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

Electronic mail advertising is a confirmed strategy to entice and retain prospects due to its capacity to ship very particular messages on to prospects’ inboxes. It may be an effective way to construct long-term worth on your model. Nevertheless, its actual energy lies in your capacity to section your e-mail record and ship the fitting message to the fitting shopper. Once you add automation to the combination, you can too make sure that you goal them on the proper time.

For instance, if a buyer has simply left your web site with out shopping for, a well-timed e-mail encouraging them to return could possibly be simply the nudge they should full their buy. In such a state of affairs, you’ll use a drip marketing campaign that lets know-how do the exhausting work. Simply create the e-mail sequence as soon as, after which set the situations when it ought to be triggered.

This information will have a look at the 5 varieties of drip campaigns that your online business ought 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 at its best. It sends out a number of emails at particular occasions and dates all through a specified interval. The emails may also be timed in accordance with the actions and conduct of your prospects. For instance, if they’ve simply deserted their cart in your web site, you may ship an e-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 marketing campaign as a result of they mean you can 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 may create e-mail templates for gmail effectively upfront for particular eventualities and go away them to run on autopilot.

Supply: Zapier

Drip campaigns can assist you drive engagement as they mean you can ship custom-made emails. As a substitute of sending the very same e-mail blast to all of the subscribers in your e-mail record, you may section them into completely different funnels primarily based on their demographic information, behaviors, or shopping for course of. You possibly can then ship extremely focused emails.

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

This part will have a look at a few of the drip marketing campaign codecs that may assist your online business develop. You can begin utilizing them proper from whenever 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 mean you can personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a strategy to transfer away from the exhausting promote and as an alternative give attention to the worth of your online business and how one can assist your prospects fulfill their wants.

1. Welcome Electronic mail Marketing campaign

A welcome e-mail sequence is an ideal strategy to introduce your online business to a brand new subscriber. Goal to be particular and supply hyperlinks to key touchdown pages to drive extra site visitors to your web site. This allows you to make a wonderful first impression and can assist you pique your buyer’s curiosity. This opening e-mail collection will usually resolve if you happen to get demoted to the spam folder or if the shopper hits “unsubscribe”, so use this opportunity effectively.

A examine 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 inclined to have attractive affords for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account on your e-mail advertising in order that your welcome emails come from a particular particular person. Although it’s an automatic sequence, your message will get a a lot better response when it looks like it’s coming from somebody within the crew.

Supply: Instapage

Uber’s welcome e-mail is the right mixture of incentive and readability. The corporate affords a free trip 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 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 maintain it clear and readable. Like Uber, attempt to incentivize the primary buy with a proposal and supply clear directions to the subscriber.

2. Retargeting Electronic mail Marketing campaign

Retargeting e-mail campaigns are an efficient strategy to convert your leads into prospects. They mean you can ship custom-made emails to your prospects primarily based on their on-line exercise. Retargeting can be utilized in varied methods. Should you’ve ever browsed a web site after which later seen an commercial for that web site’s merchandise on a web site or social media web page, likelihood is 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 on your companies. Select the shoppers which are probably to learn from a follow-up mail primarily based on their on-line actions.

Supply: Develop code

Check out this marketing campaign by Uniqlo that makes use of the shopper’s looking historical past to tell them when a product they love is discounted. It’s the excellent strategy to drive gross sales as you already know that the shopper is within the product. By letting them know that the product is now out there at a reduced value, you’re giving them simply the motivation they want. You should use their wishlist or “save for later” record to section the shoppers and set off the e-mail whenever 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 examine 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 consumer places objects of their cart however doesn’t take a look at. You possibly can spotlight your merchandise’ advantages, give them an incentive to return again comparable to 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 brazenly 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 shouldn’t be going for the exhausting promote and are conscious that their prospects are sensible individuals who know automated emails once they see them. It’s no marvel the model has an enormous following; take a look at this Forbes article on how Glossier’s wonderful buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Submit Buy

Drip campaigns will not be only a strategy to get extra gross sales however have been confirmed to be an effective way to retain current prospects. One strategy to maintain your prospects pleased is by persevering with to succeed in out to them even after the sale. The post-purchase e-mail is a wonderful strategy to proceed engagement with the shopper 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 shoppers you’ve gotten closed earlier. They’re the right viewers for this marketing campaign.

In a examine, Emarketer estimated that e-mail advertising can increase your retention charge to as excessive as 80%. The principle cause your prospects will come again to you is model loyalty, and the one strategy to construct that loyalty is thru constant, focused communication in any respect ranges. Once you proceed to have interaction with the patron even after the sale is made, it allows you to construct belief.

You might invite them to hitch 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 exhibiting merchandise associated to their buy. For instance, in the event that they bought a laptop computer, you would possibly provide them a particular deal on appropriate laptop computer instances. One other strategy to drive the post-purchase dialog is by asking for suggestions and alluring them to depart opinions of the product they bought.

Supply: Smartmail

Check out this attention-grabbing post-purchase e-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 same old post-purchase mail and even consists of suggestions and how-tos within the type of make-up tutorials to assist patrons use its merchandise.

5. Unsubscribe Marketing campaign

One other manner drip campaigns can assist 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 could wish to obtain fewer emails normally or is likely to be extra lively on one other platform. An unsubscribe drip mail ought to intention to cowl these widespread causes and confirm why the subscriber is leaving you. Some methods in which you’ll be able to execute an unsubscribe marketing campaign embody:

• The brief “We’re sorry to see you go” with a touch of humor
• Ship out a survey to ask them what went improper 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 shopper is unsubscribing. It permits the corporate to get perception into their prospects’ minds and why they now not discover their emails helpful, creating a greater content material advertising plan sooner or later.

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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 primarily based on their preferences and conduct in your web site.

These emails additionally provide help to sort out one of the crucial widespread issues in ecommerce: cart abandonment. A well-timed e-mail may provide help 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 provide. 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 possibility to study the why behind their determination 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 powerful e-mail advertising marketing campaign. So, what are you ready for?