What exactly is drip marketing? How does it function? What advantages does it provide? In our drip marketing guide for beginners, we’ll address these and other questions.
You might think that email drip marketing is out of date. After all, they’ve been around almost as long as email. How effective is email drip marketing? It turns out that everything went swimmingly.
For many years, drip campaigns have been a popular marketing tool. Many people still wonder if these types of campaigns are effective, especially since brands are emphasizing more on nurturing campaigns. The fact that there are various types of campaigns does not render one obsolete. Doubting the efficacy of drip campaign emails could be a costly mistake.
Table of Contents
What Exactly is Drip Marketing?
Drip marketing is constantly sending a restricted amount of emails to your target market on a predetermined schedule based on the actions they take or shifts in their status. Companies use drip marketing to stay in contact with their customers in an effective manner after significant events or dates.
A drip marketing campaign can be useful for:
- Making a purchase
- Participating in an event at your store
- Registering for a webcast
- Signing up for a report or white paper
- Giving up on a shopping cart
- Getting straight into customer service
- I haven’t placed an order in a long time.
The primary objective of drip marketing is to keep the prospect’s mind. The other term for Drip marketing is lifecycle emails,” “automated email campaigns,” “marketing automation,” or “auto-response campaigns.”
The Uses of Drip Marketing Campaigns
Drip marketing can assist you in boosting revenue by converting leads into customers. It can grow repeat purchases and reengage dormant viewers. By sharing valuable information about your company, you can establish a deep relationship with your audience and showcase that you are an excellent resource for their requirements.
According to a survey of 2,000 people, half of us are engaged in a “never-ending search for products, services, and content to support behavior change.”
Drip campaigns are also impactful because they are data-driven, which means they are defined as a particular action and can be personalized. More than 90% of customers say they are more inclined to buy from businesses that recognize and memorize them.
Why Brands Should Leverage Drip Marketing?
The main benefit of email drip campaigns is that they allow you to stay connected with your customers regularly without requiring you to spend a lot of time on each one individually.
An email drip campaign is ideal for:
- Lead nurturing campaigns can help you build your list and convert subscribers into advocates.
- time-consuming tasks can be easy
- dividing your target audience into more specific groups based on user behavior
- regenerating revenue through renewals, abandoned cart campaigns, and so on
- growing brand recognition
- Making your brand more human
Types of Drip Marketing Campaigns You Must Know About
A drip email campaign is effective in a variety of ways in the B2B industry. Each strategy is triggered by certain behavior on the part of the lead, and you can set or specify each trigger and action, as well as the emails to be sent out for each, with the support of an effective email automation platform like Mailchimp or ConvertKit.
Here are five different types of drip campaigns you can use in B2B:
Welcome campaigns are among the most popular email drip campaigns in both B2B and B2C settings. It sends out a series of emails when a potential client signs up on your website or subscribes to your newsletter. The emails will include information regarding the company as well as resources and explanations that will be provided over time.
Welcome emails must preferably educate consumers about the type of value they will receive from your business. It begins the process of developing a relationship through a series of emails, during which you will strengthen your relationship with the lead/client. SaaS companies are also actively using drip marketing to persuade users to purchase during the product trial period.
By providing a meaningful offer, Ascension email campaigns can stimulate a buying or keep driving a customer to the point of placing an order. When a consumer is product-qualified or would advantage from an upsell, the series is frequently triggered. These emails will incorporate enticing offers and incentives to entice the customer to consider making purchases. The goal is to persuade the user to act on his pre-existing decision to make the purchase. Ascension emails can help them overcome their objections and complete the purchase.
One factor to bear in mind when sending ascension emails is that the offers must be useful to the customer’s unique journey.
As the name implies, engagement emails are all about keeping the lead warm. They can also keep your prospects get in touch with your business in a variety of ways. When users click through to your website and interact in some way, but do not accomplish the sales funnel, the series is often provoked. For instance, a customer may visit your website and download a source of information, such as a whitepaper or a case study, but does not collaborate in a sales discussion. Alternatively, the individual is a low-touch / self-serve lead or consumer.
Consequently, engagement emails should provide critical information to customers and assist them in making judgments. It will acknowledge their participation as well as provide additional steps to take into account, finally forced to drive them through the sales pipeline.
Rather than being facilitated by a trigger, segmentation emails are based on categorized clientele. Your marketing automation system will most likely assist you in segmenting your clients based on various criteria such as fields of interest, demographics, destination, and so on. Then, the companies can draft a segmentation email drip campaign to send a bunch of emails with pertinent CTAs to each group. For instance, publicizing a workshop or a seminar with a sign-up call-to-action for a range of clients in a specific location triggers a segmentation email campaign.
We help customers track their audiences on Salespanel depending on a lot of individual, firmographic, and behavioral factors. This enables people to easily run precisely focused data-driven drip campaigns on any dimension.
Re-engagement or product upsell campaigns
Re-engagement campaigns are primarily intended for unresponsive clients who have not opened your email messages or interacted with your website. This will include appealing incentive schemes and eye-catching visuals designed to entice the customer to become more involved. It must give your customers a purpose to interact with you.
How to Create a Solid Drip Campaign Strategy?
Drip marketing is a never-ending marketing solid performer that keeps your marketing, nurturing, and sale on track. To build and maintain your drip campaign, implement these five steps:
- Select your trigger: What particular actions or dates will your alleged drip marketing campaign be based on?
- Determine your target audience: Will your “first purchase” drip campaign, for instance, be sent to all new members of the crowd, or only to those who spend more than, say, $100?
- Create a unique message for every email: Your drip campaign emails do not have to be lengthy, but they should be reliable to your company.
- Performance should be measured and adjusted as needed: The best quantification for your initiative will be determined by the type of email you send, the viewing public it reaches, and other attributes. Keep track of how your numerous emails are performing, including their click rates and conversion rates, and be ready to make changes focusing on what you discover.
- Keep your drip emails going: As your offerings transform, the copy you use may become out of date; evaluate all of your drip campaigns regularly to ensure they don’t become boring.
A productive drip movement can lead to a large ROI for your business.
Nevertheless, you must pay close attention to the copy you compose for the campaign as well as the visuals you have been using.
Pictures and videos are increasingly attracting buyers’ attention, according to a growing variety of brands. Visuals make the experience more aesthetically attractive and break up long sections of text, making the email easier to understand.
Drip marketing is all about using the pictures in the right manner and improving the success of marketing campaigns.
As you can see, email automation is relatively simple and easy to implement into your business model, as long as you have the correct approach. Given the power of email drip marketing campaigns in both the B2B and B2C worlds, you should set up automated processes to maximize your promotional efforts.
They successfully expand the range of your other promotional tools and enable you to capture the attention of the customers. Drip marketing campaigns are among the best ways to enhance trust and increase cash flow.