Did you know that email drip campaigns generate 80% more sales than a typical marketing email?
This is because drip emails are paced based on the schedule of the subscriber and not on anything else. Unlike in email blasts where general marketing messages are sent to all email addresses in a list, a drip campaign triggers an email based on the behavior a subscriber creates.
If a subscriber triggers an intention to purchase after receiving a promotional email, that subscriber will receive a pre-written upselling email. Similarly, if a subscriber does not trigger any intention of purchasing anytime soon, a pre-written retention email will be sent from the schedule.
When done right, a drip campaign can do wonders for your click-through rates and profits. In this article, we will discuss five email drip marketing examples that you can run for your business, the benefits of doing one and some of the best practices you can apply.
Welcome Email Campaign
A welcome email drip campaign is a perfect opportunity for you to introduce your business and the products you offer at a comfortable pace. As these are one of your first few interactions with your potential customers, always strike a good impression with every email you send and remember to treat them differently from the ones you are already interacting with.
Welcome emails are not only highly anticipated and easy to automate, but these have high open and click rates as well. According to an Experian report, welcome emails have four times more in open rate and five times more in click rate than other promotional emails.
In your welcome emails, remind your recipients of the reasons that brought them to your email list, don’t forget to confirm their opt-in and begin your interactions with light email content to slowly build up awareness and engagement.
Use social proof to build up trust and credibility around your business and don’t forget to offer an exciting, one-time incentive as your way of saying thank you for subscribing.
If you are looking for drip marketing examples for your welcome emails, you can reference the sample flow below:
Day 1 Welcome email. Thank your new email subscribers for joining your list. Introduce your business, your contact details and your website where they can find and read more information about you.
Day 2-3 Share your story. Have a short, yet interesting story as to why and how your business came about. Tell them also of your unique selling points. And the more engaging your way of storytelling is, the more likely they will engage with you.
Day 3-4 Introduce your products. Show them results they can get once they start using your products.
Day 4-5 Wow with social proof. Share legitimate proof of how effective and helpful your products are. Customer testimonials and positive reviews are great starting points.
Day 5-7 Give your special offer. Offer a one-time incentive to encourage them to start purchasing your products.
Lead Nurturing Email Campaign
Lead nurturing is a powerful marketing tool as well. When done right, it can effectively move people from your lead magnets to your core offers. Similar to your welcome emails, this type of campaign is where you need to build trust and a strong desire around your offer.
Be creative and informative with your email content. Use social proof to boost your sales and the use of scarcity elements can also help encourage people to take immediate action. Companies that do lead nurturing well can generate 50% more sales.
There are plenty of drip marketing examples for lead nurturing. Here’s one below:
Day 0 Thank you email. Immediately after someone opts-in your email list, your lead magnet or offer, thank them for their action and immediately share with them more information about your offer. Do not delay sending this email.
Day 1-2 Inform what the next steps are. Tell your recipients some specific directives they need to do next to arrive at their desired outcome.
Day 2-5 Wow with social proof. Share real customer testimonials or words from your influencers that endorse your product. This is a great opportunity to let your product shine and do all the talking.
Day 5-6 Make your special offer. Encourage people to take the next step by giving them an incentive in return.
Day 7-9 Amaze them more with social proof. It’s never a bad idea to have an oversupply of social proof. Share a few more customer testimonials or reviews by your influencers, endorsing how your product can help them overcome any problems or issue they have.
Day 9-11 Apply some scarcity elements. Encourage people to act fast by using scarcity statements like “Only 5 units left” or “Discounts apply until tomorrow only”.
Day 11-onwards Share content. Share links of your blog posts, your newly published content and other related marketing communications that can help them overcome any consumer frictions they may have.
Product-Focused Email Campaign
Once your potential customers go through your sales process and start seeking more information on your products, a product-focused email drip campaign is the best way to go to keep them in the loop. Make sure they get the information they need to know about your products from you and not from your competitors.
As you feed your prospects with product-focused information, discuss also their pain points, how your products can solve them and what the key features and benefits of your products are that make it a better choice than the rest. Middle-of-funnel content, such as case studies, customer testimonials and research studies are great for this type of campaign.
Below is a drip marketing campaign you can do as you focus strongly on your product:
Day 1 Introduce a problem or a typical scenario. The more specific it is, the more likely your readers will be able to relate to it. And just as important, include why they need to solve this as soon as possible with the products you are selling.
Day 2-3 Tell them what they can gain. What are the benefits they can reap if they decide to use your product in addressing that problem or scenario you disclosed?
Day 3-4 Present them with logic. Why should they use your product? Help them make the decision with logical advice, such as product comparisons and social proof.
Day 4-6 – Create fear. Let them know the benefits they are missing out on if they prolong not purchasing your products. Tell them the different consequences that are the result of not taking action.
Day 7-onwards Ask for a follow up. Inquire politely with questions, such as “Are you still considering…” or “Have you decided yet…” Try to check if they have already solved their problem.
Post-Purchase Email Campaign
Sending post-purchase emails is a great way to nurture relationships with your customers. Instead of sending out two to three emails and call it a day, you can make the most out of your post-purchase communications with your customers with a full-blown drip campaign.
Post-purchase drip marketing campaigns are ideal in amplifying word-of-mouth marketing around the web. You can get your customers to talk first-hand about your products, generate content you can use in your marketing collaterals and use their feedback in making your products or service better.
Lifted from one of our articles, here’s an example of a post-purchase email drip campaign you can do. In the case of Dyson, they made sure to send out these emails two to three months after a unit was purchased from them.
But if you want a more guided flow, you can follow the steps as outlined below:
Day 0 “Thank you for your purchase”. Let them know you value their trust in purchasing your product. You can also offer them an incentive to share their recent purchase on social media.
Day 1-3 Build excitement. Give your customers tips to get the most out of their recent purchase. Make them excited by showing how practical and helpful the product is in their lives.
Day 3-5 Host a promotion. To collect more user-generated content, host ongoing photo and video contests where customers are actively using or talking about their purchase products. Choose your incentives and rewards.
Day 5-6 Continue the conversation. You can request your customers to participate in your survey (for product or customer service improvement) or encourage them to write a customer testimonial. You can also send them more practical information on how they can extract their purchase’s truest potential.
Day 6-onwards Cross-sell products. Recommend other products that will go well or improve the performance of that product they purchased from you.
Re-engagement Email Campaign
People stop engaging with businesses for different reasons. Some may be within your control and some may not. Hence, the essence of doing re-engagement email campaigns or pulling your potential customers back into the fold. And when executed correctly, re-engagement emails can do amazing wonders for your conversions and bottom line.
When your leads start to get cold, always encourage them to come back. It’s only a total goodbye if you allow it. Make them feel like they are missing out, ask them if there is something wrong that you can fix or inquire if there is anything you can do to help them out in their predicaments.
Win your leads back with this email drip campaign flow:
Day 1-2 Unread content. Send them links to your blog articles, whitepapers and landing pages of interest that they probably have not read or seen yet.
Day 3-4 Lead magnet. Offer them an enticing lead magnet related to a new lead nurturing drip campaign you are about to run.
Day 4-6 Request a survey. Send a quick survey asking why they are no longer engaging with you or how you can make their experience better.
Day 6-onwards Cold emails. If they are still not responding, transfer them to your “Cold Email” list and send them emails only when you have big news to announce.
Benefits and Importance of a drip campaign
There are benefits when doing a drip marketing campaign.
The first and most obvious benefit is your communications are always relevant. Your recipients receive the right information exactly when they need it. Remember that content delivered through a drip campaign is triggered by the recipient’s reaction. This is your way of ensuring they are interacting with your emails based on where they are in the sales funnel.
Another benefit of an email drip campaign is it nurtures early-stage leads until they are ready to make a purchase. Especially on the side of sales, drip marketing campaigns allow you to have a steady supply of leads that are ready to buy, helping you maximize your marketing and sales efforts.
The third benefit is it is easy to automate emails. You can work smarter while letting your email automation software educate and nurture your leads on your behalf. Dedicate time crafting your email content and developing the flow. When that’s done and polished, you can start spending less time pitching to your new leads and start selling more products and closing more deals.
Try to remember these drip campaign statistics in mind when you notice you are not converting as much leads as you should have:
- Open rates of drip emails are 80% higher than single sends.
- 70% of qualified leads do not convert especially if they are nurtured through a drip campaign.
- Drop campaigns can generate more sales at 33% lower costs.
Best practices you can follow for effective campaigns
To get the most out of your campaigns, try applying these best practices to your process.
Write all your email content in one sitting. It is critical that your email drip campaign has a unified feel to it despite that your prospects will be able to read your emails days or weeks apart.
By writing everything in one session, you have a better sense of your drip campaign flow, what email content you should write next, and so on. Try creating a diagram too of your flows so you always have a point of reference.
Achieve the best quality for your content. If your emails are well-written, you have every reason for your prospects to want receiving them in their inboxes. If you are not confident with your writing, have someone with an equally good knowledge of your business and products to write it for you.
Keep your emails short. Do not bore your prospects out! And since we are working with limited attention spans here, keep your lines and words short without losing thought. But remember: keep your emails short to your new prospects. Conversely, keep your emails a bit longer for your long-term prospects. They wouldn’t mind reading more.
Add a P.S. at the end of your emails. Use a P.S. or two before you close your email. Many marketers do this, thanks to the serial position effect or a psychological tendency to recall the first and last items in a series more than what’s in the middle.
Personalize your tone. Regardless of the nature of the product you are selling, always use a personal tone in your emails. Real people are reading your email so don’t be afraid to address them with their name or use pronouns like you and I.
Monitor your drip campaign. Although automation makes the work easy, do not leave it on its own. Without constant monitoring, your campaign might be triggering a different email and this can be fatal especially if your prospect is ready to convert. Also, should your custom fields be pulling in the wrong information, that can be pretty embarrassing.
Now that you know the different drip marketing examples you can do, its benefits and importance, and the best practices you can apply, now’s your turn to engage with your prospects with a drip campaign. Choose from our five examples depending on the kind of interaction you want to implement.
Tailor your campaigns well so you are able to target with precision each segment in your list of prospects. The better your segmentation is, the better you can target your prospects with more personal messages.
Design your campaign with your audience in mind. Make it easy for your prospects to tell what their preferences are especially when it comes to the frequency of your messages, the type of content they would like to receive, and so on.
Take advantage of the different automation tools you can use to make things smoother and easier to accomplish. There are email automation software that also provide segmentation, social media integration, and analytics. Use them to make your campaigns all the more effective.
And finally, keep testing your campaign, which is a very important aspect of any marketing endeavor. Test your campaign for effectiveness and regularly evaluate which aspects are working best. Ensure you are meeting your goals and KPIs. Watch out for some essential metrics too, like open rates, click-through rates and bounce rates.
Are you currently running an email drip campaign for your business? What are some tips that have helped you achieve some of your goals so far?