Drip campaign

Tight budgets got you down? 

As marketers and sales reps, we often have to do more with less. But what if I told you there’s a way to boost revenue without increasing your budget? You can get more engagement, conversions, and sales with less effort by enhancing your email outreach efforts with drip campaigns! 

Intrigued? Let’s dive in.

Drip campaign definition

Email marketing boasts an impressive ROI of $36 for every dollar spent, outperforming any other channel. But if you only send emails sporadically and don’t tailor them to recipients’ preferences, you could be losing out on conversions. You need a framework for sending regular, personalized messages. And this is where drip marketing campaigns come to the rescue. 

A drip campaign is a series of pre-designed, automated messages sent to potential customers or subscribers over time. While email is the most common medium, drip campaigns can also be delivered through SMS or social media.

An email drip campaign aims to engage and nurture leads or prospects, eventually converting them into customers. Drip email campaigns are versatile, fitting seamlessly into various stages of the customer journey, such as onboarding new customers, promoting products, or re-engaging inactive subscribers.

Drip campaigns follow a predetermined schedule or timeline, with messages sent at specific intervals or triggered by certain actions or behaviors of the recipient. The content of these messages is carefully crafted to provide value, build relationships, and gently guide recipients toward taking desired actions, like making a purchase or signing up for a service. 

Why drip marketing is essential for your business growth

Don’t underestimate the power of a well-tailored email drip campaign. It has nothing to do with invasive marketing, neither it annoys your prospects. 

But don’t take my word for it, let the FACTS do the talking!

1. Lead nurturing
   Email drip campaigns allow you to nurture leads with targeted emails, build relationships, educate them about your products or services, and gradually move them through the sales funnel. In fact, nurtured leads experience a 23% shorter sales cycle compared to non-nurtured ones. Time to give it a try!
2. Communication automation
   Drip campaigns are easily automated, saving you time and resources. Set them up once and let them run without much intervention, ensuring timely and consistent communication. According to Marketo, steady communication with customers generates B2B companies 50% more sales-ready leads at a 33% lower lead cost.
3. Content personalization
   Email drip campaigns can be personalized based on demographics, interests, or behavior, making them more relevant and engaging. This increases the chances of your emails being opened, read, and clicked through. Studies show that marketers using personalization saw a 139% increase in clickthrough rates. 
4. Increased engagement
   Drip campaigns can boost engagement with your email list by providing promotions, offers, or valuable content. Take videos, for instance. When added to emails, they can increase your clickthrough rates by 200-300%! And with around eight touchpoints needed to convert a prospect into a customer, drip campaigns provide that extra opportunity to engage more with your leads.
5. Customer retention
   Drip campaigns can also help retain existing customers by keeping them informed, engaged, and interested in your products or services. The probability of selling to an existing customer is 60-70%, compared to only 5-20% for new prospects, so building strong relationships with your customers should be one of your priorities if you want to grow a successful business.
6. Timely customer information & education
   With email drip campaigns, you can easily update your content to ensure your leads receive accurate and up-to-date information. Drip marketing campaigns also ensure your clients receive content relevant to their specific stage in the sales cycle through triggers, taking the guesswork out of the process.
7. Data-driven decision-making
   Drip marketing campaigns let you track and analyze the performance of your email sequences. By measuring open rates, clickthrough rates, conversion rates, and other key metrics, you gain an understanding of how effective your emails are. This data provides valuable insights into your prospects’ preferences and behaviors, informing your marketing strategies and decision-making. 
8. Sales scaling
   Email drip campaigns can be designed with specific goals in mind, such as driving sign-ups, conversions, and sales, of course. According to Salesmate, companies that use drip marketing emails generate 80% more sales and can bring in over 7x revenue. Impressive stats, right? 

How to create a successful drip campaign

Ready to boost sales with drip campaigns but not sure where to start? Let’s find out! 

Define your goals

Start by setting clear sales goals and objectives, as well as identifying pain points. Ask yourself: What are you trying to achieve? Are you aiming for lead generation, customer retention, upselling, or cross-selling? With well-defined goals, you can tailor your drip campaign to meet your objectives. 

Here’s a little list of things to ask yourself before you get down to work: 

• Do you want more checkouts?
• Is increasing user engagement among existing subscribers your priority?
• Are you looking to smoothly onboard users?
• How can you entice one-time website visitors to return?
  

Identify your target audience

Determine who you want to reach with your drip email campaign. Segment your email list based on relevant criteria like demographics, past purchase behavior, engagement level, or other relevant factors. This will allow you to send highly targeted and personalized emails that resonate with your audience. At the end of the day, such emails generate 58% of all revenue! 

Create valuable content

Craft compelling, relevant content that adds value for your audience. This might include educational content, exclusive offers, discounts, promotions, or other incentives. Ensure your content is informative and aligned with your sales goals.

Design the drip campaign

Plan the sequence of emails in your campaign, considering frequency, timing, and order based on your sales goals and audience preferences. A typical email drip campaign might start with a welcome email, followed by a series of nurturing emails, and ending with promotional emails.

Personalize your emails

Make your emails more engaging with personalization. Customize them based on your audience’s preferences, behaviors, and interests. Use personalized subject lines, salutations, and dynamic content that speaks directly to your recipients. According to Marigold’s 2023 Global Consumer Trends Index, nearly half of the surveyed consumers feel frustrated by irrelevant content (49%), messaging that doesn’t reflect their wants and needs (42%), and poorly timed communications (24%).

Automate your drip sequences

There are a lot of moving parts in a drip campaign. Manually keeping tabs on all of them is next to impossible. That’s why it’s crucial to automate the process. 

Automation boosts your efficiency, saves time, and can even increase your campaign’s profitability—automated emails have an average click rate of 119% higher than standard messages. With the right automation tools, you can easily create workflows, set triggers, customize content, and more. 

Feeling overwhelmed by the options? Give Snov.io Email Drip Campaigns a try. It’s an all-in-one solution that helps you create personalized campaigns, automate follow-ups, perform A/B testing, and build lasting customer relationships. Plus, you can enjoy a FREE plan with all the needed features!

Test and optimize

Continually test and optimize your drip campaign. Experiment with subject lines, content, CTAs, timing, and other elements to discover what clicks with your audience. Use the insights from your testing to make data-driven improvements and drive better sales outcomes.

Keep an eye on your KPIs

Monitor key performance indicators (KPIs) like open rates, click-through rates, conversion rates, and overall sales. With your automation software’s analytics dashboard (or third-party tools), you can track KPIs and assess your campaign’s performance. 

Here are a few crucial metrics to watch:

• Open Rate: Aim for a minimum of 20%. A higher open rate indicates a well-optimized campaign.
• Click-Through Rate: A healthy click rate shouldn’t be below 15%. It reflects the effectiveness of your email copy and content.
• Reply Rate: High open rates with low reply rates could signal issues with your email copy or lack of personalization.
• Bounce Rate: If your bounce rate is high, review your list and verify the accuracy of your contacts.
• Unsubscribe Rate: Track when people drop out of your campaign and improve the content to minimize unsubscribes.
  

Ensure compliance

Double-check that your drip campaign adheres to relevant laws and regulations, such as anti-spam and data privacy rules. Compliance is crucial for protecting your sender reputation and maintaining a successful email campaign.

Types of drip campaigns 

Welcome

First impressions count! 

When new contacts join your email list, make them feel special with a warm welcome email, thanking them and “showing them around” your business. A series of welcome emails goes a long way to show prospective clients you care. In fact, email subscribers that receive a welcome note following subscribing to an email list show 33% more long-term brand engagement.

So, roll out the red carpet and show your subscribers what you’re all about.

Top of mind

Don’t let your prospects forget about you. Top-of-mind drip campaigns keep you on their radar by reminding them of your offerings. Whether they haven’t interacted with your site for a while or just need a nudge, your goal is to stay present and encourage them to click that CTA button.

Re-engagement

Got a cold prospect? Time to heat things up! Re-engage with your prospects using a casual “Hey, haven’t heard from you in a while” or a formal invitation to reconnect. Sometimes, you may need to retarget them with a different approach. In any case, the ultimate goal is to turn prospects into engaged clients.

Pro tip: Pair re-engagement drip campaigns with promotions to sweeten the deal.

Post-purchase

Part of building brand loyalty is showing the client the brand cares about them as an individual and as a customer. If you have a customer, the whole idea is to keep them! Courting new customers is crucial, but having existing customers come back to you is more important, as they are more likely to make future purchases with you. 

Post-purchase email drip campaigns can help you do that. Automatically sending out a confirmation of purchase also brings peace of mind that the order went through.

Promotional

Who doesn’t love a bargain? Promotional drip campaigns featuring limited-time offers, deals, or sales can work wonders for boosting engagement and sales. Dangle irresistible carrots like free trials, promo codes, or flash sales in front of your prospects. Everyone loves feeling like they’ve scored a great deal!

Product information/educational

Make sure your email drip campaign explains exactly what your product is, what it does, and how to use it. Whether it’s a bookshelf or software, people need to know what they’re getting. It’s also vital that your client knows how to maximize their user experience, so any educational content like how-to’s, tips, or industry insights can be shared for their benefit.

Unsubscribe

Breaking up is hard to do, but sometimes people just need a little space. 

When someone unsubscribes from your drip campaign, they might not want to cut ties completely. They might just want fewer emails or prefer to follow you on social media instead. A link to a “Sorry to see you go” webpage or an email that offers alternative ways to stay connected might keep someone from disengaging entirely. A good unsubscribe page makes people reconsider their decision or, at the very least, keeps the door open for future interactions.

Top drip campaign examples to fuel your strategy 

Need some inspiration for your own drip campaign? Source ideas from those who’ve already mastered the art of drip marketing! Take your notes!

Welcome drip campaigns: making a great first impression

Say “Hi” Like Pieces!

Pieces approached their welcome drip campaign with a series of super friendly emails that made a lasting impression right from their initial “Hi!”. 

The first email warmly greets potential customers and highlights the benefits of joining their online community. It also includes a brief write-up about the company’s founder, making the content more relatable and easy-going. 

The second email dwells more on the brand’s sustainable sourcing policies and meticulous manufacturing process. It also provides a sneak peek into the company’s aesthetic vision and design inspiration, educating the customer about the brand’s values, products, and services. 

The third email delivers a powerful purchasing incentive by combining customer testimonials, social proof, reviews, and first-time discounts. Talk about hard to resist!

Why it works? 

• A consistent tone of voice and layout across all emails creates a cohesive conversation with the customer.
• The overall design isn’t cluttered with too many CTAs. The ones used are visually appealing and immediately grab attention. 
• A generous 25% off discount sweetens the deal and encourages a purchase decision.
• The use of personal touches, such as the founder’s bio and information about the design process, makes the brand more relatable, breaking down barriers to purchase.

Re-engagement campaigns: winning back customers

Speak Facts Like Webflow

Sometimes, subscribers may change their minds after trying your product for a while. With a creative re-engagement drip campaign, you can show them what they’re missing and remind them why your product is worth keeping around.

Webflow utilized eye-popping statistics in their campaign: “Since we last saw you, 10,234 designers started using our CMS.” That’s quite impressive, especially for those in the design industry who need to stay ahead of the curve.

Why it works? 

• Engaging content featuring compelling statistics showcases the value of your solution.
• Bold typography and striking design elements, like an accompanying video, catch the eye and keep subscribers interested.

Top of mind drip campaigns: staying connected with your audience

Be Fun Like Zombies Run!

Zombies Run is a running app that turns your usual jogging routine into an exciting game. It features a terrific storyline, thrilling missions, immersive narration, and survival tips for humans in a post-Zombie Apocalypse world.

To stay connected with their users, Zombies Run sends motivational messages celebrating personal running records and keeping them delighted with the app.

Why it works?

• The warm welcome and kind congratulations make users feel included in the Zombies Run community, motivating them to engage further with the app. Such cool emails are one of the main reasons people purchase it! 
• Personalization matters! Instead of using a typical [First Name] placeholder, emails are customized for all members of the community who play the game and identify themselves as “Runner 5’’ for instance. 
• The overall message appeals to both users’ visual and emotional senses. The crumpled paper effect makes the email feel more human, while the childish drawings evoke feelings of accomplishment from childhood. 

Post-purchase drip campaigns: enhancing customer experience

Hunt For Feedback Like Bellroy

Who said you need to stick to a single formula when designing your post-purchase drip campaign? Look at Bellroy’s all-in-one email, combining post-purchase follow-up and feedback-gathering practices! 

The email is sent 30 days after purchase, allowing buyers to get to know the product. Take note of the implied assumptions made in the copy, such as a 5-star rating and overall satisfaction with the product. 

At the same time, the email encourages customers to read and share stories about their purchases on social media.

Lastly, this drip campaign email includes a call to upsell and cross-sell, showcasing products that pair well together. It’s a comprehensive approach! In a single email, they ask for feedback, encourage social media engagement, and suggest additional products to buy.  

Why it works? 

• By mentioning the 30-day period since purchase, customers are gently reminded of their experience and prompted to provide feedback. 
• The positive reinforcement of the product is noteworthy, especially the mention of 5-star ratings. 
• Encouraging users to share their positive experiences on social media helps boost brand awareness and product credibility among potential customers. 
• The personalized recommendations for other products pique users’ interest and encourage further engagement.

Educational drip campaigns: building trust and credibility

Provide Solutions Like Asana

You may have already introduced your customers to your business, but they might still need more details on what you do and how to use your product. To prevent customers from dropping off due to a lack of information, deliver it through a timely drip campaign!

Asana, for instance, uses a drip model to send out emails outlining their service offerings and how they can benefit your business. This is a fantastic opportunity to address frequently asked questions among their clientele. By providing a comprehensive list of solutions accompanied by visuals, Asana gives users the confidence of knowing exactly what they are dealing with. 

Why it works?

• By thoroughly explaining what your product or service has to offer, you give your customers CLARITY. 
• The more answers you provide about your product or service, the fewer customer questions will arise. Plus, with complete information in hand, you empower your customers to make the final purchase decision on their own without being too pushy. 

Promotional drip campaigns: boosting sales and revenue

Upsell Like Amazon!

This drip campaign is activated each time a user downloads free Kindle content from Amazon. Based on the user’s download history, Amazon can infer their level of interest in purchasing premium material. 

The email explains the value of a Kindle membership, draws parallels between the user’s current Kindle usage and the subscription, and provides a quick guide on how to sign up.

However, Amazon’s offerings go beyond that. As one of the most recognized brands in the world, they have a firm grasp on their clientele’s wants and needs, allowing them to tailor drip campaigns to perfection. For example, when you add a book to your shopping cart but don’t end up buying it.

Why it works? 

• The offer is highly relevant for those who were interested in the book but got distracted and didn’t complete the purchase. Such a gentle nudge doubles the chances of selling the product. 
• The intention behind the email is to remind the user they forgot something important. It’s very direct and has no fluff, so customers appreciate the straightforwardness. 
• The additional CTA on “Today’s Deals” is another great way to encourage users to spend more time on Amazon, regardless of whether they buy the book. There’s a high chance they’ll purchase something else on sale. 

Unsubscribe drip campaigns: parting on good terms

The Art Of Letting Go By Cuisineart 

It’s hard to see your beloved customers go, but you need to give them the freedom to choose! That’s why Cuisinart provides customers with a link to unsubscribe while also giving them an opportunity to modify their subscription choices through email.

It’s possible that some customers may prefer not to get promotional emails but would be open to other types of emails. As a result, they can relax knowing they won’t receive more emails than necessary. 

Why it works? 

• Images are a great way to emphasize the purpose of your unsubscribe emails. Just look at those cute eggs! They’re irresistible visual cues designed to get responses from users. Who could say no to them?
• Unsubscribe only takes one click, showing respect for your customer’s decision to leave. 
• If users are still hesitant about whether to leave, they can consider staying because you offer an alternative way to stay connected, such as other subscription terms with more options. 

Wrapping up

Well-designed drip campaigns are a very effective way to keep in touch with your customers without having to do a ton of work on your end. Reminders, sales, interactions, all can be put into your drip campaign – it nurtures leads for you in a timely manner, specific to each customer’s actions.