You’ve worked hard to get new subscribers for your email list, but how can you engage with them and keep a steady stream of relevant and useful content heading their way. While you’ll have newsletters and purposeful campaigns planned, including a few drip campaigns can help drive engagement and allow you to make the most of your email marketing efforts. Learning more about drip campaigns and how they work to forge a strong connection with your prospects can help you make the most of this powerful marketing technique.
Drip Marketing Campaigns 101
When you launch a drip marketing campaign, you’ll roll out a series of messages that are targeted to specific prospects, customers or followers. You can target recipients based on their actions, the purchases they have made or even where they are in their buying journey. Targeted drip campaigns allow you to engage with readers and provide calls to action that get attention and results because they speak directly to the users you’ve targeted. Best of all, drip campaigns can be automated, so once you set them up, they’ll continue to deliver for you on an ongoing basis.
Choose the Right Drip Email Marketing Campaigns for your Business
You have quite a few options when it comes to setting up a drip campaign; the most common situation is a welcome series; an automated email series that launches when someone signs up for your newsletter or opts in for your emails. Once you have a welcome series set up, a campaign that targets those who have not engaged with you for a while can help keep your list clean and campaigns that specifically promote an event or product can be created and then dripped out in a series to your prospects.
Welcome Email Campaigns
One of the first things I do when I work with a new client is run a quick but comprehensive marketing audit to see what the customer experience is like. As part of this audit, I sign up for their email opt-in and then wait to see how long it takes for the promised collateral or a welcome email to arrive. If you are making new subscribers wait more than a few minutes to hear from you, you are missing out on a valuable opportunity – and a welcome email campaign should be your top marketing priority.
A welcome email campaign reminds the customer why they signed up in the first place and ensures they truly want to receive communications from you. This confirmation will also keep your email service provider (ESP) happy. Your initial message should welcome the prospect, let them know how often they’ll be hearing from you and what type of communications to expect. If you’ve promised a discount, it should arrive in this email as well.
About a week later, a second automated email should launch, thanking the prospect for signing up and directing them to some relevant and useful content on your site. Your latest blog post, directions for using your items or other relevant content goes here.
A week after that contact, you’ll send along another valuable piece of collateral, whether you choose an eBook, webinar invite or other opportunity, this provides the user with another way to interact with your brand. Once you’ve sent this email, the user can move into one of your established categories and receive regular mailings and offers.
Re-Engagement Email Campaigns
For customers who have not purchased in a defined set of time or for those who have not engaged with your brand, a re-engagement campaign can re-establish a connection. You’ve likely received a re-engagement message yourself; they are commonly used by service businesses and those with consumable products to remind you to buy. This one, by Fandango, hit my mailbox last week – we have been renting from VUDU and Fandango wanted to remind me that they are still around.
This re-engagement email is simple and to the point and was the first of three I received in a 20-day period. All featured popular films and each offered a different call to action. This one went with value — $1.99 per move undercuts other streaming rental services.
Using a re-engagement campaign can redirect the prospect back to your brand. Sending along a reminder that it has been a while, or “we miss you” and an offer to re-engage may be enough to get things moving again. A tempting promo code or offer can be included in your next missive and the chance to reaffirm interest “do you want to keep receiving our emails” should be the third and final piece in the series.
Asking someone if they want to continue from you may seem counterproductive, but it boosts the effectiveness of your list; regular housekeeping ensures your metrics stay accurate and useful when it is time to measure ROI.
Free Trial Campaigns
For my clients that provide SaaS or other services that allow for a free demo, this is a useful, targeted email marketing campaign that can pull prospects right into your sales funnel. For those who sign up for a free trial, the drip process is straightforward and engaging:
The customer signs up and is immediately welcomed; if the product is automated, then delivery commences. Every two days during the trial period, the customer receives a different email explaining the ROI of using the product, outlining key features and walking the prospect through the steps needed to make the most of the trial. As the trial end draws near, emails reminding that the expiration date is approaching and offering an incentive can help convert trial users into customers.
The length of your drip campaign will depend on your trial period and how involved your salesforce is in the process. It can be fully automated or your call to action can be to schedule a call with a team member.
Whether you want to make it easy to welcome a new subscriber, re-engage with someone who is slipping away or make the most of the free trial demo period, an automated email drip campaign allows you to “set it and forget it.”
Getting Started with Email Drip Campaign Marketing
Your ESP already allows you to schedule and automate email campaigns; I use MailChimp and Delivra for clients, but you likely have options no matter which ESP you choose. Setting up the campaign is easy, but getting the copy just right can still be a challenge.
If you know you want a drip campaign but are not sure where to start – or want to make the most of this technique with copy that really converts, I can help. Contact me to get started – I can help you get set up and create compelling copy your prospects won’t be able to resist. Best of all, the campaign you launch today will serve your brand for years to come, worry-free.