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

Electronic mail advertising is a confirmed approach to appeal to and retain clients due to its means to ship very particular messages on to prospects’ inboxes. It may be a good way to construct long-term worth in your model. Nonetheless, its actual energy lies in your means to phase your e-mail listing and ship the appropriate message to the appropriate shopper. If you add automation to the combination, you too can 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 may very well be simply the nudge they should full their buy. In such a scenario, 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 must be triggered.

This information will have a look at the 5 sorts of drip campaigns that what you are promoting 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 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 line with the actions and habits of your clients. 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 clients one message at a time, nudging them nearer and nearer to taking a specified desired motion. They’re a vital a part of any advertising marketing campaign as a result of they let you goal your clients with the appropriate messages on the proper time. Automation ensures effectivity with out dedicating extra time and assets to working a marketing campaign manually. For instance, you possibly can create e-mail templates for gmail nicely prematurely for particular situations and go away them to run on autopilot.

flow chart

Supply: Zapier

Drip campaigns may also help you drive engagement as they let you ship personalized emails. As a substitute of sending the very same e-mail blast to all of the subscribers in your e-mail listing, you possibly can phase them into completely different funnels primarily based on their demographic knowledge, behaviors, or shopping for course of. You possibly can then ship extremely focused emails.

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

This part will have a look at a number of the drip marketing campaign codecs that may assist what you are promoting develop. You can begin utilizing them proper from if 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 let you personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a approach to transfer away from the exhausting promote and as a substitute deal with the worth of what you are promoting and how one can assist your clients fulfill their wants.

1. Welcome Electronic mail Marketing campaign

A welcome e-mail sequence is an ideal approach to introduce what you are promoting to a brand new subscriber. Goal 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 may also help you pique your buyer’s curiosity. This opening e-mail sequence will usually determine in the event you get demoted to the spam folder or if the shopper hits “unsubscribe”, so use this opportunity nicely.

A examine by CheetahMail estimates that welcome emails herald 4 occasions the open charges and 5 occasions the press 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 in your e-mail advertising in order that your welcome emails come from a selected particular person. Despite the fact that it’s an automatic sequence, your message will get a significantly better response when it looks as if it’s coming from somebody within the staff.

welcome email example

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 cellphone quantity on this case.

The welcome e-mail sequence is your first try to achieve 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 e-mail campaigns are an efficient approach to convert your leads into clients. They let you ship personalized emails to your clients primarily based on their on-line exercise. Retargeting can be utilized in varied methods. In the event you’ve ever browsed a website after which later seen an commercial for that website’s merchandise on an internet site or social media web page, chances are high you’ve been retargeted.

A technique 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 shoppers which can be most definitely to profit from a follow-up mail primarily based on their on-line actions.

email campaign

Supply: Develop code

Check out this marketing campaign by Uniqlo that makes use of the shopper’s shopping historical past to tell them when a product they love is discounted. It’s the excellent 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 accessible at a reduced worth, you’re giving them simply the inducement they want. You need to use their wishlist or “save for later” listing to phase the shoppers and set off the e-mail if you put the merchandise on low cost.

3. Deserted Cart Marketing campaign

Deserted carts are one of many largest considerations 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 clients an incentive to finish their buy and enhance engagement.

Ship out an e-mail at any time when a consumer places gadgets of their cart however doesn’t try. You possibly can spotlight your merchandise’ advantages, give them an incentive to come back again corresponding to free delivery, or present further details about the product.

funny email campaign example

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 brazenly stating it’s a triggered e-mail. It’s a enjoyable twist on the theme and ties in with its broader model identification, which is playful and irreverent.

It additionally reveals that the corporate is just not going for the exhausting promote and are conscious that their clients are good 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 wonderful buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Submit Buy

Drip campaigns usually are not only a approach to get extra gross sales however have been confirmed to be a good way to retain present clients. One approach to maintain your clients comfortable is by persevering with to achieve out to them even after the sale. The post-purchase e-mail is a wonderful approach to proceed engagement with the shopper and enhance the probability that they may purchase from you once more. Simply take an in depth at your gross sales pipeline and search for the shoppers you’ve got closed earlier. They’re the right viewers for this marketing campaign.

In a examine, Emarketer estimated that e-mail advertising can enhance your retention price to as excessive as 80%. The principle purpose your clients 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 possibly 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 instances. One other approach to drive the post-purchase dialog is by asking for suggestions and alluring them to depart evaluations of the product they bought.

post purchase email drip campaign

Supply: Smartmail

Check out this attention-grabbing post-purchase e-mail from magnificence model Sephora. They’ve a intelligent identify in your order historical past: magnificence bag. The model provides subscribers actionable content material within the type of 3 ways to share and price their purchases. The corporate additionally goes one step past the standard post-purchase mail and even consists of suggestions and how-tos within the type of make-up tutorials to assist consumers use its merchandise.

5. Unsubscribe Marketing campaign

One other method drip campaigns may also help you keep clients is by enabling you to follow-up with clients leaving your mailing listing. Not all of your clients are leaving due to your content material; some could need to obtain fewer emails usually or is likely to be extra lively on one other platform. An unsubscribe drip mail ought to goal to cowl these widespread causes and confirm why the subscriber is leaving you. Some methods in which you’ll execute an unsubscribe marketing campaign embrace:

  • The brief “We’re sorry to see you go” with a touch of humor
  • Ship out a survey to ask them what went flawed and search solutions to tell your future technique
  • Encourage them to remain related with the model on different platforms like social media
exit survey email drip example

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 allows the corporate to get perception into their clients’ minds and why they 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 appropriate message to your viewers on the proper time to drive conversions and construct model loyalty. Use these automated emails as you welcome new clients to your model, and use their on-line exercise to ship focused emails primarily based on their preferences and habits in your website.

These emails additionally assist you to deal with one of the vital widespread issues in ecommerce: cart abandonment. A well-timed e-mail may assist you to keep away from shedding 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 clients who unsubscribe out of your e-mail listing. Take a look at it as a possibility to be taught the why behind their choice 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 robust e-mail advertising marketing campaign. So, what are you ready for?

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