Email marketing may seem like a bit old and formal concept of marketing, especially in the fast-evolving world of digitalization. But the significance of email marketing hasn’t declined yet. Today, we’ll discuss what is drip campaign; its various types, benefits, examples, and how to set up a drip marketing campaign.
What is Drip Campaign?
The drip campaign is the process of sending a series of automated emails to the number of potential customers that would particular action on your platform, blog, or store. You can decide the rate of sending and the total number of emails that you’re sending depending on the action that you want them to take. The drips’ emails follow the personalized approach by calling customers with their names and reference to the particular action that they have taken on your platform.
Businesses and companies send them invitation emails to participate in online courses. For instance, they can send them a reminder email about the abandoned cart that they added to the cart, but couldn’t complete the checkout process.
Drip Marketing
Drip marketing comprises sending automated emails to a limited number of potential customers at a specific time based on the particular action that you want them to take. Businesses and companies employ drips marketing strategy to connect with their target audience. It would ask them to take the following actions;
- Order Placement
- Participating in the event in your store
- Webcast signup
- Registration for white paper or report
- Abandoned shipping cart
- Customer service engagement
Types of Drip Campaigns
Some of the main types of drip marketing campaigns are as follows;
Welcoming
When a customer joins your platform and mailing list, you send them a welcoming email. When you send them a series of welcoming emails with a personalized approach, it shows your interest and cares about your customers. However, it provides you an opportunity to let them know about your top offers and what they should expect from you.
Top of Mind
The top-of-mind dripping emails serve as a reminder and let them know that you are aware of their needs and wishes. Companies send such emails when the customers’ engagement with your website or online store is decreasing and about your offers. However, you tell them that you are there in the market and they should connect with you.
Re-engagement
It is a casual way of connecting with your target leads that have gotten cold. The retargeting strategy helps them to bring them back and make them buy your product. Usually, companies launch a re-engagement strategy with a promotional offer to attract their attention.
Post Purchase
In order to earn the loyalty of customers, you have to let them know that the company cares about them after the purchase. Connecting with your current customers would help you to buy things from them again in the future. It also helps the company know that the order went well.
Competitive
The competitive email outlines the superiority of your product or brand over the competitors and why customers should you. It allows companies to launch promotional campaigns about their upcoming products.
Promotional
We all want a good deal in shopping; sale promotional offer is the best to attract the attention of customers. The promotional offers could be in the form of temporary markdowns, promo codes, or free trials, and they would help companies to attract people to their stores.
Educational
As the name implies, it educates customers about the features, uses, and how to use the product. It teaches customers how they can amplify their user experience with the assistance of information that you’re providing with your educational videos.
Unsubscribe
The unsubscribers don’t want to hear anything from you again or they want to receive limited emails from you. A simple apologizing email “sorry to lose you” would send a great image of your brand with the subscription button at the bottom of the page to change their mind.
Benefits of the Drip Campaign
Some of the key benefits of a drip campaign are as follows;
- Higher customer retention rate
- Cross-selling and upselling of products
- Higher customer satisfaction level
- Re-engaging with the passive customers
- Spreading brand awareness
- Nurturing the generated lead effectively
- Increased sales volume
- Marketing and promotion of important product releases, discounts, and offers
- Higher customer loyalty
- Increased brand engagement
How to Set up Drip Campaign
Some of the main steps on how to set up your drip marketing campaign are as follows;
Selecting Trigger Action
First of all, you should know the specific action that you want your target customers to take based on the dripping email campaigns.
Recognizing Customers
For instance, if your offer is targeting new customers, then your “first purchase” offer should precisely go to all the new customers. If you’re targeting a bit old customers, it should go to those customers that have completed the shopping of over 100 dollars.
Creating Right Message
The message you want to send to your target audience doesn’t have to be long and lengthy. Your email message should be short, simple, and to the point without any ambiguity.
Measuring Performance
In order to measure the performance of your dripping email campaigns, you should employ the right tools. You can do so by analyzing various factors like conversion rate, click rate, and email opening rate.
Retaining Dripping Emails
As time passes, your email offer would become outdated. Therefore, you should keep analyzing your email offers, and send the new offer once the previous one becomes obsolete.
Examples of Drip Campaign
Leesa
Leesa is a very popular mattress company and the brand has earned the reputation of running successful drips campaigns to attract the attention of customers. For instance, its campaigns comprise pushing customers to hurry up before black Friday. The email consists of the highlighted text of 500 dollars discounts on “Black Friday.”
Hitfilm – Video Editing Software
Hitfilm is a very famous video editing software, and the owners of Hitfilm have got their own Youtube channel. They send emails to their subscriber to teach their users about the usage of the latest feature with the link to their videos.
Conclusion: What is Drip Campaign? Types, Benefits, How to Set up, Examples
After an in-depth study of what is drip campaign; its various types, benefits, how to set up a drip marketing campaign; and examples; we have realized that dripping campaigns could amplify the growth of your business. If you’re planning to run drip campaigns for your business, then you should keep in mind the abovementioned tips and suggestions.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
