Rashida
It’s usually not enough to just send a single email.
Most often, you need to send follow-ups and reminders. In those instances, you need to have a good drip email campaign.
A drip email campaign is one of the best ways to nurture your audience, to turn prospects into customers.
But, crafting a drip-email campaign is not always easy. Creating the right subject lines and message copy requires a lot of time and effort.
Today we’ll share 5 tips for crafting a killer drip email campaign based on the latest trends in copywriting.
What is a Drip Email Campaign?
A drip email campaign is an automated email campaign that sends users an email after they engage with a certain action. It gives users a sense of ownership over the email, encouraging them to come back to your site and take action.
For example, if you have an eCommerce store, you can send an email to your customers after they sign up for your newsletter. Likewise, you could send a drip campaign after someone downloads a free lead magnet from your website. You can also use a drip-email campaign to send a series of emails over time to keep users engaged with your store. The final email may include a CTA to make a relevant purchase.
A drip email campaign can be a very powerful tool for bringing traffic back to your website, and it can also help nurture your leads into sales.
Setting Up the Email Drip Campaign
Choose the Goal for Your Email Drip Campaign
What’s the purpose of the drip campaign? Much like any marketing initiative, you need to clearly define the purpose of the campaign. Do not try to accomplish too many things with one sequence.
Here are examples of common goals:
- Increase revenue
- Drive event registrations
- Boost brand awareness
- Promote a new offer
- Obtain customer feedback
- Increase user engagement
You will use this goal to segment people into different drip campaigns.
Determining the Audience
For the campaign to be effective, it must get to the right audience. Who should get the campaign? It depends on the goal of the campaign and the segment of the audience.
Make sure that the goals and position of the audience align with the goals of the drip. The email sequence should address their pain points, objectives, interests, etc.
One great way to do this is to have certain actions trigger certain campaigns. For example, someone who abandoned their cart should get a re-targeting series aimed at getting them to complete the purchase. On the other hand, someone who only browsed the site and then left may need a different sequence to generate engagement and interest.
Selecting Touchpoints
Each email in your sequence is another touchpoint, a time to connect with the customers. But how many is too many? What’s the right number?
You want to have enough touchpoints in your sequence that your audience feels connected and listened to. But you also don’t want to overwhelm or irritate them.
The sweet spot tends to be one email per week in general. As for the total length of a drip campaign, it could be anywhere from about 4 to 11 emails. It depends on what you are looking to accomplish, and who they are sent to. Overall, you want to keep the campaign on the shorter side, focusing on increasing the value of each email.
As for when to send emails, Fridays are the golden ticket. Campaign Monitor found that click-through rates are highest on Friday at 18.9% compared to 2.7% on other days. Furthermore, Saturdays are a no-go for emails.
Create Personalized Content
Content plays a key role in the efficacy of your drip campaign. Rely on content marketing best practices, leveraging copywriting trends for your emails. Personalization is a big part of this. For one, that means including personalized details like your recipient’s name, etc. But it also means crafting content most relevant to the segment you chose.
If the person is in the drip for downloading your eBook, then try to include follow-up details or inquiries about different sections.
Automatic Removals
The goal of your drip is to get the person to take the desired action as soon as possible. If they can exit the drip early, that’s ideal!
This means you need to know when to remove someone from the sequence. Let’s say they abandoned their cart. After the second email, the one where you gave a free shipping discount code, the person completed their purchase.
Now, you don’t want to keep them in the abandoned cart drip. Their action should trigger an un-enroll so that they are no longer part of the drip.
Email Drip Campaign Tips
Now for the drip campaign tips!
Short and Sweet
Don’t send a novel. Keep your emails value-packed, yet short. Get your message out quickly and concisely.
Ultimately, you want people to get to the CTA quickly. Keep emails under 3 paragraphs maximum!
Bonus tip: leverage bullet points, numbered lists, bolded words, and very short paragraphs to make the email more appealing to read!
Always Include a CTA!
Every drip email campaign must end with a CTA. What do you want them to do? Tell them!
Make sure the CTA aligns with their stage in the buyer’s journey. You don’t want to ask someone who just signed up for your newsletter to buy something. Instead, you could ask them to follow you on social media or read your latest blog.
Leverage A/B Tests
When’s the best time of day to send your emails? Which subject line is more compelling?
Find out for yourself using A/B testing. You can test delivery times, subject lines, CTAs, and more.
Research finds that early morning emails tend to be very effective, but this may not be the case for your audience. A/B testing is one of the best ways to find the most effective solutions for your industry, niche, and audience.
Offer Value
You may not get a response right away. That’s the point of the drip!
Follow up time and time again, but always while providing value. Remember 80/20 content marketing. 80% of your content (including emails) should entertain, inform, and educate. Only 20% should promote your business directly.
Every email should in some way help the recipient. It could include tips/tricks, downloadables, etc.
Gather Feedback
What about when a lead doesn’t convert even after the entire drip? Find out why.
Send a brief survey asking why they were not interested. Keep it quick and easy, with multiple-choice questions or sliding scales
This can help you find out the why behind their silence. Maybe they don’t have the budget, are too busy, or opted for a competitor.
Finding out why can help you improve your future campaigns.
Content Cucumber is Here to Help with your Email Drip
Drip emails campaigns can help you nurture leads and re-engage your audience. Drip sequences are a form of content marketing, bottom line.
That means you need to have well-written content to see results.
With our team of professional writers, Content Cucumber is here to help. We’ll help transform your ideas into compelling blogs, emails, newsletters, and more!
Want to see how our content writers can help you with your drip email copy?
Book a demo today!
