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January 18, 2022Drip Marketing Campaigns: How to Structure & Send Emails for Maximum Impact
As the name suggests, a drip marketing campaign is when you keep your customers engaged with your brand by sending them email marketing updates on new products or promotions.
A well-executed drip marketing campaign can be one of the best ways to generate revenue for an eCommerce business because it will allow you to create a long-term customer base.
In this article, we are going to explore how to execute the perfect drip marketing strategy and give you some resources that could help make your campaigns even more successful.
Table of Contents
What is a Drip Marketing Campaign?
Drip marketing campaigns are when you keep your customers engaged with your brand by sending them email updates on new products or promotions.
This is a promotional strategy that has been around for quite some time but it has become more popular in recent years because people don’t have to constantly be checking their inboxes and social media feeds to receive the latest news from brands they love.
A well-executed drip campaign can be one of the best ways to generate revenue if you’re running an eCommerce business because it will allow you to create a long-term customer base instead of just focusing on instant sales and conversions, which might end up costing you money down the line as those buyers may not return again.
If you’re an SEO agency, email drip campaigns are a great way of optimizing link building outreach campaigns.
Why are Drip Marketing Campaigns Important?
Drip marketing campaigns are important because they create a long-term customer base for your business.
This is especially true if you’re running an eCommerce site that has physical products that need to be shipped and the customers can’t just come back tomorrow or in two days’ time when their immediate needs have been fulfilled.
Plus, it’s not as easy to reach out to people on social media anymore since everyone is now used to being bombarded with promotional messages all day every day – which means there will always be new subscribers who may never see those initial emails from you without a drip campaign going on at the same time.
How Do Drip Marketing Campaigns Work?
Drip marketing campaigns work by sending out email updates that keep your customers engaged and encourage them to buy more from you.
You can use marketing automation software like Mailchimp, which is free for up to 2000 subscribers, or even a simple service such as Campaign Monitor that allows you to create drip campaigns without any coding knowledge required.
Both will allow you to set how often the emails are sent, what content they contain, and who’s on the list of recipients – meaning it’ll take just one hour per week (or less) if you have automated everything else in terms of social media posts and other online tasks.
How to Create a Drip Marketing Campaign
Creating a drip marketing campaign is a relatively simple process. Here are all the steps you need to follow to get the job done:
Segment Your Email List:
The first step is to segment your email list so you know who should be receiving each type of content.
For example, if you have an eCommerce site with a physical product that needs to be shipped and it’s not something that can just be fulfilled tomorrow or in two days’ time when the customers need them, then they’re going to want updates on new products and promotions – so create one drip campaign for those people alone.
Create Personalized Emails:
The second step is to create personalized emails tailored for each customer segment.
So, if you’re sending out promotional content about new products or promotions, then the email should contain a link that will take them directly to your product page on your website and encourage them to buy it now instead of later when they might be shopping elsewhere.
If you’re creating an informational drip campaign with updates on what’s happening in other parts of the company such as upcoming events, team member profiles, etc., then make sure those messages don’t just talk about yourself but also include information from others – like testimonials from happy customers who have bought their first pair of shoes from you yesterday!
Enhance Your Subject Lines:
The third step is to enhance your subject lines so they’re enticing enough for those people who are inundated with promotional emails every day.
Try using a simple formula such as “Introducing a Brand New Product!” or “Special Offer! Buy Now and Get 50% Off!”. You can also add words that will make them curious like “New” or “Secret” to draw more attention to your campaign.
Add Some Personality:
The fourth step is to add some personality. You’ve likely heard the old adage “people buy people” and it’s true.
So, take a moment to think about what customers love when they read your emails or engage with your brand on social media posts, then use that information as inspiration for how you should write your emails.
Create a Sequence for Your Drip Emails:
The fifth step is to create a sequence for your drip emails – so you know when it’s time to send the next one and what information should be included in that email.
For example, if this is an eCommerce site with physical products then you want a new release promotion every two weeks or so – meaning there will always be those customers who need these updates but maybe they’ll never see them without the automated process of sending out periodic emails.
The more structured your campaign is, the better it’ll perform.
Test and Optimize:
Once your drip campaign is live, give it some time before you conduct an A/B test.
Once you measure your campaign’s performance, find some areas of improvement. Finally, conduct split tests to improve your campaign and optimize accordingly.
Need Help With Drip Marketing Campaigns?
Creating a drip marketing campaign isn’t a difficult process. However, it’s definitely in your best interest to hire an SEO agency to do the heavy lifting for you.
To learn more about how we can help, contact us today to speak to a member of our team.
Over the years he's written for publications like Forbes, Entrepreneur, Marketing Land, Search Engine Journal, ReadWrite and other highly respected online publications. Connect with Tim on Linkedin & Twitter.
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