Drip Email Campaigns are an automated set of emails that will be sent out at specific timings or based on actions the recipient takes. The main functions of Drip Campaigns that help your Email Marketing plans are: nurturing leads, welcoming/onboarding new users, reminding users about abandoned shopping carts or to renew their subscription, giving recommendations from data, confirming receipts or unsubscriptions, and engaging users with exciting/educational content!
The magic of Drip Email Campaigns is that the whole process is automated, with options to personalize their names, company info, domains and more! These series of emails can be written beforehand, and be queued into any email marketing platforms out there. Some examples include MailChimp, Drip, Reply.io, etc.
At RageOn, we have set a robust Email Marketing protocol and would love to share some tips with you for efficient Drip Email Campaigns!
1. Knowing your Customers
Identifying the Target Audience to know which type of drip to send is highly important! Some target segments to consider include user characteristics (visit frequency), length of membership (whether they're new users or longtime users), and even demographics like age, gender, location.
Always make sure to deploy A/B testing with a small pool of leads to prepare you for that huge campaign in the future!
2. Setting Goals
Objectives and Key Results (OKR) is an excellent framework to use when setting goals. A clear and result-driven aim is important in your Email Marketing planning, so you would know the success of your campaign. Some examples of goal-setting include the number of replies, the number of drips it takes to get a reply, etc. These are usually coupled with OKRs like reply rates, clickthrough rates, and open rates.
3. Planning, Content, and Writing
Use consistent tones by writing each drip campaign in 1 sitting, but make sure your voice reflects that of your company's branding. You should also devote sufficient time to planning the email marketing strategy and readjust writing styles constantly when your OKRs are not hit. Quality over Quantity.
The length of your body is dependent on your audience (use short emails for new users, and long emails for longtime users). A cool tip is that using P.S. at the end of each email will increase conversion rates due to the recency effect!
The most important factor is to have an obvious Call-To-Action (subscribing, scheduling a meeting, purchasing a product, etc.)
4. Try Different Types of Subject Line Tones
From industry experts, the best subject line tones to use are:
Fear of Missing Out: Use words that imply time-sensitivity (“urgent”, “breaking”, “important”).
Curiosity: Use words that make subscribers curious (asking a question (and answering it in your email) or expecting a reward (surprise gift).
Humour: Make them laugh (include a joke, or just be quirky)!
Greed: Offer discounts, gift cards, coupons!
Sloth: Offer a shortcut or resources to save time (useful blogs, tips, explainer videos).
Pain Points: Solve problems!
Personal: Treat them like friends! Use casual speech patterns, or share something personal.
Straightforward: Be honest about what you're trying to promote.
The Next Step
Now that you've learned the basics for Email Drip Campaigns, it's time to put it into good use! But first, you need to generate a list of leads. This can be done by using Email Marketing tactics like giving discount codes on your site, doing giveaway contests, or even cold calling!
Wishing you all the best in your adventures down the consumer funnel, and please share any tips you have in the comments below!