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6 Drip Campaigns Businesses Must Incorporate Into Their Email Marketing Strategy (Part 1 Of 2)
Rockon I.T - Blog

6 Drip Campaigns Businesses Must Incorporate into their Email Marketing Strategy (Part 1 of 2)

  •   Bobby Bedi
  •   Sep 21, 2018

6 Drip Campaigns Businesses Must Incorporate into their Email Marketing Strategy (Part 1 of 2)

There’s no denying that emails are one of the most effective digital marketing channels to turn leads into potential customers and build strong relationships with them. According to the Radicati Group, a technology market research firm, the total worldwide email traffic, taking account of both consumer and business emails, will exceed over 333.2 billion emails per day by the end of 2022. In addition to that, the number of worldwide email users is expected to reach over 4.2 billion (2022) from 3.8 billion (2018). Currently, the ratio of the average number of email accounts per customer is around 1.75, and this figure will rise to approximately 1.86 accounts per user. These findings are giving marketers a taste of incredible business opportunities to create a brand image, appease their target audience, get stakeholders and subscribers to buy-in early, and more.

Brands across the globe are understanding the power of emails and combining them with the automation platform. The one core feature of this platform is automated drip marketing. Although known by different names, including drip campaigns, autoresponders, lifecycle emails, automated email campaigns, and marketing automation, the concept is to acquire new customers and increase conversion rate thru lead nurturing process.

What is Automated Drip Marketing?

Drip marketing is an automated, direct communication strategy used to send a set of marketing emails or any other promotional content, which are either pre-scheduled or invoked by user actions. These campaigns enable brands to consistently “nurture” their leads to drive them through the marketing funnel and convert them into paying, loyal consumers. By delivering the personalized emails comprising relevant and user-oriented information to your prospects at regularly timed intervals, marketers can:

  • Generate six times more revenue compared to non-personalized emails;
  • Boost click-through rate by 119 percent;
  • Send personal invitations to the most propitious prospects;
  • Drive conversions, user retention rate & ROI;
  • Evaluate long-term subscriber behavior and revenue potential;
  • Have one-on-one conversations with ‘cold sales leads;’ and more.

6 Drip Campaigns to Nurture Prospects and for Higher Lead Engagement

1) Welcome Drips

As the name insinuates, the purpose of sending a welcome email is to introduce your business & products to new followers and establish a personal relationship with them. Whenever a lead subscribes to your newsletter, blog, email list, or any other channel, you should send a welcome email to express gratitude to the folks who took the time to sign up as well as introduce them to the eccentricities and characteristics that make your brand one-off. Gauging the impact of welcome emails and understanding the best techniques surrounding them is essential for every business because these messages speak volumes about your brand and set the tone for your future email communications with your patrons. These emails should be informative, actionable, and to-the-point to help users move through your onboarding process. Brands use various practices and include distinct elements to tailor real-time, sophisticated welcome e-mails based on their business model, such as:

  • Sending a simple ‘thank you’ email to new members while providing a quick overview of their business;
  • Combining text with logos and images for brand recognition;
  • Offering discounts, special deals, coupons, gift cards, and other rewards along with instructions on how to claim them;
  • Mentioning a good set of statistics, such as social media growth and active users, to display interactive data visualizations, and so on.

Well, there’s no stop to this list, it can go on forever! For example, Amazon drives their first-time subscribers to high converting content and margin products as opposed to propelling them towards their trendy items.

2) Onboarding Drips

While the welcome drip campaign is perfect to introduce yourself to leads, onboarding emails, which follow welcome emails closely, are an excellent approach to convert your trial users into regulars and help them get conversant with your brand, products, and all other resources. It usually includes step-by-step demonstrations and small milestones for new fellows to give them a little push to finish setting up their account, install software or apps, add a social media profile, etc. For instance, if a prospect is having trouble using a particular feature on your website, an onboarding email comprising a user guide, video, or other relevant links can assist them in understanding your platform in a better way. An effective onboarding email is created by:

  • Integrating a series of quick videos to explain the variety and nature of your platform
  • Including blog resources or documentation links to help users get started with products or services
  • Offering a step-by-step guide to complete the essential activation process
  • Including FAQs to address the common concerns a first-time user might have, and more.

3) Awareness & Educational Drips

Before making a purchase decision and clicking on the “BUY NOW” button, shoppers typically undergo four stages, including awareness, consideration, preference or intent, and purchase.

i. Awareness: when prospects first identify a particular, rational need and realize that your business has resources to fulfill it potentially.

ii. Consideration: when they start evaluating why your product or service is the best bet for them and how it will meet their necessity.

iii. Preference/Intent: when they use their intellectual and emotional inclination to respond to your plausible solutions, thereby leading to a purchasing decision.

iv. Purchase: lastly, they order and buy from you.

In each stage, they expect different interactions with your brand and require reliable resources and information to get acquainted with your business as well as understand your industry. Also known as lead nurturing, companies opt for this interactive and dynamic campaign to educate their potential prospects to drive them smoothly through the sales funnel. Here are some tips to craft successful and robust automated educational emails:

a) Create targeted content for each stage.

b) Make your content available and accessible on various channels.

c) Set up a landing page explaining your brand and value proposition.

d) Provide prospects with the relevant information that moves them closer to purchase.

e) Include a tidbit of social proof with attention-grabbing customer reviews.

f) Add fun videos encompassing user-generated, educational content and your product offerings.

g) Integrate a featured Call-To-Action (CTA) with promotions and all-around humor.

h) Address various real-time problem statements and their reasonable elucidations.

That’s all for now! We will be taking up the subsequent drip campaigns in our next blog, so stay tuned for that.


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