E-mail advertising and marketing is a confirmed solution to appeal to and retain prospects due to its potential 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 potential to section your e-mail checklist and ship the correct message to the correct shopper. Once you add automation to the combo, you may also make sure that you goal them on the proper time.
For instance, if a buyer has simply left your website with out shopping for, a well-timed e-mail encouraging them to return might be simply the nudge they should full their buy. In such a scenario, you’ll 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 circumstances when it must be triggered.
This information will take a look at the 5 forms of drip campaigns that your small business must 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 best. It sends out a number of emails at particular instances and dates all through a specified interval. The emails will also be timed based on the actions and habits of your prospects. For instance, if they’ve simply deserted their cart in your website, you possibly can ship an e-mail drip marketing campaign encouraging them to finish the acquisition.
Drip campaigns get their title as a result of they “drip feed” a message to your prospects 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 permit you to goal your prospects with the correct messages on the proper time. Automation ensures effectivity with out dedicating extra time and sources to working a marketing campaign manually. For instance, you possibly can create e-mail templates for gmail nicely upfront for particular situations and go away them to run on autopilot.
Drip campaigns will help you drive engagement as they permit you to ship personalized emails. As a substitute of sending the very same e-mail blast to all of the subscribers in your e-mail checklist, you possibly can section them into completely different funnels based mostly on their demographic knowledge, behaviors, or shopping for course of. You may then ship extremely focused emails.
5 Sorts of Drip Marketing campaign You Ought to Be Working (With Examples)
This part will take a look at among the drip marketing campaign codecs that may assist your small business develop. You can begin utilizing them proper from if 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 buyer wherever they’re of their buying journey and permit you to personalize your message to drive extra conversions.
Use the e-mail drip campaigns as a solution to transfer away from the exhausting promote and as a substitute give attention to the worth of your small business and how one can assist your prospects fulfill their wants.
1. Welcome E-mail Marketing campaign
A welcome e-mail sequence is an ideal solution to introduce your small business to a brand new subscriber. Intention to be particular and supply hyperlinks to key touchdown pages to drive extra visitors to your website. This lets you make a superb first impression and will help you pique your buyer’s curiosity. This opening e-mail sequence will typically resolve should you get demoted to the spam folder or if the client hits “unsubscribe”, so use this opportunity nicely.
A examine by CheetahMail estimates that welcome emails herald 4 instances the open charges and 5 instances the clicking charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are likely to have engaging presents 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. Despite the fact that it’s an automatic sequence, your message will get a significantly better response when it looks as if it’s coming from somebody within the workforce.
Uber’s welcome e-mail is the right mixture of incentive and readability. The corporate presents a free trip for the brand new subscriber and tells them exactly what the enterprise can do for them. It additionally clearly states the following steps for the brand new buyer – confirming their cellphone quantity on this case.
The welcome e-mail sequence is your first try to achieve out to the buyer. Keep away from cramming an excessive amount of data into the e-mail, and preserve it clear and readable. Like Uber, attempt to incentivize the primary buy with a proposal and supply clear directions to the subscriber.
2. Retargeting E-mail Marketing campaign
Retargeting e-mail campaigns are an efficient solution to convert your leads into prospects. They permit you to ship personalized emails to your prospects based mostly on their on-line exercise. Retargeting can be utilized in varied methods. For those who’ve ever browsed a website after which later seen an commercial for that website’s merchandise on an internet site or social media web page, chances are high you’ve been retargeted.
A technique 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 almost definitely to profit from a follow-up mail based mostly on their on-line actions.
Supply: Develop code
Check out this marketing campaign by Uniqlo that makes use of the client’s searching historical past to tell them when a product they love is discounted. It’s the good solution to drive gross sales as you already know that the client is within the product. By letting them know that the product is now out there at a reduced worth, you might be giving them simply the inducement they want. You should utilize their wishlist or “save for later” checklist to section the purchasers and set off the e-mail if you put the merchandise on low cost.
3. Deserted Cart Marketing campaign
Deserted carts are one of many greatest issues for any on-line retailer, with Statista estimating in a examine that about 88% of carts are deserted throughout industries. However this will also be an opportunity so that you can run drip campaigns that give your prospects an incentive to finish their buy and improve engagement.
Ship out an e-mail at any time when a person places objects of their cart however doesn’t try. You may spotlight your merchandise’ advantages, give them an incentive to return again similar to free delivery, or present extra details about the product.
Add just a little humor to your drip campaigns with emails just like the one above, from magnificence model Glossier. They subvert the usual “deserted cart” sequence by overtly 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 exhibits that the corporate is just not going for the exhausting promote and are conscious that their prospects are good individuals who know automated emails after they see them. It’s no marvel the model has an enormous following; try this Forbes article on how Glossier’s wonderful buyer expertise practices, together with utilizing nice content material to construct loyalty.
4. Submit Buy
Drip campaigns should not only a solution to get extra gross sales however have been confirmed to be an effective way to retain present prospects. One solution to preserve your prospects pleased is by persevering with to achieve out to them even after the sale. The post-purchase e-mail is a wonderful solution to proceed engagement with the client and improve the chance that they may purchase from you once more. Simply take an in depth at your gross sales pipeline and search for the purchasers you might have closed earlier. They’re the right viewers for this marketing campaign.
In a examine, Emarketer estimated that e-mail advertising and marketing can enhance your retention fee to as excessive as 80%. The principle purpose your prospects will come again to you is model loyalty, and the one solution to construct that loyalty is thru constant, focused communication in any respect ranges. Once you proceed to interact with the buyer even after the sale is made, it lets you construct belief.
You may invite them to affix your model’s loyalty program or provide 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 provide them a particular deal on appropriate laptop computer circumstances. One other solution to drive the post-purchase dialog is by asking for suggestions and alluring them to depart opinions of the product they bought.
Check out this attention-grabbing post-purchase e-mail from magnificence model Sephora. They’ve a intelligent title 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 standard post-purchase mail and even consists of ideas and how-tos within the type of make-up tutorials to assist patrons use its merchandise.
5. Unsubscribe Marketing campaign
One other manner drip campaigns will help you keep prospects is by enabling you to follow-up with prospects leaving your mailing checklist. Not all of your prospects are leaving due to your content material; some might wish to obtain fewer emails normally or could be extra energetic on one other platform. An unsubscribe drip mail ought to goal to cowl these widespread causes and confirm why the subscriber is leaving you. Some methods in which you’ll execute an unsubscribe marketing campaign embrace:
- The quick “We’re sorry to see you go” with a splash of humor
- Ship out a survey to ask them what went mistaken and search solutions to tell your future technique
- Encourage them to remain linked with the model on different platforms like social media
Take this e-mail from luxurious division retailer Barneys New York, which features a survey to find out why the client is unsubscribing. It allows the corporate to get perception into their prospects’ minds and why they not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.
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 prospects to your model, and use their on-line exercise to ship focused emails based mostly on their preferences and habits in your website.
These emails additionally make it easier to sort out some of the widespread issues in ecommerce: cart abandonment. A well-timed e-mail might make it easier to keep away from dropping these gross sales. Don’t neglect to proceed the dialog even after the acquisition with a fast survey, suggestion, or related provide. The ultimate kind of drip marketing campaign targets these prospects who unsubscribe out of your e-mail checklist. Have a look at it as a chance to study the why behind their choice and provides them choices to attach with you on different platforms.
With the following pointers 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?