E-mail advertising and marketing is a confirmed solution to appeal to and retain clients due to its capacity to ship very particular messages on to prospects’ inboxes. It may be a good way to construct long-term worth to your model. Nonetheless, its actual energy lies in your capacity to phase your e-mail record and ship the correct message to the correct shopper. While you add automation to the combination, you can too make sure that you goal them on the proper time.
For instance, if a buyer has simply left your web site with out shopping for, a well-timed e-mail encouraging them to return may very well be simply the nudge they should full their buy. In such a state of affairs, you’d use a drip marketing campaign that lets expertise do the laborious work. Simply create the e-mail sequence as soon as, after which set the circumstances when it ought to be triggered.
This information will take a look at the 5 kinds of drip campaigns that your corporation ought to be utilizing and the way different manufacturers have used them to construct loyalty.
Let’s get began!
What’s a Drip Marketing campaign?
Drip campaigns are automated e-mail advertising and marketing at its absolute best. It sends out a number of emails at particular instances and dates all through a specified interval. The emails can be timed in line with the actions and conduct of your clients. For instance, if they’ve simply deserted their cart in your web site, you possibly can ship an e-mail drip marketing campaign encouraging them to finish the acquisition.
Drip campaigns get their title as a result of they “drip feed” a message to your clients one message at a time, nudging them nearer and nearer to taking a specified desired motion. They’re a important a part of any advertising and marketing marketing campaign as a result of they mean you can goal your clients with the correct messages on the proper time. Automation ensures effectivity with out dedicating extra time and assets to working a marketing campaign manually. For instance, you possibly can create e-mail templates for gmail properly upfront for particular situations and go away them to run on autopilot.
Drip campaigns may also help you drive engagement as they mean you can ship personalized emails. As an alternative of sending the very same e-mail blast to all of the subscribers in your e-mail record, you possibly can phase them into totally different funnels primarily based on their demographic information, behaviors, or shopping for course of. You possibly can then ship extremely focused emails.
5 Sorts of Drip Marketing campaign You Ought to Be Working (With Examples)
This part will take a look at a number of the drip marketing campaign codecs that may assist your corporation develop. You can begin utilizing them proper from while you get a brand new subscriber till after the acquisition has been made, and even past. These automated e-mail campaigns are designed to focus on the buyer wherever they’re of their buying journey and mean you can personalize your message to drive extra conversions.
Use the e-mail drip campaigns as a solution to transfer away from the laborious promote and as an alternative deal with the worth of your corporation and how one can assist your clients fulfill their wants.
1. Welcome E-mail Marketing campaign
A welcome e-mail sequence is an ideal solution to introduce your corporation to a brand new subscriber. Intention to be particular and supply hyperlinks to key touchdown pages to drive extra site visitors to your web site. This allows you to make a wonderful first impression and may also help you pique your buyer’s curiosity. This opening e-mail sequence will typically resolve if you happen to get demoted to the spam folder or if the shopper hits “unsubscribe”, so use this opportunity properly.
A examine by CheetahMail estimates that welcome emails herald 4 instances the open charges and 5 instances the clicking charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are likely to have attractive gives for the brand new subscriber.
Professional tip earlier than you get began: create a brand new gmail account to your e-mail advertising and marketing in order that your welcome emails come from a selected particular person. Although it’s an automatic sequence, your message will get a significantly better response when it looks as if it’s coming from somebody within the group.
Uber’s welcome e-mail is the right mixture of incentive and readability. The corporate gives a free journey for the brand new subscriber and tells them exactly what the enterprise can do for them. It additionally clearly states the subsequent steps for the brand new buyer – confirming their cellphone quantity on this case.
The welcome e-mail sequence is your first try to succeed in out to the buyer. Keep away from cramming an excessive amount of info into the e-mail, and hold it clear and readable. Like Uber, attempt to incentivize the primary buy with a proposal and supply clear directions to the subscriber.
2. Retargeting E-mail Marketing campaign
Retargeting e-mail campaigns are an efficient solution to convert your leads into clients. They mean you can ship personalized emails to your clients primarily based on their on-line exercise. Retargeting can be utilized in numerous methods. In the event you’ve ever browsed a web site after which later seen an commercial for that web site’s merchandise on a web site or social media web page, chances are high you’ve been retargeted.
A method to make use of retargeting drip campaigns is to ship a follow-up e-mail when a buyer lands in your web page however leaves with out making a purchase order or signing up to your providers. Select the purchasers which are more than likely to profit from a follow-up mail primarily based on their on-line actions.
Supply: Develop code
Check out this marketing campaign by Uniqlo that makes use of the shopper’s looking historical past to tell them when a product they love is discounted. It’s the good solution to drive gross sales as you already know that the shopper is within the product. By letting them know that the product is now accessible at a reduced value, you’re giving them simply the motivation they want. You should use their wishlist or “save for later” record to phase the purchasers and set off the e-mail while you put the merchandise on low cost.
3. Deserted Cart Marketing campaign
Deserted carts are one of many largest issues for any on-line retailer, with Statista estimating in a examine that about 88% of carts are deserted throughout industries. However this can be an opportunity so that you can run drip campaigns that give your clients an incentive to finish their buy and improve engagement.
Ship out an e-mail every time a consumer places objects of their cart however doesn’t try. You possibly can spotlight your merchandise’ advantages, give them an incentive to return again resembling free transport, or present extra details about the product.
Add a bit of humor to your drip campaigns with emails just like the one above, from magnificence model Glossier. They subvert the usual “deserted cart” sequence by brazenly stating it’s a triggered e-mail. It’s a enjoyable twist on the theme and ties in with its broader model identification, which is playful and irreverent.
It additionally exhibits that the corporate is just not going for the laborious promote and are conscious that their clients are good individuals who know automated emails after they see them. It’s no surprise the model has an enormous following; try this Forbes article on how Glossier’s glorious buyer expertise practices, together with utilizing nice content material to construct loyalty.
4. Submit Buy
Drip campaigns are usually not only a solution to get extra gross sales however have been confirmed to be a good way to retain present clients. One solution to hold your clients joyful is by persevering with to succeed in out to them even after the sale. The post-purchase e-mail is a wonderful solution to proceed engagement with the shopper and improve the chance that they are going to purchase from you once more. Simply take an in depth at your gross sales pipeline and search for the purchasers you have got closed earlier. They’re the right viewers for this marketing campaign.
In a examine, Emarketer estimated that e-mail advertising and marketing can increase your retention price to as excessive as 80%. The principle motive your clients will come again to you is model loyalty, and the one solution to construct that loyalty is thru constant, focused communication in any respect ranges. While you proceed to have interaction with the buyer even after the sale is made, it allows you to construct belief.
You would invite them to affix your model’s loyalty program or supply offers and reductions that may be availed with repeat purchases. It is usually an opportunity so that you can cross-sell and up-sell by displaying merchandise associated to their buy. For instance, in the event that they bought a laptop computer, you would possibly supply them a particular deal on appropriate laptop computer circumstances. One other solution to drive the post-purchase dialog is by asking for suggestions and welcoming them to depart opinions of the product they bought.
Check out this attention-grabbing post-purchase e-mail from magnificence model Sephora. They’ve a intelligent title to your order historical past: magnificence bag. The model offers subscribers actionable content material within the type of 3 ways to share and price their purchases. The corporate additionally goes one step past the same old post-purchase mail and even contains suggestions and how-tos within the type of make-up tutorials to assist patrons use its merchandise.
5. Unsubscribe Marketing campaign
One other approach drip campaigns may also help you keep clients is by enabling you to follow-up with clients leaving your mailing record. Not all of your clients are leaving due to your content material; some might need to obtain fewer emails generally or is likely to be extra energetic on one other platform. An unsubscribe drip mail ought to goal to cowl these widespread causes and confirm why the subscriber is leaving you. Some methods in which you’ll execute an unsubscribe marketing campaign embrace:
- The quick “We’re sorry to see you go” with a splash of humor
- Ship out a survey to ask them what went flawed and search solutions to tell your future technique
- Encourage them to remain related with the model on different platforms like social media
Take this e-mail from luxurious division retailer Barneys New York, which features a survey to find out why the shopper is unsubscribing. It permits the corporate to get perception into their clients’ minds and why they now not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.
Drip campaigns are a good way to ship the correct message to your viewers on the proper time to drive conversions and construct model loyalty. Use these automated emails as you welcome new clients to your model, and use their on-line exercise to ship focused emails primarily based on their preferences and conduct in your web site.
These emails additionally assist you to sort out probably the most widespread issues in ecommerce: cart abandonment. A well-timed e-mail may assist you to keep away from dropping these gross sales. Don’t neglect to proceed the dialog even after the acquisition with a fast survey, advice, or related supply. The ultimate sort of drip marketing campaign targets these clients who unsubscribe out of your e-mail record. Have a look at it as a chance to study the why behind their determination and provides them choices to attach with you on different platforms.
With the following tips in thoughts, it is possible for you to to create a robust e-mail advertising and marketing marketing campaign. So, what are you ready for?