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5 Varieties Of Drip Campaigns You Ought to Be Working (With Examples)


E mail advertising and marketing is a confirmed technique to appeal to and retain clients due to its means to ship very particular messages on to prospects’ inboxes. It may be an effective way to construct long-term worth in your model. Nonetheless, its actual energy lies in your means to phase your e-mail listing and ship the correct message to the correct shopper. Once you add automation to the combo, you too can be certain that you goal them on the proper time.

For instance, if a buyer has simply left your web site with out shopping for, a well-timed e-mail encouraging them to return could possibly be simply the nudge they should full their buy. In such a state of affairs, you’d use a drip marketing campaign that lets expertise do the exhausting work. Simply create the e-mail sequence as soon as, after which set the situations when it ought to be triggered.

This information will take a look at the 5 kinds of drip campaigns that what you are promoting ought to be utilizing and the way different manufacturers have used them to construct loyalty.

Let’s get began!

What’s a Drip Marketing campaign?

Drip campaigns are automated e-mail advertising and marketing at its highest. It sends out a number of emails at particular instances and dates all through a specified interval. The emails may also be timed based on the actions and conduct of your clients. For instance, if they’ve simply deserted their cart in your web site, you may ship an e-mail drip marketing campaign encouraging them to finish the acquisition.

Drip campaigns get their identify as a result of they “drip feed” a message to your clients one message at a time, nudging them nearer and nearer to taking a specified desired motion. They’re a important a part of any advertising and marketing marketing campaign as a result of they assist you to goal your clients with the correct messages on the proper time. Automation ensures effectivity with out dedicating extra time and assets to operating a marketing campaign manually. For instance, you may create e-mail templates for gmail effectively upfront for particular eventualities and depart them to run on autopilot.

flow chart

Supply: Zapier

Drip campaigns may also help you drive engagement as they assist you to ship custom-made emails. As an alternative of sending the very same e-mail blast to all of the subscribers in your e-mail listing, you may phase them into completely different funnels primarily based on their demographic knowledge, behaviors, or shopping for course of. You’ll be able to then ship extremely focused emails.

5 Kinds of Drip Marketing campaign You Ought to Be Working (With Examples)

This part will take a look at a few of the drip marketing campaign codecs that may assist what you are promoting develop. You can begin utilizing them proper from while you get a brand new subscriber till after the acquisition has been made, and even past. These automated e-mail campaigns are designed to focus on the patron wherever they’re of their buying journey and assist you to personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a technique to transfer away from the exhausting promote and as a substitute deal with the worth of what you are promoting and how one can assist your clients fulfill their wants.

1. Welcome E mail Marketing campaign

A welcome e-mail sequence is an ideal technique to introduce what you are promoting to a brand new subscriber. Purpose to be particular and supply hyperlinks to key touchdown pages to drive extra site visitors to your web site. This lets you make a superb first impression and may also help you pique your buyer’s curiosity. This opening e-mail collection will usually determine in the event you get demoted to the spam folder or if the shopper hits “unsubscribe”, so use this opportunity effectively.

A examine by CheetahMail estimates that welcome emails usher in 4 instances the open charges and 5 instances the press charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are likely to have engaging gives for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account in your e-mail advertising and marketing in order that your welcome emails come from a selected particular person. Though it’s an automatic sequence, your message will get a a lot better response when it looks like it’s coming from somebody within the staff.

welcome email example

Supply: Instapage

Uber’s welcome e-mail is the right mixture of incentive and readability. The corporate gives a free experience for the brand new subscriber and tells them exactly what the enterprise can do for them. It additionally clearly states the subsequent steps for the brand new buyer – confirming their cellphone quantity on this case.

The welcome e-mail sequence is your first try to succeed in out to the patron. Keep away from cramming an excessive amount of info into the e-mail, and maintain it clear and readable. Like Uber, attempt to incentivize the primary buy with a suggestion and supply clear directions to the subscriber.

2. Retargeting E mail Marketing campaign

Retargeting e-mail campaigns are an efficient technique to convert your leads into clients. They assist you to ship custom-made emails to your clients primarily based on their on-line exercise. Retargeting can be utilized in varied methods. When you’ve ever browsed a web site after which later seen an commercial for that web site’s merchandise on an internet site or social media web page, likelihood is you’ve been retargeted.

A method to make use of retargeting drip campaigns is to ship a follow-up e-mail when a buyer lands in your web page however leaves with out making a purchase order or signing up in your companies. Select the purchasers which might be most probably to learn from a follow-up mail primarily based on their on-line actions.

email campaign

Supply: Develop code

Check out this marketing campaign by Uniqlo that makes use of the shopper’s searching historical past to tell them when a product they love is discounted. It’s the good technique to drive gross sales as you already know that the shopper is within the product. By letting them know that the product is now out there at a reduced value, you might be giving them simply the motivation they want. You should utilize their wishlist or “save for later” listing to phase the purchasers and set off the e-mail while you put the merchandise on low cost.

3. Deserted Cart Marketing campaign

Deserted carts are one of many largest issues for any on-line retailer, with Statista estimating in a examine that about 88% of carts are deserted throughout industries. However this may also be an opportunity so that you can run drip campaigns that give your clients an incentive to finish their buy and improve engagement.

Ship out an e-mail at any time when a person places gadgets of their cart however doesn’t take a look at. You’ll be able to spotlight your merchandise’ advantages, give them an incentive to return again equivalent to free delivery, or present extra details about the product.

funny email campaign example

Supply: OptinMonster

Add a little bit humor to your drip campaigns with emails just like the one above, from magnificence model Glossier. They subvert the usual “deserted cart” sequence by brazenly stating it’s a triggered e-mail. It’s a enjoyable twist on the theme and ties in with its broader model identification, which is playful and irreverent.

It additionally reveals that the corporate is just not going for the exhausting promote and are conscious that their clients are good individuals who know automated emails after they see them. It’s no marvel the model has an enormous following; take a look at this Forbes article on how Glossier’s glorious buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Put up Buy

Drip campaigns aren’t only a technique to get extra gross sales however have been confirmed to be an effective way to retain current clients. One technique to maintain your clients pleased is by persevering with to succeed in out to them even after the sale. The post-purchase e-mail is a wonderful technique to proceed engagement with the shopper and improve the chance that they may purchase from you once more. Simply take a detailed at your gross sales pipeline and search for the purchasers you have got closed earlier. They’re the right viewers for this marketing campaign.

In a examine, Emarketer estimated that e-mail advertising and marketing can increase your retention fee to as excessive as 80%. The primary motive your clients will come again to you is model loyalty, and the one technique to construct that loyalty is thru constant, focused communication in any respect ranges. Once you proceed to have interaction with the patron even after the sale is made, it lets you construct belief.

You possibly can invite them to hitch your model’s loyalty program or supply offers and reductions that may be availed with repeat purchases. It’s also an opportunity so that you can cross-sell and up-sell by exhibiting merchandise associated to their buy. For instance, in the event that they bought a laptop computer, you may supply them a particular deal on appropriate laptop computer instances. One other technique to drive the post-purchase dialog is by asking for suggestions and welcoming them to go away critiques of the product they bought.

post purchase email drip campaign

Supply: Smartmail

Check out this attention-grabbing post-purchase e-mail from magnificence model Sephora. They’ve a intelligent identify in your order historical past: magnificence bag. The model provides subscribers actionable content material within the type of 3 ways to share and fee their purchases. The corporate additionally goes one step past the same old post-purchase mail and even contains suggestions and how-tos within the type of make-up tutorials to assist consumers use its merchandise.

5. Unsubscribe Marketing campaign

One other method drip campaigns may also help you keep clients is by enabling you to follow-up with clients leaving your mailing listing. Not all of your clients are leaving due to your content material; some could need to obtain fewer emails on the whole or may be extra lively on one other platform. An unsubscribe drip mail ought to goal to cowl these widespread causes and verify why the subscriber is leaving you. Some methods in which you’ll be able to execute an unsubscribe marketing campaign embrace:

  • The brief “We’re sorry to see you go” with a touch of humor
  • Ship out a survey to ask them what went improper and search solutions to tell your future technique
  • Encourage them to remain linked with the model on different platforms like social media
exit survey email drip example

Supply: Hubspot

Take this e-mail from luxurious division retailer Barneys New York, which features a survey to find out why the shopper is unsubscribing. It permits the corporate to get perception into their clients’ minds and why they not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.


In closing

Drip campaigns are an effective way to ship the correct message to your viewers on the proper time to drive conversions and construct model loyalty. Use these automated emails as you welcome new clients to your model, and use their on-line exercise to ship focused emails primarily based on their preferences and conduct in your web site.

These emails additionally assist you deal with one of the vital widespread issues in ecommerce: cart abandonment. A well-timed e-mail may assist you keep away from dropping these gross sales. Don’t overlook to proceed the dialog even after the acquisition with a fast survey, advice, or related supply. The ultimate sort of drip marketing campaign targets these clients who unsubscribe out of your e-mail listing. Have a look at it as a chance to be taught the why behind their determination and provides them choices to attach with you on different platforms.

With the following tips in thoughts, it is possible for you to to create a robust e-mail advertising and marketing marketing campaign. So, what are you ready for?



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