You may have read many stories about how email marketing can achieve amazing results. If you Drip Marketing: Secrets have tried to replicate those methods and failed, don’t be upset. More often than not, the success you read about in an article does not happen overnight.
It was preceded by years of painstaking work by marketers. But the principles of email marketing are extremely simple.
Today I’m going to talk about how to design an email marketing strategy that uses a series of emails to increase audience engagement and generate sales.
Here are the main questions that I will cover in the article:
What is drip marketing and why is it needed?
Five Basic Drip Marketing Email Campaigns.
What is drip marketing?
Drip marketing is a series of emails that are sent to the recipient after a certain period of time. All these Benin Email Database chains are automated email campaigns (autoresponder cycles) that are set up once and for a long time. Standard examples of such drip marketing are welcome emails and notification emails about an abandoned painting.
Related article: 20+ Automated Emails You Should Send Today .
A drip email campaign can be as complex as you like. A classic welcome email chain, for example, consists of three emails sent one after the other over several days.
It all looks something like this.
An example of a welcome newsletter in the Getresponse platform
Drip marketing email campaigns can be more complex. They are often triggered in response to user actions, meaning you send different emails to people based on their actions. For example, a user who opens an email will receive different emails than a user who ignores the email.
Below is an example of an email campaign template for a GetResponse webinar.
Email Campaign Template for Getresponse Webinar
As you can see, there are many more steps in this email chain.
Marketers love drip campaigns because they are more effective than sending a single email. A good example is the abandoned cart email. Research has shown that those who send three abandoned cart emails have 69% more orders than those who don’t. That’s a serious number!
But for a good result, it is not so much the frequency of sending emails that matters. A good drip Buy Email Database List campaign is also effective because the marketer who created it thought through all the reasons why the user should click on the link.
In regards to cart abandonment, below is a quick diagram of the thought process that leads to the decision to not continue shopping.
Thinking Pattern for Making Purchase Abandonment Decisions
The idea is to identify the most important stumbling blocks and address them in one campaign. The more issues you address, the more people you will attract.
Keep your emails focused on one topic. Also, don’t make the common mistake of thinking that the more emails you send, the better the results will be. No one wants to be the target of a spam attack, as GetResponse’s Global Email Marketing Study confirms .
Data on the dependence of mailing success rates on its frequency
You need to find a balance between the number of emails, their value, and the desired result. The main mistake that many people make when working with a subscriber base is sending meaningless emails.
5 Basic Drip Marketing Email Campaigns
So, we have learned what is the key to quality drip marketing. Now let’s move on to practice and look at typical examples of email chains.
Welcome newsletter
Birthday Newsletter
Advertising mailing
Upselling
Abandoned Cart Reminder
Let’s look at each example. I’ll tell you how to use these newsletters and why they are effective.
Welcome newsletter
The first email each subscriber receives is a welcome email from the company. As mentioned above, I recommend sending three emails over several days. The purpose of this email chain is to introduce the company to site visitors. These Mailing Data describe the company’s history and answer the questions “Who,” “What,” “Where,” “When,” and “How.”
Below is an email chain I use for my wife’s travel agency.
Welcome email chain for the travel industry
Related article: How to increase bookings on a travel website using automation
The purpose of the first email is to set expectations. In general, you should do the following:
Introduce yourself and/or name the company on whose behalf you are speaking.
List interesting or unexpected facts about yourself/company.
Set expectations, i.e. tell them what product/service you are going to offer.
Ask to become your follower on social networks or add an email address to the whitelist.
Provide new content as promised.
The first letter is like a first date – you have to make a good impression, keep your promise, tell a good joke, and then leave…
The next day, you can send a second email. In it, place a link to your best blog post, video, or something useful. Ideally, the content will be exclusive or rare.
On the third or fourth day, you can send a final email. In it, add content from your site that might be useful to them. It could be something free
The main thing is to make sure that each such letter contains a link to different resources. For example, the first letter may contain a link to a PDF document. The second – to your website, the third – to a video.
By sending users to different places each time, you create a sense of surprise , otherwise receiving the same material for weeks on end becomes boring and uninteresting.
Birthday Newsletter
Birthday drip marketing is a great way to connect with your audience and generate extra revenue. Plus, you’re congratulating people on their special day, which is a nice thing in itself.
To launch a birthday email campaign, you first need to know when the user was born.
This can be done via a web form (or subscription form). This step can potentially cause problems for those who subscribe to your mailing list. If you choose this route, I advise you not to make this information mandatory. Either way, if the person does not want to share the information, they will simply indicate the wrong date.
You can also find out the date of birth of those who are already your subscribers. Here is an example of how denim manufacturer Lee does it, although the text of its letter needs correction.
