How to Use an Email Drip Campaign to Engage Your Customers

Email is one of the oldest Internet technologies still in use today, and for good reason. Despite advances in technology and the birth of alternative marketing channels like social media, email is still evergreen and even more popular than it ever has been.

That’s why it makes sense to consider leveraging it for more than just a one-off marketing campaign every now and then. Instead, a drip campaign is a great way to stay front-of-mind with prospects and cut down on your email workload. Here’s how to do it. 

What is an Email Drip Campaign? 

Email drip campaigns are pre-written emails that work to move a customer along their journey to a final point where they (hopefully) make a purchase. Usually, email drip campaigns are used to help educate consumers about a particular topic so that they ultimately feel more confident about buying a product or service related to that topic. 

Using an email drip campaign effectively means being able to be in the right place, at the right time, to deliver the right message to your prospects. Plus, email drip campaigns have several benefits.  People who are subscribed to them tend to purchase more items (and often at a higher price point) than those who are not. 

In addition, drip campaign subscribers also tend to unsubscribe less — because they wanted to sign up for the information in the first place, and they want to be led through it step-by-step. But there are lots of ways to use drip campaigns creatively in order to engage your customers before or after a purchase.  Here are a few of our favorite strategies. 

Beyond Just a Welcome

When a new subscriber signs on, it’s customary to send them a welcome email. But what if you could do more than that? With a drip campaign, you can welcome them to your group and give them a sort of “subscribers-only” discount or offer. Make it time-sensitive only for new customers and watch your sales increase as a result! 

It’s also a great opportunity to introduce prospects to your best sellers, your top blog articles or anything else useful that they might find interesting and helpful. 

Onboard Your Free Trial Users

If you’re giving away a free trial, you want to convert as many free users to the paid version as possible. A great way of doing that which doesn’t require any more of your time after the initial setup is a drip campaign that gives free users an inside look at all the reasons why they should upgrade. What do paid or premium users get that isn’t available in the free version and why should they care about that? 

Give them lots of compelling reasons to take action and you’ll be surprised how many will take you up on that offer! 

Reactivate or Remind Users

An email drip campaign is also a great way to reactivate or remind users what they’re missing out on. This works whether their free trial has expired (i.e. Look at what you’re missing!) or if they’ve abandoned their shopping cart (You have items left in your cart! Complete your order now or they’ll be deleted from your cart in 24 hours!)

Once they take an action and check-out or reactivate their account, you can always continue the drip feed by sharing additional information they might find helpful — for example, a coupon code toward their next purchase, or a new account feature they might not have known about. There are all kinds of possibilities to explore! 

Keep Your Emails Short and Sweet 

No matter who you’re targeting or re-engaging with a drip campaign, it’s important to remember that people don’t have all day to read your messages. Keep them short, sweet and to the point for best results. Remember, your drip campaign is designed to give little bites of content over time, and you can make that timeframe as long as you want! 

And while these are just a few of the many ways that you can leverage drip campaigns for better customer engagement results, the fact is that every business and every campaign is different and has different goals and objectives. 

Drip Campaigns Made Better with Workdom

No matter what results you want with your email campaign, it’s a good idea to have a marketing company on your side to help you prepare your drip campaign, as well as launch it and look at the results to further optimize it to increase your conversion rates and revenue. We invite you to speak with our senior advertising and marketing team today about your email marketing goals. Whether you’ve never set up an email campaign or you’re looking for ways to squeeze more value out of your subscribers, we can create a customized and personalized email drip campaign that helps you get the results you’re looking for. Reach out to us today to learn more!

 

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Disclaimer: This post is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. This post reflects the current opinions of the authors and is not made on behalf of Workdom or its affiliates and does not necessarily reflect the opinions of Workdom, its affiliates or individuals associated with Workdom. The opinions reflected herein are subject to change without being updated.