- HoneyHat

What is drip marketing?

This strategy involves the sending of automated messages sequences to users, which are usually triggered by specific user actions such as signups and purchases. You can, for example, create a welcome email series to new subscribers and start nurturing them right away.

You can also use drip campaigns on social media channels, email, and direct mail. Email drip campaigns are easier to set up and produce more results.

Drip email campaigns can be called many different names:

Emails for the Lifecycle
Automated email marketing
Autoresponders
Triggered email

You only need an email marketing platform that is top-notch and has a dedicated feature for creating these sequences. Here’s an example. To help you get a better understanding, here’s a quick look at an onboarding drip campaign by Moosend.

Why is drip marketing important for businesses?

Let’s look at the benefits of marketing automation for your business.

Increase Engagement

A consumer who completes a particular action on your site is likely to be interested in your brand. You can increase their engagement and convert them by creating an automated sequence that contains relevant content. It’s important to not overwhelm non-openers by sending unwelcome emails. Instead, stick with the people who are genuinely interested in your campaigns.

Imagine you have project management software and that someone downloads one your infographics. What can you do to nurture them? To move these leads down the funnel, you could send them relevant resources and an email with a link to a demo.

Generate Revenue

Automated campaigns can help you increase your ROI. DMA states that 75% of all email revenue is generated by personalized, triggered campaigns, compared to other types.

To encourage website visitors to buy something they haven’t yet purchased, you can create abandoned shopping cart email campaigns. You can also set up cross-sell or upsell campaigns to nurture your customers based upon their products purchased. This will allow you to increase your sales and help you retain your customers.

Boost Brand Awareness

Your brand visibility will increase if you send timely and relevant content to your subscribers’ mailboxes. This is especially true for people who already have expressed interest in your brand. You have more chances of sticking in people’s heads if you give them more information and touchpoints.

It is crucial that get their opt-in before you set up drip campaigns. You could lose customers and have low open rates or high spam complaints if you don’t.

Lower Costs

Email drip marketing is cost-effective and allows you to reach new customers with ease. To create the right automated workflows for your audience, you only need an email automation platform that supports such emails.

You can also save money on costly marketing campaigns by using premade, customizable templates and setting the right conditions. It allows you to focus more energy on promotional initiatives, without sacrificing your outreach quality.

How to Set Up Drip Marketing Campaigns

Here are some tips to help you improve or make your drip email marketing strategy.

1. Choose an Email Marketing Software

It is difficult to create drip emails slowly, especially if you have a large email list. To streamline all your processes, you will need an email marketing platform like Mailchimp or Moosend. Many platforms also offer premade recipes that can be used to speed up the creation of different drip campaigns.

Here is an example:

To get maximum results, you need an email marketing platform. Make sure your new tool includes compelling features such as premade templates, an intuitive builder and mobile responsiveness.

It is a smart move to get a platform that has behavioral-tracking tools for collecting the right data, and an SMTP server to plan transactional email emails. It can be integrated with your CRM system for improved performance.

If you are a beginner, it is important to collect the email addresses of your visitors and customers in order to nurture leads and nudge them. To grow your email list, you can either create landing pages or embed signup forms on your static or popup website.

Are you looking for a marketing automation platform that meets your needs? To help you find the right marketing automation platform for your needs, here’s a listing of useful tools.

2. Set your goals

It is important to establish a clear goal before you create a drip campaign. An example of this is an onboarding sequence that aims to ensure customer success and retention. A up-sell campaign aims to increase sales.

To build more effective campaigns with higher open and click-through rates, you can use the Smart framework. Drip marketing is only successful if you set realistic and achievable goals.

Source

To be successful in this endeavor, you must know your target audience. To understand the consumer’s needs, habits, and preferences, create a buyer persona profile and customer journey map. You’ll be able to develop timely and relevant nurturing campaigns that will increase your conversion rates.

3. Create Your Automated Sequences

Now it’s time for your first drip campaign. First, you need to create compelling copy that reflects the goals of each email campaign in a series. This will help readers get interested.

Follow your brand guidelines and create a link point to all email campaigns regarding messaging. Create beautiful and compelling campaigns, with all the essential elements, such as your logo, a footer, and a Call-to-Action button. To get more clicks, the CTA must stand out from other text.

Follow your platform’s instructions for automation to determine the actions, triggers and conditions that you want to use in your drip sequence. To determine the right number of emails to set up, consider the stage at which the subscriber is currently at. It could be anywhere from three to seven emails, with the drip campaign goal or industryplaying an important role in this decision.

Take a look at what an abandoned cart drip campaign looks on Moosend’s platform.

4. Analyze your campaign performance

You must monitor key email metrics to ensure your drip campaigns are contributing to your promotional efforts, and sustaining your ROI. Let’s take a closer look at the most important.

Open rate
Click-through rate
Rate of bounce
Conversion rate
Spam complaints
Unsubscribe

Use the reporting function of your email platform for an update of your log. Combine it with a top-class tool like Google Analytics to see what is working and what needs improvement. The data might indicate that you need more triggered emails, or which incentives are most effective for your audience.

You can also use B/B Testing from time to time to test a new version of an email element such as the Subject line before it reaches the majority.

9 Drip Campaign Examples To Get Inspired

Let’s look at some examples of email campaigns that could be used as a solid component of a drip campaign series to increase lead generation, and move consumers down sales funnel.

1. Seatgeek’s Welcome Email Campaign

Subject Line: SeatGeek is pleased to welcome you! Please verify your email address

How it works: This is the first email that people receive after they sign up for Seatgeek’s mailing list. To ensure that they receive the correct email address, new subscribers must provide their double-opt-in.

The campaign provides important information on what subscribers and new customers can expect from the brand. You can schedule an email follow-up to collect subscriber preferences. Based on this data, you can plan a future campaign with relevant suggestions.

2. Moosend’s Email Series for Onboarding

Subject line: Officially, you’re a member of the Moosend Family!

Why it works It is vital to establish an onboarding email series that provides all details customers need to be successful with your product/service.

Moosend included links in their initial onboarding email to the Academy section, where users can view helpful tutorials for setting up their first emails. For those with simple questions, they added a button in the help center.

These campaign series can also be extended with other information. Continue reading feature descriptions and step-by-step instructions on how to use the new products/tools efficiently.

3. Surreal’s Lead-nurturing Campaign

Subject line: Rumours are NOT true

Why it works eCommerce and SaaS businesses that have long customer journeys require drip marketing strategies to nurture and convert their customers. To stand out from your competition, you can share different types of email content depending on the buyer’s stage.

Surreal sends nurturing emails to customers. It also includes testimonials from customers and an image of one their delicious products. To increase sales, the CTA button directs to the shop. To increase conversions, send a follow up email with a coupon to non-openers if you are running a similar drip campaign.

4. South Dakota’s Re-engagement Campaign

Subject line: Let’s Reconnect

It works: Many businesses use win-back emails to re-engage customers who have fallen behind. These emails can be in many formats: You can start with the latest business updates (South Dakota), and then continue with a charming incentive.

To collect feedback and improve your services, you can schedule a third email. Send them one final email before you remove them from your mailing list. This will allow them to continue their relationship with you, if they so desire. This win-back email campaign guide can help you organize your email strategy.

5. Blu Dot has abandoned Cart Email

Subject Line: Wait up. Your order is incomplete.

Why it works – Cart abandonment emails are one of the most effective email marketing strategies. Because consumers are already interested in certain products, these triggered campaigns often receive high open rates and click-throughs.

Blu Dot reacted in a similar fashion. They added the product to the visitor’s shopping cart and included information about why they should choose their company, such as shipping and free samples. You can create similar drip campaigns to help prospects until they convert.

6. Blinklist Recommendation Email

Subject line: The Top 3 Blinkist titles that every lover loves

How it works: You can also set up automated emails that recommend products/services for subscribers to increase your ROI. To increase conversion rates, segment your audience using criteria like previous purchases and demographics.

Blinklist chose to show their most loved audiobooks to activate the FOMO effect and encourage subscribers to join the team. These drip campaigns can also be planned as cross-sell or upsell emails.

7. Hubspot’s Renewal Drip Campaign

Subject line: In 30 days, your HubSpot account is going to be deleted.

Source

Why it works If your plan-based software solution is available, it’s important to create a series of renewal or deactivation drip campaigns. Hubspot set up an email campaign to notify inactive subscribers that their accounts would be closed in 30 days.

You can create triggered campaigns that will motivate them to sign up as time gets closer. This is similar in concept to win-back email. Therefore, the copy should be simple to convince them to take action quickly.

8. Asana’s Webinar Drip Campaign

Subject line: How does your team combat disruption in a distributed world?

Why drip marketing works: When you organize an event or webinar, drip advertising will increase registrations and create a full house event. To get your attendees to join you, it is important to send a series emails with different content.

To get more interest, send an invitation email to invite people to your event. Next, teasers can be used, such as videos from similar events and introductions of speakers. As a reminder, you can schedule a triggered email campaign for a few hours or days based on the event’s nature.

The Takeaways

Drip marketing is a method that can help you plan and implement organically your promotional activities. It can also increase brand awareness and revenue generation over the long-term. You need an email automation strategy that complements existing campaigns to ensure your business thrives.

Sign up for a free Moosend account to get an email automation tool of the highest quality with incredible features and scalable pricing!

Drip Marketing FAQs

Need some quick answers? We have your back!

1. What are the benefits to a drip campaign?

It is a time-saving, cost-effective solution that allows businesses to increase engagement, brand awareness, and generate revenues.

2. When is the best time for drip campaigns?

Marketing emails work best in the morning around 10 a.m., but before you schedule them, it is important to test which method works best for your audience.

3. What is a drip campaign?

These are the most popular drip campaigns: 1) Welcome, 2) Onboarding Cart, 3) Lead-nurturing (4) Winback), 5) Abandoned and 6) Recommendation.

Drip Marketing: The Ultimate Guide with Examples [2023] was first published on Email Marketing Automation Platform to Thriving Companies.

Author: Alexandra Marinaki

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