A drip campaign is a method used in direct marketing to acquire customers through lead nurture programs. It involves sending marketing information to prospects repeatedly over longer periods of time in order to nurture prospects or leads through the marketing funnel.
Drip campaign is also known by many other names - drip marketing, automated email campaign, lifecycle emails, autoresponders and marketing automation - but the concept is the same: they all are automated sets of emails that go out based on specific timelines or user actions. They enable you to stay in touch with groups of people based on events like when a user signs up for an account or how often that user visits your site. Each time a drip email is sent out, it comes from a queue of already-written emails—there's no need to manually write and send each one. They can even be personalized with your contacts' name, company info, and more. The beauty of drip emails is that this all happens automatically based on triggers and user segments that you define.
Why do we use Drip Campaign?
Sending information multiple times to the same prospects will expose them to your brand multiple times, which will increase their familiarity with your brand and allow you to re-engage with them to get them back into the marketing and sales funnel. Their repetitive exposure could lead them to eventually purchase your product.
Social media and email campaigns are useful channels for drip campaigns for the potential use of a larger user base.
How to implement a drip campaign?
Here are five steps that you could use as the basis for building our your drip emails:
Identify your target audience: Drip campaigns are all about breaking your subscriber list into subsections and targeting information to niches of customers. So the most important piece here is determining which triggers and groups you're going to use for your drip campaign strategy. Few examples of target audience:
- A user subscribes to your company newsletter, and you send them a weekly email via your drip campaign.
- A user downloads the trial version of your app, and you send them a series of six instructional emails over the course of the trail, which offers helpful tips on making the most of your app.
- A user signed up for your service a week ago but hasn't returned since, so you send them an automated email asking if they need any help.
Try targeting audience segments based on user characteristics like visit frequency, the likelihood of clicking on certain content subjects in a newsletter, how long ago they signed up, how often they visit your premium services page, or how long they’ve been paying customers.
Craft your message: Now that you know whom you're targeting, you need to generate a message that's helpful and grabs their attention. What do you want the user to do? Or, what do you want the user to learn?
Based on your answer, write a copy that's clear, actionable, and attractive. Maintain the voice that you've built for your brand, but make sure that your message is clear.
Plan out your campaign: Next you need to figure out the logistics of your drip campaign—what the workflow looks like from the first contact to sale to support. This is also when you set the goals of your campaign, make sure that the copy in each email flows together with the others, and decide how you're going to measure your results. To do this, think about these questions:
- How many emails am I going to send, when, and in what order?
- Do my triggers line up with my message?
- How am I going to measure success?
Start your campaign: Once you have planned out your campaign strategy start sending out the emails. To do this, you can either implement your own custom drip software or buy an off-the-shelf product that'll have you up and running in minutes.
Analyze and improve your campaign: Just because your drip campaign is automated doesn't mean you can let it run unsupervised. You spent a bunch of time researching user segments, and it's important to readjust those segments and your strategy based on the results. If you aren't getting as many click-throughs as you want, try rewriting your calls to action; if you aren't meeting your conversion rate goals with your sale-closing email, try more educational communications before asking any user to pull the trigger. Evaluate, adjust, repeat.