The email drip campaign refers to the process of sending sets of emails that are automated with specific time intervals. The email drip campaign is not similar to the monthly newsletter which is sent to all the subscribers once at the same time. Rather drip campaign emails are sent to each user based on their individual actions. These mails can be tailored according to the recipients needs.
Email drip campaigns are the best way to boost the sales and meet the specific needs and expectations of each client. Therefore, we are presenting the drip campaign best practices.
1. Specification of lists
The first and foremost practice of the successful email drip marketers is the specification of lists. This implies that all your audience should be divided into the specific lists and different emails shall be crafted for each of them with different timings. The content of the emails will be appealing if it suits the needs of the particular audience.
Some ideas for the creation of lists are according to the customer’s field or background, their account size, and their affiliation with the company. But be aware and do not make too many lists because if you will overdo any of the drip campaign best practices; it will have an opposite effect. Too many lists will also make the whole process more complex and difficult to handle.
Another important factor to consider while creating the lists is that try to choose the options that the customer will be willing to answer. For example if you make a list of customers belonging to a specific industry, you will have to ask for that information. For that you will be required to add an option of ‘’profession’’ with a drop down menu for the customers to choose from.
2. Set the appropriate triggers
It is not as simple as just creating an automated and scheduled email campaign and then forgetting about it. Instead as a part of drip campaign best practice, you need to choose the triggers and rules for sending the emails wisely. This is to ensure that the automated emails do not cause aversion to the product instead of attraction. There are several ideas to set the specific rules for your drip campaign. These triggers can alter, initiate or pause the series of emails being sent to the user, according to his or her action.
For instance, if the user has cancelled the subscription to the services; then the trigger can be activated to send them a specific email once for the last time. Or in case, a user does not open or read the mails, even if he is on the active sales list then he will be automatically un-subscribed. Similarly, a user who opens the mails and click on the links will receive a follow up mail on the same day. The users who are in the database for more than 15 days but their status is neither active nor inactive, they will receive prospective mails and surveys asking them to share their opinions and expectations out of a specific service.
Similarly, if a person has abandoned a shopping cart, a rule can be set to reduce the frequency of emails offering products and providing information about upgrades.
The downside of this practice is that too many rules and triggers can make the whole process a lot more complicated. Unless you are very organized and constantly look out and manage these triggers they can overlap and intimidate the clients. So make sure to keep it minimal and simple to avoid the rise in unsubscribe and spam rates.
3. Create a bond with the customer
Before you attempt to sell your product, start by creating a bond with the customer and cultivating their trust. If you will directly start offering the product and urging them to buy it; there are more chances of getting the mail unsubscribed or worse, spammed.
Therefore, initiate slowly by sending a free tutorial or video of some kind. Try adding fun elements to the mails; engage them by asking for feedback by embedding the links that redirect towards the pole. Make them feel like a part of your firm by sharing interesting news and fun facts about the products that will attract them towards it in a subtle way. If you will directly start by telling them about the features and benefits of the product, they are less likely to purchase it.
So, create a step by step plan starting with the subtle hints, free tutorials, and guides, fun articles and then the benefits and advertising. Once, you know that a client regularly clicks on and reads the emails; you have achieved your goal. Now you can send them the discount offers and package offers without stinting.
Conclusion
The drip campaign best practices will help in increasing the length of your sale cycles. It would also enrich the customers with in-depth knowledge about your company. The drip email campaign provides you an opportunity to custom tailor the mails according to the client’s needs. By following the practices properly, you can leverage the customer conversion rates.
Email drip campaigns are the best way to boost the sales and meet the specific needs and expectations of each client. Therefore, we are presenting the drip campaign best practices.
1. Specification of lists
The first and foremost practice of the successful email drip marketers is the specification of lists. This implies that all your audience should be divided into the specific lists and different emails shall be crafted for each of them with different timings. The content of the emails will be appealing if it suits the needs of the particular audience.
Some ideas for the creation of lists are according to the customer’s field or background, their account size, and their affiliation with the company. But be aware and do not make too many lists because if you will overdo any of the drip campaign best practices; it will have an opposite effect. Too many lists will also make the whole process more complex and difficult to handle.
Another important factor to consider while creating the lists is that try to choose the options that the customer will be willing to answer. For example if you make a list of customers belonging to a specific industry, you will have to ask for that information. For that you will be required to add an option of ‘’profession’’ with a drop down menu for the customers to choose from.
2. Set the appropriate triggers
It is not as simple as just creating an automated and scheduled email campaign and then forgetting about it. Instead as a part of drip campaign best practice, you need to choose the triggers and rules for sending the emails wisely. This is to ensure that the automated emails do not cause aversion to the product instead of attraction. There are several ideas to set the specific rules for your drip campaign. These triggers can alter, initiate or pause the series of emails being sent to the user, according to his or her action.
For instance, if the user has cancelled the subscription to the services; then the trigger can be activated to send them a specific email once for the last time. Or in case, a user does not open or read the mails, even if he is on the active sales list then he will be automatically un-subscribed. Similarly, a user who opens the mails and click on the links will receive a follow up mail on the same day. The users who are in the database for more than 15 days but their status is neither active nor inactive, they will receive prospective mails and surveys asking them to share their opinions and expectations out of a specific service.
Similarly, if a person has abandoned a shopping cart, a rule can be set to reduce the frequency of emails offering products and providing information about upgrades.
The downside of this practice is that too many rules and triggers can make the whole process a lot more complicated. Unless you are very organized and constantly look out and manage these triggers they can overlap and intimidate the clients. So make sure to keep it minimal and simple to avoid the rise in unsubscribe and spam rates.
3. Create a bond with the customer
Before you attempt to sell your product, start by creating a bond with the customer and cultivating their trust. If you will directly start offering the product and urging them to buy it; there are more chances of getting the mail unsubscribed or worse, spammed.
Therefore, initiate slowly by sending a free tutorial or video of some kind. Try adding fun elements to the mails; engage them by asking for feedback by embedding the links that redirect towards the pole. Make them feel like a part of your firm by sharing interesting news and fun facts about the products that will attract them towards it in a subtle way. If you will directly start by telling them about the features and benefits of the product, they are less likely to purchase it.
So, create a step by step plan starting with the subtle hints, free tutorials, and guides, fun articles and then the benefits and advertising. Once, you know that a client regularly clicks on and reads the emails; you have achieved your goal. Now you can send them the discount offers and package offers without stinting.
Conclusion
The drip campaign best practices will help in increasing the length of your sale cycles. It would also enrich the customers with in-depth knowledge about your company. The drip email campaign provides you an opportunity to custom tailor the mails according to the client’s needs. By following the practices properly, you can leverage the customer conversion rates.
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