What is drip marketing? How does it work? What benefits would it offer? We’ll answer these questions and more in our beginner’s guide to drip marketing.
You might think that email drip marketing is kind of old-school. After all, they’ve existed practically as long as email alone.
How well does email drip marketing work? Really well, it turns out.
Drip marketing’ s heady blend of old-fashioned sales letters (think Claude Hopkins) plus high-tech personalization can convert like nothing else.
Email itself has proved to be a consistent conversion driver. Over the last five years, its conversion rate has varied only about three percentage points.
Drip campaigns shift those positive results even more in your favor.
Email drip marketing, therefore , is definitely an essential component of your content marketing strategy .
Drip marketing is usually a form of email marketing in which you send several emails to people in target customer segments at precisely timed intervals.
The drip marketing campaign’s endpoint can either be a sale, the request for a consultation, or another objective you want to reach.
Drip campaign recipients are those people who have already expressed sufficient interest in your brand to have signed up to become email subscribers. That fact helps drive the effectiveness.
- Define the customer section you intend to reach.
- Research that segment’s needs, pain factors, and other characteristics.
- Create effective content that informs, creates trust, and engages your own recipients.
What Is Drip Marketing and Why Does It Matter?
Drip marketing — occasionally called drip campaigns, automated email campaigns, marketing automation, lifecycle emails, autoresponders and more — is the use of automated units of emails that are sent on schedule following an event or trigger. Triggers consist of users purchasing a product, appealing with a blog post, signing up for your service or abandoning their shopping cart.
Drop campaigns are highly effective as they allow you to send the right message at the right time, enabling your brand to stay connected with specific audience segments in a meaningful way. The email messages that constitute drip email promotions are pre-written and released automatically, meaning there’s simply no manual input.
It’ s All About Timing
Drip advertising owes its success to the timeliness — it’s all about giving your audience details that’s relevant and valuable when they need it. Here are a few examples to get you thinking:
- Someone subscribes to your email newsletter. They are sent a welcome e-mail instantly, and a follow-up e-mail two days later showcasing your blog’s most-read content.
- Someone puts a product in their shopping cart but does not check out. A few hours later, these are sent an email reminding all of them of the item they put into cart. A few days later, they may be sent an email with a 10 % coupon code.
- Somebody signed up for your service’s seven-day free trial. After six days, they are sent an email compelling them to purchase the full edition of your service. If they didn’t purchase, they are sent a follow-up reminder a few days later.
Advantages of Drip Marketing
“Drip marketing aids marketers in moving prospective customers through the sales funnel more quickly, provides sales teams with ‘ warm’ leads plus rewards people with exclusive offers and incentives. ” — Forbes
Personalization is critical to successful marketing in the modern business community. According to research by Saying, one-third of marketers think personalization will be the most significant capability of future marketing. Spill marketing allows businesses to provide relevant information direct to their target’s inbox, creating a individualized experience that is likely to lead to higher engagement and conversion rates.
Even better, drop marketing assets can be used again, and everything is released automatically. You can create advertisments to educate and nurture, incentive loyal customers and ultimately encourage more sales. Additional to this, drip campaigns can assist you accurately segment your e-mail list, giving teams entry to warm leads that are over the cusp of making a buy.
Do keep in mind so many drip emails will annoy your audience — there is something like too much of a good thing . Similar to marketing campaign, strategy is crucial. You’ll need to carefully craft your own messaging and get your timing just right. A bit of experimentation plus A/B testing is also recommended.
Drip Marketing campaign Use Cases
The goal of any drip advertising campaign is to keep users engaged with your product and to guarantee your brand stays front of mind. But what does drip marketing look like in practice?
Here’s a quick look at three effective make use of cases.
1 . Welcoming
You have attracted a user to your website, and you’ve encouraged them to register to your newsletter, subscribe to your own service or take another kind of action. How are they going to learn more about your offerings? And more importantly, how are you going to keep them engaged with your brand?
That’s in which a welcoming drip email marketing advertising campaign comes into play. At the very least, welcome emails say, “Hi, nice to satisfy you! ” Beyond that, they can be used to provide more information, direct a subscriber in order to popular content or encourage social sharing.
2 . Drip Emails That Instruct
The duplicate in drip marketing must be sharp yet sincere. it requires to provide value. And, the recipient should feel as if you want to improve their day plus solve their biggest problems.
That’s exactly why my ultimate favorite forms of drip emails are those that will teach recipients. These emails can be anything from a number of how-to videos with created instructions or inside information that helps them solve the challenging problem.
The point is to provide recipients with value over and above the effort it requires to open and read all the emails in a series.
The non-profit watchdog group, The Project on Government Oversight (POGO), needed to grow awareness, as well as its subscriber list . Since one of its main goals is to show abuses of power, these people decided to create a course as to what to do if subscribers need to blow the whistle on an employer or a government company.
Digging into their target audience’s needs, they discovered one of their own recipients’ pain points. Unsurprisingly, given the organization’s objective, there was a segment of their audience who had to handle abuse of power.
With that audience section, the campaign would likely become a success. Here’s the takeaway: It pays to research your subscribers. It might take extra time, but it is well worth investing in.
Educational email drip campaigns are excellent choices for B2B and non-profit organizations. With their fascination with a long-term relationship along with whom they do business, it’s always a good bet to offer valuable information to possible and current clients.
3. Holiday Email Drip Marketing Campaigns
“Everybody does these, ” you say. “Aren’t everyone’s inboxes crowded with them around the holidays? ”
Yes, they are. In case you have the right headline, the perfect copy, and the right position, they can be real moneymakers.
They don’t have to become about holiday gifts, although they can be. Since the new yr is just around the corner, both individuals and businesses analyze the past and plan for the future.
Trello, a project management and productivity software platform, chose the latter. With its “ Twelve Days of Trello ” campaign actively playing on the holiday favorite, it sent a set of 12 brief emails to its clients.
With twelve actionable tips that helped recipients plan both their own personal holiday activities plus their business’s productivity, the drip emails were a success. The subtle message: Trello is a two-for-one tool that will help its users with both work plus life.
It’s no wonder that it was so prosperous.
4. Cart Abandonment Email Campaigns
A user has added an item to their cart, but odds are, they won’t check out. About 70% of online shopping carts are abandoned. An automatic drip campaign can help re-engage wavering customers and cajole them back to the purchase now button. Follow-up simple guidelines and special offers are excellent methods to improve your chances of a selling.
With the current e-commerce technology, it’s simple to find those people who have abandoned their particular cart. Whether something sidetracked them, or they ignored the temptation to buy, they didn’t buy something these people really wanted.
With Eat-n-Park’s trademark Smiley Cookies, it was likely these. If you’ve ever been to one of the Western Pennsylvania eateries, you have probably fallen in love with their own frosted sugar cookie.
The cookies are actually available online. Darn. And to make things worse for cookie lovers watching their weight, when they abandon their impulse purchases, the company sends them near-irresistible emails .
The minute someone abandons their cartful of cookies, SmileyCookie. com , Eat-n-Park’s e-commerce site, sends them an email. As recipients check out their email during a lunch time break or while watching TELEVISION, they see the email. In full color, of course.
After that, if they don’t bite (pun intended), they receive another email in 23 hrs. With a discount, no less. Who else could resist?
But some budget-minded folks most likely do. Four days later on, they receive a final email with a larger discount. At that price, they’re most likely dead gone. I know I would be.
5. Drip Campaigns for Frosty Leads
Potential clients are people that are aware of your own product and may make a purchase in the future. To get to that point, they need some handholding, of nurturing. Nurturing can take many forms: training users about your support, explaining how certain features work, offering free tests and so on. Nurturing strategies can be used together with other drip marketing tactics, such as welcoming and onboarding emails.
The go-to email marketing tool intended for B2B companies and sophisticated B2C companies, cool lead drip campaigns are amazingly effective. InsightSquared, a revenue intelligence software program company, used an innovative method of recapture cold leads.
They created a message list segment of only cold leads. The first information asked if the contact individual was available for lunch on a specific day. Those people which didn’t reply received an additional message, “Are we nevertheless on for tomorrow? ” the day before the suggested lunchtime date.
When the prospect didn’t respond to the second one, they received one last email, one that offered to reschedule if they were still curious. This type of email works best if your marketing team works hand-in-hand with your sales team.
Whenever both teams share details, you can add more personalized messaging to the “lunch date” email. With added insights, such as mentioning feedback the prospect had during their last conversation, the campaign can become even more efficient.
6. Drip Campaigns That Win Back Customers
Have you ever produced a resolution (New Year’s or otherwise) to stop binge-watching the newest trendy series and start experiencing the great outdoors? Most of us most likely have.
I’ll bet good money you’re today probably back in Netflix’s great graces again, thanks to their own drip email campaigns that are merely irresistible.
They start the moment you terminate. Not only do they confirm your cancellation, but they also put a clever little call to action, inviting you to restart their provider.
They’d “obviously, love to have you back. ” And you’re definitely considering it, with their trademark red-and-white CTA button beckoning you like a siren. After all, you just read about a new must-watch series.
But , if you did not take the bait, no worries. Ultimately, Netflix bets, you will.
Here’s why. More than three months, the platform tantalizes a person with all their newly added films and TV series, together with your past favorites. A “Play” button is all the CTA most people need to turn back into a couch potato.
The particular campaign ends with a final email inviting you to reboot your membership. Or perhaps not. If you hold out long enough, Netflix offers you another one-month free trial offer.
And that’s how they got me back.
With inviting subject lines, compelling content, and the right timing , you can have similar success along with your drip marketing campaigns. In case you are ready to get more traffic to your blog with quality content published consistently, check out our Articles Builder Service.
Email is Here to Stay
In the age of social media marketing and other sophisticated marketing methods, email is still one of the most effective tools. Drip campaigns allow you to leverage the power of email and provide a personalized encounter for your audience.
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