Best Practices to Implement Drip Email Campaigns in Email Marketing - Gilbert

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What is Drip Email Campaigns in Email Marketing

A drip email campaign, otherwise known as an automated email campaign, is a series of pre-written emails sent to marketing leads. A drip campaign starts during the awareness phase in the sales funnel when a leader finds out about the product or service and opts in for email marketing. It can go up to post-purchase when the marketer upsells or cross-sells to customers who have already converted. Marketers can use drip campaigns to inform and nurture leads, increase email click-throughs, improve revenue, and save time.

Email marketing is considered the most effective customer retention channel by 80% of retailers. Consumers who buy products via email spend 138% more money than clients who don’t receive offers to their emails. With the average click-through rate that is three times higher than for single send emails,

Each time a drip email is sent out, it comes from a queued list of pre-written emails, so you don’t have to sit on your desk and write an email for every new contact.

Let me walk you step-by-step through setting up your email marketing drip sequence.

Set 1: Distinguish your target group

Drip email campaigns are about delivering the right message to the right audience.

For that, the first step is to determine who you are targeting with your drip campaign. Your target group can be:

  • Blog subscribers
  • First-purchase customers
  • Lead magnet downloaders
  • App downloaders
  • Trial users, etc.

Set 2: Decide on your campaign’s objective

Having a clear objective is an essential step to any marketing strategy. Drip email campaigns are no exception.

Your drip campaign objective can be:

  • Customer upsell or cross-sell
  • User onboarding
  • Lead nurturing
  • Increase accessible to paid conversion
  • Improve customer experience
  • Build a sales pitch

Step 3: Set up your trigger

You can create personalized and automated email drip campaigns that can get triggered when a contact:

  • Gets a tag
  • It gets added to a list
  • Submits a form on your website
  • Clicks a link in an email
  • Visits a specific website page

Triggers allow you to fire your automation and apply actions to your subscribers.

It’s an excellent tool for follow-ups to previous engagements from your target group and helps you achieve your pre-defined drip campaign goals.

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