is the only email drip campaign guide you need with examples
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Email drip campaigns are also known as drip marketing campaigns, drip marketing campaigns or automated email marketing campaign. They are automated emails that are sent when users perform a certain action on your site or landing page. These emails are used to guide consumers through your marketing funnel towards a conversion point.
What is drip marketing and why are they so important?
Email drips are all in the timing and relevance. Drip campaigns use a combination of intent signals and product/user match, as well as behavioral metrics, to communicate with users that you are sensitive to their needs and offer solutions.
Email subscribers receive ongoing value by receiving helpful updates and notifications that “drip” over time.
If a prospect has visited a product upgrade landingpage for several weeks, but has not actually purchased the product,
Upgraded yet? A drip can explain the benefits of upgrading.
What are drip campaigns?
Campaigns are about providing subscribers with the right information at just the right time to help them move further down your funnel and eventually convert.
This is what makes email drip campaigns different from other emails.
- To send automated messages, use timing and behavior triggers
- Emails to subscribers who signed up in the first place
- You can generate more signups while reducing the risk of people unsubscribing
Each potential customer is accompanied by drip emails throughout your marketing funnel. From welcome drips, onboarding sequences and lead nurturing campaigns to abandoned shopping carts.
Drip email campaigns have many benefits
More revenue comes from precise segmentation
Drip marketing is a great way to attract prospects, educate leads, reward customers and much more all in one email campaign. You can reach the right people at the right time by segmenting and pinpointing users.
Segmented email drip campaigns can build trust with your audience.
Instead of blasting all your subscribers with the same email campaign, they separate subscribers into different channels to approach them differently and more appropriately. Feel more personal because the emails you send are more relevant and targeted .
This results in fewer unsubscribes, and a higher conversion rate . Segmented drip emails are proven to drive 18x higher revenue for businesses, according to research.
Engagement with less effort = more engagement
Drip campaigns generate more revenue than other email marketing campaigns because they increase engagement. Drip emails can increase click rates by 119%, which is a huge advantage, especially since drip campaigns are easier to set up than other types of email campaigns.
First, you can eliminate a lot of the work required to get prospects interested by sending them relevant material. You can reduce the time it takes to move leads through the sales funnel because they are already interested. Drip email campaigns are great for weeding out non-responsive visitors so you can save time and energy trying to get in touch.
Drip emails are dependent on automation, so they don’t require your constant attention. While you must still monitor and test, marketing team members don’t have to spend much time creating or sending emails.
Continual conversation is key to staying top of mind
A drip email campaign can be used as an ongoing conversation with your subscribers. It allows you to build upon the information from previous emails. This not only keeps your brand top of mind, but it also establishes trust. Regular contact with recipients shows that you honor your promises to deliver more.
Email drip marketing examples
It is possible to try a few of them to deliver the right information to your targeted readers, and possibly convert leads to customers.
Welcome emails
Your brand is introduced to new subscribers immediately with welcome drips. They are a way to engage and make a good first impression.
Welcome emails could be as simple as “Hi, nice meeting you!” or to start promoting your basic content or to give new subscribers discounts coupons.
This is exactly what Hazel Village does in their welcome drip campaign. The subscriber is greeted by email and offered a special discount.
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The second email informs subscribers about a new product and invites them to return to the website to see other toys.
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Emails for onboarding
By educating and nurturing the leads over time, emails can help them convert from free trial users to paying customers. You have now the opportunity to tell leads about your product or service (how you use key features, etc.) after they sign up for a free trial. You will need to explain what your product or service does for them, how it can solve their problem, and why you are different from other companies.
Jasper users receive a series of emails when they sign up for a free trial. These emails remind them about the trial and show them what the AI writing platform has to offer.
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Your onboarding emails should have one clear CTA, similar to landing pages. The fewer options people have, the less likely it is for them to take action. Jasper uses their onboarding emails to do exactly this.
Re-engagement emails
These sequences can be used to contact inactive prospects and bring them back in. These emails are great for capturing once-interested prospects, whether they have been unsubscribers or deleted your emails without opening them.
Modobag does the same thing with their reengagement emails.
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Emails from abandoned cart
Users are very familiar with the practice of abandoning shopping carts. Emails about abandoned carts are intended to bring those users back.
Explore Cuisine’s abandoned cart email reminds customers that something delicious was missing from their carts.
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You can use abandoned cart emails to call your customers and get them to complete the conversion. These emails remind customers what they have left in their cart and confirm that the items are still available. You can even offer a discount code for them to help get the trigger.
Confirmation emails
Your drip email efforts do not end when a sale is closed. This strategy can still be used to confirm a customer’s purchase. You can set up a “thanks” autoresponder right after they buy.
Post-purchase emails can be used to gather social proof. Ask customers to review your product in return for a discount, coupon code, or to set up a referral program.
Cometeer asks customers to refer their products to friends and receive a discount.
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These best practices will ensure your drip campaigns are successful
Your drip campaigns’ success will depend on the content you include. Make sure your emails follow these best practices.
Take into account the customer journey
Send drip emails to increase engagement. Make sure they are relevant to the recipients and follow their progress through your sales funnel. If someone isn’t ready to buy, it could be because they just became aware of your company. You need to provide more valuable, educational content before you send out a sales pitch. Subscribers who are familiar with your brand and have been thinking about it for some time will appreciate product/brand comparisons and coupons/discounts as well as free trials.
Find out what your audience needs and their pain points are and adapt your messages accordingly. This will strengthen your relationships and give you better campaign results.
Spacing emails allows for a smooth flow.
Be consistent but keep it moving at a steady pace. Keep in touch with your audience, but leave them wanting more. Too much contact can come across as aggressive, which could lead to prospects opting out. Send prospects no more than one drip email per week. This allows them to take in the content and breathe.
An email drip campaign must be seamless. For consistency, make sure to write all emails in one session. Although this sounds daunting and time-consuming, most emails are only a few paragraphs long so you can write them quickly in a short time. You can also simplify the writing process with these tips.
Basic email writing tips
These are some tips to help you create quality email content:
- Keep it valuable: Send your subscribers relevant, valuable content to make sure they don’t feel rushed.
- Use short paragraphs Large blocks of text can be intimidating, especially for small devices. Keep it brief and leave white space
- Keep emails brief at the beginning: They may not trust you enough to be willing to spend a lot of time with you.
- Be personal: Sharing non business-related information, such as a compelling story, personal failure or humorous anecdote. This will allow prospects to get in touch with you and your brand via email.
- Avoid large media and marketing language: These can decrease deliverability. Gmail and Outlook both look for reasons to send emails to the Promotions folder.
- Use compelling subject lines: To get people to open your message, the first step is to make it compelling.
- Make urgency: Give deadlines and exclusive deals
- Add a CTA: Tell them the next step by providing more value such as a email landing Page to get a whitepaper.
- Add a PS: Tease your next email and get subscribers excited about it
Connect your campaign with other channels
Drip campaigns are not something that can be done in isolation. To get maximum engagement, make sure all your advertising channels are working together.
To let people know that you are active on social media, add “Follow us On Instagram” at the end of your emails. To generate excitement and stay consistent, you can use the same content in paid ads, blog posts, and social posts. Remember to link all email offers to relevant landing pages.
Get started planning your next campaign now
Engaging subscribers is the key to creating a highly-converting campaign. It is possible to deliver relevant messages at the right times to help you achieve this.
Make sure you connect your drip emails to the landing page in order to complete your campaign.
Instapage is available for landing pages.
With hundreds of templates and in-app testing, Instapage makes it easy for you to create relevant landing pages that are personalized and tailored to your email campaigns and audiences. Get a 14-day free trial to increase your conversion rates and return of advertising spend (ROAS).
