Email drip campaigns are a set of marketing emails which are automatically sent out when a contact sets off a trigger.
A trigger could mean crossing a tenure threshold such as being a longtime customer, clicking a link, or joining a specific list to name a few.
These automated emails allow you to connect with contacts in a timely and relevant manner because once they’re set up they work on autopilot.
Due to their targeted, timely, and relevant nature, these drip campaigns also outperform general sends.
Open rates for drip emails are about 80% more than single sends (a.k.a. email blasts), and average click-through rates are three times higher.
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The benefits of drip marketing
Email drip campaigns have a host of benefits to offer if implemented correctly. A little time and effort in the start go a long way to getting the best results.
Here are some key advantages of incorporating a drip strategy in your email marketing.
Boost engagement & loyalty
Drip email campaigns allow you to engage your prospects and customers better and more efficiently. Emails triggered based on user actions have a better chance of getting a response because they’re likely to more relevant.
Let’s say someone has purchased a product, you can use a drip email campaign to send a series of emails that shows your customer how to get the most from your product.
Or maybe you have content that would be of value to new subscribers, set up a series of emails to get them up to speed on what they need to know.
Having a welcome email series in place is a good way to start off your drip email campaigns.
Experian’s report on welcome emails shows that they have a 58.7 percent open rate as compared with normal emails which are at 14.6 percent. When an automated welcome email is sent immediately after a user signs up, the open rate jumps to a staggering 88.3 percent!
Promote relevant content
When you’re aware of where your contact fits into your sales cycle, you can send content tailored to moving them to the next step.
If they’re a prospect, provide emails with content that answers common questions.
If they’re a customer, provide a series of emails that show how other customers are using your product or service.
You can also use drip marketing to share content related to a product or service a customer has already purchased to expose them to what they may want to purchase next.
Create a lead nurturing marketing funnel
There are times when potential customers may not be ready to purchase from you. These leads may want to know more about your business and your product or service before making a decision.
Nurturing prospects with a drip email campaign allows you to communicate the benefits of your product or service, answer potential questions, and address any objections a prospect may have. It’s like having a sales conversation over the course of multiple emails.
Help in increasing brand awareness
A series of highly relevant emails keeps your brand top of mind. When a prospect is ready for what you offer, you’ll be the first business that they think of. They’ll also be more likely to refer your business when their connections are in the market for what you offer.
Drip marketing allows your business to start building those relationships that are important to your success. By allowing potential customers to get to know, like, and trust you through an email series you increase the chances of someone choosing you when they’re ready to buy.
Re-engage with unengaged contacts
Automated drip campaigns provide a host of opportunities to reach out to your lead base at any given point of time. With time, some contacts may become inactive and never look at your emails. You may want to create a campaign specific to reengaging these contacts.
Along with a “Hey, we miss you!” re-engagement campaign, you could also use your drip campaign to promote other marketing channels like social media accounts and YouTube.
Users might prefer engaging with you on those channels. Which is good because it gives you another way to stay top of mind and the engagement can get your business in front of new prospects.
Capture abandoned carts
A lot of this can be applied to customers and/or leads who abandon their carts and don’t end up making a purchase at all. You’ve done your bit to get them to the checkout page, but even with a discount available, you might not be able to convince these people into making a purchase.
When you’re creating a drip campaign for users who’ve abandoned their carts, remember to make sure your email resonates with your brand, catches your reader’s attention and instills enough curiosity that they decide to return to your website.
Check out our list of 10 abandoned cart drip email campaign ideas to get you started.
Some best practices to get the most out of your automated email drip campaigns:
Communicate in a timely manner
Timing communication is key. Keep in mind how you can send information based on actions taken by your contacts. When you take these actions into account your message can contain information that feels more relevant and therefore lead to better results.
Segment your lists
Take the time to break your contact list into smaller groups. Think beyond your subscribers’ names and email addresses. Group contacts by their interests, email preferences, location, and more. Doing so allows you to provide them more relevant content.
Segmenting your email lists can help your business to create highly personalized content for all your customers and leads.
Diversify your content
You’ll only know what works best for your email base if you test by sending them different, but relevant content. You could experiment with a three-part automated email series, but switch up variables such as your call-to-action or subject lines. See what works best, and then implement those practices moving forward.
Use drip campaigns in diverse ways
You can set up specific drip campaigns in your email marketing software for educating users, rewarding your best customers, getting volunteers for your nonprofit, and so much more.
It is however important that you target user groups based on segmentation and use your email drip campaign to reach out to the right people. You can segment your lists based on demographics, purchase and browsing history, and even which email a particular user has opened and interacted with in the past.
A thoughtful follow-up email campaign can be the perfect way to remind users to buy your product, teach them how to use your tool or service once they’ve made a purchase, and even the simple fact that you’re always around to help them whenever they need it.
There you have it – Drip email campaigns have a ton of benefits and including these in your email marketing strategy can boost sales and leave a long-lasting impact on your customers and leads.
Ready to do more business with email marketing?