Just a simple email will not convince a lead to buy from you. Today's consumers want to connect with companies that care about them - and the most effective way to do that is with drip marketing email campaigns.
What are drip marketing emails?
Drip marketing emails, or automated emails, are those messages that you (in fact, your email marketing software) send automatically when the lead triggers a certain trigger.
They allow you to send personalized messages to your contacts in your mailing list, based on the actions they take when interacting with you.
For example, let's say that a visitor filled out a form on your website to access a free ebook. You would send a drip marketing email with the material, thanking them for the download.
But the main point is that the relationship doesn't end there. After the first email, you must introduce your company, send other material related to what the lead downloaded previously, or invite him to a demo.
All of this in an automatic and personalized way. And what's even better: drip marketing emails have 3x more Clickthrough Rate than a single email marketing campaign.
9 tips for creating drip marketing emails
1. Define groups and goals
Drip marketing emails are a way to reach the right person at the right time. First, you must define the objectives you want to achieve when sending a message to a lead.
The more specific your groups are, the better the results will be. This means knowing in depth who your customers are , their profile, and where they are in the sales funnel.
Here are some examples of goals and groups that you can define:
• Objective: make the lead complete the first purchase. Group: leads who never bought and subscribed to the mailing list in a certain period of time;
• Objective: bring back old customers. Group: customers who have already bought from you, but do not make a new purchase in a given period;
• Objective: to sell a product. Group: any lead that has visited a product page and abandoned the purchase without finalizing it.
2. Determine the triggers and frequency
Your triggers will be those actions that will trigger the sending of the automatic sequence of emails to each group. For example, a user signing up to your mailing list , the visit of a specific page on the website or 90 days without any purchase.
In addition to the triggers, you also need to define the frequency of emails for each segment. This is the difficult part as there is no single right answer; it can vary from segment to segment.
So, the digital marketers' best friend in this instance is A/B testing. Conduct tests to find out not only the ideal frequency, but also the day and time of when your leads show more engagement.
The ideal method is to test the frequency with 20% of the leads in each group. To reduce the risks, gradually increase this percentage till everyone is accounted for.
3. Work on your subject line
The subject line for each message you send must be unique - and you need to get it right. Did you know that 47% of leads decide to open an email based only on the subject line, while another 69% mark an email as spam if they find the subject suspicious?
Again, use A / B testing to find the subject lines that work best for your drip marketing email campaigns. To optimize the process, set the ideal average open rate for each campaign and work on those below it.
4. Set the number of emails
Each drip email marketing campaign for each group must have a number of messages that will be sent. But how can you determine it? The answer here is not straightforward, as it depends on the objective.
For example, drip marketing emails sent after a purchase has been made, usually come in a group of 3 messages: confirmation of purchase, confirmation of shipping and a thank you after the customer received the product.
To set the number of messages for each campaign, monitor your cancellation rate and when your leads typically leave your list. Watch out for the open rate and CTR - if they start to drop too much, you may be sending too many messages.
5. Track metrics
There is no "one-size fits all" strategy for drip marketing email campaigns. While this may seem disheartening, it is also what allows some companies to stand out from others.
The big secret of successful campaigns is to use tests and metrics. Metrics are what show you whether your drip marketing email campaigns are paying off or not. Analyze top KPIs regularly to see if you’re on the right track.
Some metrics that you should track are:
• Sales. Calculate the difference in sales before and after the drip marketing email campaign;
• Open Rate . See the benchmark of open rates for each sector. It can help you identify the subject lines that work best in each campaign;
• Clickthrough Rate. Allows you to establish relevant subject lines and attractive offers;
• Product offers. Use the A / B test to identify popular and matching products for cross-selling opportunities;
• Cancellation fees. The number of bad emails and subject lines can increase cancellation rates.
No matter what industry your company is in - drip marketing emails can help you nurture your leads and guide them through the buying journey, increasing sales and keeping engaged prospects.
However, remember that drip marketing email campaigns are only part of the success of your email marketing strategy. See how an email checker also helps you improve your results!