Email drip campaigns are a style of automated email marketing that uses a whole set of emails sent to your subscribers on a schedule. Like a steady drip of information, your customers or potential customers can receive relevant information on a regular basis from your business – but not so regularly that it becomes annoying. This gives your audience a chance to digest your message over time and increases the likelihood of them taking action, as it gives them multiple points at which to click through, sign-up, purchase, or take whatever action your email is driving them to.
The best ideas to boost conversions with email drip campaign
Here are some of the best email drip campaign ideas and drip email campaign best practices to use at your business to help grow your influence.
1. Abandoned Cart
One great place to set up and deploy drip email campaigns is after a customer adds items to their cart, but doesn’t pull the trigger on their purchase. You have enough information (their email, their cart contents) to communicate with them, but are lacking details to finish their purchase (like a credit card or PayPal login). The goal of this email campaign would be to remind customers that they have unpurchased items waiting for them. The first email could be a reminder, the second could create a sense of urgency that they should finish their purchase before items are sold out, and a third could offer a discount or incentive for completing their purchase.
If your business has excellent content marketing developed (blogs, white papers, testimonials, case studies), put that to work for you in your email marketing. Reusing content by making educational resources, training, or email courses is a great way to communicate with clients and offer them both additional value and opportunities to interact with your business. Once a customer has signed up for your email list or completed a purchase, you can build on that with a series of emails that showcase how other people or companies have used your products, offer additional suggested items, or take them through a series of videos about how to get the most from their purchase – anything that engages with your audience and helps position your business as more than just a one-purchase relationship.
3. Welcome series
When someone opts into your email subscriber list or confirms registering for your service, you have a great opportunity to use an email drip campaign to introduce yourself and your business. You can highlight your company’s history, what your brand can do for your customer, share testimonials about how you’ve helped other customers, suggest products, offer discounts, and more. Don’t miss this relationship nurturing opportunity to take a curious customer to a completely converted and engaged one by showcasing yourself as the answer to their problems.
4. Product launches
Sometimes businesses engage with their existing customers by teasing up the release of a new product through a series of emails during the time before the product launches. You can introduce the product’s features, benefits, and function to pique customer interest, with the last email in the series encouraging customers to go see the product on your website, purchase the product, or for some businesses, go see a demonstration of the product at a nearby location or local popup.
Drip marketing campaigns have the potential to educate and engage your customers, helping to provide them with resources and information without overwhelming them. Automated emails help create more efficiency in your marketing and create multiple touch points for your customers to connect with. Using some of these best practices can help you create email drip campaigns that really perform and help you increase your conversions and grow both your customer loyalty and brand awareness.