Customers are worth much more than just what they purchase, it is important to build relationships with customers so they will come back to purchase more and tell friends and family about your brand. Drip marketing is a good way on how you can build these relationships through automated email campaigns.
Drip marketing is sets of automated emails that go out based on specific timelines or user actions, this builds relationships between the customer and the business. In simple terms, drip marketing is about giving people the right information at the right times. For example sending a welcome email when somebody signs up, following that with a free white paper/EBook could grab attention and hook the customer in.
Check out the graphic below to see how a drip marketing campaign works.
WELL, DO THEY WORK?
The short answer is yes. According to research, the email marketing software, relevant targeted emails produce 18-times more revenue than widely sent ones. There is also an 119% increase in link clicks within drip marketing campaigns. Along with this nurtured customers make 47% larger purchases.
You can have different drip campaigns set up for different types of customers. For example, if you have someone who is a regular customer it could be a reward-based campaign to strengthen the relationship or you can send campaigns to new customers educating them about the brand and giving more information.
It is great to send out emails but too many can be dangerous users may get annoyed and the relationship could be ruined easily. So having schedules set in place is a good way to make sure you are not pestering.
TIPS AND TECHNIQUES
CONTENT IS KING
As always content is king, your copy needs to be informative and enjoyable for people to want to receive. You can have a flawless drip marketing plan but without quality content, it won’t get any traction.
SIGN UP FORMS
Using a sign up for on your website is a great way to get people signed up to your campaign. Not only is it an easy way to get people onto your marketing list but also the people that are signing up will be interested in your content as it was their choice to sign up.
After sending out your campaign it is a good idea to monitor the performance. From this, you can see where people dropped off and figure out how you can improve this part. You can also see who made it all the way through the campaign and add them to other lists.
TYPES OF DRIP CAMPAIGNS
TOP OF MIND
This method is all about getting your thoughts and words into the recipient’s head, from this, they could share your points with others. Like a refresher to always make the recipient think of your brand.
It’s all about educating your recipient about your products or about your company, giving them the information that they need to know.
A Re-engagement campaign is designed to recapture a customer reminding them of your company. 67% of e-commerce users add products to their cart but leave without purchasing. The reengagement lets them know that they left it there.
Promotional drips entice users to purchase from you after seeing special pricing and limited-run offers. They can be useful but need to be created carefully as they can fall into spam boxes.
The idea behind these types of campaigns is to target the competitions customers and give them reasons to join you instead.
HOW CAN YOU USE IT?
Depending on your industry drip marketing campaigns could be very useful for you. Picking out from the type of campaign above, you can target your users in many different ways. It’s all about testing to see what works and then sticking with it. This is why monitoring is key to how you can improve your emails.
A simple technique is a welcome email for when people sign up to your website. Did you know that 74.4% of consumers expect a welcome email when they subscribe? Plus, subscribers who receive a welcome email show, on average, 33% more long-term engagement with that brand. It’s a great way to let customers know you are aware they signed up and a great introducer. They also work better than most promotions, generating 4x the open rates and 5x the click rates compared to other bulk promotions.
WHO DOES IT?
Nearly every e-commerce company you could think of use drip campaigns, to remind customers of offers, remind customers that the item they were looking for is now in stock and send out information that they need to know.
IS IT WORTH IT?
Yes, that’s the short answer. Drip campaign is an amazing instrument to grow your email list with quality in mind.