So, you’ve just added a new person to your email list, had a new sale go through, or had someone fill out a form to know more about your company and products. No matter what reason you have, you now need a series of emails to keep them interested and retain them over time. This is where email drip campaigns come in. With a successful email drip campaign, you can acquire new clients and keep previous ones engaged without lifting a finger.
In order to understand more about the power of email drip campaigns, as well as client engagement and retention, let’s go over what an email drip campaign actually consists of, how effective one can be, and some examples of successful email drip campaigns to inspire you and the rest of the marketing department.
What Is an Email Drip Campaign?
According to Constant Contact, “Email drip campaigns are a set of marketing emails which are sent out automatically based on a schedule.” The main goals of email drip campaigns are to keep new clients engaged, attract previous clients with incentives and special offers, and to function as a retargeting campaign strategy.
When someone signs up for your newsletter or buys one of your products, you will receive their email address, and the first of your automated emails will be sent out. The emails will then slowly trickle into their email account over time to keep their interest piqued for longer.
In a similar fashion, if you notice that someone has signed up for your newsletter but has not bought a product, or that they once bought a product in the past but haven’t interacted with your site in a while, you may also have a series of automated emails that will retarget these individuals and get them to purchase more from your business.
The benefit of this marketing strategy is exponential, and with a successful email drip campaign, you can acquire new sales and retain old clients without manually sending out advertisements or incentives.
How Effective Are Email Drip Campaigns for Email Marketing?
According to a DemandGen Report, email drip campaigns can lead to up to 20 percent more sales opportunities for companies. The main reason for this is that email drip campaigns only increase the overall effectiveness of email marketing.
According to Wordstream, “Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders…Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.”
With email drip campaigns only aiding this already effective marketing strategy, and also helping to rekindle dwindling email lists, it’s clear why companies find these campaigns highly effective.
3 Examples of Successful Email Drip Campaigns
When creating a successful email drip campaign, the main things to focus on are the copy, the length, the subject line, and the call-to-action. Essentially, you want to write an email subject line that doesn’t suck, use short but effective copy, and end with a call-to-action that keeps them engaged consistently.
You can also use Hubspot as an email marketing platform, as Hubspot has not only useful information regarding email drip campaigns, but also has templates, customization, and scheduling to build upon.
Below are examples of how to properly use email drip campaigns in relation to new subscribers, new customers, and previous customers.
1. New Subscribers Example
When your primary objective is to get new subscribers to make purchases on your site, you want to begin with an enticing subject line, a special offer just for them, and a series of informational blogs or posts from your site to persuade them to make a purchase. The more personal the email, the better. Here is a viable example for a company that sells bath bombs:
From there, you want to move on to a series of similar special offers and business updates to keep customers engaged and prompt them to make purchases moving forward. The goal is to create every email drip campaign from start to finish at the same time, so that the content seems consistent.
2. New Customers Example
If the customer has already made a purchase, and you want to keep them interested over time, create an email drip campaign that gives them more special offers based on their purchase and provides information regarding their specific purchase. This can be based on the purchase itself, and separate campaigns can be created for every product you offer to keep clients coming back for more.
Below is a great example of this for someone who recently bought a guitar from an online music store:
After this, the emails should continue to slowly trickle into their account to recommend similar products, sales, and other offers that this client may like, in order to keep them engaged.
3. Previous Customers Example
The last primary objective of an email drip campaign is to get previous customers engaged once again. This can be difficult, as these clients may have not purchased anything in the last few years. However, the key is to give them an offer they simply can’t refuse. A great example of this is shown below for a company that sells accessories such as purses and jewelry. The previous customer bought a pair of earrings and the business wants them to buy more jewelry in the future.
This is sure to get your past customers interested once more, and additional emails with deals like this will help you to retain your previous customers for far longer than ever before.
In the end, email drip campaigns are an incredible way to get your potential, current, and previous clients engaged in your brand through the use of top-of-mind awareness tactics. By focusing on the principles above, you are sure to see positive results in no time and build a far more engaged client base.
Could an email drip campaign help with your marketing efforts? Contact us today about your digital marketing needs and see what Ironmark can do for you!
