What are Drip Campaigns? Examples, Best Practices

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Unless you’ve been surviving nether a stone for decades oregon conscionable returned from Mars, it would beryllium harmless to presume that you’ve heard the word “Drip Campaigns” being tossed astir rather a bit. Whether you’re a realtor oregon an ecommerce store owner, drip campaigns are an integral portion of immoderate business’s email selling strategy.

In this easy-to-read article, we’ll effort to assistance you recognize everything determination is to larn astir drip campaigns—what a drip run is, the astir communal cases for automated drip campaigns (how everyone other is doing it), and recommended champion practices (how you tin instrumentality the aforesaid for your concern too).

What are drip campaigns anyways?

Also referred to arsenic an autoresponder astatine times, by definition, a drip run is an automated email sequence. 

This mailing series tin beryllium configured according to either a circumstantial timeline (meaning day and time) oregon idiosyncratic enactment (say, idiosyncratic subscribed to your newsletter).

Every email that’s portion of a drip series is pre-written and acceptable up wrong your email selling instrumentality with an input trigger mechanism. Once this information is met, the email series is activated.

And adjacent though they’re 100% automated, drip email campaigns tin beryllium highly personalized, truthful the imaginable speechmaking the email feels similar it was written conscionable for them.

The benefits of drip campaigns—why are they important?

Drip selling campaigns don’t conscionable nonstop retired emails to your prospects and customers; their existent powerfulness lies successful however they are configured to occurrence astatine the close time. When done right, drip campaigns supply the pursuing benefits to businesses:

• Boost engagement.
• Enhance marque awareness, likeability, and loyalty.
• Drive higher conversions done almighty automation.
• Increase income and revenue.
• Automate pb nurturing that saves time, effort, and workforce resources.
• Lower lawsuit churn rate.
• Enable ecommerce businesses to retrieve mislaid gross done abandoned cart sequences.
• Help support your email database hygiene by ensuring that each subscriber, whether progressive oregon otherwise, is handled accordingly.

All successful all, drip run sequences let you to pass efficiently and efficaciously with your subscribers successful a precise timely and applicable fashion.

When you walk thousands of dollars connected advertizing to drawback your prospect’s attraction connected their LinkedIn oregon Facebook feed, it’s drip campaigns that volition bash the dense lifting for you astatine a fraction of the cost.

Drip run examples and usage cases

The astir communal types of drip campaigns are the ones described below. 

1. Automated Welcome Sequence

Welcome emails are a large mode to present your concern and the champion broadside of what you bash for caller subscribers. 

If you promised a freebie oregon a resource, this is the clip to support your word, different you hazard losing the spot you’ve taken truthful overmuch effort to physique up utilizing the transcript of the landing page.

The thought is to make an fantabulous archetypal content by sending retired not conscionable 1 but a bid of 3 to 7 emails implicit respective days.

A invited email is an fantabulous mode for you to acceptable up subscriber expectations successful presumption of aboriginal email communications.

Want an unfair competitory advantage? Learn however to plan and present a compelling invited email bid to caller subscribers promptly.

Here is an illustration of a Welcome email done close by Slack.

2. Onboarding Sequence

An onboarding email series is precise akin to a invited series successful that you privation to marque a caller idiosyncratic consciousness astatine location aft signing up for your merchandise oregon service.

The cardinal difference, though, present is that alternatively of conscionable “showing them around,” you instrumentality them done a personalized acquisition of your merchandise oregon service.

For example, a SaaS institution that offers a escaped proceedings relationship for a constricted clip whitethorn privation to guarantee each proceedings users person a coagulated tally of the bundle and its features earlier asking astir a paid subscription.

The wide thought is to walk them measurement by measurement done a hands-on acquisition of your merchandise oregon work features portion explaining to them the champion ways to get the astir retired of it.

Generally, each of your onboarding emails volition beryllium non-salesy, to the point, and with a wide telephone to enactment (CTA).

Your onboarding emails volition assistance your subscribers larn astir thing important related to your institution oregon product. They volition besides explicate however you basal retired from competitors successful the marketplace and tin supply a mode for the subscriber to interaction you for assistance oregon assistance.

Below is an illustration of an Onboarding email by the celebrated WordPress leafage builder software, Elementor.

3. Abandoned Shopping Cart Sequence

Shopping cart abandonment means a visitant places an point successful their online buying cart but leaves your tract without purchasing.

On average, 71.53% of online shoppers wantonness their carts.

If thing is done astir it, your ecommerce store volition bleed revenue. You tin utilize drip campaigns to automatically nonstop a personalized email to the visitant whenever this happens, reminding them of their intent to bargain a peculiar product.

Usually successful a sequence, you could nonstop retired the archetypal email, accidental a fewer hours from abandonment, the 2nd aft a day, and the past 1 aft 48 hrs.

Here is simply a large illustration of an Abandoned Shopping cart email by the covering and accessories marque Nomad Gear.

4. Reactivation Sequence

Suppose a immense percent of your database is not engaging with your emails (opens, clicks, replies). In that case, it volition impact your email run profitability and your email inbox transportation show implicit time. 

So you person to propulsion these inactive prospects into a re-engagement oregon reactivation series that aims to reel them backmost successful with a large offer.

One important happening to enactment is that you are NOT trying to triumph implicit everyone arsenic an progressive subscriber oregon reader. You are simply seeing if they tin beryllium woken up from their slumber and indifference. It should beryllium perfectly acceptable for them to unsubscribe from aboriginal email connection with you.

Also called winback sequences, these emails are a elemental yet highly effectual mode to remind the subscriber of wherefore they signed up successful the archetypal place, on with introducing caller ways to prosecute with and usage your merchandise oregon service.

The pursuing illustration is simply a reactivation series by the penning instrumentality Grammarly.

5. Recommendation Sequence

A proposal series is erstwhile you usage data-driven insights to urge much of thing that a peculiar subscriber likes. Usually, based connected a user’s past actions with your merchandise oregon service, proposal sequences are compelling since they travel crossed arsenic highly personalized and relevant.

You tin people idiosyncratic segments with drip campaigns based connected what they usage your work astir for oregon what benignant of contented they are funny in.

Here is simply a elemental yet effectual illustration of a proposal email by Goodreads.

Best practices to mounting up your archetypal drip campaign

Let’s presume you ain a tiny ecommerce store that chiefly sells t-shirts for men. Now, here’s however you would spell astir creating your archetypal drip run (or possibly adjacent optimize an existing one).

Step 1: Map retired your people audience’s buying journey. 

Once you person established whom you are selling to, i.e., your people audience, it’s important to recognize your buyer’s journey. Specifically, however volition they extremity up buying a merchandise oregon work specified arsenic yours?

An casual and effectual mode for you to bash this is by utilizing Google Analytics to recognize their travel done your website oregon landing page. 

For instance, which of your blog posts oregon landing pages are your top-converting ones? Once you fig this accusation retired you tin nonstop much postulation that mode to guarantee much conversions.

Another mode is by examining wherever you are moving the aforesaid income run done aggregate channels and privation to fig retired which one’s performing the best.

Add customized UTM parameters to enactment with Google Analytics and you volition recognize that the bulk of t-shirt buyers are from your highly progressive email database and not from your latest nonstop income Facebook ads campaign.

The payment of mapping retired your buyer’s integer travel is that it volition align your contented selling funnel close and springiness you wide insights into what touchpoints your imaginable needs assistance at.

Step 2: Segment your people assemblage based connected their starting point. 

Not everyone’s acceptable to bargain from you close away, truthful conception your assemblage by their information to bargain from you. Some volition perceive to your telephone to bargain close now, portion others volition instrumentality a longer journey.

Segmenting your assemblage besides allows you to beryllium arsenic circumstantial arsenic imaginable with each assemblage set, truthful immoderate you accidental successful an email is not a broadcast but a personalized journey. This guarantees higher engagement and much conversions, sales, and revenue.

For instance, you recognize it doesn’t marque consciousness to speech to each of your buyers the aforesaid mode since they are composed of babe boomers (among the astir elder successful presumption of age), millennials, arsenic good arsenic Generation Z (youngest) and their motivations to bargain are vastly different.

So if you are capable to get further accusation from your leads during signup, you tin conception them into categories and past nonstop them highly personalized and highly applicable campaigns that person better.

Step 3: Establish your conflict goals. 

Everything you bash successful your drip run volition beryllium done with this singular nonsubjective successful mind. With a goal-driven approach, it’s casual to recognize whether the run has been palmy oregon not.

Are you trying to get maximum openings, summation the tease earlier a large income connection (for lawsuit Black Friday) and possibly adjacent get them to motion up for a waitlist? Or are you gunning for out-and-out income wherever your imaginable adds their favourite t-shirts to the cart connected your ecommerce store and simply checks out?

Step 4: Choose the mechanics that volition trigger the email domino sequence. 

Your email selling instrumentality volition supply you with plentifulness of options to trigger the email sequence. 

A wide scope of triggers are disposable that tin beryllium based connected dates (birthday, anniversary, renewal, etc.) oregon idiosyncratic behaviour (clicked connected a link, abandoned cart, merchandise acquisition action, etc.)

For instance, since you whitethorn present already person their day of commencement accusation (obtained earlier during motion up), you could marque them a peculiar connection during their birthday. 

Or if idiosyncratic abandoned their cart containing 10 t-shirts, connection exclusive FREE Shipping to promote them to implicit their order.

Step 5: Write your drip run sequence.

This is an email series, truthful naturally, each email volition physique upon the erstwhile 1 to pb the subscriber mildly to the eventual conversion nonsubjective (sale, click, etc.)

• Have an optimized email taxable enactment that is NOT clickbait and debar communal spam words.
• Start each email with a large hook to drawback their attraction first.
• Work connected creating absorbing email leads (the archetypal paragraph oregon truthful of your email) that drawback your reader’s involvement next, keeping them glued to the screen.
• Aim to support the messaging and transcript simple, conversational, yet to the constituent astatine each times.
• Ensure that each series email has a wide telephone to enactment (CTA) that persuades the subscriber to instrumentality the pursuing action.

Step 6: Measure & analyse the show of your drip sequence.

Follow and track reporting metrics specified arsenic unfastened email rates, click-through rates, click-to-open rates, and the wide lawsuit acquisition costs (CAC) to recognize whether your run is gathering acceptable objectives successful presumption of performance.

Step 7: Optimize your drip run sequence.

A/B trial thing and everything, but 1 adaptable astatine a time, truthful you cognize what’s moving and what’s not. Variables that volition spell nether the radar volition beryllium the nonstop times, Call to Action (CTA), Copy, Design, etc.

Looking for proposal connected taking your drip run series to the adjacent level? It’s simple. Build retired drip automation sequences that see SMS selling arsenic well, and spot your conversions sprout done the roof!

Of course, making a slayer drip run series becomes mode easier with the close tool. We urge Sender.net for anyone looking to physique their drips easy and cost-effectively. 

Conclusion

Whether you are an acquisition instauration seeking enrollment for online courses oregon a existent property bureau wanting to make high-quality leads and nurture them, drip selling campaigns enactment for astir niches and industries. 

Now that you cognize what a drip run is and however it tin thrust postulation and summation sales, it’s clip to get started. 

Without drip campaigns, you are fundamentally leaving wealth connected the table. With drip campaigns, connected the different hand, you participate the concern satellite arsenic a marque that communicates the close happening astatine the close time, making loyal customers retired of casual visitors.

There are respective ways you tin usage this strategy to turn your business, truthful take 1 that works champion for you.

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