In a drip campaign, the marketers of a brand send out drip emails to their customers. These are pre-written emails that follow a schedule that’s decided by these marketers only. They set the schedule by understanding the customer’s behaviour and actions. Then, they decide what time would be the most suitable to send out these automated emails. 

If you do it correctly, then you can see many benefits of this marketing campaign for your brand. Using drip marketing, you can lure in more prospects and make them aware of your products and services. 

Throughout this email, we’ve mentioned the tips you’ll need to make the most effective drip campaign for your brand. Read more to find out how other brands have implemented these tips and best practices for their campaigns. 

What Is Drip Campaign? 

Drip marketing campaigns, also known as automated email marketing campaigns, are those emails designed to attract customers. These emails are pre-written by the email marketers to make the customers make a final move. The reason these are called drip emails is that they slowly make the customers more interested. Through these emails, the customers, or prospects, regularly receive emails from the brands. 

In these emails, there’s new information about the brand or a new product that people become aware of. Later on, this whole campaign increases brand awareness. 

When marketers use this email strategy, they keep a flow of emails with the customers. If there’s no feedback from the customers on an action, they send a follow-up email. Although, yes, marketers do have to remember that they don’t look like spammers to the customers. If any brand would not keep a regular schedule, they’ll risk getting blocked by these prospects or customers. 

With a drip campaign, the brand tries to give its customers repeated exposure to its products and services. The main aim of a drip marketing campaign is to sell a product to the customer. This happens when the brand is able to keep that product in the customer’s mind. 

When it comes to these emails, segmentation is of importance. You don’t want to send these emails to everyone on your mailing list. There may be many loyal customers who keep coming back to you. So, there’s no point in giving this exposure to them. 

This exposure is given to those people who’ve just become familiar with your brand. With these emails, you try to build a trustworthy relationship with them. For that reason, it’s essential that you divide your email list to find those people who’ll benefit from getting these emails.

How Does It Work?

Like many other marketing campaigns, you’ve to make sure that you keep it simple. Your emails don’t have to narrate a story. They can benefit well from personalization, however, you should keep it short. When you draft these emails, make sure that you’re covering all the main elements in the email. The customer should read it, and understand what they’ve to do next. Here, you should give them something of value. 

But how to add this value to the email? Well, it all depends on the content of your email. Your customers look at everything when they read your email. Words do make a big part of it, so you should be honest with them.

Let’s say that you’ve sent a welcome email to a customer. In that welcome email, you’ve introduced your brand to them. You’ve listed down all the plus points of your product. It’s essentially what you should do. But then again, you’ve not mentioned how your product would help your customer. That’s what you should mention in your email, with that you may also add a discount offer for the customer. 

In addition to that, you may give them value by making your email beautiful. Now you’re wondering, “My email has to be beautiful too?” Obviously! You should add some images and other visuals in your emails if you want them to work. Choose an email template that represents your brand or your product. If you manufacture and sell laptop covers and other accessories, then you won’t be using bright colours in your email. 

Same way, if you sell kid’s toys, you won’t add dark colours to your emails. Hence, the colours in your emails aren’t just needed to make it look beautiful. Rather, these colours tell the customers more about your brand identity.

How To Do Drip Campaign Marketing? 

These are the ways you should create your drip marketing campaign. 

• Use software: To send these pre-written emails, you’ll need to have software installed on your device. Using drip marketing software, you may easily create these emails. With the help of software, you may also set the schedule for when you want to send the emails. The software that you choose should have a friendly interface so that everyone on your team can use it easily. 

• Decide the campaign goals: What do you want to achieve with this campaign? You can have more than two goals in your campaign, and you should know them all. Do you want to increase your brand awareness? Do you want to introduce your products? Or do you want to have more revenue? Answer such questions to understand your goals. 

• Customer reactions: For the next step, you’ve to know how do you want your customers to react. You’ve to know that you’re sending the emails to the right people. With that, you’ve to anticipate their needs, motives, and desires. You’ve to think about what would they need from you. They may delete an email campaign from their inbox. Here, you’ve to make sure that it’s not your email that they delete. 

• EmailAn email (or electronic mail) is a method of exchanging communications through the internet. It is one of the most used features on the web and the number one mean... schedule: The schedule of your drip campaign is essential. You’ve to deliver the content to people when they’d need it. That’s the reason there should be a consistent schedule for these emails. Here too, you’ve to think about what your customers are thinking. This would help you deliver the emails at the most appropriate time. 

• Design the email: Lastly, you’ve to design your email. Here, you’ll write the content of the email. Pay attention that you use personalization when you’re creating it. Write the content naturally, so that you don’t sound robotic.  

Types of Drip Campaign 

Listed down below are 5 types of drip emails. 

• Unsubscribe Campaigns: These types of emails are written when people unsubscribe from your email list. Here, you have the opportunity to get these people on board again. Here, you’ve to ask these people how can you make them happier and what do you need to change. These are the emails where you’d need a good sense of humour. You may add some memes or GIFs to your email. 

• Post Purchase Campaigns: Post-purchase is those emails that you send after a customer has made a purchase. Writing these emails helps you in building brand loyalty for your business. Through these emails, you can stay connected with your customers. With regular interaction, they may become frequent customers of your business. 

• Retargeting Campaigns: When you use a retargeting drip campaign, you may lure a prospect into becoming a customer. There are many occasions where you may use these emails. You may do that after a customer visits your website. You can also send these emails as a part of follow up. 

• Abandoned Cart Campaigns: Using these campaigns, you can re-engage with your customers. When you’re making an abandoned cart campaign, you may ask the customer to come back again. You can also ask them to look at other products in case they like them more. 

• Welcome Campaigns: When a new prospect becomes a part of your mailing list, the first email they should receive is a welcome email. Through a welcome email, you introduce yourself to this new customer. Here, you may talk about your whole brand, your products and your services. This is where you’ll tell the customers why they should choose you over others. 

Top 5 Drip Campaign Examples

Following are some successful drip marketing campaigns. 

• Netflix

Netflix did a win-back campaign for customers who were leaving their service. In their campaign, Netflix used a colourful CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by... and tell people what they were missing. In the emails, Netflix included a list of TV series that people were missing out on. 

• Leesa

This brand did a limited deal captain for their drip email. In their email, they lured in people with great deals around Black Friday. If that wasn’t enough, the company extended their sale too. The email worked because they use the discount offer at the right time and it got them good conversions. 

• Optin Monster

Optin Monster used the abandoned cart campaign. In their email, they asked the customer, “Is everything okay?”. They wanted to know that everything was okay on the customer’s side. In the same email, they also asked the customer to complete their order. 

• Kayla Itsines

This company that helps women in becoming fit, used a welcome email for their drip campaign. In the email, the company introduced itself to the subscribers. Then, they talked about their products. To build the sales pitch of the company, here, the marketers gave some fitness tips to the people. They also informed people of a discount on one of their products. 

• HubSpot

HubSpot used the drip marketing campaign to let the subscribers know about an upcoming event. The email thanked people who filled out a form and showed interest in the event. They also explained the event and answered people’s FAQs. They included all those elements in the emails that would answer all the questions of the subscribers. Furthermore, they didn’t include too much in their email. HubSpot made sure that all the relevant and important information was included in their email. 

In Conclusion

A drip campaign is created with the purpose of attracting people to engage with your business. Not all of these campaigns are similar, and that’s because all these campaigns have different goals. 

There are some emails that are solely written to welcome new subscribers and introduce them to the brand. In these emails, the brand may offer them a discount on the first purchase. This way, they can expect to make more conversions and also make good relations with the subscriber. 

The drip marketing emails are pre-written and automated emails. One of the main aims of these emails is to let the customer become more familiar with the brand and its products. These emails are sent to the people at a gradual pace. This way companies don’t spam people. Rather, they want to familiarize these potential customers with their brand name. 

When creating these email campaigns, all the details of the email matter. You may include humour in the email, everyone appreciates some humour as it feels more human. You may also address these people personally by writing their names. This way, you can show that you care about your customers. Lastly, do make sure that the information you include in these emails is to the point and relevant. 

How do you create your drip campaign? What strategies work the best for you? Tell us in the comments below!