Drip marketing is often considered to be a daunting task to undergo as far as email marketing goes. Therefore, more and more people feel the need for a guide which can explain to them everything in relation to this concept. They want to know all about what drip marketing really is, how to start a drip campaign, and how to use it to turn a user into a valid customer.
This idea is exactly what we have planned for this piece. Here are all the ins and outs of drip marketing.
What Is Drip Marketing?
Simply put, drip marketing is an entirely automated process which intends to send a chain of messages or some content to users. Those users are typical ‘leads.’ In other words, they are potential customers. Therefore, your aim is to transform them from disengaged random people to clients through and through.
Drip marketing, via all its campaigns, seeks to send relevant information to this potential customer base at regular intervals of time. The scope is to move them all along the sales cycle until they get them to come to the shops or go to the websites to make an actual purchase.
In the end, even though it can be a bit harder to set up and manage, drip marketing has one, enormous benefit. Since it’s an automated process, it will free up a lot of your resources, allowing you to focus your professional energy toward something else. All the while, marketing will be taken care of. That being said, let’s take a look at the drip campaigns.
When Should a Business Use a Drip Campaign
One crucial thing you need to know is that the idea of ‘drip marketing’ is, in fact, a blanket term. This means that it covers a whole array of marketing strategies. However, no matter which one of them you decide to use, your goal should always be the same.
Keep all your users engaged with the products at all times.
Here are ten situations when setting up a so-called drip campaign will greatly benefit your business.
#1. The nurturing leads
Leads represent those people whom you believe might just buy a product from you somewhere in the near future. How do you know that? There are a lot of ways to find out. For example, let’s say that you own an online makeup store. If you have one person who has already bought a lipstick from you two separate times, then chances are they will buy it again as soon as they run out.
However, you can never be entirely sure of the purchase. This idea means that the potential lead needs some ‘nurturing.’ Here is where drip marketing comes into the picture because, evidently, you cannot possibly send every customer a hand-written email. Therefore, you set up a drip marketing campaign.
#2. The welcoming type
When you’ve already attracted a lot of clients, it’s time to start presenting them all your products and offers. How else are they going to know that what you sell is excellent stuff? You can use the drip campaign to get them acquainted with all the reasons why they should turn to you and not your competition.
#3. The onboarding type
Getting as many page views as you can and as many trial users as possible is all nice and cute. Still, at some point, it’s time to get them all to become real customers of yours. As you might have guessed it, here is where the onboarding type of drip marketing comes in.
Send your leads chains of emails which will make them want to do business with you.
#4. The abandoned shopping carts
Here is an absolutely fantastic opportunity for you to sell some products. Believe it or not, quitting a shopping cart happens a lot more than you think. Therefore, why not take advantage of this occurrence? Use the drip marketing technique to send that particular user a set of emails.
Evidently, you will remind him or her every now and then that they still have items to shop with you. As the email chain progresses, so should your attitude. Make sure you use a lot of call to actions and that you create an urgency. Your shopping cart will expire in just three days! You will lose all the items you saved!
#5. The recommendations
These are the ‘you might also like’ emails. Don’t let preconception fool you here. They don’t just work for Spotify, YouTube, and Netflix. In fact, they work on almost anything. Let’s say, for example, that you sell coffee machines. You can put the idea of drip marketing to good use and recommend some coffee K-cups to customers who have already bought something from you.
You can use these emails to remind current customers that their subscription is about to expire. However, you shouldn’t stop there. You can also use them if you are in other lines of business. For example, you might estimate how long it takes your customers to buy makeup and hygiene products from you. Base your estimation on past purchases. Then send them an email asking: Isn’t it time to buy a new foundation?
Even if you have managed to convince a customer to buy something from you or renew his or her subscription, that doesn’t mean you have finished your job. You can still use drip marketing to send your customers little thank you notices. Or, you can ask a few questions about their experience.
#8. The engagement type
This idea works in an incredibly simple manner. The more an individual engages with your website, the likelier you are to transform him into a customer who pays. The engagement emails are the ones who always invite the person to come back, browse, and possibly shop. Their trigger is either a lack of activity or a lot of it on the client’s part.
#9. The courses
These emails will show you that it’s a lot better to have a steady flow of emails that to just receive one. When customers receive a solitary email now and, possibly, one in a week’s time, they will, most likely, ignore it. However, if you send them something every day for, let’s say, six days, they will interact with the content far better and longer than before.
However, be careful because this doesn’t mean sending your clients random emails every day. This idea might just tick them off and unsubscribe altogether. They might also see it as spam. Therefore, make sure the emails are related to one another. Apart from that, you must always, always leave them wanting more from one email to another.
#10. The unsubscribe type
You can even use the drip marketing strategy when a user hits the ‘unsubscribe’ button. If they do, don’t let them leave just like that. You can still take one final shot at trying to reel them back in. Send an email saying that you’re very sorry to see them go or simply to say goodbye.
Setting up a Drip Campaign
Once you know the best situations in which you care turn to a drip campaign, you can actually start creaying one. Here’s how to do it.
#1. Identifying your audience
The main thing you need to know in this regard is the following. Before you get started, you have to break down your subscriber list into categories or subsections. Then you can target all the information you consider valuable to niche customers. Therefore, the vital thing you need to do here is defining which are the groups and triggers you are going to use when you start the drip campaign.
The drips themselves will always have two types of triggers as bases, as follows. It can either be an action in your app or website, or it can be a piece of information on the user demographic.
In simpler terms, you can segment your subscribers’ list by age, geographical area, sex, the number of times they visited your website and so on.
#2. Crafting the message
Even though it is implied that you cannot send a personalized email to every single person you reach out to, that doesn’t mean it has to be cold or neutral. It needs to help them find out more about you and your product and, of course, to get their attention.
First of all, think about what you would like your customers to do. Subscribe? Go to the website? Read your articles? Buy something of yours? Learn something about you? Make sure that you keep the voice of your brand and use the same language you utilized on the website itself.
#3. Planning out the campaign
Try to figure out the logistics of your campaign before you get to work. It won’t function if you don’t have a plan so don’t try to wing it. It should encompass the entire workflow, from the first contact you make with your customers to sales and then to support.
At this stage, you also need to decide the goals of your entire campaign, as well as how are you going to measure the results. Here are a few questions to ponder upon.
- Do your triggers align with your message as a whole?
- How many emails are you planning on sending?
- To whom are you sending them?
- In what order are you sending them?
- When are you sending them?
- How can you measure or quantify your success?
#4. Starting the campaign
If you managed to choose a strategy, then you can start sending the actual emails. To be able to do this, you must buy some drip marketing software. Don’t worry because, even if it is custom-made, you can still implement it yourself.
#5. Evaluating and adjusting the campaign
Here is one thing you must be well aware of. Even if all your drip marketing campaigns will run automatically, that doesn’t mean you can leave them without supervision. If need be, readjust the segments or the messages themselves. Right now, it’s all about results, and you must do everything you can to get them. The equation at this point should look like this.
Evaluate – Adjust – Repeat the process
Drip marketing helps you stay relevant in the eyes of your customers, create leads, and, evidently, attract customers. So, why not start doing it today?