What is drip email campaign and how to use it?

Email marketing is still one of the best and most useful marketing tools for companies, regardless of size and industry. Take email newsletters – they are a fantastic way to inform your subscribers about your new products, offers and give the latest news.

There are two problems with them though – one, most of the newsletters are “one size fit all”. Two, they are not a good way to educate your customers. What if you need to give your customers personalised information, tailored to their needs? For this, you need to create a drip email marketing sequence!

What is drip marketing?

Drip emails are a set of pre-written emails that you can automatically send to website users after they perform a specific action (like subscribing to a newsletter) or once every set amount of days (every week). And if used correctly, they can do wonders: drip campaigns can generate 50% more sales-ready leads through regular communication with the subscribers and drive 18 times more revenue than general emails.

Imagine you would have to manually keep track of what each of your website visitors is doing and then sending a relevant email to them. Wouldn’t that be an arduous task?

With drip marketing, all of those tasks are done automatically –  whenever a user signs up for an account or visits a pricing page a pre-written email is sent to them without delay and without forgetting about a single user. You can even personalise the emails with user’s data such as name, job title or any other relevant info.

Let’s say you need to create a drip campaign for your new subscribers. The first email (“Welcome email”) will arrive at the subscriber mailbox a few moments after they finished signing up. A few days later, they will get another email which helps them get started with the new software.

Next emails depend on the behaviour of the subscriber – is he actively using the product or not? What kind of content he is visiting often? And what products was he looking at?

All of this is done automatically, without you having to write a new email for each person and sending it manually.

Sounds terrific but are those campaigns working as well as they seem?

Drip marketing in numbers

  • Lead nurturing emails get 4-10 times the response rates compared to mass email blasts.
  • Companies have seen a 20% increase in sales after using drip campaigns to nurture leads.
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.
  • Companies that automate the lead nurturing process through marketing platforms like email see at least a 10% increase in revenue in 6-9 months.

Wondering how you could use drip email campaigns in your business? Here are three examples:

Use drip email campaigns to welcome new users

Welcome emails can make a great first impression. By using welcome emails, you are introducing yourself and your business, show appreciation for your new subscriber and can use those to give special offers for new subscribers too.

They give incredible results too – welcome emails have an open rate of around 80% and over 27% CTR rate. But sending them manually anytime a user signs up for your service or newsletter could be troublesome. Triggered emails work wonderfully here. Just set a trigger to start a drip sequence when a user made an account on your website, downloaded trial version of a software or subscribed to your newsletter.

Use drip emails to promote upgrading from a free user to a paid user

Converting users from free ones to paid subscription ones is a significant pain for plenty of companies (btw, we published a post about this: we published a post about this). Automated drip campaigns can help plenty here too!

Using a drip campaign, for example, you can set a sequence of a “Quick start” emails to help your users get the best out of the trial software or quickly find the best content on your website (it’s also a great place to give links to your social media accounts).

You can also use the drip sequence to mention the benefits of a full version of your product/service and offer a promotional code – don’t go overboard though. Too many emails promoting your paid tool will put off your customers, not encourage them.  

Bring back customers with a shopping cart recovery drip emails

For e-commerce businesses, high cart abandonment rates are a sad reality – they vary between 60% to 80%. The reasons are varied too – high shipping costs, too long checkout or slow website. In plenty of cases, the customer just got distracted or wanted to think more about the purchase first and forgot entirely about it.  

But abandoning the cart doesn’t mean the customer can’t return to complete the purchase later 🙂

You can bring back some of the customers by preparing a cart recovery email campaign. Cart recovery emails are triggered when a website user has added items to their cart but didn’t complete the purchase.

The email reminds the customer about the items still in the cart, warns in case the things might be soon out of stock or offers a unique discount code.    

Does it even work?

Definitely! 46% of those who left their shopping cart open cart abandonment emails and around 35% end up finishing the purchase. Obviously, you won’t be able to lower your cart abandonment rate to zero (some of the customers were just browsing and didn’t have any intention of purchasing yet), but even if you manage to convince part of the customers to return, your revenue will get a solid boost!

There’s far more than you can do with the drip campaigns than just the things I have mentioned – you can promote your blog content, bring back inactive users or remind them about upcoming events (such as webinars for which the user signed up). So in whatever industry you are in or whatever size your business is, there’s undoubtedly a way in which drip marketing can help you.

Test User.com for free

Are you interested in preparing your own drip email sequence now? You are going to need a good email marketing tool. Besides helping you with the drip campaigns, you can also schedule newsletters to be sent automatically, segment your subscribers into groups and add personalisation to your emails. Our marketing automation tool will help you with all those things in a flash! Just sign up for a free account (if you didn’t do it already).

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Instead of wasting precious time daily on sending emails, let drip email campaigns and marketing automation handle it. Then you can focus on more important things such as growing your business.

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