What is Email Drip Marketing?
Drip marketing, also known as automated marketing or automated email campaigns, consists of emails delivered at regular intervals or in response to certain user actions. Drip marketing software aims to provide useful content to the intended audience over time gradually. If a customer joins up with your email list, you can automatically send them a welcome message, and if they browse your goods page but don't buy, you can send them a message with price details.
To ensure that the content of your emails is targeted as accurately as possible, you may divide your mailing list into as many subsets as you want and give each subset its own set of triggers. The emails in a drip campaign are composed in advance and sent out regularly; they may be tailored to each recipient by including details such as their name.
"Drip campaigns are a terrific way to keep top of mind with your present and new customers," said Sir Sanju Ganglani, chief marketing officer of Compound Banc. Using this method, you may "deliver appropriate information to their interests and promote purchases or referrals."
Plus, they're an excellent method of minimizing wasted time. This automated advertising reduces the time and effort required to respond individually to each consumer. GetResponse, a marketing automation solution, found that a single email sent in an autoresponder cycle had an open rate of 90.09% and a click-through rate of 27.06%. These percentages are much higher than the 23.53% and 3.86% for all marketing emails sent in North America reported by GetResponse.
How do you Set up an Email Drip Campaign?
Here are six easy steps to follow for anyone interested in developing your drip campaign.
Know who you're talking to and what motivates them.
Finding the right clients to send emails to is a drip campaign's first and most crucial phase. To effectively communicate with your target demographics, it is necessary to identify the most effective triggers and target audiences.
A trigger may be an action or demographic data in drip marketing campaigns. For example, when a user signs up for your mailing list, you may send them a welcome or onboarding email, and after a user makes a purchase, you can send them a receipt or confirmation email. A user's birthday might serve as a demographic trigger, resulting in a birthday email from your firm and a coupon code.
To make consumers feel appreciated and encourage repeat business, it is important to tailor your drip marketing to their needs. Find your ideal consumers by analyzing their clicks, visits, and habits.
Study the advertising effort.
To get a true picture of how well your drip campaign works, you must examine it both during and after implementation. Utilize the metrics you established at the beginning of your campaign to determine what went well and what could be improved for the next time you send a similar message. Include Urchin Tracking Module (UTM) parameters on links within your emails to ensure data is immediately transmitted to Google Metrics.
Send an email message.
Create your email's content with your intended readership and purpose in mind. It's important that your email has a purpose, stands out, and has a direct call to action (CTA). Determine the goal(s) you have for the user and design accordingly. Is a purchase from the receiver desired? Is there a product you'd want to recommend? The writing needs to reflect this. You should also ensure that your message is easy to understand and consistent with the tone and style of your company's other communications.
Starting the campaign.
The campaign may begin after the target demographic, the result has been established, the material has been created, and the metrics to measure have been chosen. Email marketing solutions and marketing automation tools are excellent alternatives to building your drip campaign software. These apps simplify creating and scheduling automated email messages in response to various conditions.
Think out your strategy.
If you want your drip campaign to succeed, you need to plan it out carefully. Customers must be divided into groups, and target and success metrics must be established. Here are the most important considerations for your drip campaign.
- Determining Who You're Writing For and Why
- Your campaign's end game
- Are your messages and triggers compatible with one another? How many emails will you send, and when will they be sent
- Indicators of success (i.e., what types of analytics you will use and what numbers you will track)
Find your focus.
Knowing what you want to achieve is crucial in establishing an effective email drip campaign. An objective may help you organize the rest of your campaign and keep you focused as you go. Make your goals SMART (specific, measurable, achievable, relevant, and time-based). The question is, what do you want to accomplish with your drip campaign? You're aiming for that.