Every smart marketer desires to find a way to easily connect with their customers, improve conversions from new leads and grow their market. An excellent approach to interacting with and understanding your customers is through email marketing. If marketers were magicians, email drip campaigns would be one of the most used tricks up their sleeves.
This article will teach you what a drip campaign means, the ropes of a good drip campaign, and, most importantly, how to develop your drip campaign.
What Is an Email Drip Campaign?
It is also known as “automated email marketing.” It consists of a collection of emails automatically sent to a specific target audience based on their activities on your site. For instance, you may send a welcome email to anyone who joins your email list and a pricing email to a visitor who has been looking at the available products on your site but hasn’t bought anything. Delivering the appropriate information to the right person at the proper time is the goal of drip marketing.
A drip campaign can be designed to accomplish any goal, such as keeping a customer on a free trial, converting them to a premium subscriber, providing helpful content, or advertising a new product to customers. Drip campaigns are straightforward to implement, mainly if you develop your campaign using marketing automation or email service. To send pre-written mail to your users who perform that action, you’ll configure a trigger, like a user departing their online shopping or subscribing to your email newsletter.
The Ropes (How It Works)
So you don’t get caught up in learning the ropes of an email campaign, we’ve highlighted a few simple pointers (you can call them best email campaign practices) for how to get the best out of any email marketing campaign.
- Goal: Every campaign should have a well-defined and measurable plan. This goal is what sharpens the content of your mail and the modalities of its presentation to the customers. If you do not know your purpose in any marketing campaign, you may never achieve it.
- A Good Mail: A good mail for a campaign must have valuable content that is of value to the client. A lousy email will become spam, yield fewer conversions, and may even backfire. Because most customers don’t read campaigning emails—they simply peruse through the subheadings and bolded words—you have to ensure your mail is scannable and adds value. When it comes to content, keep it short! You want your prospects to get to the call-to-action (CTA) as quickly as possible.
- CTA’s!!: The main crux of every good campaign is the call to action. It would help if you tailored the CTA to the stage of the customer’s journey. You might ask them to follow your business on social media if they just joined. A campaign message should always lead to an action from the recipient, whether to sign up for a free trial, send a request, update payment, or place an order. The recipient should know what they need to do at the end of every message.
- Timing: There’s no clear-cut rule on how frequently or when you should send a campaign mail, but it is advisable to start with a higher frequency and slow down over time. These daily, weekly, bi-monthly, or monthly (as you deem fit) emails will keep your subscribers constantly reminded of your product whenever they choose to take action. More importantly, it would be best if you kept an eye on metrics to see when your leads interact with your emails the most to determine the frequency that best drives results for your business.
- Campaign Segmentation: Campaigns will be more effective if they are segmented. Each should be tailored as much as possible to the specific segments, addressing their concerns, needs, and desires. For example, you can create customized drip email campaigns such as welcome emails, onboarding emails, or subscription renewal emails.
How to Develop a Drip Campaign
Now that you know what an email drip campaign is and how it works, you will want to know how to develop a drip campaign and ensure its success. It must be well thought out from beginning to end. This planning includes choosing your target audience, identifying the campaign’s main objective, writing the email, segmenting your email list based on user journey, selecting the right campaign tool, and deciding how to measure the performance of your campaign. These and more are the main factors to consider for your drip campaign.
- Choose your target audience.
The most crucial component of a drip campaign is a specific audience to whom you may send emails. Targeting is an excellent method to tailor your drip marketing. Presenting your consumers the information they want can help them feel valued and encourage them to become repeat customers.
- Identify the objective of your drip campaign.
Are you trying to promote a new product or service, increase brand awareness, get customer feedback or run a survey, boost user engagement on your site, or follow up with old customers? Having a good understanding of the objective of your campaign can determine its development and precision.
- Make bespoke content
You may need to create relevant and customized content and send it to specific drip campaign segments that meet the criteria. For example, suppose you see that a client has not completed a registration form on your website. In that case, you might include a follow-up email to either remind the customer of their incomplete registration or give more information that the consumer may require to finish the registration. To maximize efficacy, you must guarantee that your email drip campaigns are not delivered to customers mechanically.
- Segment your emailing list based on the user journey
This is an essential aspect of an email drip campaign that ensures that bespoke emails are sent to the appropriate customers. To achieve this, you will need to find out how a person ends up in a campaign by tracking the user’s journey on your site. Depending on the CTA on the page, you may then build distinctive drip email campaigns. When this is done, it will reduce redundancy and increase campaign effectiveness.
- Select software for drip campaigns
You are prepared to launch your campaign once you have chosen your target market and objective, produced your text, and selected the metrics you want to monitor. To deploy drip campaigns, you’ll require a sales automation solution that lets you plan emails and direct them to particular parts of your database. Software for drip campaigns should integrate with your customer relationship management (CRM) tool and provide accurate performance data so you can adjust and upgrade your drip campaigns as necessary. Additionally, it must provide substantial personalization; no two leads should get the same emails. Finally, your program should be straightforward for all salespeople to adopt and apply.
- Be consistent with your email frequency.
It would help if you decided on how frequently your team should send mail to nurture your audience and prepare them for your offer. Surprisingly, you can send more emails than you might anticipate because there is no hard-fast rule on the frequency of campaign emails. On the contrary, customers want to hear from you; all they need is the appropriate email at the proper time. You may send one email every week with that in mind. Just ensure that you are consistent enough for them to expect your mail.
- A/B Testing
It’s crucial to A/B test your email marketing campaigns on the email side if you want to boost sales. You need a continuous A/B testing cycle if you’re going to consistently push the boundaries by discovering more about your audience’s preferences and increasing sales simultaneously. For optimum conversions, you should test several offers and various presentations of those offers over time. You are throwing away leads (and money) if you don’t run A/B tests on the campaign’s email.
- Measure your campaign’s success
To accurately assess your campaign’s performance in terms of the total traffic you get from the drip campaigns to the desired page and the conversions, you should study it both before and after it is put into action. Use the metrics you selected while planning your campaign to identify areas where it succeeded and where you can make improvements the next time it is sent out. You can use UTM parameters to tag links in your emails, which guarantees that data is transmitted to Google Analytics automatically since this is one of the simplest ways to acquire crucial statistics.
Key Takeaways
You should consider optimizing your campaigns because email marketing is a powerful tool for acquiring new clients and retaining existing ones. Drip campaigns have several advantages, including boosting brand recognition, engaging users, and providing a better insight into what your customers want to see from you. With the tips and tricks provided in this article, your staff is well on their way to selling items with ease and creating a drip campaign that converts and attracts your prospects and leads.