Sending emails to multiple leads aimlessly is like taking a road trip without a map… You’ll end up nowhere! That’s why marketers created drip marketing campaigns.
With drip campaigns, you can develop a strategy, create a campaign, schedule iterative emails, set timely triggers against specific actions, and convert them to happy customers.
In this guide, you will learn how to create effective drip marketing campaigns that can help grow your business!
Importance of Drip Campaigns
Drip campaigns allow you to identify potential leads who are ready to purchase your products. Never set the same campaign for all leads. Instead, categorize the leads into multiple levels and create distinctive campaigns for each group. This way, you can easily enroll various leads to your website. To get started, you first need to know the basic concepts of email marketing automation.
An automated email marketing technique allows you to trigger timely messages for the customer. There are several benefits to running an effective Drip Email Marketing. You need to set different objectives for each campaign, understand the audience’s tendencies and offer giveaways to create an urge for leads to complete the purchase.
Here are some key reasons you should use drip email marketing for your business:
- Expand your customer base and take your business to the next level
- Keep engaging with customers & enhance brand awareness
- No need to wait, schedule pre-sent emails to deliver to the right customers
- Autoresponder email builds trustworthiness among multiple buyers.
- Increase traffic which also increases sales (and profits!)
When To Use Drip Email Marketing Campaigns
Automated emails are antiquated systematic email campaigns. With drip campaigns, you can schedule triggers when a condition is met – like sign-up, cart abandonment, follow-ups, and more. This can vary depending on the type of business you run.
The crucial part is to understand the time of scheduling email drives. For instance, if a customer adds a product to the cart and didn’t complete the purchase, then consider sending a cart abandonment email after three days. Following up will helps encourage customers to buy your product.
Lastly, store owners can’t manage thousands of customers manually. That’s another huge reason drip campaigns are helpful. To set up the ideal cadence to track down customer journeys and send out auto-generated emails so you can focus on other ways to scale your business.
How To Use Drip Campaigns In Your Marketing
Running a drip campaign is not difficult; all you need is email marketing software to send out campaigns to your customers.
There are multiple ways to organize an email campaign. When you use an automation tool, you can set them separately based on the demographics of buyers. However, there are certain limits to keep in mind. Frequent use of follow-up emails may make buyers frustrated so it’s important to first draw out your customer’s journey to discover potential friction points.
After gathering insights, it’s time to generate leads for your business! This is simple, really — all you have to do is create a thoughtful strategy to build an email list and schedule campaigns based on your lead’s various activities.
Here are some popular strategies that you can use to build your lead list:
- Gamify your lead gen – for example, spin-the-wheel pop-ups, reward cards, and conduct surveys.
- Embed sign-up forms on high-traffic pages – display the opt-in icon below the product featuring the header or sidebar
- Offer your visitors something – for example, a free how-to guide or whitepaper
- Optimize your landing pages – for example, a classy cloth store places an ad on social media, and CTA diverts the leads to a specific landing page to purchase products.
- Utilize social media reports to run an effective drip campaign for social networks.
Once you have a few ideas on things to implement, you need to further develop your marketing strategy. Here are some effective strategies below:
Identify Your Target Audience
Locating a target audience is an important step to running a successful marketing campaign. Your target audience is a set of people who fit the profile of people likely to purchase specific products or services.
Your target audience can be based on demographics like age, gender, location, and more. You can segment these demographics even more by characterizing things like pain points. A pain point is nothing but a group of people who experience similar difficulties. Once you have observed the requirements of specific people, you can easily categorize audiences for your business.
It can be helpful to survey existing users about their perceived benefits of your products. This will make it easier to identify specifics so you can build a campaign around them.
Set Goals For Your Campaign
Setting goals for your drip campaign is assigning the status of the customer journey like warm greetings, sign-up, cart abandonment, feedback, and more. Set the timing and craft the message to send out throughout the campaign. Content is essential in framing the email template. The objective of content must resonate with your customers.
Choose the metrics to measure the success results of automated emails. Conversion, click-through rate, and bounce rate metrics are widely used in locating the reach of specific email drives towards customers. Dynamic content is required to update periodically as the customer base changes. It’ll sound like a gigantic process yet things get done simply using an automated drip campaign tool.
Analyze and Optimize Your Drip Emails
With most email marketing software, you’re able to analyze the performance of your drip campaigns using various metrics such as CTR, conversion & bounce rate, and more. It’s important to operate each auto-trigger campaign and then analyze the workflow of customers.
Metrics allow you to assess how campaigns work. For instance, imagine you are planning for a product upgrade launch campaign, you’ll be sending out emails to existing customers. To review performance, use click-to-open metrics that show how many users have opened the received mail. It also helps to find the impression of customers for the subject line & preview. If they sign up to purchase, that means you’ve got a conversion!
By reviewing analytics, you can determine if there’s any oversight. For example, the length of time a user engages with your content, CTR, bounce rate, and so on to be able to find out what you are missing in the campaign. If the open rate is higher but you’re not seeing results, then there’s an issue with content, CTA, and perhaps your product featuring. You need to spend some time modifying your campaign.
Do Not Overload Your CTAs
A Call-To-Action is one of the main parts to convert visitors into customers. People always love to hear what we are saying, but the thing is they don’t spend much on reading mail. If you insist on more CTA in a single mail, it will cause frustration. Eventually, the user will skip the mail immediately. It’s quite troublesome when you are trying to build a relationship with your customer. For this reason, you can either go for advanced customer relationship building using a B2B CRM tool like EngageBay or optimize existing CTA as we’ll explain below.
To set things clear, divide the usage of the call to action button into primary & secondary. Use the primary button to encourage the user to purchase, and the secondary button is all about sharing informative links to generate traffic and keep the visitors engage. Both types of CTAs are used in drip campaigns. Optimize your call-to-action button before sending out your emails!
Make sure your CTA:
- Is used in an adaptable spot with a well-versed typography color button
- Uses actionable keywords that resonate with the brand image
- User-friendly email that describes product/service or any information effectively
- Consists of limited links in the simplistic content
- Runs A/B testing & runs the right campaign for your business
Keep Your Emails Short
As Boomerang says, email content between 50 to 125 words receives the best response; don’t include technical jargon. Create email in simple, conversational words within the minimum word limit (if you’re struggling, consider using AI tools like Jasper that can simplify sentences for you). Get straight to the point to captivate your lead at the first sight. Instead of using complex words, visualization speaks in place of the brand story which will create ROI for your business.
Break down complicated sentences into easier ones and stick to one concept per email campaign. Too many statements in single mail will confuse your customers. For instance, if you are targeted to set the email drive for sign up yet you have infused the concept of another unknown product. Will the buyer make a move? No. Visitors convert into potential customers only if we offer a narrow niche and send out the right quantity to the audience. In simple words, quality & quantitative data should maintain at the same state level.
Be clear with your objective and strategy and you can generate a perfect email drip campaign! Each drip campaign should deliver a captivating subject line and a quality message, with an appropriate call-to-action. This way, you can nurture your leads that convert into delighted loyal customers.