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Email Marketing 101: Drip Campaigns

Email Marketing 101: Drip Campaigns

A Drip Marketing campaign is particular type of automated email campaign which sends out email messages intentionally on specific days and times to specific lists.  They are written in advance to include a specific call to action (CTA). Usually the emails in a Drip Marketing campaign are designed to meet the needs of the company, not of the user.  Because Drip Marketing emails are pre-written and sent on a schedule, the content and timing of these posts often coincide with the needs of the sender who is following an intentional editorial calendar that has been created to meet monthly or quarterly targets.

The periodic targets will not only identify when each email in your Drip Marketing campaign will be sent out, but they will also help you gain additional information about your customer and further segment your already existing email lists.

If you keep the content of your emails clear and your CTAs to one specific goal, then your click rates will tell you a lot about your clients. Analytics from your Drip Marketing Campaign will reveal which clients clicked on what links, and indicate at what part of your campaign their responses occurred.  The click- through links will reveal your client’s interests; from there you can start to track conversions. Over time, as more emails are sent with different CTAs, you can begin to build lists that are segmented by interest.

Example of a Drip Email Campaign

Here’s a great example of a starter Drip Campaign that you can begin with a short runway on your part.  Don’t forget to watch your stats so that you can adjust, add, or take away going forward:

  1. Start with three Unique Emails
    1. The first email is a Welcome email that describes who you are and what you do.  
    2. Call-to-Action: Provide a link for your user to sign up for more information.
  2. Your second email should come at least one day later, and up to one week after your first email.
    1. This email should be a gentle reminder about your first email.
    2. Call-to-Action: Invite the  prospect to talk on the phone or meet for a cup of coffee.
  3. Your third email should come at least one day after and up to one week after your second email.
    1. This third note should be one final attempt to engage future clients.  Let them know it will be the last email you will send before you remove them from your site.  This will give them a sense of urgency and may urge them to take you up on your call to action.
    2. Call-to-Action:  Send a link for a sign-up to participate in a phone call or demo session.  A good program to check out is Calendly.

The outline described above simply suggests a place to start.  By watching your open rates and seeing how many appointments you have confirmed, you will be able to adjust your drip strategy accordingly.  And, because you are constantly growing your email list, you will be sending out this welcome set of emails again and again.

After the welcome emails, you can create the next set of Drip emails (your Phase 2) based on customer behavior.  You’ll most likely have one email that is dedicated to a specific phase in the buying cycle, or for those who drop off on a certain page on your website, or even users who leave their shopping cart full but don’t check out.  Opportunities for a good drip campaign are abundant and can be effective in many aspects of your business. You just need to know what to look for!

Randy TaylorEmail Marketing 101: Drip Campaigns