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

E mail drip campaigns have lengthy been vital factor of built-in electronic mail advertising as a result of they assist convert new prospects into loyal prospects and work together with those that have already grow to be your shoppers.

We’ll inform you why electronic mail drip campaigns are wanted and what issues they assist to unravel in advertising once they have to be used. We additionally present electronic mail drip marketing campaign examples for inspiration and clear steps to start out utilizing them.

What’s an electronic mail drip marketing campaign?

An electronic 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 electronic mail tackle to obtain your lead magnet, they obtain a sequence of emails: first a welcome electronic mail, then 2-3 days later, a choice 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 characteristic of drip campaigns is that the precise particular person receives the precise info on the proper time. If you happen to add personalization to every electronic mail, you’ll get a superb communication device that may make every subscriber really feel that you simply care about what pursuits them proper now.

The advantages of drip electronic mail campaigns

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

This is what electronic mail advertising that makes use of drip campaigns positive aspects:

1. You scale back the price of attracting prospects — you don’t lose leads who’ve already proven some curiosity in your corporation however proceed to supply them with the data they should make a purchase order. As well as, potential shoppers transfer via the gross sales funnel with out the involvement of gross sales managers.
2. Make communication with the consumer much less annoying. You already know that folks 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 individuals nearer to a buying choice.
3. You make interplay with the consumer as customized as attainable, which results in a rise within the variety of transactions. Every drip marketing campaign electronic mail builds on one another, every time providing somewhat little bit of content material designed to assist resolve an issue your prospect is going through.
4. You get high quality leads — drip campaigns inform you concerning the model, educate potential shoppers, and construct belief. Within the case of campaigns associated to deserted carts, they assist proceed the order.
5. Save time by utilizing advertising automation — all it’s important to do is ready up a drip as soon as utilizing electronic mail advertising software program, after which it runs on autopilot.
6. Rising model consciousness — drip emails will assist preserve your organization high of thoughts and permit your current prospects to refer your corporation to others of their community simply.

The principle sorts of electronic mail drip campaigns

You possibly can arrange many sorts of drip campaigns relying on the specifics of your corporation. Strive utilizing a number of sorts of drip campaigns tailor-made to your viewers’s totally different actions. Check out the most well-liked ones.

Welcome emails

Welcome electronic 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 possibly can 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

One of these drip marketing campaign is just like welcome emails in that also they are despatched early within the buyer’s journey to your corporation. Nonetheless, onboarding emails present sensible details about how your corporation might help the consumer. For instance, an onboarding collection of a SaaS service can inform and present how one can get extra advantages from it, giving directions and suggestions. These emails assist you to stand out out of your rivals and construct model loyalty.

(Supply: E mail from Fireflies)

Procuring cart abandonment emails

One of these drip advertising marketing campaign is likely one of the finest practices for eCommerce companies. This sequence ought to set off mechanically 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 individuals of their intention to purchase one thing and provide particular circumstances.

Subscription renewal emails

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

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

7 key steps to create a profitable electronic mail drip marketing campaign

Listed here are seven steps that can assist you create a profitable drip marketing campaign.

1. Determine your target market and triggers

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

The start line for a drip marketing campaign may very well be:

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

2. Outline your objective

Understanding the objective makes planning a drip marketing campaign simpler and lets you construct it logically. Reply the query of what ought to occur on account of the marketing campaign utilizing the SMART technique. Make the objective 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 objective, plan it step-by-step. Listed here are some important elements to think about when creating your drip electronic mail marketing campaign technique:

• viewers traits;
• determine what number of emails you’ll ship and in what order;
• how your emails might be related to the set off of this marketing campaign;
• what numbers will you measure to grasp that the objective has been achieved.

4. Put together copy for all emails

Suppose via and write the textual content for every marketing campaign electronic mail. Ensure that electronic mail copies are logically related and that each electronic mail you ship is legitimate, eye-catching, and accommodates a transparent name to motion (CTA).

5. Create enticing electronic mail templates

To create a sexy template which you could 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 possibly can create new emails from ready-made, configured, and saved blocks a lot sooner.

6. Automate and launch your marketing campaign

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

7. Analyze the marketing campaign

Analyze how all marketing campaign emails carry out throughout and after implementation to grasp how efficient it’s and the place enhancements are wanted. You possibly can 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 may appear like for the primary electronic mail in an onboarding drip marketing campaign. This ready-made template from Stripo designers has thought via all the chances for involving the consumer in working with the service.

Drip electronic 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 assist you to in your onboarding interval. We purpose to make sure you have a constructive expertise and get essentially the most out of our service.

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

Finest regards,

[Name], your private supervisor

3 electronic mail drip marketing campaign concepts on your inspiration

This drip marketing campaign instance is the re-engagement electronic mail from Halfdays, an outside model for the fashionable girl. The model creates intrigue by asserting a brand new assortment, attracting the eye of those that final visited the positioning a very long time in the past. The set off on this case may very well be that the subscriber has not clicked on hyperlinks in emails for a very long time.

(Supply: ReallyGoodEmails)

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

(Supply: MailCharts)

This electronic 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 additionally instantly presents further merchandise and talks about the advantages of cosmetics.

(Supply: MailCharts)

Wrapping up

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