What’s an e-mail drip marketing campaign and the way does it work? — Stripo.e-mail

Electronic mail drip campaigns have lengthy been essential factor of built-in e-mail advertising and marketing as a result of they assist convert new prospects into loyal clients and work together with those that have already change into your purchasers.

We are going to inform you why e-mail drip campaigns are wanted and what issues they assist to resolve in advertising and marketing after they should be used. We additionally present e-mail drip marketing campaign examples for inspiration and clear steps to begin utilizing them.

What’s an e-mail drip marketing campaign?

An e-mail drip marketing campaign is an automatic sequence of pre-created emails that’s triggered when an individual takes an motion. You prescribe a drip marketing campaign technique and arrange a schedule for sending emails in order that the subscriber will obtain them for a while with a specified frequency.

For instance, after a web site customer has left their e-mail tackle to obtain your lead magnet, they obtain a sequence of emails: first a welcome e-mail, then 2-3 days later, a number of different helpful supplies out of your web site, and so forth. You politely return them to your web site and proceed the dialog.

The principle function of drip campaigns is that the appropriate individual receives the appropriate data on the proper time. In the event you add personalization to every e-mail, you’re going to get a wonderful communication software that may make every subscriber really feel that you just care about what pursuits them proper now.

The advantages of drip e-mail campaigns

Now that we perceive what a drip marketing campaign is let’s examine what enterprise advantages they provide.

This is what e-mail advertising and marketing that makes use of drip campaigns good points:

1. You cut back the price of attracting clients — you don’t lose leads who’ve already proven some curiosity in your small business however proceed to supply them with the knowledge they should make a purchase order. As well as, potential purchasers transfer by means of the gross sales funnel with out the involvement of gross sales managers.
2. Make communication with the shopper much less annoying. You realize that individuals want to keep away from frequent calls from gross sales managers and promo emails, particularly when an individual nonetheless wants to consider shopping for. Drip campaigns gently develop relationships and convey folks nearer to a buying resolution.
3. You make interplay with the shopper as personalised as potential, which results in a rise within the variety of transactions. Every drip marketing campaign e-mail builds on one another, every time providing just a little little bit of content material designed to assist remedy an issue your prospect is going through.
4. You get high quality leads — drip campaigns inform you in regards to the model, educate potential purchasers, and construct belief. Within the case of campaigns associated to deserted carts, they assist proceed the order.
5. Save time through the use of advertising and marketing automation — all you need to do is ready up a drip as soon as utilizing e-mail advertising and marketing software program, after which it runs on autopilot.
6. Growing model consciousness — drip emails will assist preserve your organization prime of thoughts and permit your present clients to refer your small business to others of their community simply.

The principle kinds of e-mail drip campaigns

You may arrange many kinds of drip campaigns relying on the specifics of your small business. Strive utilizing a number of kinds of drip campaigns tailor-made to your viewers’s completely different actions. Check out the most well-liked ones.

Welcome emails

Welcome e-mail collection is the most well-liked kind of drip marketing campaign. They introduce your organization to the brand new subscriber and thank them for subscribing to information or registering for the service. On this collection of emails, you’ll be able to inform what to anticipate out of your emails, provide reductions, and briefly introduce the product’s options. See how the welcome collection works in Stripo.

Onboarding emails

Any such drip marketing campaign is just like welcome emails in that also they are despatched early within the buyer’s journey to your small business. Nonetheless, onboarding emails present sensible details about how your small business may also help the shopper. For instance, an onboarding collection of a SaaS service can inform and present the best way to get extra advantages from it, giving directions and suggestions. These emails make it easier to stand out out of your rivals and construct model loyalty.

(Supply: Electronic mail from Fireflies)

Buying cart abandonment emails

Any such drip advertising and marketing marketing campaign is likely one of the finest practices for eCommerce companies. This sequence ought to set off routinely if a web site customer locations an merchandise of their cart after which leaves your web site with out finishing a purchase order. Use a drip marketing campaign with deserted cart emails to remind folks of their intention to purchase one thing and provide particular circumstances.

Subscription renewal emails

Arrange a drip marketing campaign that reminds clients to resume their subscription or when the free trial is ending. This may set up the credibility of your organization and make your clients really feel valued. In your e-mail sequence, thank them for his or her cooperation, reveal the successes they’ve achieved with you, and provides them a strategy to contact you if any questions come up.

The opposite sorts are re-engagement drip campaigns, retargeting e-mail drip campaigns, post-demo campaigns, affirmation emails, post-purchase emails, birthday emails, and others.

7 key steps to create a profitable e-mail drip marketing campaign

Listed below are seven steps that will help you create a profitable drip marketing campaign.

1. Determine your audience and triggers

Decide which goal clients will obtain emails. To do that, phase your viewers and resolve which triggers and teams you’ll use to succeed in them.

The start line for a drip marketing campaign could possibly be:

• motion that triggers a selected sequence of emails — subscription, buy, forgotten cart;
• demographic data, for instance, the client’s birthday triggers a marketing campaign with a promotional code, items, and reminders.

2. Outline your aim

Understanding the aim makes planning a drip marketing campaign simpler and means that you can construct it logically. Reply the query of what ought to occur because of the marketing campaign utilizing the SMART methodology. Make the aim particular, measurable, achievable, related, and time-based.

3. Plan your marketing campaign

To make sure the success of your drip marketing campaign, after defining your viewers and aim, plan it step-by-step. Listed below are some important components to think about when creating your drip e-mail marketing campaign technique:

• viewers traits;
• resolve what number of emails you’ll ship and in what order;
• how your emails will probably be linked to the set off of this marketing campaign;
• what numbers will you measure to know that the aim has been achieved.

4. Put together copy for all emails

Suppose by means of and write the textual content for every marketing campaign e-mail. Be sure that e-mail copies are logically linked and that each e-mail you ship is legitimate, eye-catching, and accommodates a transparent name to motion (CTA).

5. Create enticing e-mail templates

To create a pretty template which you can then use for all emails of 1 drip marketing campaign, you should use among the 1400 Stripo’s ready-made templates. Due to the modular structure, you’ll be able to create new emails from ready-made, configured, and saved blocks a lot quicker.

6. Automate and launch your marketing campaign

After all of the emails are created based mostly in your template, export them to your ESP or any drip marketing campaign software program. There, configure the marketing campaign parameters — set off, e-mail frequency, and others. These instruments make it simple to create emails and schedule them to be despatched routinely based mostly on numerous triggers.

7. Analyze the marketing campaign

Analyze how all marketing campaign emails carry out throughout and after implementation to know how efficient it’s and the place enhancements are wanted. You may work with a topic line to extend the open fee and maybe with a name to motion.

Drip marketing campaign examples and templates 

Let’s have a look at what a design and textual content template would possibly appear to be for the primary e-mail in an onboarding drip marketing campaign. This ready-made template from Stripo designers has thought by means of all the chances for involving the shopper in working with the service.

Drip e-mail template instance

Topic line: Welcome to [service name]! See your first steps

Hello, [Name]!

It is nice to have you ever right here. Thanks for selecting us! Let me offer you a information that make it easier to in your onboarding interval. We purpose to make sure you have a optimistic expertise and get essentially the most out of our service.

I’ve hooked up a PDF in which you’ll see the steps of the consolation onboarding. And step one is to observe these directions and customise your account.

Greatest regards,

[Name], your private supervisor

3 e-mail drip marketing campaign concepts to your inspiration

This drip marketing campaign instance is the re-engagement e-mail from Halfdays, an out of doors model for the trendy lady. The model creates intrigue by saying a brand new assortment, attracting the eye of those that final visited the location a very long time in the past. The set off on this case could possibly be that the subscriber has not clicked on hyperlinks in emails for a very long time.

(Supply: ReallyGoodEmails)

One other e-mail instance is from Metropolis Seashore, Australia. It is a birthday e-mail with a 20% low cost that the subscriber will get routinely earlier than the birthday date.

(Supply: MailCharts)

This e-mail is from the deserted cart drip sequences of Clinique. See how the model not solely reminds you of the merchandise in your cart but in addition instantly gives further merchandise and talks about the advantages of cosmetics.

(Supply: MailCharts)

Wrapping up

Implement drip campaigns to maintain present clients engaged and re-engage former clients. As a result of these e-mail campaigns are based mostly on advertising and marketing automation, they unlock the e-mail marketer’s time and power for different duties whereas the personalized e-mail sequence works for your small business.