The Basics of Email Drip Marketing

Content Marketing

Are email drip campaigns an integral part of your organization’s email-marketing efforts? If not, you’re missing out on one of the most effective and cost-efficient ways to improve sales conversions by educating prospects and customers and connecting them to your organization’s products/services. In this first article of a two-part series, we explain the basics of email drip marketing, as well as provide some successful drip-campaign examples.

How Do You Define Drip Marketing?

As its name implies, email drip marketing is a process of using a sequence of emails to “drip” relevant information and features to prospects and customers, and take them successfully through your organization’s sales funnel. The emails can be set up to send automated messages based on such “triggers” as a customer opting in to receive your emails, clicking through a call to action in an email, downloading a white paper, or subscribers making a purchase. The trigger can also be time-based (e.g., can be scheduled out once a day or once a week for a certain length of time).

Email Nurturing Campaigns

Email drip marketing may also be known as an email nurturing campaign because the information you give helps your business stay connected, builds trust, and nurtures the relationship with your prospects and customers.

Drip Email Campaign Examples

From the type of content to the design of the drip campaign templates to the number and timing of emails sent, effective drip-marketing campaigns can be customized and personalized in limitless ways to meet your organization’s needs. The following are some examples of various types of email drip campaigns:

  • Educational Drip Campaigns—Also commonly referred to as “lead-nurturing email campaigns,” this type of drip marketing helps provide prospects with the specific information that they need to know to convert.
  • Promotional Drip Campaigns—This type of drip marketing provides prospects and customers with a series of sales emails that include incentives to convert, such as coupons and special discounts.
  • Top-of-Mind Awareness Drip Campaigns—The purpose of this type of drip marketing is to help keep prospects engaged and thinking about your organization throughout the conversion process.
  • Shopping Cart-Recovery Drip Campaigns—This type of email drip campaign is triggered when a prospective customer puts a product in an online shopping cart but doesn’t make the purchase. These types of behavioral emails typically include reminders and, in some cases, additional incentives to help a customer take the actions needed to complete the transaction.
  • Reengagement Drip Campaigns—Marketers use this type of drip campaign to reignite interest and engagement in their organization among prospects and customers who haven’t interacted with an organization and its lifecycle emails for a certain period, such as six months.
  • Training Drip Campaigns—Companies can use this type of drip campaign to show and tell newly based users through an email series how to use a product or service.

What Are the Benefits of Using Email Drip Campaigns?

More and more marketers today are realizing the myriad benefits of email drip marketing and marketing automation, including being able to:

  • Send the right/relevant information and data at the right time in automated emails to effectively move prospects to the next step in the conversion funnel
  • Create and qualify more leads for your organization’s sales team with a sales email sequence
  • Grow sales and generate more revenue
  • Get customers ready for an upcoming event, launch of a new product, or opening of a new store with a series of automated emails
  • Build long-term customer retention and improve lead nurturing
  • Save time and valuable resources by automatically educating and nurturing leads throughout the sales cycle
  • Use an automated email sequence to help prospects get the most out of a free trial period and close the deal at the end of the trial
  • Provide more opportunities for prospects and customers to share feedback.

Examples of Successful Email Drip Campaigns

Here are some great email drip campaign ideas that demonstrate the kind of success that can be achieved. Be sure to click on the links to learn more about the details of each nurturing campaign example.

  • A fitness gym and program developed an 11-email education drip campaign that was sent to its email list over a period of 11 days. Thanks to sending the effective email drip campaign, this company achieved a 98% conversion rate of qualified leads.
  • A customer service software company implemented lead-nurturing drip campaigns to guide prospects through the sales funnel. As a result, the company succeeded in increasing click-through rate and driving more engaged traffic to its website. For example, testing and tracking revealed that the average click-through rate of the drip emails was three times higher compared to the company’s normal blast-email click-through rate.
  • A website that sells cookies implemented a three-part drip campaign for prospective customers who abandoned their shopping carts. This resulted in 29% of the cart abandoners returning to the website and completing their purchases.
  • Thanks to an 11-part drip campaign that was sent over a period of nine months, a search agency measured an increase in email campaign open rates from 12.9% to 17.9% and more than double the clicks.

How can you ensure that you get the best results when you send drip email-marketing campaigns? We help answer that question in Part 2 of this article series, which covers drip email campaign best practices.

Does your organization need help developing and implementing an effective drip-marketing program? The results-driven experts at FulcrumTech have lots of experience in email automation and custom drip-marketing campaigns. To learn about the best email automation tools, email templates, pricing, and more, email us or give us a call at 215-489-9336 today!


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1 Comment

  1. Reply Chris
    Posted

    Thanks for the post. Developing a lead generation and nurturing strategy and then leveraging automation is critical. Unfortunately many marketers have yet to automate their lead generation campaigns. From the just released (and free) Lead Generation Benchmark Survey, 44% of marketers say they have limited use of marketing automation for their lead generation. Yes, there is lots of work to be done to optimize those funnels!

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