In order to attract more visitors and convert them into customers, many companies are trying to find the most effective methods, using all their knowledge and creativity. One of the parts of lead generation is drip marketing. Let’s take a look at how a drip email campaign can help you promote goods and services.
Table of Contents
What is drip marketing?
A drip campaign is a form of marketing automation that is most commonly used in digital marketing. This method sends a series of pre-written messages to your contacts over an extended period. Drip marketers used to target customers through direct mail, but now email and social media are the best way to reach them. For example, you can run a drip marketing campaign through LinkedIn Messenger.
A drip marketing campaign typically contains two to seven messages distributed over a period of time. The number of messages you send will depend on the goal you want to achieve.
Why use drip campaigns?
Drip marketing has a lot of advantages. It helps you gently develop relationships with your customers, gradually increasing their interest, rather than annoying them with a lot of content. Since such emails are personalized, they are more attractive to users, which ultimately leads to an increase in conversion and a decrease in the number of unsubscribes.
It increases user engagement without letting them forget about your brand. Well-written letters with a convenient and unobtrusive sending schedule increase customer confidence and help lead them through the sales funnel.
In addition, automated emails save you a lot of time. You are setting up a campaign that will run on autopilot.
How does a drip campaign work
After choosing your target audience and creating attractive content, you need to determine the kind of email you are going to send. Let’s further consider such emails and their features.
- Welcome emails
The welcome email is the first thing sent to the subscriber to introduce them to the company. In the first letter, you should indicate the name of the company, briefly describe the essence of its activities, spice it up with fascinating facts, and form your intentions.
Let’s take a look at how you can start: “Welcome to our platform. With one click, you’ve opened the door to one of the best boards for finding a job.”
Then you can offer to explore top services on the platform, for example.
You can send a second letter with a link to useful content the next day. It could be ideal if the content is exclusive or rare.
On the third or fourth day, you can send the last letter, which may leave a positive impression and be simple.
At the bottom of every email, add a professional email signature. It must include your name, photo/company logo, contact details, calls to action, etc. With the help of an email signature generator, it will be noteworthy. Also, by modifying these email signature examples to your taste and requirements, you’ll make your drip campaign work better.
- Onboarding emails
Welcome emails are not enough to achieve a certain goal. Onboarding emails unobtrusively encourage users to buy a product or service, covering the features and offering discounts. They perform such functions as a demonstration, education, and a reminder of themselves.
All the information you are ready to share to engage the client should be divided into several letters. One email should contain only one tip. For instance, tell the client how many tips will be in the letters and with what frequency.
Try to engage the newcomer to interact with your product using games, quests, and other gamification elements.
If you plan to build your onboarding process using linear scripts, we recommend adding user action validation to your automated scripts. In this way, you will be able to quickly react to clients’ behavior in your service and send letters with the most relevant information.
Let’s see what emails Shopify sends to the newbies as an example. The first letter suggests where to start and what to sell on the platform. In addition, Shopify gives advice about what to do if you have no ideas about how to bring your business online effectively.
- Subscription renewal
A converted client is not a reason to relax, so make sure the client has renewed his subscription. For automatic renewal, send a message that the fee is paid for a certain period.
In order to return subscribers, reduce the number of emails. You can change the subscription settings and ask the customers to select the categories they are interested in sending out. Be sure to thank the client for being with you.
You can also send a special offer, in which you indicate its uniqueness or emphasize the limitations of its action.
Writing about your emotions can be a good marketing activity as well. Use such an example: “Could you give us another chance? We really miss you.”
- Confirmations
Attracting customers from the ground up is important, but the most important thing is to keep them coming back to you again, making repeat purchases. For example, subscription or purchase confirmation emails reassure the buyers and help them know that their actions were performed correctly. Such emails can also confirm registration on the website or for the event.
If it’s a subscription confirmation email, you can use something like this: “Your subscription is fully confirmed. We’re so thrilled you chose to join us.”
In the purchase confirmation, the email should include the details about ordered goods and their availability, payment amount, approximate delivery date, and delivery addresses.
Conclusion
Drip marketing is a communication strategy tactic that consists in regularly sending letters to a customer to generate sales. In order to conduct it, you need to know how a drip email campaign works. In this article, we have described its benefits and explored the main kinds of drip marketing, which include welcome emails, subscription renewals, onboarding emails, and so on. In order to run your drip email campaign, feel free to be original and personalize your emails. In this way, you’ll be able to increase user engagement dramatically.
