02 May Using Drip Email Campaigns to the Maximum Potential
How likely are you to buy from a brand you know nothing about? The same question applies to your subscribers as well. They might not be able to trust you at the first go. Drip email campaigns come to your rescue in such a scenario.
Drip marketing campaigns are a sequence of pre-written, automated emails that are meant to move the consumer closer to the conversion point. They’re called drip emails because they “drip” valuable insights, the latest updates, launches of new products or features in the services to your subscribers at regular intervals.
Creating effective drip email campaigns is all about sending the right message to the right person at the right time. If you follow this marketing triad, it will build trust with your prospects and create better engagement. Let’s learn how.
Advantages of Using Drip Email Campaigns
- Drip email campaigns keep your brand at the top of the subscriber’s mind and retain their attention throughout the sales cycle.
- Sending drip emails over time lets you know more about the subscriber and paves the way for more opportunities to close the deals.
- With drip marketing campaigns, you can make your brand personality familiar to the subscriber. It builds a stronger relationship with prospects by conveying the same message again and again.
- Setting automated drip campaigns lets you send triggered emails based on the subscriber’s behavior, interests, and past interaction with the brand, saving you time.
How to Use Drip Email Campaigns
If you have a potential lead on your email list, it’s likely that they will complete the purchase after thorough research. Drip email campaigns can entice the prospects into making the purchase by educating them and alleviating their buying apprehension. Here’s how you can yield more conversions with your marketing efforts.
1. Segment your subscribers into different lists
Every prospect who signs up on your email list is different. To make sure that your email campaigns are relevant to every concerned lead, you should segment them into separate lists. Consider parameters like age, sex, geographical location, etc. to send more relevant emails. It’s now possible to micro-segment your subscribers on the basis of buyer’s persona, past purchases, resources downloaded, products or services searched for, etc. Choosing segmentation variables that would work the best for your business type and industry lets you create emails that get opened.
2. Consider the buyer’s journey
Your buyer’s journey is divided into three main stages: awareness, consideration, and decision. Your drip emails should be designed to match these criteria and reflect that you know your target audience.
If a lead is in the awareness stage, send emails that let them know more about your products or services. You can also share customer testimonials. This will instill a sense of trust in the subscribers and cause the leads to move further down the sales funnel. B2B marketers can cash in on such emails to bring more conversions. Even webinar invites can work well.
If a subscriber has abandoned the cart, you can safely assume they’re in the decision stage. Cart abandonment emails are can help customers complete the purchase. Using artificial intelligence (AI) to hyper-personalize the emails with related products or a brief overview of their purchase history can be helpful.
3. Write persuasive, customer-centric emails
Your subscribers are bored of sales-y emails meant to push them towards the purchase. Instead, make the emails about the customer. Drip email campaigns are all about addressing the subscriber’s challenges by offering valuable information to them. Your email should answer the question: “What’s in it for me?” and provide a solution to a problem they could be facing.
4. Get creative
Drip email campaigns can get repetitive for subscribers over time. To make sure that your emails continue to appeal to the recipients and drive conversions for your products, present information in fun, dynamic ways. Including rich media like illustrative images and GIFs in your emails can be an easy, relatable way to do this.
5. Keep an eye on the email marketing metrics
Monitor the email marketing metrics for your drip campaigns. Often, email marketers set the workflows and forget about it. To make sure that your email marketing strategy is working, check the open rate, click-through rate, bounce rate, and the number of unsubscribers. If these numbers are not where they should be, take some time to modify your strategy. To do this, carry out A/B testing to figure out what is working for your brand, and be sure to test your emails before hitting the ‘SEND’ button.
Drip email campaigns are not just about converting the prospect into the customer–you’re striving to turn your customers into evangelists. Consistent, targeted communication makes this happen.
Chintan is Head of Operations at InboxArmy LLC. He has been in the email marketing domain from last 7 years. Chintan is connected to InboxArmy, a professional email marketing agency that specializes in providing advanced email marketing services from email production to deployment. Chintan’s track record of email marketing success covers building email programs from scratch and using data-driven strategies to turn around underperforming accounts.