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

Electronic mail advertising is a confirmed approach to appeal to and retain prospects due to its capability to ship very particular messages on to prospects’ inboxes. It may be a good way to construct long-term worth on your model. Nevertheless, its actual energy lies in your capability to phase your electronic mail listing and ship the suitable message to the suitable client. If you add automation to the combo, you can even 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 electronic mail encouraging them to return may very well be simply the nudge they should full their buy. In such a scenario, 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 situations when it must be triggered.

This information will take a look at the 5 kinds of drip campaigns that your corporation must 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 at its easiest. It sends out a number of emails at particular instances and dates all through a specified interval. The emails may also be timed in keeping with the actions and conduct of your prospects. For instance, if they’ve simply deserted their cart in your website, you may ship an electronic 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 important a part of any advertising marketing campaign as a result of they assist you to goal your prospects with the suitable 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 electronic mail templates for gmail effectively prematurely for particular situations and depart them to run on autopilot.

Supply: Zapier

Drip campaigns can assist you drive engagement as they assist you to ship personalized emails. As an alternative of sending the very same electronic mail blast to all of the subscribers in your electronic mail listing, you may phase them into completely different funnels based mostly on their demographic information, behaviors, or shopping for course of. You may then ship extremely focused emails.

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

This part will take a look at a few of the drip marketing campaign codecs that may assist your corporation 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 electronic mail campaigns are designed to focus on the patron wherever they’re of their buying journey and assist you to personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a approach to transfer away from the arduous promote and as a substitute give attention to 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. Purpose to be particular and supply hyperlinks to key touchdown pages to drive extra visitors to your website. This lets you make a superb first impression and can assist you pique your buyer’s curiosity. This opening electronic 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 instances the open charges and 5 instances the press charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are inclined to have engaging affords for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account on your electronic mail advertising 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 like it’s coming from somebody within the crew.

Supply: Instapage

Uber’s welcome electronic mail is the right mixture of incentive and readability. The corporate affords 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 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 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 assist you to 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, 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 companies. Select the shoppers which are 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 shopper’s looking historical past to tell them when a product they love is discounted. It’s the good approach to drive gross sales as you already know that the shopper is within the product. By letting them know that the product is now obtainable at a reduced worth, you’re giving them simply the motivation they want. You should use their wishlist or “save for later” listing to phase 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 improve engagement.

Ship out an electronic mail each time a consumer places objects of their cart however doesn’t try. You may spotlight your merchandise’ advantages, give them an incentive to return again akin to free transport, or present extra details about the product.

Supply: OptinMonster

Add somewhat 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 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 exhibits that the corporate isn’t going for the arduous promote and are conscious that their prospects are good individuals who know automated emails after they see them. It’s no surprise 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. Publish Buy

Drip campaigns should not only a approach to get extra gross sales however have been confirmed to be a good way to retain current prospects. One approach to maintain your prospects pleased is by persevering with to succeed in out to them even after the sale. The post-purchase electronic mail is a superb approach to proceed engagement with the shopper and improve the probability that they’ll purchase from you once more. Simply take a detailed at your gross sales pipeline and search for the shoppers you may have closed earlier. They’re the right viewers for this marketing campaign.

In a examine, Emarketer estimated that electronic mail advertising can increase your retention fee to as excessive as 80%. The principle 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. If you proceed to have interaction with the patron even after the sale is made, it lets you construct belief.

You can invite them to hitch your model’s loyalty program or supply 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 would possibly supply them a particular deal on appropriate laptop computer circumstances. One other approach 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 electronic mail from magnificence model Sephora. They’ve a intelligent identify on your order historical past: magnificence bag. The model offers subscribers actionable content material within the type of 3 ways to share and fee their purchases. The corporate additionally goes one step past the same old post-purchase mail and even contains ideas and how-tos within the type of make-up tutorials to assist patrons use its merchandise.

5. Unsubscribe Marketing campaign

One other method drip campaigns can assist 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 need to obtain fewer emails typically or could be extra energetic on one other platform. An unsubscribe drip mail ought to goal 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 embrace:

• The brief “We’re sorry to see you go” with a splash of humor
• Ship out a survey to ask them what went unsuitable and search solutions to tell your future technique
• Encourage them to remain related 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 shopper 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 plan sooner or later.

In closing

Drip campaigns are a good way to ship the suitable 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 deal with one of the crucial widespread issues in ecommerce: cart abandonment. A well-timed electronic mail might enable you to keep away from dropping these gross sales. Don’t neglect to proceed the dialog even after the acquisition with a fast survey, suggestion, or related supply. 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 chance to study 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 powerful electronic mail advertising marketing campaign. So, what are you ready for?