Unveiling the Power of Email Drip Campaigns: The Key to Masterful Content Marketing
Email drip campaigns are a valuable tool for capturing the attention of your potential customers, providing them with useful information, and offering rewards at key moments in their decision-making process. The best part is that these campaigns boast an impressive average open rate of approximately 46% and a click-to-open rate of 24%.
What is an email drip campaign?
An email drip campaign can be a set of automated emails designed to address specific times, events, or user behavior. Throughout a user's journey, there are numerous micro-moments, such as when they sign up, abandon an action, or make a purchase. Leveraging drip campaigns allows you to capture and utilize these moments effectively, engaging your prospects with relevant messages. This approach enables you to target users' emotions in a personalized manner without being pushy or sales-oriented.
Why do you need it?
A well-constructed drip campaign boosts click rates by 119% compared to one-off promotions. Benefits include maintaining customer connection, nurturing qualified leads, and effective cross-selling/upselling.
Below are some of the advantages of email-drip campaigns :
1. Maintaining Customer Connection: By using drip campaigns, you can stay in touch with your customers, ensuring that your brand remains top-of-mind. The personalized and nuanced nature of these emails makes them far more effective than generic cold emails.
2. Nurturing Qualified Leads: Drip marketing plays a vital role in gaining and nurturing qualified leads. Through personalized and on-demand emails, you pave the way for meaningful interactions, thereby expediting conversions.
3. Effective Cross-Selling and Upselling: Once you successfully engage users and direct them to your site, the likelihood of them responding positively to your promotional messages increases, making drip campaigns a powerful method for cross-selling and upselling.
When should you use an email drip campaign?
The buyer journey is definitely complex so there are many stages at which you could get creative and insert an email drip campaign. But to save you time, we’ve listed below email series that we believe are essential, personable and most importantly easy for you to execute.
Drip campaigns are structured around specific dates or events, such as:
Drip campaigns tailored to user behavior include:
1. Sending a thank-you email to acknowledge the first purchase.
2. Sending welcome emails during the onboarding process.
3. Sending reminders about abandoned carts. Let's explore each of them in detail.
Reminder for subscription renewal
To boost subscription renewals, utilize drip campaigns with a series of emails leading up to the expiration date. Highlight new products, exciting campaigns, and service value to entice customers to renew. For example, showcase integration with popular tools, like Miro's email promoting team collaboration.
Sending reminder emails for subscription renewals is crucial. Avoiding reminders may lead to unexpected charges and unhappy customers, possibly resulting in immediate subscription termination.
Event Email Drip Campaign
Nurture your leads by running a 3-4 email series drip campaign to keep your event top-of-mind. Include an official invite, event highlights, notable speakers, and a day-before reminder. For virtual events, engage attendees with a combo of email and SMS reminders, timing the texts strategically to avoid constant disruptions.
Follow the first purchase with a thank you
Express gratitude to users for choosing your product and encourage revisits. Provide personalized product recommendations that align with or complement their previous purchase.
Some Top KPIs to Track
If you’re setting up a series of emails to send over time, make sure you continue to track the results for each individual send. After a couple of months, you’ll be able to accumulate your data to see which emails garner the best results.
Here are some KPIs that you can track the success of your email drip campaign:
Open rate: An open rate higher than 20% means you are running a well-optimised drip campaign. If some emails are consistently recording below-average open rates we suggest tweaking your email subject line and preview text to make it more compelling.
Click rate: Click rates will give you a better indication if subscribers are engaging with the content of your email. If your click-to-open rate (CTOR) is any lower than 15%, look at optimising email content or positioning your main CTA in a more prominent position. Our click maps in our reporting tab will also help you identify what email design elements work best at driving more click-throughs.
Conversion rate: Your conversion rate will be tied to your CTA and its effectiveness. Make sure your subscribers have a clear understanding of what action you want them to perform. The ideal email conversion rate lies somewhere between 2-5%.
Unsubscribe rate: In your email drip series, it’s important to keep an eye on which emails are receiving the highest unsubscribe rates. An unsubscribe rate for a particular email shouldn’t be any higher than 0.5%. Any higher than this usually means the content you’re pushing out doesn’t particularly resonate with them or you may be sending out too many emails.
Bounce rate: If you’re finding over time emails are continuing to bounce, it can be a good indication that you’re in desperate need of a database clean. You may want to consider setting up a double opt-in process for your newsletters to help weed out any spambots or non-existent email addresses.
Congratulations on learning the mechanics behind email drip campaigns! Now, it's time to set one up in your account. Personalize, analyze, and provide value to succeed. Happy campaigning.