In the world of digital marketing, drip campaigns are a popular way to send automated emails to customers on a specific schedule. They’re a great way to re-engage users who have abandoned their shopping carts, teach new customers about your products and services, and increase sales. Drip campaigns help you build relationships with your subscribers by sending them information that’s relevant to them at the right time. This strategy is especially effective for e-commerce businesses that have a strong customer base and want to keep marketing to those customers without being too intrusive.
What is a Drip Campaign?
A drip campaign is an email marketing strategy that involves sending email messages over time in order to nurture your relationship with customers. You don’t need to send emails every day or even every week — however often you choose will depend on what type of content you want to share with subscribers over time. Today, we are going to cover the five steps you need to take in order to set up your own drip campaign.
Step 1: Choose your trigger.
When it comes to drip campaigns, you should always start with a trigger. This is the specific action or date that your drip campaign will be based on. The most common trigger for a drip campaign is when a user signs up for your mailing list, such as an email newsletter. In order to build a stronger relationship with these new subscribers, you can set up an automated series of emails that are sent to them over time.
Another popular trigger is the purchase of a product or service. If someone buys something from you, they’re likely interested in receiving more information about it. By setting up an automatic series of emails following their purchase, you can keep them engaged and show them how they can continue using your product or service after making the initial purchase. You can also use triggers as reminders to send people information they might have forgotten about, such as upcoming events or special offers that are only available temporarily.
Step 2: Identify your audience.
The second step in creating your drip campaign is to identify your audience. This will help you determine the content and frequency of your emails. Your audience can be as broad or specific as you want, but it's a good idea to narrow it down as much as possible so that you're targeting the right people with the right content at the right time. For example, if you're sending out a drip campaign for an event, think about who might attend that event and what they want to know about it. If it's a conference, maybe they want to know when registration opens or how they can get tickets.
If you are sending out a drip campaign for a product or service, think about whose needs that product or service fulfills. If it's an online course on social media marketing and engagement, maybe they want more information on how to set up an effective social media strategy for their business or how to find new customers through social media channels like Facebook, Instagram, and Twitter. You also need to know how many people are in your audience and what they want from your content. You want to make sure that your target audience will find your content valuable and interesting.
Step 3: Craft your message for each email.
The first email you send in a drip campaign should introduce the topic of the campaign and set expectations for what will come next. The remaining emails should link back to this first email and build on its content or themes. For example, if you’re sending out four emails over the course of a month, each email should build on the previous one — don’t completely change gears each time!
Let’s say you're running an email marketing campaign for your business blog. Your first email might be about content creation: how to create useful content for readers, how to write articles that generate leads and sales, etc. The second email could be about how to promote content. The third email could focus on SEO best practices or link building tactics that improve search rankings — anything related to increasing traffic and visibility on search engines. Finally, the fourth could discuss how to get more subscribers by using tools like pop-ups on your website or through paid advertising platforms like Facebook ads. The goal is to provide value with every piece of content you send out so people actually want more of it over time!
Step 4: Measure and adjust based on performance.
You need to measure your drip campaign’s performance. You want to know which emails are generating the most responses, clicks, and conversions. You also want to know which aren’t performing well so you can stop sending them out. If a specific email isn’t performing well, look at what it has in common with other poor-performing emails — then make changes accordingly. For example, if many recipients are clicking through but not converting, consider whether there’s an issue with your landing page or offer that needs fixing.
If there’s no obvious pattern among poorly performing emails, try segmenting your list by demographic or interest groupings (age range or job title). This will let you know whether certain groups aren’t responding well because they don’t fit your target market or because they simply don’t like receiving emails from your brand. If you can’t find any patterns in your data, testing each new email campaign against all of the previous campaigns on your list is one way to see if it will perform better or worse than what you already have in place.
Step 5: Maintain your drip emails.
The most important thing is to maintain your drip emails. If you are going to send out a drip email campaign, you need to be consistent in sending out new emails. If you are not consistent and only send out one or two at a time, then you will lose your subscribers and they will unsubscribe from your list. The reason that this happens is that people get tired of waiting for an email that never comes. If they have been waiting for over a week for a new email to arrive, then they may feel that there is no point in waiting anymore. This means that they will unsubscribe from your list so that they do not have to wait anymore for an email that may never come.
You should try to send out at least one new email every week if possible. If there is a special occasion coming up such as a holiday, then you should try sending out additional emails on those days too! When done correctly, drip emails can be very effective at building brand awareness, increasing sales and driving traffic back to your website.