Email newsletters are a great way to communicate your team’s latest announcements. However, a new user will see only those emails that edit out after they have signed up. It is not possible to send the new user all the emails from the start. Does that mean your new users will not get converted? Nope. That’s not how email campaigns work.
Enter drip email campaigns or automated email campaigns. These campaigns comprise of a set of emails that are sent out automatically on a schedule. One email is sent out the moment a new user signs up; the next email follows within may be 3 days or as to. Many times, drip campaigns are triggered on the basis of user behavior, for which these campaigns often go by the name of behavioral emails as well.
Drip Campaigns: What, why and How?
Like mentioned earlier, drip campaigns are a set of automated emails that are sent out to nurture leads. These emails are sent either on the basis of a fixed timeline or based on user behavior. Drip campaigns are an effective way for brands to stay connected with their users during various events like when a user signs up, or when some time user makes a purchase or updating users about new products and services, etc. Brands go as far as personalizing these emails by using the first name in the email contents. Every drip email sent out is a part of an already written and scheduled email. In short, drip emails can be defined as the art of sending right information to the right audience at the right time.
Etymology of Drip Campaigns
It is interesting to note that drip campaigns get their name from irrigation. Just the way a farmer nurtures a sapling, a drip campaign nurtures every lead and helps in conversion.
Do Drip Campaigns Work?
Relevant emails drive 18 times more revenue as compared to broadcast emails.
Now that is huge. This research guide also reveals:
- Automated emails get 119% more click rates than broadcast emails.
- Nurtured leads catalyze about 47% larger purchases.
- Companies that use automated emails are 133% more likely to coincide with the purchase cycle of the customers.
- Personalized emails generate about 6 times more revenue than non-personalised emails.
These points only go on to validate that drip campaigns can generate better results than email blasts. You can segment your users and send drip emails accordingly. For instance, you can have drip campaigns to educate your users or reward them or convince them to try a new product or service, and so on. Customer list segmentation goes hand-in-hand with the success of your drip marketing campaign. For instance, suppose a user has been viewing your ‘premium plan’ page for some time. You can automatically set a trigger to your drip campaign to send such users an email on how they will benefit by switching to the premium plan. That is just one part of how behavioral automated emails can work.
Advantages of using drip emails
Drip emails are easy, effective and time-saving. It helps you engage your users better and boost your user-conversion.
Easy retargeting and on-time follow-ups: There are many leads that have subscribed but are non-active. These leads don’t close. You don’t delete these leads. Rather, doing a drip campaign can help you in keeping these leads ‘warm’ (slightly active). These are leads that will take a lot of time and many drip emails. However, when they are ready to make a purchase, you will still be around. You can use drip emails to upsell better products and services to these leads. You can cross-relate products or ask them to recommend to friends. The catch here is- there must be an incentive to this engagement. Remember, they were inactive. To make them engage, you need to offer them something that will push them to engage.
One-click campaign automation: Adding and deleting subscribers, moving lists in and out of the campaigns, applying tags- there are so much to a drip email campaign. All of these can be set seamlessly with just a click.
Campaign workflow designing: Did you see the Lead Nurturing Essentials video from LearnPad? LearnPad had created a 10-step drip email campaign to convince their educators to adopt their latest technology. Drip campaigns are automated and one-click affair. Once you have set the schedule or email flow and/or behavioral triggers, you are done.
List segmentation based on prospects’ interests: Sending out personalized emails enhance more conversions. You can segment your prospects based on their interests and accordingly schedule the drip campaigns. The more personalized is your drip email content, the better it is.
Effective nurturing for Sales-ready leads: Like mentioned earlier, drip emails are about sending the right information to the right audience at the right time. Hence, if you are sending drip emails to sales-ready leads, it will show instant results. Drip emails are a great way to nurture highly potential leads and get them converted.
Types of Drip Emails
Drip emails are effective, but too much of anything never work. Drip emails are no exception. If you overdo your drip emails, chances are high that your users will unsubscribe from your email list. A balanced drip email sequence can be just perfect to remind your users about your brand, educate them about your services and products, announce new launches, get new users, and keep them posted about what’s happening around.
Drip emails are mainly used during-
- Welcoming new users
- Onboarding of customers
- Lead nurturing
- Shop cart abandonments
- Renewals and confirmations
- Educating customers
- Unsubscription of users
Now let’s take a look at various drip email examples used by various brands.
Welcome Email from SemRush
Welcome emails are a nicer way of saying “Hi, it’s great to meet you.” According to the whitepaper on Welcome Emails by Experian, automated welcome emails received 58.7% open rate on an average while that of normal emails was just about 14.6%. It also revealed that open rate spikes up to 88.3% if a welcome email is sent instantly after the user signs up.
Onboarding of new Customers from Cloud storage app Box
You can get a lot of pageviews and many users will sign up for the free trial. The real catch is to convince them to sign up for a paid plan and be with your brand for a longer time. This is where drip onboarding emails help. Onboarding drip emails offer small ‘sell’ that is highly targeted. Small goals and baby steps go a long way.
Confirmation email from Medium, a blogging platform
Brands use emails to confirm the user registration. It is more like closing the deal, but that doesn’t mean your drip emails are no more needed. Once a user has signed up, you can schedule drip emails to say a thank you, or remind about the renewal of purchase, or include links to your products or services. Sending out receipts of any purchase made instantly is essential. That validates your customer support and creates a base for customer trust. Confirmation emails on ticket or train bookings or hotel room bookings can be followed by reminding users about that upcoming trip few days prior to the trip.
Setting up a Drip Campaign
Setting up a drip email campaign is not as daunting as it may look like. A drip campaign can be set up in few simple steps. Below is a guide to setting up a drip email campaign.
- Spot your target audience first.
You cannot send a bunch of emails to your existing user list about something they did not sign up for. You can sub-divide your lists into various segments based on demographics or actions or interests. Drip emails are more like niche email marketing.
- Draft your content carefully.
Once you know which user group you are sending out your emails, you will need to carefully draft your message that is helpful and grabs the eyeballs. You need to be sure of what exactly you want to communicate or rather the purpose of your drip email campaign- is it to educate your users? or sell a product? or re-engage existing users?
Bonus Read: Jimmy Daly, the content editor at Vero, broke down a promotional email from Evernote to highlight the importance of content structuring.
- Plan out your campaign.
Before you set a drip campaign, you will need to chalk out the plan of action. Which email will go after which, and when must be pre-decided. All your email templates must be ready accordingly. For instance, for user nurturing, you can include emails like:
- Send updates
- Weekly newsletters
- Educational content
- Offers and discounts
- Start your campaign.
You have everything ready- email list, email content, and email sequence. Now, you get going. You will need to implement a drip software for this purpose or opt for a marketing automation tool that offers all the automation features.
- Evaluate and Modify.
Drip campaigns are automated. True. But to make this automation function, you will need to supervise and monitor the whole functioning. You will need to see if a particular drip sequence is giving you the desired results. If not, you will need to modify the email sequence or may edit the email content. Sometime educational content might work wonders while other times it will be not. So, it is important to evaluate your drip campaigns, adjust and repeat.
Email Workflow Tips
Below are few simple guides to what kind of emails can be used for each event.
Once the user signs up and you send out a welcome email, you can follow up with emails on
- Various industry trends
- Free eBooks
- Case study compilations
- Webinar invitations (if applicable)
After welcoming users next is helping users to onboard seamlessly. User Onboarding involves small goals and niche ‘sell’ tactics. Often such email sequences consist of emails like
- Tips and best practices
- Offers and discounts
Whether the user is new or inactive or active but old, nurturing can never be over. You will need to send out emails that will keep them engaged with your brand. After all, out of sight means out of mind! User nurturing emails include emails on
- Product updates
- Weekly newsletters
- Educational contents
More the engagement on your product, better are the chances of conversion. Product engagement drip email sequence can have emails on
- Product feature highlighting
- Educational content about the industry in general
Regular email workflows
While above are some specific user events, a regular email sequence can email like
- Feedback emails
Drip email campaigns are effective when you are using the right tools. As we wrap up, here are few tools that can help you get going with your drip campaign. For any suggestions on email workflows or setting up emails, ping us in the comment section.