How Does a Drip Campaign Work?
If you’ve never used a drip marketing campaign, now’s the time to start. Drip marketing automation campaigns are among the best ways to drive new prospects to take action and to maximize the lifetime revenue of existing clients. The best part is that drip marketing campaigns consist of a set of automated emails, so once you’ve created your campaign, it manages itself. Below you’ll learn how to set up and run a drip campaign that will help you grow your business.
Drip Campaigns DefinedDrip campaigns are a series of automated emails that help companies stay in touch with audiences that may be interested in their products and services. When used strategically, they allow you to connect with recipients at the time when they’re most likely to make a purchase.
For example, let’s say someone subscribes to your email newsletter. If you send an email in the next few days that links them to valuable content, you’ll get them to engage with your website once again. Or, if someone has been considering a product on your website for some time, your drip campaign could offer them reasons (such as discounts) to encourage them to purchase the product.
When to Use a Drip CampaignAs a Pardot Consulting Company, we always say that Automated drip email campaigns can be useful for a wide variety of scenarios. Let’s take a look at some uses.
Lead Nurturing CampaignsDrip campaigns can be great for lead nurturing, or encouraging potentially interested prospects to buy a product. By providing users with useful information that is of value to them, you develop reciprocity and a relationship with your prospects. Lead nurturing cultivates and informs prospects along the path to the buying decision. Lead nurturing campaigns can consist of plain text emails and landing pages or even a sequence of videos.
Welcome CampaignsDrip marketing can also work well for welcoming new users after they have opted in to your blog or newsletter. You can thank them for joining, explain what they can expect in the future, and provide value to them. This allows you to start building a relationship that can lead to future sales.
Sales Conversion CampaignsAfter leads have been nurtured and are more sales ready, email automation can create a sense of urgency by driving prospects to your sales pitch, while producing consistent, predictable results. Sales conversion campaigns can be a sequence of drip emails that drive prospects to a sales letter, webinar, or sales person.
Ecommerce CampaignsCustomers abandon 60-80% of shopping carts without completing their purchase. They view almost 80% of emailed receipts. These statistics point to the value of email for improving both initial sales and lifetime revenue per customer. Drip marketing can be used for abandoned shopping carts by dripping out emails reminding prospects that the item in their cart is still available. Always include a link they can click on to purchase your product. In your email receipts, you can communicate additional offers and recommend products that the person may be interested in based on purchases they’ve made. You can even send coupons that offer discounts on products that are related to or can be used in conjunction with their original purchase.
Onboarding CampaignsWhen you sell a product, you can use a drip campaign for onboarding purposes. Selling a customer is just the start. To maximize adoption and lifetime revenue, it’s vital to help your customers succeed with your product. Providing positive reviews and supporting the customer experience with social proof can drive future sales. Drip campaigns can be used for this purpose.
Reviews CampaignsCustomer reviews are a valuable part of your marketing assets. They can elevate your SEO ranking and provide the social proof that prospects look for when evaluating potential vendors or suppliers. Drip campaigns can be used to get reviews after you make a sale.
Upselling CampaignsTo maximize the lifetime revenue that a client spends with you, upselling is essential. You can achieve this through drip marketing by making offers that are relevant to purchases your prospects made in the past or build on what they have purchased.
Retention CampaignsOnce your client is purchasing from you, make it easy for them to renew. Drip marketing can be used to send automated emails at specific intervals leading up to your clients renewal date. This allows you to maximize both retention and revenue.
Reengagement CampaignsAll companies lose customers. With the right efforts, you win back many of those you have lost – at a lower cost than replacing them with new clients. A reengagement email campaign can be used to win customers back that you have lost.
Setting Up Your Drip Campaign
Identify Customer SegmentsYour first step is to identify your different customer segments. Most drip campaigns break subscribers into specific segments based on an action they have taken. For example, if a user subscribes to your newsletter, downloads content, or makes a purchase, you can send them different drip campaigns in response.
Outline Emotional DriversYour next step is to outline the emotional drivers of each customer segment. This is vital because you want to understand what they value, so you can develop engaging content that appeals to what’s important to them. Emotional drivers include:
- Buying obstacles
- Benefits of your product
- Differentiation of your product and company
Based on this information, develop your value proposition for each segment, so you can clearly communicate to them.