Email marketing is still effective. However, in today’s marketing landscape, send a periodic message about the topic users are not interested in won’t help the cause.
Therefore, having a balance between list-building and keeping your subscriber engaged is critical to every successful marketing strategy. But the question arises, how to accomplish it effectively?
And here comes drip campaigns.
Over the years, drip campaigns have been a popular marketing tool. It is one of the simplest ways to engage more customers and drive more sales. However, many people wonder if drip campaigns are still effective since the marketers are focusing more on nurture campaigns.
One must understand that just because there are multiple marketing campaigns out there doesn’t mean drip campaigns are outdated or obsolete. Doubting the credibility and effectiveness of drip campaigns could be a huge mistake.
An effective drip campaign can turn your idea into reality. Besides this, it helps you to give the subscriber the exact information at the right time. And the best part is no matter when a person joins your email list, he will receive the same sequence.
If you are still not sure how important drip campaigns are, let’s discuss them in detail.
What is an email drip campaign?
An email drip campaign consists of time-based emails. It is simply automated email marketing that helps you send out multiple emails to the subscribers over a specified amount of time. It usually includes a series of no more than three emails triggered by an action performed by the subscriber. However, it can also be a daily email sent out over a week or two.
With the help of drip campaigns, you can stay in touch with a specific group of people based on a different event. For example, if a user signs up for an account, a drip campaign could send an already-written welcome email right away. And if he is hovering over the store, he will receive a personalized email from a queue of already-written emails.
The beauty of drip emails is that the emails are automated based on the segment you define. So it exempts you from writing new email content and sending it to subscribers every day manually.
Instead, you can write the email copy for a specific drip sequence and link your drip campaign to your blog, call to action, or social media.
How to make your email drip campaign more effective
Things to do to make your email drip campaigns more effective.
Identify Your Objectives and KPIs
To design an effective drip campaign, it’s important to have a clear objective and set KPIs.
Make sure the goals you have selected are SMART and comply with email marketing. And before moving toward designing your first drip campaign, ask yourself:
- What do you want to achieve? Re-activating inactive users, generate more leads, upselling?
- Who you want to target? New subscribers, existing customers?
- How are you going to measure your success?
- What are your KPIs (Key performance indicators), which will help you measure the success rate?
Typical KPIs include:
- Open rate
- Clickthrough rate
- Conversion rate over time
- Unsubscribes over time
- Revenue generated
Having a clear understanding of your objective and goals and how you will measure your success will play a crucial role in determining the success.
Understand the customer journey
To increase the engagement and make the drip campaign more productive, understand your buyer journey. Drip campaigns that are relevant to the recipients and sent based on their progress through sale funnels tend to drive more results.
The reason why understanding customer journey is salient is that it helps you to discover the audience’s pain point and needs. Besides this, you can have an exact idea where your customer is, and where they need to go. And as a result, you can mold your message accordingly to take them toward your end goal.
You can also make your email campaign more effective with email validator that can check emails in bulk and individually. Sourcing emails from an ocean of emails is like looking for a needle in a bundle of hay. This is exactly where this tool helps you. The goal of this tool is to maintain the high reputation of your email account by improving the delivery rate of your campaigns.
Moreover, for an effective drip campaign, make sure to:
- Segment your lists.
- Follow email writing tips.
- Connect your campaign to other channels.
- And continuously test your campaigns.
Conclusion
Although there are many other impressive marketing tools available, drip campaigns still outperform these. As it works on autopilot, you can target your prospect and customer more effectively in a timely manner.
Moreover, due to its timely, targeted, and relevant nature, it gives far better results than standard emails.
