Drip campaigns give you one of the best ways to nurture your leads until they become customers. They allow you to drip out information to your leads so that they stay updated with what is happening in your business. This blog will look at how you can start with your first drip campaign and what to include in your first email.
The Basics of Drip Campaigns
When starting off with drip campaigns, you want to make sure that you know the basics of how they work. A drip campaign is a series of automated emails that you use to keep your customers engaged.
The name comes from the way a plant’s roots are often “dripped” water by the gardener. This allows the roots to gradually absorb the water. For example, if a gardener drips water on a plant every 30 minutes, it would take 10 times as long for the plant to dry out, making it much more resilient to drought. So the same concept applies to nurturing your leads with a drip campaign. A drip campaign allows you to send out emails at certain intervals, which means they will be less likely to forget about you. This will make them more inclined to buy from you in the future.
These emails are usually triggered by the actions of the customer. For example, if a customer purchases a product, a series of follow-up emails are sent to them over the next few weeks.
These emails will contain links to related products that might interest the customer and could also provide tips on how to use their purchased product. The most important thing to remember about drip campaigns is that you don’t want to be annoying. You want to send out emails that people will actually look forward to getting in their inboxes.
The Initial Steps of Drip Campaigns
Step One: Create A Proper List
Your first step is to collect all the emails of your customers. You will then be able to send them your emails with these addresses. There are two ways to get emails. The first one is by asking people to sign up on your website. The second way is by using an email service provider. You can use Gmail, Yahoo, Outlook, or whatever email provider you like. The idea is to create a list with all the emails.
Step Two: Create Your Drip Campaigns Template
It’s always a good idea to create a template that can be used over and over again. That way, you can have a series of emails that will be sent in a specific order. This keeps your recipients on their toes and it also helps you build a relationship with them.
Your template should include a catchy subject line and the first sentence should include a question that will make them curious about the following emails. The next emails should include engaging content that’s relevant to your presentation and that will keep them on the hook. The last email should be a CTA, asking the recipients to take some sort of action.
Step Three: Decide When To Send The Emails
To decide when to send the emails, take into consideration when your target audience is most likely to open your emails. Make sure they won’t be distracted while they read your email. For example, don’t send emails at the start of the workday if the recipients are busy with tasks.
Instead, send them in the afternoon, right before they’re about to leave the office. Experts say that the best time to send the emails is on a Thursday. If Thursday doesn’t work for you, Tuesday or Wednesday are also good options.
Step Four: See and Analyze Results
When marketers create a drip campaign, they should check the results every day. To get started, they need to make sure their “Subscriber’s” list is growing. They also should only be sending their message to subscribers who have already made an order.
Then, they’ll see messages start to trickle in from their drip campaign and the results are gathered. When you start to see results coming from your drip campaign, you’ll know that the marketing tactics are working! You’ll want to make sure to keep a note of the revenue that’s coming from your drip campaign, along with the number of new subscribers.
Great Examples of Drip Campaigns
Some of the most popular drip campaigns have been with the Dollar Shave Club, Netflix, and Skype.
Dollar Shave Club
This cross-sell drip campaign from the Dollar Shave Club hits all the right notes and for good reason. First of all, the email summarizes the customer’s order, displaying valuable information about each product. Then, the next section gives customers a fantastic opportunity to buy additional items that complement their initial order.
Keep in mind that your cross-sell emails should be smart and elegant. Don’t turn them into ugly promotional emails that scream “buy me now!” Instead, use your drip campaigns to emphasize the “I think this item will also benefit you.” Remember to not abuse this tactic with too much aggressive promotion or else they could quickly become annoying and likely ignored by users who are looking to buy something specific rather than something optional
A fantastic example of a win-back drip campaign can be found with Netflix. New customers are seamlessly invited to subscribe, and by doing so they’ll begin to gain access to all the premium content being offered. Whether it be TV shows or movies available on streaming, Netflix employs an extremely effective method of getting its new customers engaged in a win-back drip campaign by sending them specialized emails congruent with their interests.
However, that’s not the only thing that gets former subscribers back on board! For the next couple of months, they are sent a series of emails with all the new movies and TV series they are missing out on. For any past customer who has been gone for more than 90 days, there will be at least one email blast that clearly highlights everything they might have missed since last jumping ship.
Let’s check out this excellent drip campaign example from Kenneth Cole. At first, the brand gives customers an excellent 15% off to motivate them to complete their checkout. However, to increase the chances of converting ’em, our brand makes sure that this offer is extended for 48 hours – just in case our customers need more time to finish up their shopping.
Closing With Drip Campaigns
Drip marketing is a great way to use marketing automation to build relationships with your customers and prospects. This strategy also helps you follow up with customers and prospects, as well as build a strong customer base and a strong business. We hope that the above blog has provided you with a good intro to how to set up and start your first drip campaign.