Buyers have increasingly higher expectations. The development of the Internet and the information age have fueled a more informed society. Consumers know exactly what they want and how to get it – they just need a little boost. This was a catalyst for the concept of “lead nurturing” and the various digital ways to practice it.
One of them will stay forever … email.
Just as marketers thought it was a dying art, email marketing is better than ever. The number of email users is forecast to reach 4.48 billion by 2024.
One way to reach them is to start an email drip campaign.
What is a drip campaign?
A drip campaign is a form of digital marketing in which relevant information is passed on to sales managers over a period of time. These messages are usually in the form of email marketing and are based on either user action or a predefined time interval.
For each action, a marketer can choose the number of emails, the type, and the rate at which they should be sent. These emails can also be personalized with data, e.g. B. the name of a prospect or specific references to the actions they have taken.
A drip campaign is automation mixed with pre-written messages. Key points of attack are mapped in the marketing automation system, and information is generally sent on a set schedule in response to a specific action or strategic plan.
Some examples of key actions a consumer could take to trigger a drip campaign include:
- Purchase of a product or order
- Abandonment of the shopping cart
- Don’t place an order for a certain period of time
- Customer service
- Participation in a store event
- Register for a webinar
- Download a report or white paper
Anything you can think of where automation easily conveys the message should be suitable for another drip message.
How are drip campaigns used?
With the help of drip campaigns, you can better connect with the right person at the right moment. They are designed for hyper-targeted messaging with no manual labor. You accompany every potential customer through the sales pipeline and support them with problems or challenges.
Date-based automations help a brand communicate with an audience on days that are important to them. This goes beyond just a birthday. You can also initiate a drip campaign for:
- Subscription renewal
- Rearrange prompts
- Anniversary of the first purchase
- Major Holidays
Anything that can add brand value to the consumer can be added to a timely drip campaign.
Drip campaigns can also be triggered by a user’s behavior. This includes actions they may or may not take. Here are some examples:
When a new person joins the audience, use a welcome drop to share your brand highlights or product information and tips for first-time users. Keep new people informed of upcoming events, sales, and other relevant activities.
After someone makes a first purchase, thank them for their business. Encourage them to make a good decision and suggest complementary products for future purchases.
This is a great automated email to use to increase sales. Referral messages can be sent with an order confirmation or shipping details.
Emails handled after a customer service or sales inquiry are a productive way to engage your audience. This offers the opportunity to train and involve potential customers.
Drip campaigns are particularly good at promoting active interest in potential customers. When someone signs up for a webinar or downloads a white paper, it is a cue to send a lead nurture drip email that will keep the conversation going.
Abandoned shopping cart
Every time a prospect fills a cart and then walks away from the page, you want to send them a reminder message. You can encourage people to reconsider buying or to send them offers for similar items.
Types of drip campaigns
When it comes to the method and style of drip campaigns, there are several archetypes to choose from. Some of them are:
This type of message keeps leads in touch throughout the sales process.
This includes all of the relevant data for prospects to help them make a more informed purchase decision.
These are supposed to regain interest in cold leads.
Messages for new clients (or internal) to guide readers through an educational program.
Target a competitor’s customers with a better deal or the benefits of switching to your product.
Attract prospects with time-sensitive promotions and special prices.
Setting up a drip campaign
Drip campaigns are an automated workhorse that allows a company to keep the marketing, grooming, and selling essential to success. Setting up drip marketing isn’t as difficult as you might think. Just follow these simple steps:
- Choose what you want the campaign to trigger. Is it a specific date or a specific action?
- Identify your audience. Information must be used in a targeted manner. Where in the pipeline are they?
- Customize your messages. Drip emails don’t have to be long, but they should always be on the mark.
- Measure your success and adjust it to performance. Choose metrics based on the email you entered, audience, and other factors. You can track open rates, click rates and conversions.
- Save all copies. These messages can be used again later.
Why are drip campaigns important?
A study of 2,000 people on the transformational consumer found that more than half of us are constantly looking for content, services, and products to support behavior change. A drip campaign is exactly the type of marketing to promote that search.
Drip campaigns are important as they support a wide variety of business activities. The benefits of this type of digital marketing include:
- Care leads
- Increase Sales
- Provide relevant and timely information
- Targeted and custom messaging
- Increase Engagement
- Strengthening brand trust
- Automatic manual actions
Drip campaigns are also one of the easiest forms of digital marketing to track and analyze. All kinds of metrics and user behavioral data can be collected to give a brand deeper insight into exactly what people want to see and read.
Best Practices for Your Drip Campaign
There are a few things to keep in mind when creating a drip campaign.
Make it easy for potential customers to express their preferences for the frequency of messages, the type of content, and the way they would like to receive it. Never push messages to anyone. That negates the point.
Always tailor your message to a specific audience. The more targeted your marketing, the more relevant the email will appear to the person reading it.
Always monitor and analyze every drip campaign you send. This way you test the effectiveness and which aspects of the campaign are working or what needs to be changed. Review key performance indicators (KPIs), campaign goals, and key metrics like open and bounce rates.
Use your tools
Marketing automation tools usually integrate with other platforms that make your life easier. Consider elements that make drip marketing easier, such as: B. Social media management, CRMs and analyzes.
What did we learn?
Drip campaigns are an essential part of digital marketing. The most popular medium is email. This type of personalized messaging provides people with timely and relevant information, exactly when they need it. Not only does this drive sales, it also drives brand trust and brings your customers closer to you.
Are you looking for a marketing automation tool? Check Insightful Marketing.