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5 Sorts Of Drip Campaigns You Ought to Be Operating (With Examples)


E mail advertising and marketing is a confirmed strategy to entice and retain clients due to its skill to ship very particular messages on to prospects’ inboxes. It may be an effective way to construct long-term worth in your model. Nevertheless, its actual energy lies in your skill to section your e mail checklist and ship the proper message to the proper shopper. Once you add automation to the combination, you can too be certain that you goal them on the proper time.

For instance, if a buyer has simply left your website with out shopping for, a well-timed e mail encouraging them to return may very well be simply the nudge they should full their buy. In such a scenario, you’d use a drip marketing campaign that lets know-how do the laborious work. Simply create the e-mail sequence as soon as, after which set the situations when it ought to be triggered.

This information will have a look at the 5 kinds of drip campaigns that what you are promoting ought to be utilizing and the way different manufacturers have used them to construct loyalty.

Let’s get began!

What’s a Drip Marketing campaign?

Drip campaigns are automated e mail advertising and marketing at its absolute best. It sends out a number of emails at particular instances and dates all through a specified interval. The emails will also be timed based on the actions and conduct of your clients. For instance, if they’ve simply deserted their cart in your website, you may ship an e mail drip marketing campaign encouraging them to finish the acquisition.

Drip campaigns get their title as a result of they “drip feed” a message to your clients one message at a time, nudging them nearer and nearer to taking a specified desired motion. They’re a important a part of any advertising and marketing marketing campaign as a result of they help you goal your clients with the proper messages on the proper time. Automation ensures effectivity with out dedicating extra time and sources to operating a marketing campaign manually. For instance, you may create e mail templates for gmail properly prematurely for particular situations and depart them to run on autopilot.

flow chart

Supply: Zapier

Drip campaigns may help you drive engagement as they help you ship custom-made emails. As an alternative of sending the very same e mail blast to all of the subscribers in your e mail checklist, you may section them into completely different funnels based mostly on their demographic information, behaviors, or shopping for course of. You may then ship extremely focused emails.

5 Forms of Drip Marketing campaign You Ought to Be Operating (With Examples)

This part will have a look at a number of the drip marketing campaign codecs that may assist what you are promoting develop. You can begin utilizing them proper from if you get a brand new subscriber till after the acquisition has been made, and even past. These automated e mail campaigns are designed to focus on the buyer wherever they’re of their buying journey and help you personalize your message to drive extra conversions.

Use the e-mail drip campaigns as a strategy to transfer away from the laborious promote and as an alternative concentrate on the worth of what you are promoting and how one can assist your clients fulfill their wants.

1. Welcome E mail Marketing campaign

A welcome e mail sequence is an ideal strategy to introduce what you are promoting to a brand new subscriber. Intention to be particular and supply hyperlinks to key touchdown pages to drive extra visitors to your website. This allows you to make a wonderful first impression and may help you pique your buyer’s curiosity. This opening e mail collection will typically determine for those who get demoted to the spam folder or if the client hits “unsubscribe”, so use this opportunity properly.

A examine by CheetahMail estimates that welcome emails herald 4 instances the open charges and 5 instances the press charges in comparison with different bulk promotional emails. One of many causes for that is that welcome emails are inclined to have attractive provides for the brand new subscriber.

Professional tip earlier than you get began: create a brand new gmail account in your e mail advertising and marketing in order that your welcome emails come from a particular particular person. Despite the fact that it’s an automatic sequence, your message will get a a lot better response when it looks like it’s coming from somebody within the staff.

welcome email example

Supply: Instapage

Uber’s welcome e mail is the proper mixture of incentive and readability. The corporate provides a free trip for the brand new subscriber and tells them exactly what the enterprise can do for them. It additionally clearly states the subsequent steps for the brand new buyer – confirming their cellphone quantity on this case.

The welcome e mail sequence is your first try to succeed in out to the buyer. Keep away from cramming an excessive amount of data into the e-mail, and preserve it clear and readable. Like Uber, attempt to incentivize the primary buy with a suggestion and supply clear directions to the subscriber.

2. Retargeting E mail Marketing campaign

Retargeting e mail campaigns are an efficient strategy to convert your leads into clients. They help you ship custom-made emails to your clients based mostly on their on-line exercise. Retargeting can be utilized in varied methods. In case you’ve ever browsed a website after which later seen an commercial for that website’s merchandise on an internet site or social media web page, likelihood is you’ve been retargeted.

A method to make use of retargeting drip campaigns is to ship a follow-up e mail when a buyer lands in your web page however leaves with out making a purchase order or signing up in your providers. Select the shoppers which can be most definitely to learn from a follow-up mail based mostly on their on-line actions.

email campaign

Supply: Develop code

Check out this marketing campaign by Uniqlo that makes use of the client’s looking historical past to tell them when a product they love is discounted. It’s the good strategy to drive gross sales as you already know that the client is within the product. By letting them know that the product is now obtainable at a reduced value, you might be giving them simply the inducement they want. You should utilize their wishlist or “save for later” checklist to section the shoppers and set off the e-mail if you put the merchandise on low cost.

3. Deserted Cart Marketing campaign

Deserted carts are one of many greatest considerations for any on-line retailer, with Statista estimating in a examine that about 88% of carts are deserted throughout industries. However this will also be an opportunity so that you can run drip campaigns that give your clients an incentive to finish their buy and enhance engagement.

Ship out an e mail every time a person places objects of their cart however doesn’t take a look at. You may spotlight your merchandise’ advantages, give them an incentive to return again corresponding to free delivery, or present extra details about the product.

funny email campaign example

Supply: OptinMonster

Add just a little humor to your drip campaigns with emails just like the one above, from magnificence model Glossier. They subvert the usual “deserted cart” sequence by overtly stating it’s a triggered e mail. It’s a enjoyable twist on the theme and ties in with its broader model id, which is playful and irreverent.

It additionally exhibits that the corporate is just not going for the laborious promote and are conscious that their clients are good individuals who know automated emails once they see them. It’s no marvel the model has an enormous following; take a look at this Forbes article on how Glossier’s wonderful buyer expertise practices, together with utilizing nice content material to construct loyalty.

4. Submit Buy

Drip campaigns should not only a strategy to get extra gross sales however have been confirmed to be an effective way to retain current clients. One strategy to preserve your clients completely satisfied is by persevering with to succeed in out to them even after the sale. The post-purchase e mail is a wonderful strategy to proceed engagement with the client and enhance the probability that they’ll purchase from you once more. Simply take an in depth at your gross sales pipeline and search for the shoppers you’ve closed earlier. They’re the proper viewers for this marketing campaign.

In a examine, Emarketer estimated that e mail advertising and marketing can increase your retention fee to as excessive as 80%. The primary motive your clients will come again to you is model loyalty, and the one strategy to construct that loyalty is thru constant, focused communication in any respect ranges. Once you proceed to interact with the buyer even after the sale is made, it allows you to construct belief.

You possibly can invite them to affix your model’s loyalty program or supply offers and reductions that may be availed with repeat purchases. Additionally it is an opportunity so that you can cross-sell and up-sell by displaying merchandise associated to their buy. For instance, in the event that they bought a laptop computer, you would possibly supply them a particular deal on appropriate laptop computer circumstances. One other strategy to drive the post-purchase dialog is by asking for suggestions and welcoming them to depart opinions of the product they bought.

post purchase email drip campaign

Supply: Smartmail

Check out this attention-grabbing post-purchase e mail from magnificence model Sephora. They’ve a intelligent title in your order historical past: magnificence bag. The model offers subscribers actionable content material within the type of 3 ways to share and fee their purchases. The corporate additionally goes one step past the standard post-purchase mail and even contains ideas and how-tos within the type of make-up tutorials to assist patrons use its merchandise.

5. Unsubscribe Marketing campaign

One other approach drip campaigns may help you keep clients is by enabling you to follow-up with clients leaving your mailing checklist. Not all of your clients are leaving due to your content material; some could need to obtain fewer emails basically or could be extra lively on one other platform. An unsubscribe drip mail ought to intention to cowl these widespread causes and verify why the subscriber is leaving you. Some methods in which you’ll execute an unsubscribe marketing campaign embrace:

  • The brief “We’re sorry to see you go” with a touch of humor
  • Ship out a survey to ask them what went flawed and search solutions to tell your future technique
  • Encourage them to remain linked with the model on different platforms like social media
exit survey email drip example

Supply: Hubspot

Take this e mail from luxurious division retailer Barneys New York, which features a survey to find out why the client is unsubscribing. It permits the corporate to get perception into their clients’ minds and why they not discover their emails helpful, creating a greater content material advertising and marketing plan sooner or later.


In closing

Drip campaigns are an effective way to ship the proper message to your viewers on the proper time to drive conversions and construct model loyalty. Use these automated emails as you welcome new clients to your model, and use their on-line exercise to ship focused emails based mostly on their preferences and conduct in your website.

These emails additionally aid you deal with some of the widespread issues in ecommerce: cart abandonment. A well-timed e mail might aid you keep away from dropping these gross sales. Don’t overlook to proceed the dialog even after the acquisition with a fast survey, advice, or related supply. The ultimate kind of drip marketing campaign targets these clients who unsubscribe out of your e mail checklist. Take a look at it as a chance to study the why behind their determination and provides them choices to attach with you on different platforms.

With the following tips in thoughts, it is possible for you to to create a powerful e mail advertising and marketing marketing campaign. So, what are you ready for?



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