Sending emails to multiple leads blindly is like taking a road trip without a map. You’ll end up nowhere. That’s why marketers created drip email marketing campaigns. With drip campaigns, you can prepare an absolute strategy, create a separate campaign, schedule emails, set timely triggers against the specific action of leads and convert them into happy customers.
In this tutorial, you will learn how to create effective drip email marketing campaigns to grow your business – which will lead to profitable customers!
Importance of Drip Campaigns
Drip camping allows you to identify the 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 a distinctive campaign for each group. In 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 a lot of 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 online 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 auto-respond emails are adequate systematic email campaigns. Scheduled & auto triggers at the state of some condition like sign-up, cart abandonment, follow-ups, and more. This email campaign varies for each online business.
The crucial part is to understand the time of scheduling email drives. For instance, if customers add products to the cart & didn’t complete the purchase. Then send cart abandonment mail after 3 days. Following up will encourage customers to buy your product.
Lastly, store owners can’t manage millions of customers manually. That’s another huge reason drip campaigns came into play. To set up the ideal cadence to track down customer journeys & send out auto-generated emails to buyers.
How To Use Drip Campaigns In Your Marketing
Running a drip campaign is not a hard task; all you need is an automated email trigger tool to send out favorable emails to the customers. There are multiple ways to organize an email campaign. Using an automation tool you can set them separately based on the demographics of buyers.
However, there are certain usage limits. More use of follow-up emails will make buyers frustrated. To get things easier for you, first of all, draw out your customer’s journey. Discover the pain point, active times – in & out, and more.
After gathering all data now it’s time to generate leads for your business. It works on a simple process, all you have to do is create an exclusive strategy to build an email list & schedule an email campaign based on the activities of leads.
Here are some popular strategies to build your email list.
- Change your business world using advanced gamification. For example, spin the wheel pop-ups, reward cards, and conduct surveys.
- Use the embedded sign-up form on high-traffic generating pages. Display the icon below the product featuring the header or sidebar.
- Place the right opt-in form on your website. You generate an opt-in form for an email newsletter subscription, a free guide, product update & more.
- Optimize your landing page for better results. 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. Announce attractive discounts via pop-ups and let the user sign up to acquire the offers.
- Utilize social media reports to run an effective drip campaign for social networks.
Yet to perform a complete email drip campaign. You need to know the complete master plan behind it. Here are some effective strategies below.
Identify Target Audience
Locating a target audience is an important step to running a successful business. The targeted audience is a set of people who desire to purchase specific products or services. Multiple audiences are presented in the world, you need to find the right ones for your business.
It can be based on demographics like age, gender, location, and more. Characterize the pain points of your audience! A pain point is nothing but a group of people who experience hardships in the marketplace. Once you have observed the requirements you can easily categorize audiences for your online business.
You should also look after user surveying & benefits of your products. In this way, identify the audience and movements of their activities. It’s easier to build a campaign based on it.
Set Goals for the Campaign
Setting goals for a drip campaign is prescribing the status of the customer journey like warm greeting, 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. 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 the complicated sentences into easier ones. Stick to one concept per email campaign. Too many statements in single mail will confuse the 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 to generate a perfect email drip campaign from planning the campaign to the execution. Each drip campaign should deliver a captivating subject line & a quality message with an appropriate call-to-action button. In this way, you can nurture your leads that convert into delighted loyal customers in the near future.