't let your drip campaign run unattended just because it's automated. You invested a lot of time investigating user segments, and the results require you to rethink those groups and your strategy.
If you're not receiving as many clickthroughs as you'd like, rewrite your calls to action; if your sale-closing email isn't reaching your conversion rate targets, try extra informative emails before asking any user to make a purchase. Evaluate, tweak, and repeat.
Drip campaigns can be incredibly fruitful if you conduct them correctly. Stick to the basics, and be flexible in your execution & you will see great results.