When Should I Use a Drip Campaign?

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Drip Campaign

In order to keep up with today’s digitally centered world, marketers must use email marketing automation. But there’s no reason to be scared, once you start the process, you will learn that email marketing is an easy, efficient, and affordable way to increase your business leads and sales for your business. Whether it’s B2B or B2C, email campaigns through newsletters, promotions, and more are all a great channel for keeping your company connected to your most important base.

Email marketing is not a one and one effort. Customers and clients on your email contact list are always going to be expecting the best contact. And because someone who signs up to your email list today might not ever see the promotional email sent out five days ago that has converted a large chunk of your subscribers to actual customers, your emails must always be top notch and targeted to your desired customer. And because subscribers belong to the same list, you can’t send this wonderful email to the same list again, or some subscribers will receive a repeat email – a condition for instant unsubscription.

However, there’s no need to fear, us marketers have a solution for that.

What is a Drip Campaign?

In a nutshell, drip campaigns are a planned set of emails that are automatically sent based on chosen timelines or in response to pre-defined actions. 

Basically, drip campaigns enable you to use marketing automation and technology to create personal email series that adapt to the situation and send the right email at the right time, allowing you to target and retarget different customers and different phases of the customer funnel.

When set up correctly and based on utilized knowledge of your customers, subscribers receiving your emails shouldn’t feel like they’re receiving spam – the technology allowing for email automation makes it so that your recipients may not even know they’re receiving automated email in a drip campaign. But if people are receiving the same emails, how do drip campaigns allow for unique emails?

Drip campaigns allow your marketing team to easily customize your email campaigns to include personalization info such as name, company info, and more. Marketers can also build out campaigns that branch off of the original chain that sends different and customized emails depending on how each email recipient responds to your content. For example, someone who read your email and didn’t click through any of the links, compared to someone who opened the email and continued to the site, would receive a different email in the next step of their drip campaign.

Regardless of how simple or complicated you decide to make your email drip campaigns, they are a great way of creating a continuous relationship with your email subscribers and using data and marketing knowledge to email these potential customers with the best email at the right times.

How Can You Use Email Drip Campaigns?

If you’re a marketer, or even a savvy email connoisseur, you likely have a general sense of how email marketing and automation works. Almost every single email you’ve received from a company such as Amazon, Apple, Forever21, and other stores have been created through an email drip campaign. If you’ve got a list of subscribers ready and eager to start receiving high-quality content from your company, the next step is figuring out what your goals are and how to create the right emails for the campaign.

Here are a few different techniques and tactics you can use in one of your email drip campaigns!

  • Onboarding: Email drip campaigns can simplify the onboarding process by walking your client through the process and collecting the right information at the right time.
  • Nurture leads: Email drip campaigns are one of the top ways to engage possible leads and build interest in your product or service. By emailing automated content that is personalized to your lead, they will be more likely to return to your site and engage with your content.
  • Welcome subscribers: Email drip campaigns are a great tool to welcome new subscribers on your site and showcase what’s in store for future emails. 
  • Retargeting: If you’re an ecommerce store, you likely have to deal with abandoned shopping carts often. With email automation, you can retarget these shoppers by reminding them about the item they forgot in their cart, and offer a discount to seal the.

Not every customer or lead is ready to enroll in your service or buy your product the moment they land on your site. Sometimes they need a little bit of a push, and a customized email drip campaign is one of the easiest ways to target these users. Once you have a goal and a plan, all you need to do is choose an email marketing platform such as MailChimp, Pardot, or Drip, and create a campaign that keeps your target interested and moving through your funnel. This reduces the time and effort spent on individual marketing efforts, when you can improve upon an email sequence to appeal to your subscribers.

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