What are email drip campaigns?
Before we dive into the specifics, let’s go back to the basics. Email drip campaigns are when you automatically send a timed sequence of emails to an audience that relies on the sender’s actions to carry out the process. It’s common for businesses to use this form of automated messaging to stay in touch with their customer base and provide a sense of personalization.
For example, a boutique clothing brand could create a drip campaign that hinges on a potential customer signing up for their newsletter. After they enter their email on the website, they might receive an automated welcome email paired with an incentive like 10% off their first order.
If they make their first purchase, an email could be scheduled a week later asking them to refer a friend for an additional discount. Now, let’s say the new customer didn’t refer a friend for a discount. The boutique could set their campaign to send a birthday gift email — offering the customer a gift or credit if they share their date of birth. As you can imagine, this cycle can go on and on, but it’s essential to know when to hold back. Nobody likes a spammy emailer.
The email marketing blueprint
So, how do you make sure you’re not an inbox spammer? Here are a few steps you can follow to help structure your next campaign.
- Identify your audience
- Be sure your audience is well-characterized
- Have one clear goal in mind for your campaign
- Think about how often you want to contact the audience on your list
- Map out the emails and triggers of your campaign
- Draft email copy all at once to keep consistent messaging and flow
- Regularly analyze your campaign post-launch for improvements
Design the perfect automated messaging
Now that you have your blueprint, it’s time to consider your message delivery. After all, it’s not what you say but how and when you say it. Timing and tone are KEY. Every awkward social fumble in history proves this theory to be true.
Which begs the question, how do you avoid email marketing faux pas? The best tool you can use in this situation is your gut. Consider what annoys you as a consumer, sparks your interest, converts you to be a customer, and causes you to unsubscribe. Between your intuition and market research, drafting the perfect automated messaging is just a few keystrokes away.
Build your email drip campaigns from the ground up
Did you skip to the end of the blog for a quick summary? Well, if there’s one takeaway it’s that every great campaign starts with a solid foundation. Hopefully, this gave you some direction to take your email marketing campaign from construction to fruition.