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.
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.
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!
Ready to boost sales with drip campaigns but not sure where to start? Let’s find out!
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:
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!
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.
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.
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%).
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!
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.
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:
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.
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.
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.
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.
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.
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!
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.
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.
Need some inspiration for your own drip campaign? Source ideas from those who’ve already mastered the art of drip marketing! Take your notes!
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?
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.
Effective communication is crucial in reminding subscribers why your product is worth keeping around, but executing this can be quite complex. Collaborating with a top webflow agency can greatly simplify this process. These agencies are known for their expertise in designing and implementing creative, highly personalized re-engagement drip campaigns that resonate with subscribers.
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?
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?
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?
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?
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?
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?
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.
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