A drip email campaign is one where a series of emails are sent in a pre-defined order at a pre-defined interval. While each e-mail is a standalone unit, it also has a connection with the emails sent before and after that particular e-mail. Drip email campaigns can be used to build a customer relationship, ensure customer retention and to increase sales. They are a useful tool in the armory of any good marketer. The following steps will tell you how you can create an effective drip email campaign:
For any marketing campaign, you need to be clear about what you are trying to achieve. Drip email marketing is no different. It is important to be clear about what you are trying to achieve because the performance of the campaign would be measured against it. A drip email campaign goal could be to build customer engagement or to sell a product.
Content is key in drip email marketing. If your e-mails are not interesting, why would people read them? So, make sure that the e-mails are interesting and engaging. The e-mail should add value to the reader. Also, the e-mails should not be too long because then, the recipient wouldn’t read it. You need to understand that most readers typically “scan” the emails and not exactly “read” them. So, make sure that the e-mails are “scannable”. Keep the emails lucid and to the point.
Before launching the drip email campaign, ask what the customer’s needs in order to achieve your objective and address that need in the e-mails. For instance, if your objective is to sell something, try to tell the reader how buying your product will help them reach their goals and describe how others have used it successfully. This way, the reader is more likely to consider purchasing the product.
Frequency and Intervals
Once you are done with finalizing the content of the e-mail, it is time to start the campaign. Now, you have to set the timing and the frequency of the e-mails. There is no standard time and frequency for a drip email campaign. A general rule is to start at a high frequency and increase the interval slowly. For instance, you can start sending e-mails daily, then once a week, then once a month and so on. For a drip email campaign, you can also send emails to people who have been on your list for a while.
Segmenting is another way to increase the effectiveness of a drip email campaign. It means creating multiple email campaigns for different segments of the recipients. The core part of the e-mail can be the same, but other parts are tailored as much as possible to address the needs of that segment.
It is important to measure the effectiveness of the drip email campaign by seeing the number of clicks on the landing page or sign-up page and counting how many of them were driven from the drip campaign. The click rates and the open rates of the e-mails can also be measured to fine tune the drip email campaign.
Following the above steps, you can create a successful drip email campaign to meet your goals and objectives.