To take your business to the next level or establish itself as a brand, you need constant engagement with your customers. Drip email marketing lets you send the right messages at the right time by scheduling a series of emails with personalised content. Drip campaigns offer a 119% increase in click rate as compared to a regular email.
It is the marketer’s job to find and understand high-quality leads and eventually help them convert to sales. Drip marketing is the solution for this. It focuses on sending emails over time. Email marketing is an effective way to nurture leads through the buyer journey, increase engagement, and enhance customer retention. You can automate emails through drip campaigns to save your time, money, and effort. According to a report, drip campaigns have an 80% higher open rate than non-automated emails. At the same time, it drives 18 times more revenue than traditional emails.
In this article, we’ll learn what drip marketing is and why it is important to use. Also, we’ll learn some tips for creating effective drip campaigns!
What is Drip Marketing?
Drip marketing means sending a limited number of marketing emails to the target audience automatically at a set time based on the actions taken by the users or a change in their status. Businesses use drip campaigns to maintain a connection with their target audience in a targeted and personalised way, followed by an important action or task.
A drip campaign can be initiated when someone places an order, attends an event or visits a store, not placing an order for a while, abandoning a shopping cart, engaging with customer service, signing up for a webinar, etc.
The email content of drip campaigns is pre-written or automated. It presents a schedule in response to a particular action. It is mostly placed or mapped to important engagement points in the sales cycle. The drip in drip campaign means sending a slow and steady series of email sequences. It can be any number like 2,4,5,6, etc, depending on the cause.
Why use Drip Campaigns?
Once you send an email, you must see how drip marketing can help. Your customers can take any action, such as opting in to an email list or visiting a landing page. Here are some of the ways in which drip campaigns can help you in better engagement or targeting of your customers
- Personalisation: Drip campaigns help in sending highly personalised and targeted messages. You can tailor your campaign’s content based on users’ past behaviour or preferences. The personal touch helps in building a personal connection between the organisation and customers.
- Automation: This series of emails is designed to be sent at a predetermined time or triggered by user action. This consistent communication helps in building a strong relationship with customers.
- Nurture Leads: The content in email drip marketing campaigns should stand on its own. For example, if a user didn’t open the first two emails, it must be able to understand the CTA regardless of the email they open. Don’t assume your subscribers will read all the emails in the series. Make sure all emails express the context and relevance.
- Segmentation: Segment drip campaign based on demographics, behaviour, preferences, etc. When you send targeted content to specific audience segments, you can ensure that relevant information is given to the customers.
- Relationship Building: Instead of bombarding the inbox of the customers all at once, send drip campaigns in a sequenced way. It helps in building trust and engagement and promotes meaningful relationships.
- Behavioural Triggers: These emails can be triggered by specific actions such as clicking a link. For example, if a user has clicked on a particular product, subsequent emails can provide more information or offers related to the product.
Tips to Create an Effective Drip Campaign
Most of the work of drip campaigns is done by a drip email marketing app. But you should own this app, follow these steps, so that you can use these as the basis of building out your drip campaigns.
- Identify target audience: Drip campaigns help in segmenting your list into subsections and send relevant information to a niche. Decide which group you want to target and what triggers you will use. Drips can be based on when an action is taken on your website or app, or email. It can also be based on the information added in user demographics.
- Selecting Triggers: In the context of drip campaigns, triggers are specific actions that can determine when and why a user receives a particular email. You must be confident that the triggers you choose must resonate with your target audience. Triggers can be action or demographic-based. Action-based triggers are initiated when a specific action is performed, such as signing up for a newsletter, downloading a trial, etc. A demographic trigger provides information regarding your users, which allows you to create highly targeted and personalised content. This information can be changed in marital status, location data, etc.
- Craft Message: Now that you know whom you are targeting, you should create relevant and attractive content. Write a copy that is engaging, simple and actionable. You can also use the power of AI to write effective copy.
- Plan Campaign: Figure out the logistics of your campaign, such as workflow, goals of your campaign, making sure that emails flow with each other, etc. It is important to decide when and in what order you will send an email. Whether you’re onboarding a new customer or keeping a user engaged, the sequence plays an important role. Also, make sure your triggers align with your email content. Irrespective of the goal of the campaign, you must choose the metrics to measure success.
- Evaluate: Just because your drip campaign is automated does not mean you will leave it unattended. Choose relevant metrics and readjust your segment and strategies based on the performance results or data.
A drip campaign is an important tool for businesses to make a connection with customers and for better targeting. It is an effective tool for gathering and acting upon first-party data. The ability to gather and incorporate that data while still being a functional tool makes the drip campaign an important part of today’s privacy-conscious digital marketing strategy. Lumia 360 also provides valuable and effective digital solutions to boost your business. To know more about our strategies, email info@lumia360.com or call 514-668-5599.
